You would think, that as more people go online and use tablets, brands and marketers would understand that people don’t want to be interrupted and that the online experience should be a great one. However, too many sites are still not optimized for mobile and the experience of trying to share content works “most of the time” but not all the time.
When it comes to the dynamics of the marketplace women have changed the game. Forty‐ two percent of women agree, “I regularly influence friends and family to buy or not buy a particular product or service,” – up significantly from September 2008. In addition, 54% agree “I feel it is my responsibility to help friends and family make smart purchase decisions.” Women today are consumers, broadcasters, and amplifiers of ideas in the marketplace; expect these recommendation and word‐ of‐mouth dynamics to continue intensifying.
While more and more marketers are throwing money into digital marketing they are doing so blindly as report state “marketers lack the necessary information to tell leadership which digital marketing efforts have the highest return.” In other words we know we need to do it but we don’t have the tools, foundation or structure to understand what we’re doing. Digital marketing has a lot of components and budget dollars can quickly be eaten up by tactics like SEM and online advertising. If you spend too much on one tactic you might not have enough for other tactics that provide a higher ROI.
Did you ever get the feeling that most brands are farting in the wind when it comes to their marketing? Every week more and more marketing executives are taken for a ride by people whose only accomplishment is getting people to buy their book. First, it was social media hype, then big data hype. What’s next?
Forrester found that visiting a company’s website is the number one way fans prefer to stay in touch with the brands they love, outranking Facebook all the way down at number five. While their Facebook pages are brimming with exciting, yet unseen content, brand websites may be neglected – at a high cost to community interaction.
More and more the ad industry is shooting themselves in the foot. The latest arrow comes from an article in Adweek “The Future of Advertising Still Rests on the Art of Connecting Brands and Consumers More than ever, it’s about authentic and compelling stories“. Ha? Do you honestly think that consumers have the time to read “brand stories” or believe brand propaganda?
NBC didn’t expect the backlash against Brian Williams but people, via the Internet, attacked Mr Williams “lie” and would not let the matter fade away until NBC was forced to suspend him for 6 months without pay. Mr Williams mistake was making himself more of a story than the news he reported, but if there is one lesson to be learned, it’s that no matter how popular you think you are a lot of people love to bring down brands and people.