THE SHORT OF IT: Amazon.com, with its millions of shoppers, knows a lot about us, as do other e-commerce sites. Why aren’t these sites using this information to recommend product samples to brands when over 70% of consumers say they are likely to buy a product after first trying it. Less than 25% say the same thing after seeing a commercial on TV?
Qualitative and quantitative research is not a guarantee of marketing or product success. Marketers also need to have some common sense when conducting market research because people say things in research they don’t actually intend to do.
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?
KEY TAKEAWAY: Private label’s online dollar share more than doubled over the past year, according to Nielsen. CPG private label sales now account for 3% of online dollar sales, up from 1.3% two years ago. Walmart is leading the space with a 48% share of CPG online private label sales, up from 27% in 2017.
Summary: At its heart marketing should drive sales. Marketing campaigns that are funny, or memorable don’t mean a damn thing if your business is losing customers. Too many agencies are still promoting awards for creative campaigns for brands that are still in trouble because they like to pat themselves on the back.
74% of marketers prioritize social media in their top five launch communication channels. Almost all marketers view social media as a crucial channel for a new product launch.
If you read enough content on the web you’re likely to believe that marketing has changed a lot and for some products that may be true but for a lot of others it’s still inform and convert.
POST SUMMARY: Apple VP of Worldwide Marketing Communication Allison Johnson said the two most “dreaded, hated” words at Apple under Steve Jobs were “branding” and “marketing. “In Steve’s mind,” she recalls, “people associated brands with television advertising and commercials and artificial things. The most important thing was people’s relationship to the product. So any time we said ‘brand’ it was a dirty word.”