The news a couple of weeks ago that Sony is getting out of the PC business and might get out of consumer TV business is proof the even iconic brands who don’t change with the times are destined to fail in an age of empowered consumers. Continue reading
It seems that over the last few years, with the rise of social media, branding is being redefined over and over. While some brands do very well (Apple, Trek Bikes, Subaru,Starbucks) other brands are struggling to stay relevant to empowered consumers. So what does it take for a brand to stay relevant today? Continue reading
While brands are planning to up their digital marketing spending there are some signs that perhaps it might be better to get back to basics in online marketing. The latest shot is Yahoo firing their number two executive after spending a lot of money to recruit him. Ms Mayer’s tenure, which began in July 2012, has yet to deliver meaningful profit growth to Yahoo as the company has failed to keep pace with broad gains in digital advertising spending. There is plenty more to come. Continue reading
Post Summary: Twitter stock has come crashing back to reality, Facebook now admits that organic posts don’t reach 99% of people who follow brands and yet there are still “experts” who are trying to tell us that consumers really do have time to have, and want, relationships with brands. Sure there are some brands we love, Apple, Starbucks, and Trek Bikes but for the most part consumers just don’t want to be bothered bt Tweets or posts from ketchup and soda brands. Continue reading
I was just reviewing my notes this year from client meetings and despite the emphasis on digital marketing even some of the best known brands have a long way to go before they can truly become great digital marketers. Here are some of the challenges that I have seen during this year..
Marketing 101 teaches us that we need to understand consumers and segment them for our marketing to be effective. The problem with this strategy is that today there could be a lot of sub-segments with your target audience, each with its own needs and wants. One message for everyone does not work well with consumers who refuse to be thought if as “segments” but rather individuals.