Monday, 22 December 2014

The Christmas shopping revolution

Consumer shopping habits have seen a massive shift over the recent years from in store to online, and the predictions for online Christmas sales show that these trends are only increasing over time. A massive £636 million is predicted to be spent online on Christmas Day, with a further £748 million estimated to be spent online on Boxing Day. The Christmas season is known at the Golden Quarter in retail and it’s easy to see why, with Manic Monday – 8th December – and images of weekend rushes in stores featured on the news retailers can make a huge profit before the Boxing Day sales hit. Surprisingly, despite the huge amount of spending predicted on Boxing Day online alone, Black Friday seems to have overtaken Boxing Day as the busiest day for retailers.
Bustling shoppers hitting the streets

Social media has also had an impact on consumer purchasing habits. A survey of 3000 people found that just under two thirds said that recommendations from friends and family on social media influences their Christmas gift purchases the most. The power of an online brand is becoming increasingly more influential, with Amazon reviews and blogger recommendations more important than magazine articles for purchases. Facebook has come out on top, with 59% of consumers saying it is the most influential social media platform for holiday purchases. However this may be due to Facebook having far more users than other social media platforms. Platforms like Pinterest and Instagram, offering a far more visual experience, are incredibly effective for increasing brand awareness and product ranges for aesthetically pleasing brands and products.

What social media platforms inspire your gift purchases? Let us know at @clicktapmedia 

Wednesday, 17 December 2014

Not on social media? Here’s why you should be

It’s nearly 2015, if your company isn't using social media yet it’s time to catch up! Studies have shown that Twitter followers are 67% more likely to buy from a brand they’re following, and 50% of Twitter users recommend products in tweets, while Facebook is behind 63% of all social e-commerce traffic. Technology and especially social media is completely ingrained into the lives of the younger generations, with 53% of millennial's stating they would rather lose a sense than their technology, and 25% of teens are addicted to social media, spending up to 6 hours a day on their smartphones. There has never been such an easy and direct way to communicate with your customers, but which platform is right for you?
Facebook's thumbs up Like symbol

Almost all companies can benefit from being on Facebook and Twitter because they are the most commonly used for direct communication, and these are the platforms your competitors are likely to be using. Facebook and Twitter are particularly good if you have any advertising budget, as promoted posts can let you know the reach of your ads and can be tailored towards your target market. For visual or prestige brands, particularly those targeted at 18-29 year old's and women, Instagram and Pinterest are a must – these platforms lend themselves perfectly to any brand with photographable or aesthetically pleasing content. Any brands which are targeted at a specific community e.g. fashion lovers, mums, foodies, etc. can benefit from being on Pinterest, Google + and Twitter. All three platforms allow you to target who you aim your information at, Pinterest and Google + by utilising the group customers have identified with, and Twitter by using relevant hashtags. For B2B marketing Google + is ideal, as it is widely used by any companies. If you want help with your company’s social media platforms Click Tap Media offer a variety of packages tailored to meet your needs.

Upcoming marketing trends for 2015 are centered around SEO and content, with the focus on original content as it is a driving force for good SEO results. Creating good content which customers can share on social media is key for brand awareness and building a relationship with customers where they are willing to pledge their support to your brand by sharing your content. The commercial benefits of a strong company presence online are obvious, so really you have no excuse not to.

Monday, 15 December 2014

Voting on Social Media: Yes or No?

Facebook was in the news last week after the revelation a dislike button had been discussed and was potentially in the works. The interactive nature of social media means companies are constantly identifying new and innovative ways to use the internet for social and commercial communication. Following in the footsteps of the ‘Like’ button feature, which allows users to show their approval or agreement with a post, a dislike button would allow users to show that they didn't approve or agree with posts. Despite the facts users had requested the new feature, Mark Zuckerberg has announced that the button wouldn't be added, saying that it wouldn't be ‘socially valuable’.
Mark Zuckerberg speaking at conference

Zuckerberg stated ‘We don’t think there needs to be a voting mechanism on Facebook on whether posts are good or bad’, explaining further that ‘the Like button is very valuable because it is a way for users to quickly express a positive emotion or sentiment’. A flaw with the button, which Zuckerberg touched on in his speech, is that liking a post is not always the most appropriate response to show support. When a friend posts a sad post ‘liking’ it may not seem to convey the right sentiment, and this is something which Facebook are looking to address in the future, and are currently assessing other options to express a broader range of emotions. A question this raises is why users can’t simply comment on posts, especially when the post is a sad one where a ‘Like’ is inappropriate – offering buttons which express emotions for us can arguably limit the genuine communication and social aspect of the social network.

YouTube, which has over 1 billion users, has a voting system which manages to avoid bullying or group downvoting by concealing the number of down votes on comments. The like to dislike ratio on videos is shown in a bar, but votes on comments can only be judged on the number of up votes they have received. Users can see the most popular comments by selecting the filter ‘Top Comments’, highlighting the positive communities possible on YouTube whilst denying internet ‘trolls’ the opportunity to obviously target certain comments or users.
Russell Brands head shot
Twitter doesn’t have a voting mechanism, focusing on the positive features of sharing a post you want your followers to see, or favouriting a tweet you particularly agree with. To comment on a major event users can incorporate a hashtag into their tweet so other users can easily identify who is talking about certain trends. Whilst all of this seems positive, there is still the opportunity for negative behaviour on Twitter, with cruel or taunting hashtags allowing widespread bullying of a person or group. Twitter is different to Facebook in that the majority of people do not tailor their privacy settings, meaning that tweets can be seen by everyone. Comedian Russell Brand may soon be banned from Twitter for breaking their rules and posting personal contact details of a journalist who he claims was harassing him. Whilst Twitter doesn’t offer a voting system, the openness and accessibility of tweets does offer a wider ability for negative behaviour in a way which is somewhat prohibited by Facebook and Twitter. 

Thursday, 11 December 2014

Twitter is taking over!

Twitter have announced their annual round up of the year’s best tweets and twitter topics. Unsurprisingly the Brazil 2014 World Cup has topped the topic of most tweeted about event in the UK, with over 672 million tweets on the sporting event. Unsurprisingly Ellen DeGeneres’ celebrity-packed tweet from this year’s Oscar ceremony wins the award not only for most retweeted of the year, but also the most retweeted ever – an impressive 3.4 million times! Twitter crashed due to the amount of traffic the tweet created so it comes as no surprise that it tops the list. Hot hashtags in the UK this year include #WorldCup, #MH370, and #xfactor as the nation joined together to discuss topical events.
twitter Oscar ceremony tweet picture

Currently there are over 284 million users on Twitter, so it is no surprise that brands are keen to improve their social media presence on Twitter and Facebook. JCI’s workshop on the law and Social Media shared some interesting facts on the reliance of young people on social media, and how Twitter is useful for companies. Reportedly 53% of Millennials would rather lose a sense than their technology – social media is obviously a key way to communicate with younger demographics. It was also reported that 50% of Twitter users recommend products in tweets – an ability to tag companies in these tweets would be invaluable to the brand’s perception.

Below is an infographic charting the success of the different prominent social media platforms, it’s clear to see how a strong brand presence on social media is invaluable for any company.
infograph depicting social media timeline

Monday, 8 December 2014

How being 'internet famous' can translate to real money

Since social media took off more and more people aspire to go ‘viral’ – YouTube and Vimeo channels can cause worldwide celebrity (see vlogger Zoella), whilst sites image sharing sites like Imgur and Reddit are responsible for the current phenomena of memes. The sharing of online content via social media platforms has opened up an entirely new angle for marketing, with the concept of ‘internet famous’ offering real world benefits.

It has been announced this week that the owner of online celebrity Grumpy Cat (real name Tardar Sauce) has made £64 million from her famous cat. After a photo of Grumpy Cat was posted on website Reddit in 2012, gaining 4013 ‘up votes’, internet users all over the world demanded more photos, refusing to believe that the photo wasn't edited. In the last two years Grumpy Cat has become an instantly recognizable cat thanks to her feline dwarfism and under bite. The marketable qualities of Grumpy Cat were not missed, and it is now possible to buy an array of products and books featuring the internet sensation, with a film being released this Christmas titled ‘Grumpy Cat’s Worst Christmas Ever’.With an ability to communicate to the entire world with engaging content many companies are trying to go viral and give their company a competitive edge over their competitors.

Grumpy Cat meme

This summer Facebook and Twitter were covered in the incredibly successful marketing campaign by the ALS Association, who created the #ALSIceBucketChallenge. The concept of tipping a bucket of ice over your head on video took off in an environment where online trends and online updates are in vogue. The participation of celebrities and the idea of challenging your friends with a fun challenge for a worthwhile cause had unprecedented success, with over $100 million raised by the ALS Association by the end of August this year.

Air New Zealand managed to create an incredibly successful promotional advert by tapping into a community with a devout worldwide following – Lord of the Rings. The advert, which features characters from the books and films, works because of New Zealand’s ties with the Lord of the Rings and Hobbit films. Since the first video was created it has gained 12,208,076 views on YouTube, with a recent safety video featuring Elijah Wood reaching over 13 million views in the last month.

Online advertising has almost unlimited potential with what it can achieve, check out our services to see what we can offer your advertising campaign. Do you have a favourite viral campaign? Share it with us on Twitter @clicktapmedia 

Tuesday, 2 December 2014

Simon La Band – MAG’s New Face of Digital

The MAG team are excited to welcome digital specialist Simon La Band as the new Digital Sales Director. Simon is the new manager of Click Tap MediaMedia Agency Group's digital division – and is keen to make his mark on this growing department as he takes it forward.

Simon was the ideal candidate for the job, holding extensive experience in digital and management, necessary for a management position in this exciting and constantly developing digital department.
We got his impressions on his first few weeks at MAG:
“It’s been extremely fast-paced, and there’s a real relentless attitude and work ethic! There’s a great team atmosphere, and I can safely say that no two days are the same. I’m really looking forward to growing the digital division from strength to strength to ensure we continue to match the same path of success as the agency’s other divisions.

There’s a fantastic team already in place, and I’m looking forward to growing this even more in 2015. I’m looking to build a team that has a good mix of experience – from apprentices to seniors, to maintain ourselves as a market leader in digital as the demand for Click Tap Media’s services continues to increase. I’m extremely dedicated to making sure the team continues to produce outstanding results and ROI for our clients, and am excited to see what 2015 brings.”
Digital sales director image
Having previously worked for an award-winning content marketing agency, Simon’s skills lie
predominantly in digital marketing, PPC, SEO, social media, SaaS, analytics and management, and we are excited to see how he draws on these strengths to develop the Click Tap Media division in the future.

Monday, 1 December 2014

Christmas adverts online appeal

We have reached the time of year again where Christmas adverts are dominating our television screens and conversations. Companies are aware of how Christmas adverts are increasingly being considered an integral part of Christmas. A perfect example of this is Coca-Cola, whose ‘Holidays are Coming’ theme has become so ingrained with the product’s Christmas image that a Coca-Cola truck or Coca-Cola choir can tour the country in the build up to Christmas and draw crowds.
John Lewis Christmas advert
John Lewis (whose Christmas adverts are always eagerly awaited in the build up to Christmas) met the increasingly high expectations held by consumers, reportedly spending £7 million on the memorable two minute ‘Monty the Penguin’ video which cleverly integrating a new toy to add to their Christmas range at the same time. Sainsbury's had similar success with their World War 1 advert which promotes their partnership with the Royal British Legion with the sales of their chocolate bar. Both adverts have enjoyed considerable success, discussed and debated throughout the media, but their real success has been online.
Sainsbury's Christmas WW1 advert
Netmums’ annual Christmas Advertising Report, (which surveyed 2000 mums) found that 36% of mums surveyed re-watch adverts online, and a further 41% will discuss the adverts on social media. The ability to share and view Christmas trailers online can justify the huge budgets assigned to the productions – 4 weeks to go until Christmas and the John Lewis advert has been viewed over 18 million times on Youtube, and Sainsbury’s just over 13 million – consumers are going out of their way to watch the videos. Both trailers only feature one product from the stores’ Christmas ranges, yet their popularity and consequent discussion and dissection ensure that the adverts are a sound investment. For more information on Digital Advertising visit Click Tap Media.