Influencer campaigns will become an integral part of advertising budgets in 2018, and strategies will shift from one-off collaborations to long term partnerships that provide value to brands, influencers and audiences, writes Giordano Contestabile. Social platforms will boost the resources available to influencers to prove their worth to marketers, and the rise of microinfluencers will contribute to a more effective marketplace, he writes.
Twisted's foodie videos have attracted a Facebook following of 8.4 million and collaborations from global brands such as Pepsi, Frank's Hot Sauce and Cadbury. Jenny Cleeton visits the company's London headquarters to get a behind-the-scenes glimpse into how the viral videos are created.
Large touch screens are becoming increasingly popular, presenting new challenges for designers. Tips for designing for these larger screens include using natural gestures, scaling up fonts and imagery, prioritizing clear navigation and simplifying design to minimize an excessive number of choices.
Some marketing executives aren't bothered by Facebook's algorithm change to its news feed, having already given up on organic reach on the platform and instead invested in paid campaigns, which will not be affected. EP+Co's Brittany Hunley says her company will continue to focus on creating content that drives impressions and clicks, while Ketchum's Jim Lin says creating "engaging and compelling content" will become more important than ever.
BlackBerry is aiming to address security vulnerabilities for programs guiding self-driving cars with its Jarvis product. The software could also prove useful in other areas including healthcare and industrial automation.
NBC has created five 60-second Super Bowl spots with Anomaly that tell the stories of Winter Olympic athletes to inspire its audience to watch the Games, which will begin airing on the network four days after Super Bowl Sunday. The ads will make their appearance one day at a time during the "Today" show in the week prior to the Super Bowl and run during the event and in pregame and postgame programming.
The agency models currently seeing some success in an increasingly fractured and competitive marketplace are full-service digital and data shops or creative agencies that are renowned for their breakthrough ideas, writes Peter Reid. "[I]t is about finding a model ... that helps create transformative, multi-disciplinary campaigns and experiences by combining the best of both sets of techniques," he writes.
Working long and hard hours doesn't always mean success at work. Take on less tasks and do them right for better performance in your job.
Nearly one-third of marketers believe influencers are vital to their campaigns, and 41% say influencer marketing has been more successful than traditional campaigns, per Bloglovin'. Industry execs share their thoughts on how influencer strategies are evolving, how to measure success and why a true partnership is the key to success.