A lot of buzz around Coke’s attempt to win over Millennials with a rebranding of Diet Coke, but this is one of those times when common sense should triumph over all the data leading to the marketing decision that this will work. Continue reading
Ad blocker usage surged 30% in 2016 , according to a new report from PageFair, a company that helps publishers regain revenue lost to the software. There were 615 million devices blocking ads worldwide by the end of 2016, 62% (308 million) of those mobile. Desktop ad blocker usage grew 17% year-on-year to 236 million. PageFair noted that 90% of ad blocker users surveyed have encountered an “ad block wall” that blocked them from viewing content unless they disabled their ad blocker. However, almost three-quarters (74%) of those users said they simply left those websites rather than performing the steps required to whitelist them.
From Mark Schaefer comes this great piece “The heart, the soul, the truest pulse of marketing is vaporizing because our profession is turning into a glorified IT function. Marketing strategy is being derived from data scientists, SEO gurus, and statisticians doing A/B testing in a back room somewhere. We are implementing strategies and tactics based on what statistically is supposed to work, instead of what customers really want”. Continue reading
The engagement ratio per brand — or average interactions per post per brand per 1,000 followers — decreased on Instagram (by 25.85%), Facebook (by 8.27%), and LinkedIn (by 7.6%). On Twitter, the engagement ratio per brand increased slightly, up 1.08% across the first half of 2016. And yet for some stupid reasons brands continue to invest in social media? Continue reading
Even as consumers embrace digital channels for retailer marketing, traditional touch points have a bigger effect on product choices than digital according to Nielsen. Retailers should maintain and optimize spending on traditional circulars, since these will continue to be shoppers’ main source of information for the near term. Continue reading
One of the biggest mistakes that most brands make is the belief that their customers want to have a relationship with them . This is mule muffins. People are too damn busy to have a relationship with Betty Crocker or Mr Peanut. Continue reading
Steve Jobs greatest skill was his ability to say “no”. When Apple brought Jobs back, his first order of business was to shrink the product line–and make sure whatever Apple made, it made extremely well. No Apple is putting all its resources into one thing: making money. Continue reading