A mountain top view. A close-up of a hand-rolled pastry. These images, while almost pedestrian on Instagram, are hardly what you’d expect out of a finance brand.
But that’s exactly what American Express’ presence on the platform is all about: An effort to connect with an experience rather than a product. “Instagram is really about engaging — it’s so powerful because it’s so visual,” said Mark Arnold, a branding consultant who specializes in financial services companies.
With Instagram, finance companies are focusing on content that generates interaction, since peddling products outright can easily be shut out by users who may not want to see advertising on the platform.
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The open programmatic market is in a tough spot
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Governments around the world are changing their policies to support esports
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How NFTs could evolve for brands — now that marketers know what they actually are
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SponsoredHow ad tech is tackling waste by optimizing supply chains
Sponsored by Bidtellect The programmatic and digital advertising industry is well aware of the inefficiencies in buying and selling — from auction duplication and volume bias to multi-integrations and reselling — but how did it get this out of control? How can we fix it? A redundant, multiple-step process to ad delivery has become the norm, […]
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The ‘retirement’ of M&M spokescandies raises questions about viral marketing, edgy content
Marketers have mixed feelings and questions about the value of viral, stunt marketing after M&M's "retirement" of its spokescandies.
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Why digital clutter is driving brands to rethink the value of newspapers advertising
GE, Equinox, Take 5 Oil and agency TBWA New York are among those investing in newspaper ads to generate social media buzz in an ever-more cluttered digital environment.
