Tag Archives: Brand Marketing

Seeking the Human at Web Summit

One of the fascinating aspects of the annual Web Summit in Europe is the astonishing array of new technologies and start-ups on display. But as everyone at the Summit in Lisbon this month obsessed over the alphabet soup of technologies (AR, VR, bots, AI, IoT, etc.), there was an eerie discomfort that permeated the space. While the excitement about new technologies justifiably keeps increasing — the annual festival grew significantly this year! — there is a basic perspective that our industry is in danger of losing.

Attendees, particularly marketers, are intensely focused on chasing the next technology. The promise of finding more targeted and engaging ways to interact with consumers is our holy grail. But in a world of robots taking over the Earth, an evergreen truth remains: We are all (so far, at least) human first. This is the core truth that drives us. And it’s how we unlock the ways that brands, products and services can and should earn a meaningful role in people’s lives. As an industry, we need to shift from a technology-first conversation to a human-first conversation.

Brands can play a major role in this rebalancing. When people are separated from their mobile devices or technology, an increasing number suffer from what has been recently termed “nomophobia,” the anxiety or discomfort caused by being out of contact with a mobile device or computer. Brands can counteract this fear when they create digital experiences that provide seamless assistance to people.

When we think about the notion of bots creating efficiencies for customer service or transactions with brands, the interaction can feel distant and alienating. But what if the brand could sense how you are feeling as you interacted with it? What if it could sense your anger, frustration, or anxiety?

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Three Best Practices for Branded Video in 2016

What Brands Can Learn from the Success of ‘Zen Baby Zen’

2016 must be the year of content marketing if you pay attention to the top 10 predictions by leading market analysts and advertising trade publications. Brand marketers are expected to double down on their investments in content, and in particular, video content — with the expectation that branded content, if done right, will generate greater consumer attention and engagement than tradition pre-roll or display ads.

Take, for instance, a recent campaign launched by Sam’s Club behind its Member’s Mark Comfort Care diapers and wipes store brand. The brand was relaunched with significant product improvements and a complete redesign of the packaging and marketing program to support the launch. The online video ad campaign for Comfort Care, known as “Zen Baby Zen,”debuted on December 11 with a million views in the first 24 hours and has since generated over 8 million views, 15,000 social shares and interactions, and rave reviews by leading mommy bloggers, including the Hot Mom’s Club that boasts over 2.5 million subscribers.

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Book Excerpt: ‘Entangling Brand and Consumer’ by Stan Rapp and Sebastian Jespersen

Entangling Brand and Consumer

Go Beyond Mere Engagement to Forge Enduring Ties With Customers

Entangling brand and consumer is the new business model for building an enduring, mutually rewarding customer relationship.

At a time when change is the only constant, holding on to what is gospel no longer works. “One-to-one” is yesterday’s news. This book is about taking the “to” out of “one-to-one.” Tomorrow’s pacesetters will be those who create an entangled “one-plus-one” twosome that goes where nobody has ventured before.

Welcome to a new reality where producer and consumer make history together rather than being at opposite ends of a shaky relationship. “Doing with” leaves “doing to” in the dust now that it’s so easy for your customers to tell the world how you treat them and what you do for them.

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Why Growth Hacking Is the Next Big Thing for Marketing

What Brands Can Learn from Airbnb, Twitter, Dropbox and Other Growth-Hackers

Sir David Brailsford had a difficult challenge ahead of him. The year was 2012 and the Olympic Games were on. The team he was coaching, British Team Sky, had not won a single major cycling tournament since 1966.

Far from being discouraged, Brailsford approached the task by breaking down every single thing he could think of that went into riding a bike and then improved it by 1%. The nutrition of riders, the pillows that cyclists slept on, the gel they used for their massages, the ergonomics of a bike seat, the weight of tires — Brailsford improved it all, just by a tiny bit.

By putting all those 1% margins together, or by “aggregating marginal gains,” Brailsford ended up with a remarkable improvement. In 2012, Team Sky won Tour de France and went ahead to win two more. At the Games, it triumphed with 70% of the gold medals in cycling.

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Don’t Turn Content Into This Generation’s Banner Ads

Four Key Strategies for Brands When Creating Content

Our industry has finally woken up to the power of content marketing. According to eMarketer, 59% of marketers plan to increase their investment in content marketing. Not surprisingly, there’s a cottage industry growing to help brands cheaply and easily create content. From distribution to measurement, there seems to be a new tool popping up every day.

Personally, I’m getting nasty flashbacks to the early days of banner ads. When banner ads first came out, the marketing industry treated them like rebranded laundry detergent — “new and improved!” So, we shifted a bunch of dollars online and used half-baked data to prove it worked. Until, of course, we realized it didn’t.

The reason banners didn’t fulfill their promise isn’t that they were completely flawed. It’s because we didn’t look at them from a strategic standpoint. We didn’t understand their role, how to measure them or how to optimize them.

The same will be true of content if we don’t apply the lessons we learned. If we simply develop content because we think it’s new, improved, quicker and easier than previous tactics, we’re doomed to get the same disappointing results that we got from banner ads. We can’t simply create content to offset the fact that interruptive advertising is being avoided at an unprecedented rate. Content is not a panacea. It needs a strategic foundation. Here are four key action items to keep in mind when creating content:

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Your Focus on Benefits Won’t Benefit Your Brand

Shy Away From Abstraction and Stick to Concrete Features

Marketing is frustrating because virtually all common-sense ideas are wrong. Take Theodore Levitt’s famous maxim, “People don’t want to buy a quarter-inch drill. They want a quarter-inch hole!”

True perhaps. But that seduces marketing people into promoting better holes when they should be promoting better drills.

Should you promote the benefit of your brand (the hole) or the feature (the drill)? Logic suggests you should promote the benefit, the hole. Because, as Ted Levitt said, “People don’t want a quarter-inch drill. They want a quarter-inch hole.”

Taste versus broiling
“Taste is king” is Burger King’s latest slogan. But how many consumers are going to think, “Let’s go to Burger King because the burgers taste better?”

Very few.

On the other hand, Burger King was extremely successful with previous advertising campaigns using the theme, “broiling, not frying.” Consumers thought, “Burger King hamburgers must taste better because they are broiled and McDonald’s hamburgers are fried.”

Why promote features when consumers want benefits? Because “benefits” alone have little or no credibility.

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Here’s What People Look at on Facebook Brand Pages

Mashable recently posted results of a study that tracked eye movement of those looking at Facebook.  The post reads, “In an webcam eye-tracking study for Mashable by EyeTrackShop, the 30 participants who viewed top Facebook brand pages almost always looked at pages’ walls first — usually for at least four times longer than any other element on the page.”

So what do you think is the most important part of YOUR facebook page?  How many likes you have?  Your main Logo?  Pictures posted on your wall?

Wait no more- no need to wonder what people are looking at on your page!

CLICK IT TO SEE THE FULL RESULTS

 

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How Social Media Impacts Brand Marketing

“Consumers are spending more time than ever using social media, as demonstrated in the Social Media Report recently published by Nielsen and NM Incite, a Nielsen/McKinsey company. Building on this report, research by NM Incite helps uncover what impacts social media may have for marketers trying to build their brands and connect with their audience more directly.

Social media plays an important role in how consumers discover, research, and share information about brands and products. In fact 60 percent of consumers researching products through multiple online sources learned about a specific brand or retailer through social networking sites.”

Check Out All the Graphs and More Results Here…

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