Weekend Essentials – May 2, 2014

Essential marketing, media and PR stories from the week

Here’s what we learned this week.

The rent is due on social media marketing
Paired together, the social networks’ need to drive revenue and advertisers’ need to compete with thousands upon thousands of Buzz Feed posts and baby pictures are turning paid media into a necessity on social. That’s increasingly true for all of the major social networks, though the tactics may vary. On YouTube, for example, the most successful campaigns have a 50 /50 split between paid and earned views, according to Google’s president of American operations, Margo Georgiadis.
Read more in The New Cost of Social Media Marketing

Fear the backlash against content marketing
Gini Dietrich

Gini Dietrich, author of the blog and book Spin Sucks: Communication and Reputation Management in the Digital Age, advocates for the “marathon” approach to content marketing. Quick, poorly thought-out hits may get a lot of views in the short term, but a lack of quality will, in time, hurt both your brand and the field in general. “There’s so much information coming at us all the time. We have to be really careful about where we spend our time and the types of things that we read and consume because we’re busy. The top 10 lists or ‘the things Kim Kardashian taught me about running a business’ – that kind of crap isn’t going to fly anymore.”
Read more in Gini Dietrich: Critics, crises and content marketing ‘crap’

Worst. Service. Ever. Ka-ching!
Maybe we’re all a bit masochistic, but research suggests that those too-good-to-notice-you clerks at the store you can’t really afford have no bearing on what we think of the brand. “For the study, participants imagined or had interactions with sales representatives—rude or not. They then rated their feelings about associated brands and their desire to own them. Participants who expressed an aspiration to be associated with high-end brands also reported an increased desire to own the luxury products after being treated poorly.”
Read more in Rude sales staff boost luxury brands’ cachet: study

In Case You Missed It

Cossette heading to the windy city with U.S. McDonald’s win
Nowlan succeeds Moir at Tim Hortons, Cooper takes over at Molson
Twist Image’s year-long journey to WPP
6 things we learned at Programmatic IQ

Brands Articles

Diageo’s ‘Crown on the House’ brings tasting home

After Johnnie Walker success, Crown Royal gets in-home mentorship

Survey says Starbucks has best holiday cup

Consumers take sides on another front of Canada's coffee war

KitchenAid embraces social for breast cancer campaign

Annual charitable campaign taps influencers and the social web for the first time

Heart & Stroke proclaims a big change

New campaign unveils first brand renovation in 60 years

Best Buy makes you feel like a kid again

The Union-built holiday campaign drops the product shots

Volkswagen bets on tech in crisis recovery

Execs want battery-powered cars, ride-sharing to 'fundamentally change' automaker

Simple strategies for analytics success

Heeding the 80-20 rule, metrics that matter and changing customer behaviors

Why IKEA is playing it up downstairs

Inside the retailer's Market Hall strategy to make more Canadians fans of its designs

Metrolinx launches public education campaign

New campaign from Grey intends to drive awareness of approximately 500 projects