One of digital marketing’s real strengths is its ability to target highly segmented audiences at scale. However, when thinking about business-to-business or ‘professional’ audiences, it’s easy to forget about the individual and see only the job role. This is a mistake.
Since I started to plan this blog post a couple of weeks back I’ve seen countless LinkedIn posts, tweets and articles about the new darling of social media, TikTok. And if Strictly Come Dancing are getting in on the act then it must be time to take note!
Previously I would have said Twitter. Then it would have been Snapchat. But now I think Instagram Stories is the place where brands can be active on a hot, new(ish) platform AND derive real business value.