Forget going viral. Here are five ways marketers can leverage YouTube to drive loyalty and engagement.
The problem with trends: Most brands find out about them when they're already cresting. But virality means getting behind a trend before it hits.
With YouTube as with life, sometimes the hardest part is just showing up.
Redken's content strategy enables the salon brand to develop and deliver relevant content based on changing consumer interests and trends.
15 mavericks, brands, and legislators that catalyzed the marketing industry over the past year.
Marketers want to ensure that their product is a hit with customers. Jonah Berger shares his advice on how to use online word of mouth to get there.
Digitas made two major partnership announcements at its NewFront event held May 2 in New York City.
Launched last December, the Marine's new YouTube channel, with its unique circular player, acts as a content hub for all things USMC.
More than half of seniors use the Internet, so the nonprofit is embracing video and social media to engage its digitally active members.
It's never a good sign if a potential customer can't even find a brand's website—or its social channels. Such is the case with Bosch Power Tools.
DreamWorks Animation's CMO Anne Globe needs to sell a secret history.
As part of the Rainforest Alliance's annual "Follow the Frog" week in September, the international nonprofit took to YouTube with a cleverly scripted and delightful video that uses humor to educate viewers on tropical deforestation.
Tourism Ireland encouraged Londoners to pack a bag this summer and head over to Ireland to "Escape the Madness" wrought on the city by the Olympics.
Interactive video formats used to be a niche specialty—but there's no more fertile a time than now for marketers to seize the opportunity of video interactivity.
Consumers who watch videos online are valuable to advertisers, Hulu and YouTube marketing executives claim.
Video advertising gets personal with Youtube and Hulu's latest ad selections.
I'm not one who enjoys shopping (for anything), yet an expedition over to IKEA I do not mind.
Earlier this week Burger King (BK) pulled a commercial featuring Mary J. Blige singing "Crispy chicken, fresh lettuce, three cheeses, ranch dressing wrapped up in a tasty flour tortilla," according to Gawker. The commercial was part of a set of BK's "Exciting things are happening in Burger King" commercials featuring famous celebrities, such as David Beckham, Jay Leno and Salma Hayek.
You will probably hear me say this a lot: I wrote my 2008 master's thesis on online social networks (OSNs) in relation to the 2008 Presidential Elections. That election was the first time presidential candidates used online social networks to campaign.
Sure Rick Santorum just swept the Alabama and Mississippi primaries, but what's Hank the Cat been up to?
To dispel misconceptions about traveling on a cruise ship and to promote cruising as a fun vacation option, Carnival Australia's P&O Cruises tapped creative agency BMF to help find Australia's ultimate landlubbers.
FYI Direct is launching an integrated campaign for its FreeScore.com brand, a company that gives free credit scores online. Two new TV commercials will begin airing on Feb. 6 along with online efforts.
Unilever launched a campaign with digital agency Razorfish to promote a new line of Axe body spray called Anarchy. The campaign centers around a YouTube-based graphic novel that is being written in real time, which the company is promoting through its Facebook, Twitter and YouTube pages.
YouTube has a whole new look and feel — and some people just aren't digging it.
Google and Visit Florida, the state's official tourism marketing organization, have partnered on a digital marketing cooperative program that spans display, video and mobile, the companies said on Dec. 12.
Beiersdorf AG's skincare brand Nivea wanted to make a splash upon its 100th anniversary this year, kicking off a one-and-a-half billion dollar global multichannel campaign in 96 key markets — its largest global promotion ever.
Moses couldn't part the sea of data threatening to drown today's marketers, many of whom claim they simply can't analyze and react to the glut of information. The onslaught of digital and social media signals have saturated brands' data collection processes to the point that many are struggling to wade through what's essentially become white noise.
Last year, Old Spice scored with spokesman Isaiah Mustafa and a campaign that generated more YouTube views than Obama's victory speech. Now, the brand pits Mustafa against a new character, Fabio, who challenges him to a duel for the "Old Spice Man" title.
Walking the streets of New York City after a recent Sunday brunch, an out-of-town friend delighted in the sight of a woman making her way home in what seemed to be the outfit she had worn out the night before. "That's what I love about New York: the anonymity," my friend said.
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It doesn't matter how much data you have if you don't integrate your data sets, says market researcher Matthias Hartmann.
Radio version 2014 delivers an exciting palette of marketing tools to make the medium of sound more effective for direct response advertisers.
How marketers can navigate the new customer engagement era.