A new study has lambasted marketers’ financial skills and the marketing programs run by education providers, claiming that as many as 90% of marketers are not trained in marketing performance and ROI, partly due to the fact that nine out of 10 marketing courses don’t have a unit focused on the topic. Because of this educational void, 80% of marketers struggle to properly demonstrate the business effectiveness of their marketing spending, campaigns and activities to their top management, the report says.
The popularity of capsule coffee systems like K-Cups and Nespresso is a marketing marvel. aGreen Mountain Coffee Roasters estimates that around 13% of all U.S. households have one of their devices. But the real money comes from not from the machines but from the single serve capsules. Ounce for ounce, consumers are generally paying anywhere from $35 – 60 a pound for the ground coffee inside these capsules therefore getting consumers to pay for these capsules is very lucrative. However forcing consumers to use your capsules is not a good strategy.
Saya Weissman pointed out that while many brands decided to tweet Martin Luther King Jr. quotes in honor of the holiday — a move that itself can vary in tone from tactful to dumbfoundingly tacky — others took MLK Day as just another opportunity to hijack some social buzz. Consumers took issue and it’s just another way they are putting brands and companies on notice “don’t try and bullshit us to sell stuff!”
Kellogg Co. said Monday that it will cut about 2,000 jobs, or 7% of its global workforce, over the next four years as part of a billion-dollar cost-cutting plan. The move by Kellogg, whose products include Special K and other breakfast cereals, Pop-Tarts pastries, and Pringles chips, is a response to increased competition in the breakfast and snack industries and soft demand from cash-strapped consumers. In other words marketing has failed to take the pulse of consumers and respond appropriately. This is an example of what happens when marketing is disconnected from consumers and customers.
According to Ad Age “Amid an overarching company turnaround under CEO Marissa Mayer, Yahoo has decided to redesign its 18-year-old logo and devised a 30-day campaign to drum up attention.” The problem is that Yahoo’s troubles go far beyond a new logo and won’t be solved by draining company bank accounts on web properties. At its core Yahoo’s problem is one of branding and giving consumers a reason to make a Yahoo property a part of their daily web activity.
Since moving into our new house and installing services I have received surveys from no fewer than 6 companies in one week. Notice to brands: if you do well we won’t say a word because we expect it bit disappoint us and we’ll use social media to let the world know that your brand let us down. Welcome to survey madness…