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The big question every CMO asks when planning a new campaign is “what will my return on investment be?” This is a completely fair question. Whether you are at an agency or in-house, marketing is a commercial operation and we need to be clear on how our activity impacts the business’s performance and
Perhaps it all really started in 2019, when the genre-defying song “Old Town Road” song went viral on the app and propelled rapper Lil Nas X to fame. The 20-year-old Atlanta musician went from college dropout to record-breaking superstar virtually overnight. Dozens of independent artists have been signed to major...
To paraphrase what author Stephanie Yaboah stated, the message that this status quo sends is troubling: only thin white women with certain lip shape can wear a certain type of clothes, only able-bodied white men can drive the newest cars, and only cis straight white couples can go on holidays....
But how does this differ from the rest of Southeast Asia? How much does the Western media influence Southeast Asians’ online purchasing behaviour? A study was conducted by iPrice Group on how Hollywood brand ambassadors and western media shape Southeast Asians’ online interest in products. Results showed that Singapore and...
Nowadays, influencer marketing is being embraced by brands of many industries and sizes. However, when done right, influencer marketing can bring plenty of benefits to your company, including: * More brand awareness * The likelihood of forming fanbases (online and offline), AND * Nurture long-lasting relationships In other words, it’s not good...
A recent report from Influencer Marketing Hub found that nine in ten of the 5,000 marketers they surveyed believe that influencer campaigns are successful, and the publication estimates that the global market for creator-driven advertising will reach US$13.8 billion by the end of the year. The same...
