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Foresight Factory's Consumer Trends for 2018

Posted By Foresight Factory, 11 hours from now
Updated: 3 hours ago

Foresight factory Trending 2018

Global Consumer Trends 2018

Foresight Factory's summary of the new global consumer trends themes that promise to impact the consumer experience in the year ahead and thus demand our clients’ attention.

Ranked best 2018 Trends Report by Forbes Magazine!

Trending 2018 The Report

Nearly ten years on from the 2008 crash, we’re living in a world of #NeverNormal. Where despite the unprecedented abundance of information, the consumer remains harder to understand and predict than ever.

Yes, in reality, trends refuse to fit neatly into calendar years (trends analysis is, after all, a continuous, and not a once-a-year, process) but what promises to rise in 2018?

Read on to discover more about three of the nine themes set out in our global consumer trends report.

 

Zeitgeist: Welcome to the #NeverNormal

A decade ago, Foresight Factory recognised that the then rapidly-unfolding drama of the Global Financial Crisis would have a long-lasting impact on the B2C landscape.

In the New Normal (2009), we summarised the consumer response: cautious and careful, yes, but refusing to be victimised in volatile times, using new smart tools and approaches to budget finances, maximise purchases and favour “cheap treats” as priorities shifted.

We foresaw a coming decade of consumer empowerment, a New Normal in which the commercial landscape would need to creatively innovate (via price, via customer experience, via new business models) to retain consumer affection.

 

A new manifesto of B2C disruption

How to characterise the next decade of B2C experience? Certainly, many of the trends we monitor will retain a presence in consumers’ lives. And the core needs they carry – for recognition, for wellbeing, for cost-effective living – will remain just that, core.

#NeverNormal describes a world in which so many of the things once considered fixed, immutable, certain… face serious disruption from fresh forces stalking lives and markets.

Expect a decade of disruption – to trends, to business models, to established truths.

Upon one thing we can rely: the consumer’s ongoing refusal to be victimised by the end of certainty. An ongoing opportunity exists for commercial partners that promise to protect their interests in novel ways.

 

Forces driving #NeverNormal

 

 Engineered Empathy

Prediction: Cold brands = given the cold shoulder

Emotional intelligence – an ability to empathise and engage on a human level – will become a core and advocacy-building consumer expectation, as well as a valued everyday life skill demanded by workplaces and personal relationships alike.

Engineered Empathy will be boosted by new drivers in 2018: an intensifying battle to perfect scalable AI bots with EI sensibility; a growing ability and freedom to capture/share emotion; desire for human interaction in tech-saturated times; and calls for greater empathy in polarised times.

 

Expecting a warmer, human embrace in the digital space

DATA: 56% of global consumers are interested in using an online shop assistant that I could talk to for advice as I was browsing products online.

 

Next generation: sharing to show how they feel

DATA: 36% of US Gen Z social networkers “share posts on social media to show how I am feeling” (same is true of 18% of GB Gen Z).

 

Voice interfaces: requiring human sensibility?

DATA: 1 in 3 global consumers have used voice commands on their smartphone/

wearable/tablet (e.g. Siri, Alexa, Cortana).

 

New ways to signal our emotions = new triggers for real-time emotion-reflective messaging?

34% of global consumers use emojis every day as shortcuts for emotional expression. In September 2017, Apple announced that iPhone X owners can use “animojis”: customised, animated emojis that use the device’s FaceID functionality to track the user’s facial movements, enabling them to “share and express whatever you want to express”. In response, the possibility of emotion-based programmatic ads has been raised by the advertising sector.

 

Custom at all Costs

Conversational POS triggers price elasticity

Price sensitivity remains a key and determining feature of the consumer landscape, and recent years have seen much price elasticity innovation to appeal to consumers (even the relatively well-off) engaged in a daily battle against unnecessary largesse in the aisles.

In 2018 and beyond, anticipate further dismantling of RRP and a growing tendency to permit flexible, time-sensitive, lifestyle- and lifestage– personalised, progressive pricing models to differentiate and entice.

 

Supporting Trends

Price sensitivity remains a key and determining feature of the consumer landscape, and recent years have seen much price elasticity innovation to appeal to consumers (even the relatively well-off) engaged in a daily battle against unnecessary largesse in the aisles.

In 2018 and beyond, anticipate further dismantling of RRP and a growing tendency to permit flexible, time-sensitive, lifestyle- and lifestage– personalised, progressive pricing models to differentiate and entice.

 

Professionalised budgeting

An uncertain economic climate prompts a control-seeking approach to household finances. Appetite for non-conventional pricing, especially where the customer stands to gain, is buoyed in this context.

 

The Me me World

A one-size-fits-all approach to consumer engagement is rapidly being dismantled as loyalty programmes, messaging and interactions of all kinds are revitalised with one-to-one activity.

 

Recommended action: Personalise and contextualise price

Some brands will balk at the prospect of endangering a hard-won premium positioning with newfound pricing flexibility. But we suspect that more will warm to offers that complement fixed prices with innovation that: invites a pricing dialogue (on- or offline); that, using collected data, proactively respects the customer’s particular context or lifestyle circumstances; that allows the buyer to avoid headline prices in favour of a pay-as-you-use approach (as explored in Latchkey Loyalty).

 

Download Trending 2018 THE REPORT on ForesightFactory.co

 

Download the full Trending 2018 report to discover more about all nine critical consumer trends themes, plus data, analysis, predictions, examples of innovation and recommended action for companies, brands and their agency partners.

 

ABOUT FORESIGHT FACTORY

We’re the consumer trends and data expert. We help household name companies, brands and their agencies own the future through turning complex consumer data into actionable intelligence.

Our expertise is understanding what consumers worldwide want now and in the future and translating this into recommendations for brand management, product development, loyalty, customer service delivery and other key touch points on the consumer journey.

Foresight Factory publishes 300 pieces of content every month, made up of reports, innovations, data charts and commentary from our network of Trendspotters to our trends platform FFonline. Subscribers get a dedicated client analyst team, as well as access to Foresight Factory’s proprietary data. Ready to talk to us about how Foresight Factory could help your business?

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A Day in the Life of... Radina Shkutova, Marketing Director at Heineken Ireland

Posted By The Marketing Institute, 17 January 2018
Updated: 16 January 2018

Radina Shkutova Heineken

The Marketing Institute: What does a Marketing Director of HEINEKEN Ireland do?

Radina Shkutova: I work with HEINEKEN Ireland’s Management Team to deliver against our overall targets.
We’re responsible for building a strong and diverse portfolio, driving outstanding innovations and achieving growth.  My marketing team is responsible for marketing the full brand portfolio (Heineken®, Orchard Thieves, Coors Light, Desperados and Murphy’s amongst others) to drive business growth. 


MII: What were your key career moves to get to your current role?

R.S: I started my career in account management with Publicis MARC Advertising in Bulgaria. Then I joined HEINEKEN Bulgaria, where I started in 2005, as junior brand manager on Heineken®. Over the years, I had different roles within marketing, being responsible for Heineken®, our international brands and our local strategic brands.  In 2013, I became the Marketing Director (HEINEKEN Bulgaria) and then joined the Irish Team as Marketing Director in 2016.


MII: What is the biggest challenge you face in your role?

R.S: Ireland has one of the strictest self-regulatory codes in Europe. We have huge respect for the marketing codes and rules and have successfully managed to adapt global strategies to local markets and translate our brand communications respectfully. At HEINEKEN Ireland, we don't just abide by the codes, we live by the spirit of the codes.
However, given the importance that the role of advertising plays in new product development and innovation, we do face challenges with the proposed advertising restrictions in the Public Health (Alcohol) Bill. I believe that a balance could and should be struck between promoting public health and safeguarding jobs and local business in our communities.  


MII: What key skills do you need to be effective in your role?

R.S: Leadership is the first skill I think any person working at this level requires. That requires empathy, sharp agile thinking and a genuine spirit of collaboration. For me, leading a culture of innovation is key. It’s always been core to what we are and what we stand for. Our Murphy's Brewery in Cork will celebrate 162 years this year and without an innovation mind-set, such success would not have been possible. Marketing, and consumer habits change at a phenomenal pace - to be successful, we need to develop our products and marketing, in a way that’s predictive and responsive to their ever-changing needs. Finally, strong commercial acumen is key to driving profits and being effective.


MII: Describe a typical working day.

R.S: My days are very varied – this is part of why I love my job.  I work closely with my marketing team and our extended agency teams – helping them flourish in the development and delivery of exceptional marketing campaigns.  From working with the team to develop smart KPIs and pin-sharp evaluation methodologies to making decisions on one of our brand’s creative or strategic direction, there’s no such thing as a ‘typical working day.’ 

I work a lot with the team in Amsterdam, ensuring we’re aligned on, and driving our overall, shared ambitions. Working with the Management Team here in HEINEKEN Ireland, we also have frequent sessions to ensure our on-trade, off-trade, finance, corporate relations, customer service & logistics teams are all aligned and collaborating to achieve maximum success. 


MII: What do you love most about your role?

R.S: The people. Without a doubt, the best thing about HEINEKEN is the people. As a family run business, HEINEKEN has always had an incredible reputation as a great place to work - I feel privileged to be part of ‘the HEINEKEN family’.  What I also really relish about my role, is the opportunity I have, and the support I get, to really make an impact and see our people, and our brands, grow.  My role has afforded me opportunities to travel, to be part of an amazing, colourful, international culture and to work with some of the world’s smartest marketing minds. HEINEKEN has genuinely, as corny as it may sound, “Opened My World.” 


MII: Looking ahead, where might your career path lead to next?

R.S: For now, I am fully focused on our success in Ireland. We’ve recorded phenomenal marketing and sales successes and I’m committed to continuing to energise myself, and my teams, to ensure we continue striving for success.  


MII: To whom do you look for professional inspiration in your role?

R.S: I’m fortunate to be surrounded by some of the best marketing and business talent in the world so I look to my colleagues here in HEINEKEN first.  Outside of HEINEKEN, there are many people that professionally inspire me including Jeff Bezos, CEO and Founder of Amazon – it doesn’t get more consumer-centric than Amazon. I’ve always admired Irene Rosenfeld, the recently retired CEO of Mondelez International. With a marketing background, her leadership helped Mondelez become the world’s greatest snacking companies.  When she retired she said that she “was most proud of the ethos she created whereby individuals care about one another, they have each other’s back and they care about the world they live in.” I think that’s inspiring.



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A Day in the Life of... Michele Filippi, PR & Marketing Consultant at MF Communications

Posted By The Marketing Institute, 10 January 2018
Updated: 09 January 2018

Michele Filippi

The Marketing Institute: What does an Independent PR and Marketing Practitioner do? 

Michele Filippi: I became an Independent PR & Marketing Consultant in 2003. I had just returned to Belfast after several years working in Dublin, first as an Account Director for a PR Agency specialising in corporate and agri-business and then in-house as Group Communications Manager for UDV Ireland Group, (now part of Diageo Ireland.)

The perspective gained on both sides of the agency table gave me the impetus to set up MF Communication. I wanted to offer a different service experience for clients, an experience that would be based on a consistent, close working relationship with a senior, professional adviser but with access to a seamless network of additional and complementary experts as and when required.

Working in-agency gave me a breadth of industry knowledge across a diverse range of business sectors. The in-house experience with a world-leading global plc, renowned for its world-class brand marketing, was invaluable in growing my knowledge and expertise in marketing communications.

Armed with this specialist knowledge and great contacts especially in the B2B, agri-food and professional services sectors, I leverage these in what I do for clients. Today I am helping global brands and plc’s, as well as not-for-profits and local businesses on various PR and marketing strategies and programmes, from corporate social responsibility and sponsorships to brand reputation management, media relations and stakeholder engagement. I offer access to a network of specialist associates on an all-island and pan-UK basis; collaborating across borders and across-disciplines on my client’s behalf. I help them tackle the challenges and opportunities of communicating with key audiences in today’s complex media environment.


MII: What were your key career moves to get to your current role? 

M.F: After graduating from Queen’s University with an Honours Degree in English Literature and Italian, I knew I wanted to work in a business environment where I could use my flair for writing. Public Relations and Marketing offered that creative outlet. I gained a post-graduate Certificate in PR, Advertising and Marketing and became a trainee with my first employer in the growing NI PR industry. As I climbed the career ladder I obtained the Chartered Institute of Marketing Diploma and progressed to Account Director with an international PR agency.

The move to Dublin was extremely valuable in developing a wider network of contacts and the chance to work with larger organisations and across markets. Moving in house and joining UDV was a fantastic experience. My role encompassed internal communications within the context of the business organisational change and HR strategy and external communications as well as global PR strategy for the Baileys brand.

The relocation to Belfast for family reasons was the nudge I needed to leave the corporate world and go out on my own.

 

MII: What is the biggest challenge you face in your role? 

M.F: Working for yourself can be challenging in so many ways. You have to multi-task and be multi-skilled. The communications industry has changed vastly over the past decade. You need to be constantly on your toes, proactively keeping your professional skills and competency up to date for the clients you are advising. At the same time, you must know how to run a business and develop it for the longer term. Tapping into a good professional network means we can lift the phone and meet for a coffee to bounce ideas around and work through solutions for clients. The service sector has had its up’s and down’s, so you must learn to withstand peaks and troughs and manage demand with capacity. I run a lean, agile and flexible business so it is easier to adapt.


MII: What key skills do you need to be effective in your role? 

M.F: Without stating the obvious, communication skills; strategic thinking; creativity grounded in sound marketing insight; a thick skin; self-reliance and finally discipline and drive. There’s no sick pay, annual leave or a steady pay cheque at the end of the month. It’s all down to me. But that’s what makes it so rewarding.


MII: Describe a typical working day. 

M.F: Unless there is something urgent I have to do for a client, first thing, I will catch up on news, media coverage and the issues and topics I am monitoring. I’ll progress client projects during the course of the day. This might include meetings with clients or suppliers, attending events or photo-calls, writing and organising future activities; liaising on the phone. I also have to try and schedule time for my own PR and marketing otherwise it’s a case of the cobbler’s children going barefoot. I’ve been working on a new website and I enjoy writing stories for the blog. I’m also Secretary of the Guild of Agricultural Journalists so I am involved in co-ordinating events for members as well as attending them. We get to visit some great agri-food companies such as Mash Direct and the All-Ireland AGM was held at Aldi’s distribution headquarters outside Dublin. One of the perks of being self-employed means I can see my sons when they finish school – even if it’s for 5 minutes to put the kettle on before I go back to the office.


MII: What do you love most about your role? 

M.F: I love the variety that a consultancy role provides. I get great satisfaction from seeing a job come to fruition for a client and producing the results we set out to achieve. I am very fortunate to be doing something for a living that I love. I have managed to overcome a lot of my insecurity about being self-employed. I have learned to embrace the flexibility and scope it gives me for self-fulfilment.


MII: Looking ahead, where might your career path lead to next? 

M.F: I am enjoying what I am doing so I will be continuing to develop and evolve MF Communication. Maintaining my Accredited Practitioner status with the CIPR helps me keep my skills, expertise and professional practice up to date and relevant. I am always on the look-out for strategic alliances and the opportunity to collaborate with the right kind of people who can complement what I do for the benefit of clients. I am also always interested to hear from new clients who are looking for a fresh approach to their PR & marketing.


MII: To whom do you look for professional inspiration in your role? 

M.F: Firstly, I have been inspired by the female business owners that I worked for early on in my career. They were talented, creative women who had the courage to set up their own businesses and helped me progress. My husband is a great mentor. As a senior HR professional, he’s had lots of practice at listening and coaching. He helps me work through problems and reach decisions. But perhaps most of all clients inspire me. They set the challenges, they provide the opportunities and when you are fortunate enough to work with clients who give you the freedom to achieve within agreed parameters, you really can flourish in your role.

 

To get in touch with Michele visit www.mfcommunication.net or email info@mfcommunication.net

 

If you are a Member of the Institute and would like to be featured in the Day in the Life series, please email Gaelle at editor@mii.ie.

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Are You A Social Media Rule Breaker?

Posted By Martin Thomas, Social Business Consultant, 09 January 2018

social media regulations

by Martin Thomas, author of the forthcoming Financial Times Guide to Social Media Strategy, published by Pearson Education, late summer 2018

Martin Thomas will be discussing this topic in more detail during a Social Media Marketing Masterclass in Dublin on 1st February 2018.

Are you and your teams aware of the regulations governing the use of social media as a marketing communications tool? Could you be forced to scrap your next social media campaign or find yourself in trouble with the regulators?  According to a survey by the Chartered Institute of Marketing (CIM), more than half of marketers have little or no understanding of the regulations affecting social media marketing.

The CIM was so concerned by the illiteracy of marketers when it comes to social media regulations that it launched a ‘Keep social honest’ campaign to promote the transparent and honest use of social media. Its chief executive Chris Daly says: ‘Businesses face a serious risk of regulatory or legal action, but they also need to understand that the penalties for misleading customers on social media go beyond that.  Brands are putting their reputation at risk too.’   I would add that marketers are also putting their own reputations at risk.

There are three primary areas of regulatory risk that marketers need to be aware of when it comes to social media marketing:

1. Breaching advertising codes or regulations.

A social media post or tweet is considered as advertising by most regulators.  This is particularly important in highly regulated sectors such as alcohol, healthcare or financial services, where there are strict rules governing all forms of customer communication.   Diageo was recently forced to suspend its use of SnapChat for a global Captain Morgan campaign following a decision by UK regulators that it was likely to appeal to under-age consumers.  This highlights the risks of working with social media channels that rely on the self-verification of users’ ages.  Although Diageo’s lawyers argued that the creative work was targeted at over 18s, the Advertising Standards Authority in the UK was less convinced by the integrity of Snapchat’s age controls.  It also suggested that the creative concept, which involved the creation of a Snapchat lens to make the user’s face appear like a pirate, was likely to appeal to under 18s.

The Alcohol Beverage Federation of Ireland has issued Digital Media Best Practice Principles to provide guidelines on the placement of advertising in ‘the digital media space’.   Similarly, the Central Bank of Ireland regulates advertising for financial services and products, including the use of social media.  It would be interesting to know when Irish marketers working in these sectors last read the regulations.

The burden of regulatory compliance is further complicated by employees’ use of social media.  The codes governing appropriate communication apply as much to posts or tweets issued by employees as they do to the official corporate channels: for example, an Instagram post issued by a drinks company employee - showing consumers clearly in an intoxicated state whilst enjoying one of their brands - is actually in breach of drinks industry advertising regulations.  The same constraints apply to employees of financial services or healthcare businesses.

And don’t think they can hide behind the disclaimer that ‘these views are mine and not those of my employer’. Forbes Magazine, in an article appropriately entitled Why Twitter Disclaimers Like 'Views Are My Own' Won't Save Your Job quoted the opinions of various legal experts who confirmed that a disclaimer, irrespective of the wording, has no legal effect and would not enable employees to avoid legal liabilities.  In the words of one of the lawyers quoted in the article, Dan Schaeffer from law firm Neal & McDevitt: ‘It’s not going to prevent your employer from firing you if you say something that reflects badly, and it’s not going to prevent people from associating your views with your employer.’  

2. Failing to disclose the payment of influencers.

The use of influencers or brand ambassadors has become a core element of most brands’ use of social media, but it risks blurring the boundaries between advertising and editorial.  The view of the regulators is unequivocal – any paid-for endorsement must be clearly identified.  The Advertising Standards Authority for Ireland (The ASAI) introduced new guidance on the ‘Recognisability of Marketing Communications’ in January of last year, to ensure that ‘Irish consumers are not misled by influencer marketing through online advertisements on blogs and social media websites.’  The ASAI reinforced the requirement to make it clear where an endorsement is paid-for and also recommend the use of clearly identifiable hashtags such as #Ad or #SP.  Bloggers and online influencers are already required to adhere to The ASAI’s Code of Standards for Advertising and Marketing Communications in Ireland.

Regulators have been slow to respond to breaches of the regulations, but there are signs that this is beginning to change.  One of the world’s leading brand owners, Procter & Gamble, was forced to remove a make-up tutorial that appeared on its Beauty Recommended YouTube channel.  Despite a clear message at the beginning of the video stating that the content was sponsored, the ASA ruled that it was in breach of one of its CAP Codes because it was ‘not obviously identifiable as marketing communications’. 

3. Misusing personal data 

Data privacy is a serious issue in many countries, which is why governments are increasingly legislating against what they consider to be the misuse of individual consumer data.  EU legislators have threatened large fines for any organisations guilty of misusing personal data and this includes data sourced from social media.  It is acceptable for researchers and marketers to look at individual tweets or posts that appear as part of a Google search, but as soon as they use them for research purposes they need to be aware of the sensitivities of using private data.  Jeremy Hollow, founder of Listen & Learn Research, a specialist social data analyst explained to me how his analysts are careful to abide by the market research codes and ethics: ‘We will look at publically available social data but we always make sure that comments or other forms of content are not attributable to a specific individual, which means we either aggregate the data with that of other individuals or change the details so that the specific individual is not recognisable’.

It pays to be cautious when using personal data – even featuring someone’s tweet or post in a public forum is effectively a breach.  Marketers should also ensure that everyone likely to use social media data is fully aware of the relevant regulations governing permissions and ‘opt-ins’.

Marketers and their teams are failing consistently to comply with industry regulations or codes of practice when it comes to social media.  In the eyes of the regulators and the general public, ignorance is no excuse.  And if something goes wrong – a social media campaign violates advertising codes, the payment of an influencer is not disclosed or a customer’s personal data is misused – it will be the marketer that is in the firing line.  

These are my suggestions for how you can avoid getting on the wrong side of the regulators:

1. Make sure you and your teams understand the relevant regulations and codes governing your industry sector;
2. Stay close to the regulators, as the rules governing social media are in an almost constant state of flux;
3. Establish the appropriate systems, compliance processes, policies and training to ensure that your team and your agency partners abide by the rules;
4. Avoid pushing the boundaries, especially when it comes to the identification of paid-for activity – honesty and transparency should be non-negotiable. 
5. Stay vigilant – social media has a nasty habit of producing unexpected or unforeseeable challenges for marketers.

 
Martin Thomas will be discussing this topic in more detail during a Social Media Marketing Masterclass in Dublin on 1st February 2018.
 
We have created our Masterclass series for senior-level marketers looking to take a deep-dive into a specialised topic, to enable them to make insightful decisions and better choices for their business. The series is focused on helping you develop competencies specific to the knowledge, skills and mindset required of senior marketing leaders. We will host a Masterclass with Martin Thomas on Thursday 1st of February. More information on this Masterclass can be found here. 

 

ABOUT THE AUTHOR

martin thomasMartin is a highly experienced marketing communications consultant, trainer and author. He is course leader on digital and social media for the Institute of Directors UK. He has enjoyed a highly successful career in advertising, PR, sponsorship and new media, including senior management roles with some of the world’s leading agencies.

He has advised many multi-national corporations on their marketing and communications strategies, including Xerox, Citibank, Bacardi Global Brands, Sony Ericsson, Royal Mail, Coca-Cola and Colgate-Palmolive. Much of his work in recent years has focused on the business response to new, digitally-empowered patterns of customer behaviour and changing expectations: a subject on which he has become a highly-regarded writer, speaker and commentator.

Tags:  social media 

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The importance of 'borrowed' media

Posted By Martin Thomas, 20 December 2017

We have become familiar with the concept of 'owned', 'earned' and 'paid-for' media, but the social media that provides the greatest value for organisations and brands is 'borrowed'. These are the social media accounts of the senior management team, other company spokespeople and anyone else in the organisation using social media in a professional capacity. I describe these as ‘borrowed’ because they are not owned by the organisation and unlike 'earned' media, they can be relatively easy to harness on behalf of the organisation with the right mix of persuasion, training and support.

The overall reputation of an organisation is shaped more by this 'borrowed' media than it is by its corporate channels. This is partly about reach - the cumulative follower numbers that can be potentially reached through 'borrowed' channels are invariably much higher than those of the official corporate channels - but also about impact: we are far more likely to engage with social media content shared by a person than by a faceless organisation. According to research undertaken by LinkedIn, employee networks on the platform are ten times larger than those of official corporate channels and when employees share content on LinkedIn the engagement rate is twice as high as when the company shares the same content.

An employer’s ability to leverage its 'borrowed' media by mobilising its employees and harnessing the collective reach of their personal social media networks is therefore one of the easiest and fastest ways for any organisation to increase its profile and enhance its reputation with customers, clients, prospects, potential employees and other stakeholders.

No one should be forced to use their personal social media accounts as a mouthpiece for their employer, but they can usually be persuaded that the support they can provide through something as simple as liking, sharing or retweeting the occasional corporate post or tweet, can be incredibly useful.

SOCIAL MEDIA MARKETING MASTERCLASS

We have created our Masterclass series for senior-level marketers looking to take a deep-dive into a specialised topic, to enable them to make insightful decisions and better choices for their business. The series is focused on helping you develop competencies specific to the knowledge, skills and mindset required of senior marketing leaders. We will host a Masterclass with Martin Thomas on Thursday 1st of February. More information on this Masterclass can be found here. 

ABOUT THE AUTHOR

Martin is a highly experienced marketing communications consultant, trainer and author. He is course leader on digital and social media for the Institute of Directors UK. He has enjoyed a highly successful career in advertising, PR, sponsorship and new media, including senior management roles with some of the world’s leading agencies.

He has advised many multi-national corporations on their marketing and communications strategies, including Xerox, Citibank, Bacardi Global Brands, Sony Ericsson, Royal Mail, Coca-Cola and Colgate-Palmolive. Much of his work in recent years has focused on the business response to new, digitally-empowered patterns of customer behaviour and changing expectations: a subject on which he has become a highly-regarded writer, speaker and commentator.

If you want to learn more about the best way to harness 'borrowed' media, drop Martin a line at martinthomasmarketing@gmail.com.

 

Tags:  Social Media 

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