QUICK READ: 20% of consumers are following brands on social media, but marketers should not apply that blanket statement to all products. It’s more likely that consumers will follow brands that make products they care about, like hard goods (i.e., electronics) or exercise equipment.
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.
IN BRIEF: The so called “experts” need something to write about so they’re trying to convince you that the pandemic has changed marketing forever. That is bullshit! Despite what they say it’s still about delivering on a promise of a good brand/product experience.
SUMMARY: The idea that consumers don’t want relationships with brands is not entirely correct. It depends on the product as well as the brand. There are some brands that consumers love to talk about on social media, but most others just give me a good product at a good price.
SUMMARY: Stuck at home and unable to spend as much as they normally would in restaurants, bars, and cinemas, consumers have accumulated $1.6trn in excess savings during the past year. They’re ready to spend, but what will they find when they return to brick-and-mortar stores?
SUMMARY: According to Deloitte marketer’s optimism is growing as the pandemic gets under control but that optimism could be short-lived. Consumers are still buying private label products in huge numbers and they want higher product quality with lower prices.
OPENING: More and more brand interactions are happening online, but what does that mean? Too many marketers are still using vanity online metrics (impressions, traffic) to measure their online marketing. Today, that’s not an accurate picture of what’s happening online.
SUMMARY: Pivot marketing is your brand’s ability to change the direction of your marketing because of changes in the marketplace. It requires speed and the ability to separate real trends from hyped ones quickly.