A hashtag is a Metadata that helps add words to a catogery; to be a hashtag the word(s) must have the # symbol infront of it with no spacing, for example #fashionlove is correct #fashion love is not (Neff and Moss, 2016). The word will then go into the category to enable users to find your post (Neff and Moss, 2016). Check out Rebecca Hiscott blog for more detail on what hashtags are.Secondly, you might be thinking why on earth do I have to use hashtags?Bruns and Burgess argue that hashtags increase the audience level of a campagain while Saxton (2015) argued that hashtags enhance consumer engagement; Simply Measured (2014) research identified that the use of one hashtag can increase consumer engagement by 12.4% in contrast to the use of no hashtags.
Suggested The need for hashtags is heighten within Instagram as the method to find pages is to search for a hashtag; unless you know the direct name (Dobson, 2017). Minazzi (2014) further argued that businesses with high consumer engagement experience higher levels of revenue and customer loyalty; with the high costs of acquiring new customers, customer retainment is of importance (Rosenberg and Czepial, 1984).Thus, it is of importance to understand how to use hashtags effectively within an Instagram initiative (Wooldridge and Pierce, 2014).
Luckily, this blog will equip you with that information; so, you, yourself, yes you, can make an epic and memorable hashtags to fuel your Instagram marketing.
Source: 8 simple tips for businesses to make effective Instagram hashtags for the inexperienced hashtagger; #easy | Elle’s Digital Marketing Blog
How great would it be to have your own personal shopper assistant without being in a store?
La Redoute have the answer to this through their live weather billboard with weather sensors for their campaigns. The sensors attached to the digital signage detect different weather changes and once the weather changes, the models outfit changes accordingly to suit the temperature. This unique concept means that consumers can gain ideas on what to buy for that particular season. Of course, some countries would have a massive variation for times it changes, as places like the UK are known for going through different season in the same week.
Source: Whoosh! The impact of out of home signage in the fashion industry: 2 case studies with ROI statistics | it382
Top Tip #1: HumanisationWhen you think of social media you probably think about connecting with loved ones, friends, and friends of friends (don’t act like you haven’t stalked before). You don’t think about businesses connecting with you, aiming to be your friend, posting on your feed with language you similarly would use; humanising their campaigns to emphasise they are your friend, and that you should trust them, and should trust their product; Nielsen (2015) supports this by documenting that the most credible form of advertising is from people we know and trust. Park et al., (2015) goes a step further by conducting a study analysing language used by over 60,000 Facebook users where word clouds were created to show popular words/phrases posted by users with differing personalities (see figure 1).
Source: Breaking Bad: Cracking the formula for a riveting social media campaign that will maximise brand engagement – 90% purity guaranteed | Eden’s Blog Central
People spend billions each year shopping online, but few know it was a grandmother from Gateshead who pioneered it from her living room.It was an order for margarine, cornflakes and eggs that paved the way for an industry now estimated to be worth £117.6bn ($186.1bn) to the UK economy alone.Grandmother Jane Snowball, 72, sat down in an armchair in her Gateshead home in May 1984, picked up a television remote control and used it to order the groceries from her local supermarket.She was part of a council initiative to help the elderly. What she – and everyone else with her at the time – didn’t realise was that her simple shopping list was arguably the world’s first home online shop….
“It’s significant because of its influence rather than its direct impact,” says Asher Rospigliosi, senior lecturer in e-business and management information systems at the Brighton Business School. “If you only have a few customers it’s extra labour for not much extra profit.”
Aldrich went on to become an information technology adviser to Margaret Thatcher. Tesco became one of the first retailers in the UK to offer a home online shopping service. Mrs Snowball was recognised by Gateshead Council for the part she played in the ground-breaking initiative in a ceremony in 2009.
But no-one at the time knew the experiment would actually anticipate a transformation of shopping. Gateshead Council says it has has very few records of the experiment because it didn’t realise how significant it was at the time. It would be another 10 years before retailers would see the potential.
“It really was a momentous landmark,” says Rospigliosi.
Source: Online shopping: The pensioner who pioneered a home shopping revolution – BBC News
In the spring of 2015, Protein World (a supplier of workout supplements) unveiled their “Are You Beach Body Ready?” campaign, renting advertising space on billboards and trains, supplemented by postings on social media – most notably via Twitter. The campaign poster included a slender, toned, young woman donned in only a bikini, asking the audience a simple question – are you beach body ready?
This move served to contradictingly both comply with and completely subvert the findings outlined by Noort and Willemsen (2011), in which the key take-away was that companies can help to mitigate damage through responding quickly and directly to negative online conversations, while striving to “improve brand evaluations by showing that they take the problems of customers seriously”. But surprisingly, not taking customers seriously (but still taking the time to respond to them) appeared to work in their favour, with the company reportedly generating an additional £1 Million in sales as a result of the backlash (Brinded, 2015). But this raises a question difficult to answer – would they have been more successful if they hadn’t taken to insulting and marginalising a large section of the public?
Source: Protein World: A Lesson in Social Media Damage Control?
Video provides athletes with a visual and audio resource that can be used to send and receive information coaching information. Despite this, risks exist as the effectiveness of video in coaching is still debated against traditional ‘in person’ coaching as many believe ‘usefulness’ is dependent on knowledge, skills and experience of user (Weiler, 2015). Research into the use of video in mobile coaching apps suggests that niche sports can utilize this technology through video demonstrations; useful video demonstrations are helpful for skill development and safe exercise execution (Modave et al., 2015). Video demonstrations can be utilized effectively by niche sports businesses in particular given the limited availability of accredited coaches.Authors Modave et al (2015) point out some considerable barriers to standard approaches to coaching including the disparity in face-to-face access to professionals, resources needed for a personal coach, and lack of knowledge of exercise principles necessary for someone to design their own training regimen. All of these barriers create an opportunity for niche sports businesses to capitalise on the video technology available.
Source: How can niche sports coaching businesses, attempt to capitalise on the use of video in mobile applications? – Ryan’s Digital Marketing Blog
Interestingly though, Funk (2011) explains that the channels of social media marketing are ‘not as important for selling’ but crucial for ‘listening to customers’ and ‘communicating your brand directly and personally’. The importance of listening to customers in the modern business environment is paramount, as a positive social media presence reaches out to existing and potential future customers. Often large fashion brands can seem unreachable in terms of a personal social media presence, and this is an area to exploit for smaller brands who cannot compete with the costs of global marketing campaigns. In the modern business environment customers, more than ever, can be vocal about their opinions and experiences with a brand. For a fashion brand it is important therefore, to be transparent and create a relationship and sustainable connection with the public.When promoting a new fashion brand on social media, the most difficult challenge is to build awareness and a positive reputation with consumers. If this reputation is negative e.g. poor quality or poor customer service, this will have a detrimental effect on potential growth and success in industry. However, Morin (2014) suggests the notion that negative reviews can be good for small businesses, and that they should be embraced not feared. Especially considering that the clothing industry involves purchases which involve different fittings and sizes, therefore customer complaints and returns are likely to occur.
Source: The importance of successfully utilising social media marketing to promote a new fashion brand | Exploring Digital MarketingExploring Digital Marketing