Going viral the right way

Viral

As brand marketers continue to increase their digital marketing spends relative to the conventional media, their primary goal is to generate virality, buzz or word of mouth online – whether stated or otherwise. Digital marketing effectiveness is often measured by the number of people who viewed a brand’s communication (a video, website or a social […]

The buzz ripple

Ellen Oscar selfie

The 2014 Oscars gave us the most retweeted tweet ever – a fact that was reported widely in the news media subsequently. In that respect, the Oscars gave us a striking case study on how social media combines with the conventional news media – both online and offline – to generate pulses of publicity or […]

Dealing with extreme attitudes

Group of protesters

The ability to change people’s attitudes towards an idea or an object – say a product category or a brand – is a highly sought-after marketing skill. Attitudes can often be good predictors of behavior and any marketing campaign that succeeds in changing attitudes of any given segment, favourably, is by definition helping expand the […]