QUICK READ: P&G has decided to reduce the number of SKU’s in a response to changing consumer needs and as a way to reduce costs. It’s a great strategy but will other brands follow suit?
Category Archive: Contrarian point of view
QUICK READ: For 99% of the products we buy every day there is no emotional connection and consumers don’t care about your brand story. It’s about price, availability, and convenience.
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- Casper has highlighted the growing power of social media influencers to make or break brands, naming its own online advocates as one of the risk factors facing its initial public offering.
- Influencer marketing has expanded into an $8bn business as celebrities, experts and other people with large followings on social media platforms charge thousands of dollars to promote products.
- But many influencers have BOTS as followers.
- Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
QUICK READ: Facebook has continually betrayed the trust of users while agencies and brands flood the social media giant with truckloads of cash. The only way to reign in facebook is for online advertisers to spend their money somewhere else.
- A study confirmed that 59 percent of all links shared on social networks aren’t actually clicked on at all, implying the majority of article shares aren’t based on actual reading.
- People are sharing articles without ever getting past the headlines.
- Attention spans are at an all-time low, and most users make snap decisions about articles based on their first impressions, which happen to be headlines.
- Influencers have no way to prove they “influence” — neither in quantity nor in quality — and brands have to be very realistic about what they stand to gain from such collaborations, if at all.
IN SUMMARY: In this age of ‘brand social responsibility” it seems that Google, Amazon, and Facebook can continue to build monopolies without consequences. Are consumers ever going to hold them responsible?
KEY TAKEAWAY: Research continues to show that management’s biggest concern when it comes to marketing is “where did the money go?”. In other words “what did the money we gave marketing actually do?”. Too many marketing dollars are wasted on vanity metrics that don’t do a thing for bottom line business objectives.
SUMMARY: Facebook continues to treat users like garbage. From prying money from teens for games to possibly lying about the number of users it’s like their company has a Teflon coating. when will users say enough is enough and start ditching the platform?
