MarketLine Blog

Posts tagged to Social Media

Elon Musk brand continues to grow: Heavy public profile and revolutionary products amplify Musk’s popularity

MarketLine

Elon Musk’s brand image has evolved strongly over the past two decades, and he is today one of the most recognizable and admired CEOs globally. Whilst some of the major companies he owns such as Tesla are still very small compared to their market competitors Musk’s popularity only seems to grow. This is primarily due to two major reasons. The first is that Musk’s companies are engaged in the manufacturing of products that do not only carry financial benefits to the owner, but also do the wider society some good, whether… Read more

Social Media: Disruptors likely unless culture changes in Silicon Valley

MarketLine

The deletion and subsequent reinstatement of the Google account belonging to prominent scholar Jordan Peterson has set a dangerous precedent regarding the treatment of individuals promoting viewpoints which are at odds with those held by leading social media and technology companies. Mostly thanks to a campaign to reverse the decision, Jordan Peterson is now back online, but with a near absence of information coming from Google, many in online communities now fear censorship from the largest internet giant of them all. Engaging in ever closer oversight of dissident voices increases… Read more

Behind the Digital Iron Curtain: Rise of Chinese Silicon Valley

MarketLine

After a long period of rapid, double digit growth, the Chinese economy entered a more sustainable phase of development, based on innovation and consumption. Given the large population of 1.3 billion in China, the explosive growth of smartphone users, e-commerce, and online content consumption and creation led to a digital revolution in almost all industries and business sectors. While the Chinese Communist Party is trying to match its social control in the real world with the virtual world, which becomes more and more restrictive, the country’s internet is thriving and… Read more

Selfie generation: Refashioning make-up market

MarketLine

The global make-up industry grew by a record 8.4% in 2016 and was the main growth driver for the cosmetics market worldwide. The range of make-up products is endless, and some product categories, in particular those highly popular with the generation of Millennials, (i.e. concealers, illuminating highlighters, lipsticks) are booming. These hyper-connected customers are young, have a strong purchasing power, new ideas about beauty, and are also very keen to spend money on beauty products. While clothing and department stores are increasingly closing their physical locations, not being able to… Read more

boohoo.com plc: Profits soar following successful social media strategy

MarketLine

In the 12 months to February 2017, boohoo.com has been highly successful, with sales soaring and pre-tax profits almost doubling. However, boohoo’s recent financial performance comes in stark contrast to the situation it faced following its IPO in 2014. In the 2014-15 financial year, the company was feeling the effects of unseasonably mild autumn weather and trading disruptions caused by Black Friday, leading to a profit warning being issued in January 2015. While revenue and profit were up for this financial year, these figures were lower than initial expectations. As… Read more

Trouble at Twitter: Profit still elusive

MarketLine

Twitter, the micro-blogging social media platform, is struggling. In a week that reminded us of the cost of missing the boat in the tech world, as Yahoo is sold for $5 billion, a mere 25th of its peak value, Twitter released its Q2 results. What they showed was a platform hampered by virtually stagnant growth, and a company that has yet to make a profit, despite being well on its way to ten years old. Twitter makes its money by charging advertisers to boost the visibility of tweets and videos…. Read more

BlackBerry: clinging onto consumers through BBM

MarketLine

BlackBerry’s dire financial results have dominated headlines over the past year, leading to speculation about its future as a business. BlackBerry 10, its latest operating system, has failed to recapture the consumer market, and recent rumors of the company exiting the hardware market, have been circulating. Although it appears that BlackBerry has lost the consumer hardware battle to Apple and Google, there remains one artifact of its original popularity: BBM. As discussed in the MarketLine Case Study, BlackBerry Limited: Does it have a future in the consumer market?, BlackBerry is… Read more

Old Spice using social media to revitalise a brand

MarketLine

As consumer media consumption patterns are changing, CPG marketers are adjusting their marketing budgets to dovetail with shifting consumer audiences. As such, digital social media, e.g. Facebook, Reddit, and Twitter, have become more important to the marketing mix. Indeed, for many brands, social media has become their biggest relationship-marketing provider. This blog entry focuses on two brands in the men’s personal care sector which have successfully integrated social media into their respective marketing campaigns, namely: Old Spice and King of Shaves. The primary focus of this article is the Old… Read more

Is online social gaming a viable CPG marketing opportunity?

MarketLine

Online social gaming has been one of the key growth stories of 2010, with millions of people worldwide driving multimillion dollar valuations for games such as Farmville and Angry Birds. Consumer packaged goods (CPG) companies are becoming increasingly skilled at using online social media to promote their products, but most have not yet fully exploited the potential in online social gaming. There are opportunities both in sponsorship of existing mass-market social games, and in creating brand-focused games to develop social media strategies and drive consumer engagement. CPG companies have so… Read more

Was Tumblr worth $1.1bn for Yahoo!?

MarketLine

Yahoo!’s acquisition of blogging service Tumblr has been all over the news in the past few days, as the company looks to make its first big-ticket acquisition of 2013. Remarkably, the agreed price of the acquisition stands at $1.1bn, a substantial amount considering that Tumblr accrued just $13m in revenues last year. So, the question begs to be asked, why has Yahoo! paid such a premium in order to seize control of the fiver-year-old company? The answer lies with its online presence, specifically within the social media space. According to… Read more