We cannot let the web’s capacity for distribution fool us into thinking that it is just another broadcast medium. A vibrant, sustainable branded environment on the web doesn’t require content. It requires a brand.
The ironic thing about the fashion industry and the web is that despite the grip that both have on our culture, they are also radically ephemeral; things come and go in the blink of an eye, only to be replaced by the next best thing. Many people give a variety of reasons for this dichotomy, [...]
We discuss the importance of the user experience in social media, and how a WOM monitoring program can help in developing strategies that put the user first.
We look at Digital Death as an example of effects discussed in Part 1 & suggest alternatives to how most brands currently participate in social media.
Plenty of people are complaining about “social media experts”, but nobody’s talking about what led to this in the first place.
This fashion industry research is interesting, but how insightful are the findings for marketers? Where does it add value? And is it actionable?