So begins a new year with lots of promise. Budgets have been done and approved and you’re ready to make marketing relevant again. However you need to understand what consumers are seeing and feeling to understand why they maybe afraid to spend their hard earned dollars which in turn means you have to work harder to earn their trust to become customers.
Post Summary: Marketers have two priorities in 2014. First we have convince management that marketing is not an “expense”, but rather an investment in the brand. Second, we need to better understand which brands consumers allow in their busy lives and where the decision to become a customer actually takes place.
Post Summary: Today’s marketers are being overwhelmed with all types of marketing data but a lot of this data may not be actionable. To really ensure that your online analytics is delivering on your marketing objectives organizations need people who can intercept the incoming data and tell a story to senior managers that clearly identifies opportunities.
Yesterday 17 teams were still in the running for a playoff spot but advertisers don’t seem to care. Rather than some fresh good commercials there was more of the same old garbage to the point that some of my friends, who love the NFL, recorded games so they could skip over the commercials. If you want to understand why so many people are disconnecting from TV look no further than repetition of commercials and programming full of reruns and even more commercials.
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.
It’s not too surprising that broadcast TV ratings are down. The major networks have faced increasing competition for years from niche-interest cable channels and the better-quality programming on places like AMC and HBO. Time Warner Cable lost 306,000 TV subscribers in Q3, and 24,000 broadband web subscribers, too. And Tom Rutledge, CEO of Charter Communications, told Wall Street analysts he was “surprised” that 1.3 million of his 5.5 million customers don’t want TV — just broadband internet. But why is this happening ? Here are some of the reasons that consumers are drifting away from TV.
There is quite a debate going on in LinkedIn about my post You can’t guilt people into buying stuff. My premise is that you can’t develop a social media relationship with someone just so you can “guilt” them into buying something. Do we form relationships with people just to get something from them ? Of course not. What has become increasingly clear is that consumers want to talk to real people not agencies. They won’t be guilted into purchasing your product or brand but they will respond to someone talking as a real person to other real people, not market segments.