Social media is driving a new world of marketing, says major report

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Updated 20 October 2021
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Social media is driving a new world of marketing, says major report

  • WARC, TikTok and Publicis Groupe’s report “From Discovery to Purchase: The Role of Community Commerce” reveals the potential of creator-driven marketing for brand growth

DUBAI: WARC, TikTok and advertising conglomerate Publicis Groupe have together released a report exploring the role of social communities in influencing purchase decisions.

“As social media’s popularity and influence continue to grow, community commerce is rapidly evolving to provide an innovative, effective and fast-paced way for brands and retailers to sell directly to consumers,” said Alex Brownsell, a senior editor at WARC.

The report, titled “From Discovery to Purchase: The Role of Community Commerce,” said social commerce describes the growing retail opportunities and solutions presented by social media. Community commerce is a narrower subset that specifically refers to entertaining, compelling content, often by creators, that just happens to feature brands.

As more people spend time on social media, community commerce sits at the intersection of community, shopping and entertainment. With a non-intrusive and authentic approach, brands can fit seamlessly into this social environment and engage with audiences by connecting around specific interests or hashtags.

“The intersection of community, shopping and entertainment is what’s really different about TikTok. I can move from being entertained by my favorite creators into a shopping moment — or telling my friends about it or sharing it — pretty easily,” said Amy Lanzi, EVP, North America practice lead, Publicis Commerce.

Social platforms have disrupted the path to purchase by spontaneously inspiring users to shop as they discover new products. In fact, social platforms inspired 70 percent of consumers to shop, even when they were not looking to, according to the report.

Moreover, an average of 85 percent have purchased a product or service after seeing it advertized or reviewed on social media and 77 percent said that social platforms helped them get ideas about brands and products they had never thought of before.

“The funnel has collapsed and impulse buying is at an all-time high; people are spending more time on social media platforms, so why not go where the consumer is?” said Ryan Hartsfield, social media director at Monster Energy.

Up until now, beauty and fashion categories were the leaders in the social media space, said Daniela Mercado, head of mobile marketing, Samsung Electronics America. Because of their success, more expensive categories — like luxury and automotive — are now following.

Due to this emerging consumer behavior, brands have an opportunity to connect with their audiences in an entirely new way and spur on-the-spot decisions. An effective way of doing this is by partnering with creators who already have the followers and the ability to inspire and influence them.

Content creators boost discovery (78 percent), educate and inform their audiences (76 percent), and inspire their audiences to try new products (73 percent). Creators and social communities are the new version of “word-of-mouth,” making it a powerful medium for brands.

“Influencers are really important because they each have their own reason for loving our brands. It’s fun to discover why someone is using our products, and we like to elevate and share those voices of discovery because they are authentic and true,” said Kevin Shapiro, SVP, US marketing in consumer beauty, Coty.

The report also found that the purchase funnel has collapsed, with the line between content and commerce becoming increasingly blurry. On average, across social media platforms, only 14 percent of purchases were planned.

It is evident that the rise of community commerce presents great potential for brands. However, it’s important for brands to stay true to the platform they choose and the creators they work with.

“We need to remember that people don’t go on social media to purchase — they go to interact, to check on their friends and favorite celebrities, to engage with content and follow their interests,” said Krinio Christaras, head of media and consumer experience MENAP, Mondelēz International.

She added: “With great content — be it user-generated content, the use of influencers, or brand content — that’s fit for the platform, you give them a great experience, and through that, you give them that opportunity to buy.”

FAST FACTS

On average, 77 percent say that social platforms help them get ideas about brands and products they’d never thought of before.

85 percent have purchased a product or service after seeing it advertised or reviewed on social media.

Social platforms inspire 70 percent of consumers to shop.

Across social media platforms, on average, only 14 percent of purchases were planned.

Content creators boost discovery (78 percent), educate and inform their audiences (76 percent), and inspire their audiences to try new products (73 percent).


Manga Productions, PepsiCo collaborate to feature cult anime ‘Grendizer’ on potato chips

Updated 26 June 2024
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Manga Productions, PepsiCo collaborate to feature cult anime ‘Grendizer’ on potato chips

  • Partnership comes ahead of July’s release of ‘Grendizer U’ television series

LONDON: Saudi anime studio Manga Productions on Wednesday announced a partnership with PepsiCo to feature the popular anime UFO Robot “Grendizer” on PepsiCo’s Tasali potato chip packets.

Starting in August, the iconic character from the eponymous series will appear on Tasali potato chips sold across the Gulf countries and Jordan.

Essam Bukhary, CEO of Manga Productions, a subsidiary of the Mohammed bin Salman Foundation, or Misk, said that the new partnership “reflects our dedication to meeting the aspirations of ‘Grendizer’ fans and enhancing the presence of the beloved character in the markets.

“Grendizer,” also known as “Goldrake” and “Goldorak,” is a popular Japanese animated television series and manga created by Go Nagai in the mid-1970s. It has achieved cult status worldwide.

The initiative is part of the promotional campaign for the July release of the “Grendizer U” television series, created by Japanese animation studio Gaia and directed by Mitsuo Fukuda, the acclaimed author of award-winning anime classics “Shin Seiki GPX Cyber Formula” and “Mobile Suit Gundam SEED.”

The show has long enjoyed widespread popularity in Arab countries, first airing in war-torn Lebanon on Tele Liban in 1979. The enduring popularity of the show led Manga Productions to acquire the global distribution and marketing rights, excluding Japan.

Ahmed El-Sheikh, CEO at PepsiCo Middle East, highlighted the significance of the collaboration, saying: “At PepsiCo, we are committed to embedding ourselves in both the traditional and popular culture of the Kingdom.

“By embracing the growing popularity of animated content in Saudi Arabia, we aim to create a unique and nostalgic appeal for our consumers.

“This partnership with Manga Productions allows us to bring ‘Grendizer’ back to life on Tasali chips, and we are excited about the opportunities this collaboration will bring.”


Former Turkish FM and Arab News columnist Yasar Yakis is no more

Turkiye’s former foreign minister and distinguished Arab News columnist Yasar Yakis died on Wednesday aged 86.
Updated 26 June 2024
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Former Turkish FM and Arab News columnist Yasar Yakis is no more

  • He added insight, context and a rational voice to our coverage, says Arab News Editor-in-Chief Faisal J. Abbas

ANKARA: Turkiye’s former foreign minister and distinguished Arab News columnist Yasar Yakis died on Wednesday. He was 86.
Yakis had been undergoing cancer treatment at a private hospital in Ankara for some time.
A former diplomat, Yakis served as foreign minister in the first government formed by the Justice and Development Party, also known as the AKP, in 2002. He was decorated by the Saudi government with the Order of King Abdul Aziz (1st Degree) in 1992 for his contribution to the improvement of Saudi-Turkish relations.
“At a time when global politics lacks adults in the room, heavyweights of the caliber of Yasar Yakis will certainly be missed,” said Arab News Editor-in-Chief Faisal J. Abbas.
“As a columnist for our newspaper, he always added insight, context and a rational voice to our coverage. He will be dearly missed, our condolences to his family,” said Abbas.
Yakis penned a regular column for Arab News since February 2017. He brought vast global knowledge and long years of experience as his country’s chief diplomat, as well as a deep understanding of Arab affairs.
Born in 1938, Yakis’ first posting abroad was as deputy consul at the consulate general in Antwerp, Belgium. Throughout his career, Yakis held various posts, including ambassadorships in Riyadh, Rome, Cairo, Damascus and Lagos, as well as being Turkiye’s permanent representative to NATO in Brussels. He was a senior associate member at St. Antony’s College, Oxford University, between 2012 and 2014.
In 1985, Yakis founded and chaired the Coordination Committee of the Standing Committee on Economic and Commercial Cooperation of the Organization of Islamic Cooperation.
In 1988, he was appointed as the Turkish ambassador to Riyadh, followed by an ambassadorial post in Cairo and as permanent representative of Turkiye to the UN Office and other international organizations in Vienna. From 1992 to 1995, he was deputy undersecretary for economic affairs.
He retired from the Foreign Ministry in 2001 and entered politics as a founding member of the AKP. He served as deputy chairman and member of the Central Decision and Administration Board. He was elected to parliament in 2002 and was quickly appointed minister of foreign affairs in the same year.
Known as a prominent intellectual who was fluent in French, English and Arabic, Yakis was often quoted in the Turkish and Arabic media thanks to his objective and in-depth insights, backed by his diplomatic experience.
Yakis was often present at ambassadorial events in Ankara. He was always accompanied by his beaming wife and their unwavering love was evident to an outsider’s eye.
What struck one the most about these meetings was his attentive listening and his ability to learn from everyone, while humbly sharing his own diplomatic experience with others.
He recently wrote his memoirs, detailing his private life and decades-long diplomatic experiences. His only child was Ayse Basak Yakis, who is an associate professor at King’s College London.
Marc Pierini, a former EU ambassador and the head of delegation to Turkiye from 2006 to 2011, wrote on the social media platform X: “A man of great culture and remarkable wisdom, always open to discussion with foreign ambassadors. I learned a lot from him.”
Ozdem Sanberk, one of Turkiye’s most experienced diplomats and a former ambassador to the UK, had his first six months of military service with Yakis in Istanbul. Talking to Arab News, Sanberk recalled that Yakis enjoyed each free moment by reading classic novels from around the world.
Sanberk said: “He was telling us that, due to his own family conditions, he couldn’t read all the Russian classics at an early age. So, he felt the need to compensate for those years by reading extensively. He also asked to serve his second stage of military service in the eastern part of Turkiye to concentrate more on reading. He even had his books placed on a horse’s back and had them transported to the place where he would serve in the military. He had a great talent for learning new languages and an insatiable thirst for learning. His intellectual deepness was great.”
Sanberk also said that Turkiye’s Ministry of Foreign Affairs had lost one of its most distinguished Middle East experts. “Yakis served as a diplomat in some of the most pivotal countries in the Middle East and the Gulf region,” he said.


Israel eyes use of Musk’s Starlink in event of war with Hezbollah

Updated 25 June 2024
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Israel eyes use of Musk’s Starlink in event of war with Hezbollah

  • Financial daily Calcalist says Israeli ministries plan to use Starlink’s satellite to ensure stable data and information flow during emergencies

JERUSALEM: Israel is looking to use Elon Musk’s Starlink to maintain Internet connectivity should there be a potential all-out-war with Lebanese Hezbollah on the northern border that causes power outages in Israel, a newspaper report said on Tuesday.
The Calcalist financial daily said that the finance and communications ministries were seeking to utilize Starlink’s 5,000 low-orbit satellites to ensure stable data and information flow for state authorities during emergencies.
Both ministries did not immediately comment to Reuters.
In February, Communications Minister Shlomo Karhi gave permission to Starlink, the satellite unit of SpaceX, to operate in Israel and the Gaza Strip.
Iran-backed Hezbollah began attacking Israel shortly after Hamas’ Oct. 7 assault sparked the war in Gaza, and the sides have been trading blows in the months since then. Hezbollah has said it will not stop until there is a ceasefire in Gaza.
Israeli Defense Minister Yoav Gallant headed to Washington on Sunday to discuss the next phase of the Gaza war and escalating hostilities on the border with Lebanon, where exchanges of fire with Hezbollah have stoked fears of wider conflict. A full war in the north could lead to missile attacks on Israel’s power grid and other infrastructure.


New report suggests Israeli military views some Gaza journalists as ‘legitimate targets’

Updated 25 June 2024
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New report suggests Israeli military views some Gaza journalists as ‘legitimate targets’

  • The Guardian and non-profit Forbidden Stories allege that Israeli forces label journalists working for Hamas-controlled media as terrorists
  • Experts argue this approach is part of effort to silence critical reporting

LONDON: A new investigation has suggested that the Israeli military views some Gaza-based journalists as “legitimate targets.”

The Guardian, in collaboration with the Paris-based non-profit Forbidden Stories, revealed that some members of the armed forces consider journalists working for Hamas-controlled or affiliated outlets as legitimate targets not covered by the same international protections as civilians.

Media watchdogs Committee to Protect Journalists and Arab Reporters for Investigative Journalism reported that around 30 percent of the 108 media workers killed since Oct. 7 in Gaza were employed by outlets affiliated with or closely tied to Hamas.

This includes the largest Hamas-run outlet in Gaza, Al-Aqsa media network, which employs hundreds of people across its TV station, radio, and newspaper arms.

The report, authored by Harry Davies, Manisha Ganguly, David Pegg, Hoda Osman, Bethan McKernan, and award-winning Israeli journalist and film director Yuval Abraham, noted that while “Al-Aqsa’s programming is unmistakably pro-Hamas, anti-Israel and, at times, antisemitic … simply working (for the media outlet) does not make someone a legitimate target to be killed.”

Janina Dill, a professor at the University of Oxford and expert in the laws of war, said: “Reporting the news is not direct participation in hostilities.

“Even if they reported the news in a biased way, even if they did propaganda for Hamas, even if Israel fundamentally disagrees with how they report the news. That is not enough.”

Since 2019, Israel has designated Al-Aqsa network as a terrorist organization, calling it “a propaganda arm of Hamas and a central platform for the distribution of inciting messages by the terror organization.”

The media group has also been sanctioned by the US since 2010.

Its offices, evacuated after Hamas attacks on Oct. 7 to avoid Israeli retaliation, have been previously bombed by Israel over accusations of being used for military purposes.

The report detailed how Israeli soldiers were given a “permissive approach” to targeting, with Hamas-affiliated media being told they existed in a “grey zone” and that some in the Israeli military hold the view that “anyone getting paid by Hamas” could be considered a legitimate target.

“Hamas invests a lot of resources in its propaganda teams. They often won’t do an activity if they don’t have a photographer. They must document everything,” an unnamed military intelligence officer said. “So some will tell you: ‘Look, a Hamasnik is Hamasnik.’”

An Israeli military spokesperson denied the report’s accusations, stating that while it “does not target civilian objects,” the outlet “employs terrorists and affords them the facade of journalists.”

The spokesperson claimed that the Israeli military killed six Al-Aqsa workers who were alleged members of Hamas’s armed wing but did not provide evidence to support the claim.

Experts warned that this approach puts Israel in a “troubling position” as it is often difficult to distinguish between combatants and civilians.

Many press freedom organizations expressed concerns about the military’s efforts to silence critical reporting.

Irene Khan, the UN’s special rapporteur on the promotion and protection of the right to freedom of opinion and expression, stated that Israel had “spread disinformation about journalists being linked to militants” and failed to meet the “burden of proof” to make such claims.


Moscow says to block access to 81 EU media outlets, including AFP website

Updated 25 June 2024
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Moscow says to block access to 81 EU media outlets, including AFP website

  • The list also include France’s Le Monde, Germany’s Der Spiegel and Spain’s El Mundo
  • “Retaliatory measure” was taken in response to Brussels banning several Russian broadcasts, Moscos said

MOSCOW: Russia said that Tuesday it would block access to 81 EU media outlets, including AFP’s websites, as a “retaliatory measure” after Brussels imposed broadcasting bans on several Russian state media outlets.
The European Union in May said it had decided to block access to four Kremlin-controlled media for being “instrumental in bringing forward and supporting” Moscow’s Ukraine offensive.
Moscow said it was responding to that move.
“Counter-restrictions are being introduced on the access from Russian territory of broadcast resources of media outlets from EU member states,” Moscow’s foreign ministry said in a statement, publishing a list of media outlets and blaming Brussels for the restrictions.
The list included AFP’s homepage afp.com and its client portal afpforum.com.
France’s Le Monde, Germany’s Der Spiegel and Spain’s El Mundo were also among the media outlets named on the list.
Russia denounced the EU sanctions as “politically motivated” and said the bloc’s decisions were “forcing Moscow to take mirror and proportionate countermeasures.”
It said it would “revise” the restrictions if sanctions on Russian media were lifted.
Russia has already blocked access to much of the Western media since sending troops to Ukraine, as well as to Western social media giants.
Domestic media that are critical of President Vladimir Putin’s rule or his Ukraine offensive have also been banned, harassed and outlawed, and many independent media outlets and journalists have fled into exile.