SUMMARY: According to the Havas Meaningful Brands study “75% of brands could disappear overnight and most people wouldn’t care or could easily find a replacement. In addition, only 34% of consumers surveyed globally think companies are transparent about their commitments and promises”. This study needs context and has several flaws.
QUICK READ: The polls on consumer behavior as a result of the pandemic don’t make sense. What consumers say in polls and what they actually do are two different things and I believe they are ready to spend again because buying makes them happy.
QUICK READ: Some marketing reports issued online assume that brand marketers are stupid. The latest one is a report from Profitero which is an embarrassment.
KEY IDEA: For many organizations, surveys qualify as “talking to the customer.” They’re ubiquitous – appearing in hotel rooms, after online purchases, and in hospital emergency departments. But do they really qualify as customer consultation? Or are they a symptom of isolated management just putting on a show of interest? What can be done instead?
SUMMARY: Tapatalk surveyed over 1,000 Americans who have visited a forum site and/or used Facebook, Twitter or Reddit. The findings demonstrated that Americans are increasingly turning to forums – rather than the feeds or pages of Facebook, Twitter and Reddit, to find the answers they seek regarding specific questions and niche topics as well as to discuss their hobbies with other enthusiasts. However, in examining the research closely it’s pretty safe to say that it’s flawed.
SUMMARY: Headlines are written to get attention, but the content under these headlines is often full of misinformation and pure bullshit. Marketers have been taken in by so called “experts” who use these headlines to enhance their personal brands. Every product category and customer segment has different parameters and brands need to identify how to really “talk” to their customers and prospects. Here are the list of the biggest marketing frauds that made headlines in 2018.
– New research from Accenture reports that nearly two-thirds of consumers globally (63%) prefer to buy goods and services from companies that stand for a shared purpose that reflects their personal values and beliefs.
-However, this study is flawed because consumers are more likely to answer surveys stating that they are “socially responsible” when they really aren’t.
-Strong arguments can be made that brands like Amazon, Facebook and Apple do not stand for the shared beliefs of of most consumers yet they flourish.
According to Media Post’s Marketing Daily “Gen Z is bypassing the traditional political system and focusing on consumerism as a channel for change, according to a study. This generation is expecting brands to use their platform for good, especially as they feel the political system and politicians has let them down.” Then how do you explain their love for brands like Apple, Amazon and Facebook?