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

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path