Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective.
Welcome back to another week of What's Working in Marketing, a weekly newsletter where we share what's working outside your own four walls across the digital marketing landscape so you can be more effective. If you enjoy reading this,follow me on LinkedInor create aFREE Insight Library account, our team is publishing tons of free research that you won't want to miss.
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This week we're breaking down:
The Highlights:
Diving into how Snapchat is doing in the social media market
Unpacking whether innovation in marketing is overrated
#MarketingTwitter:
Diving into Tweets to learn about refreshing your content marketing, 12 ways you're overthinking & losing customers, and Google's policy updates on removing personally-identifiable information
HOW SNAPCHAT IS CONTINUING TO STAY RELEVANT
Snapchat has recently released a new report with insights into how its users are engaging with the platform and enjoying its features.
Here are my key takeaways from this report:
95% of users say the app helps keep them connected to friends & family
87% of users say they feel that they can fully be themselves on the app which is a positive output considering new insights on the effects of social media on mental health
82% of users will engage with brands they see on the app with 1 in 2 users enjoying when brands do pop up for them
As noted in my first key takeaway, Snapchat is still a relevant network for keeping people connected. Being able to leverage brand relationships through AR product try-ons or interactions is a quick way to give potential customers a chance to engage with your brand while also reaching any networks of friends that send their virtual product try-ons through the app.
Consumer-Centric Brand Positioning with Jamie Michaels
HEAD OF BRAND STRATEGY,
TWITTER CANADA
On this episode, Jamie helps us understand customer-centricity in today's world of marketing and social media. Jamie shares examples of brands that are doing a great job on Twitter, and what brands should be thinking about if they want to stand out.
Unpopular POV: Marketers idolize innovation, but innovation is overrated. 🥵
If you ask marketers what the No. 1 ingredient is for business growth, odds are half of them (or more) will say "innovation."
Here's the thing: The world's best brands (from a marketing perspective) aren't necessarily the most innovative. They've simply mastered the strategies and tactics of their marketing engines.
When you really drill down into what makes market leaders, well, leaders, two things are obvious:
Oftentimes the very best marketing strategies to implement don't revolve around doing something new, but nearly always revolve around doing something well.
But don't get me wrong: Innovation is an important aspect of effective marketing. Brands that are unwilling to adapt to change will inevitably fall behind.
A smarter, more effective strategy is to study and learn from those who have already found success. This will save precious resources (time, money, energy) that can be channeled into other areas for growth.
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