Mediaboss Marketing

When the short film for the 10-minute version of Taylor Swifts All Too Well (Taylors Version) came out in November, the unreleased dating app Keepler posted a TikTok of a billboard that read: Call it what it was, Jake, referencing the songs lyrics and the man of the hour, Jake Gyllenhaal.

The caption claimed that the company used its entire advertising budget to make the billboard, which a user called a waste of money. In response, Keepler posted a TikTok of another billboard. Sarabeth Perry, Keeplers product market manager, took to Twitter to laugh at the fact that her marketing team of two had gotten a little too good at Photoshop.

We had a lot of people ask, Oh, what are the cross streets? I want to go take a picture, Perry told Marketing Brew. She said making the billboard look as real as possible helped it go viral: Its almost meta in a way, she said. And it increases engagement because people are staring at it loop after loop, like, Is this real? Is it not? Im not sure.

The first video has 1.2 million likes and 6.3 million viewsand the whole saga boosted brand awareness for the app. So in January, when a bunch of 20-something New York women began posting TikToks about dating the same man, dubbed West Elm Caleb, Keeplers two-person marketing team fired up their laptops.

Red flags: 64, mustache, furniture designer, reads its latest billboard, a clear reference to Caleb. We were talking at 10pm at night, and it was right as it was happening, so it felt like an okay time to post, Perry said. If it were three days later, I wouldnt have done it.

By then, the story had shifted from women swapping stories to a cautionary tale about doxxing and internet privacy. Brands were advised to avoid it entirely. But those who had already posted were stuckso what can social media managers learn from the experience?

To post or not to post, that is the question

As a social media manager, the job often requires replying quicklyand with humorto capitalize on a viral opportunity. In addition to Keepler, the Empire State Building, Hellmanns, City Furniture, Truly Hard Seltzer, and Peacock were among the brands that jumped on the West Elm Caleb moment.

Lauren Murphy, associate strategy director of social at Deutsch LA, who helps manage Taco Bells social accounts, told Marketing Brew that her team has a group chat where they discuss every trending item and whether they want to get involved. In this instance, she said, they decided to hold back.

I think like some of us on the team have seen what has happened to brands over the last decade or so, jumping in on moments they shouldnt and well often be like, Hold on, lets think about this, Murphy said.

Some brands that initially got involved, like Ruggable and Natural Cycles, have since deleted their TikTok video and tweet, respectively. Neither responded to requests for comment, but brand posts on the situation were not well-received by everyone on the internet.

According to Murphy, assessing if or how a brand should post about something viral requires looking at the context of the situation: whos going to be impacted by the post (given brand reach), as well as who the post is trying to appeal to, and why. One mistake Murphy said shes seen brands make is trying to appeal to the whole internet rather than a target audience.

A good way to gauge [whether to get involved] is standing by your brand, Murphy said. Yes, this is a viral moment. But does this fit within our brand strategy? Does this fit within our tone of voice? And if it does, what is the reaction coming out of this? Have you thought of it from all angles?

Camille Lieurance, social strategy director at adam&eveDDB, echoed that sentiment: We have to think critically about the long-term effects of jumping on a reactionary moment, she told Marketing Brew. And then does this moment help us achieve specific business objectives?

In the case of Keepler, Lieurance said she thought their billboard referencing West Elm Caleb was really brilliant. I love it when brands do something thats topical, or alludes to something, but they didnt actually use the guys name. She said it also helped that this was a dating app commenting on a dating story, giving it a clear connection.

Post-post reflection

Perry said that when Keepler posted its West Elm Caleb billboard, the conversation was about dating behaviors more than the behavior of a specific person. I think in the future, we would love to, when there are opportunities for virality, make it a solely positive experience, she said. Putting a funny song in the background and tapping light fun at something, I think for this one was okay, and I think well just have to see where things go.

As for whether the billboard trend will continue, Perry said three might be the max. Weve been having some conversations and, you know, one time? Great. Second time? Haha. Third time, is it still funny? Were not sure. She said the brand plans to continue experimenting and trying new things as it prepares to go live in June.

For other brands reflecting on West Elm Caleb, Murphy said it will always be a risk to do anything online, but the key is learning which things are worth taking a risk for. You can still hop on viral moments, just not every viral moment. Not every meme is for you. Not every tweet format is for you. Not every trending audio is for you.

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What West Elm Caleb revealed about brands' desire to go viral - Morning Brew

Salary:43,434 - 50,296Contract Type:Full-time, permanentClosing Date:14-02-2022 12 MiddaySupport/Academic/Management:Support

This is an exciting opportunity to take the next step in a marketing career. Youll bemanaging the day to day operations of the UCB marketing teams, including: digital, social and print marketing; student recruitment and outreach; and communications. Youll lead on creative and engaging marketing campaigns to attract new audiences to UCB, and oversee activities to convert student interest into enrolments.

This is an exciting time to join UCB. Youll have the opportunity to contribute to our marketing and recruitment strategy as we increase our course portfolio, having a significant impact across the institution. Youll be working with a committed team of marketing, admissions and recruitment professionals. Youll work closely with colleagues in the international team, and with academic staff across the university.

UCB is an ambitious and fast-moving institution with a long history, and a fantastic reputation for vocationally-focused education. Were proud of our incredibly diverse student body, and of our unique blend of FE and HE provision. Were looking for someone who can make the most of our existing reputation, and the opportunities that our new partnership with the University of Warwick, and our new course developments, provide for promoting what we offer to our audiences.

Were open to people with a wide range of experience for this role. Most importantly, youll be creative, innovative, and passionate about the value of education. An up to date knowledge of digital and social marketing techniques, and a track record of leading others in putting them into practice will help you to do the job well. Experience of working in education, and an understanding of the HE recruitment cycles would be helpful, but its not essential.

How to apply:

Please provide a detailed CV and covering letter torecruitment@ucb.ac.uk

Closing Date: Monday 14 February 2022 at midday.

Benefits:

Standard information:

UCB is an equal opportunities employer.

All applicants for employment at the University will be expected to demonstrate an understanding of the principles of Safeguarding and the PREVENT agenda in the context of further and higher education.

Click here for job description and person specification

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Deputy Director, Marketing job with UNIVERSITY COLLEGE BIRMINGHAM | 280034 - Times Higher Education (THE)

Maintaining customer loyalty is a crucial responsibility for all businesses. It plays an integral part in fueling revenue and considerably enhances brand image. Increased customer loyalty leads to higher customer retention and acquisition. It is necessary to understand that retention is imperative to long-run business success. Studies show that it takes almost five times more to acquire a customer than retain one.

Customer loyalty also increases profitability, raises upselling and cross-selling opportunities, and creates brand advocates. Loyal customers are also more likely to provide you with honest feedback that you can use to:

However, the question that pops up is how to increase customer loyalty? The answer lies within your marketing strategies. Marketing plays a highly essential role in improving your brands customer loyalty rates. A good marketing plan allows your business to be proactive rather than reactive.

Having such plans also means that your goals are measurable and attainable, resulting in optimal utilization of resources while accelerating other business activities. Nonetheless, to execute such strategies, you must build a team of competent marketers well-versed in conventional marketing gimmicks. So, hire marketers with online marketing credentials or sponsor an MBA online marketing program for your top-performing marketing employees. Within no time, youll have a team of expert marketers ready to boost your customer loyalty.

Now, lets move on to talk about a few marketing strategies that help increase customer loyalty.

Several people argue that email marketing is dying and no longer effective. However, they couldnt be further from the truth. Email marketing is one of the most robust marketing strategies to exist to date. Studies show that 49% of customers receive marketing offers through emails rather than direct mail. Furthermore, almost 87% of marketers use email marketing as part of their marketing strategy and believe it to be exceptionally effective.

Email marketing is an excellent way to boost customer loyalty. However, you must design your emails appropriately and attractively. Personalized content is king these days. An increasing number of customers prefer customized and tailored emails that directly cater to their needs. Also, adding graphics like illustrations can massively increase email click-through rates. Therefore, with loyalty emails, you must always add a personal touch it could be anything as long as it speaks to the audience.

Good customer service is at the heart of customers loyalty to a brand. Youd be surprised to see the rise in your loyal customers number once you make customer service a priority. Repeated studies have shown that most customers associate a brand with their experiences and interactions. They instantly make a judgment based on the staffs behavior and responses.

While in-person customer service is essential, digital customer service counts a lot. Social media has become an indispensable online business forum in this era. Many brands utilize it to conduct business. Therefore, you must be careful about your customer service on your social media handles. Some people might find associating social media with customer service odd. But you must understand that as times progress, customers are becoming more intelligent and vigilant. They keep track of everything, including how quickly you reply to their messages, how politely you converse on text, and how responsive you are to queries.

Today, customer service combines much more than helpful in-store staff. Many other factors have come in and made customer service more crucial than ever, especially for boosting customer loyalty.

Satisfactory experiences get the customer talking about your brand. Word-of-mouth goes a long way, and we cannot stress this fact enough. If you honestly want to build customer loyalty, you must encourage your existing customers to provide feedback and give referrals.

However, only a few customers would be willing to give up their time to provide you with honest feedback. Therefore, it would help to develop creative ideas to encourage feedback. The best solution and encouragement would be to reward your customers for feedback and referrals. These rewards dont have to be something physical. Instead, they could be anything like store credit or discount vouchers. They also dont have to cost your business exponentially. But they must be enough to satisfy a customer.

When customers reshare your posts on their socials or give your brand a special shoutout, you will instantly notice a spike in your digital activity. And that is why customer feedback is imperative.

Improved customer loyalty can help your business succeed to a significant extent. Loyal customers help strengthen your market offerings, are usually less volatile, and are likely to spend more than others. They can also become ambassadors of your company and help promote your products and services.

Customer loyalty is also crucial for polishing the lifetime value of current customers. Furthermore, customer loyalty puts you at a competitive edge by defending your business against competitors. It is well-established that customer loyalty can go a long way, especially with the right marketing tactics.

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3 Marketing Tactics to Boost Customer Loyalty In 2022 - SociableBlog

1. Erdogan Arrives in Kyiv and Reiterates Support for Ukraines Sovereignty  The New York Times
2. Turkey's Recep Tayyip Erdogan is the latest leader to visit Ukraine  The Washington Post
3. Erdogan offers Ukraine-Russia peace summit to defuse crisis  Al Jazeera English
4. Erdogan says Biden, West have not helped solve Ukraine crisis -media  Reuters
5. Can Erdoan and Putin visits become a milestone? | Daily Sabah  Daily Sabah
6. View Full Coverage on Google News

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Erdogan Arrives in Kyiv and Reiterates Support for Ukraines Sovereignty - The New York Times

ANKARA, Feb 3 (Reuters) - Turkey will not respect the Council of Europe if it does not respect Turkish courts, President Tayyip Erdogan said on Thursday, when asked about a decision to refer the case against philanthropist Osman Kavala back to a top European court.

Kavala, one of Turkey's highest-profile detainees, has been held for more than four years without a conviction.

The European Court of Human Rights (ECHR) ruled more than two years ago that Kavala should be released immediately and said his detention served to silence him, but Turkey has not carried out the ruling.

Register

The Council said on Thursday that its committee had referred the case to the ECHR to determine whether Turkey has failed to meet its obligation to implement the court's judgment in line with the European Convention on Human Rights. read more

The referral to the ECHR is the next step in "infringement proceedings" that could result in Turkey's suspension from the Council of Europe, of which it is a founding member.

"The Committee found that, by failing to ensure Mr Kavala's immediate release, Turkey is refusing to abide by the Court's final judgment in his case," it said in a statement.

At a news conference, Erdogan said Turkey will not recognise those who do not recognise its courts.

"What the ECHR has said, what the Council of Europe says, this doesn't concern us much because we expect our courts to be respected," he said.

"To those who don't show this respect: excuse us, but we will have no respect for them either," Erdogan added.

The foreign ministry said on Wednesday Turkey had carried out the ECHR ruling and that Kavala was detained for a different judicial proceeding.

Kavala was acquitted in 2020 of charges related to 2013 nationwide protests. Hours later, another court ordered his arrest based on a charge of attempting to overthrow the constitutional order related to the 2016 coup attempt, which the ECHR had also said lacked basis.

That court later ruled to release him on that charge but ordered his detention on an espionage charge in the same case, a move critics said was aimed at circumventing the ECHR ruling.

Register

Reporting by Tuvan Gumrukcu, Ece Toksabay and Daren Butler; Writing by Ali Kucukgocmen; Editing by Daren Butler and Jonathan Spicer

Our Standards: The Thomson Reuters Trust Principles.

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Erdogan says Turkey will not respect Council of Europe - Reuters