Mobile payments in the US are enjoying strong double-digit growth. Despite that pace, fewer than 20% of US smartphone users have made mobile payments using mobile phone in the past 6 months according to eMarketer. Why haven’t mobile payments gone
Content is king, or so we hear from a seemingly endless stream of “advice” articles and postings. Brands of all sizes have eagerly jumped on the content bandwagon. So much so that the volume of content has tripled in the
Who is to blame for the Ryan Lochte tsunami? His agent. That’s right, his agent. Sure, Ryan was the one who messed up in zircon medal fashion by having a few too many adult beverages and having a small bladder
Imagine this. You’re the CEO for a company whose primary business is security. You turn on the TV and see news of a mass shooting. Soon you receive a phone call telling you that one of your employees was the shooter. Think it can’t happen to you? It can and it did happen.
It’s easy to assume that large, Fortune 500 type brands should have the best marketing – they have the most money to spend, a pool of experience to tap and the cumulative marketing knowledge that combined should put them at the top of the marketing food chain. But’s that’s not always so as evidenced by the examples of brand slogans gone wrong in this article from Dillon Baker in Contently.com.
Sometimes, amazingly simple ideas can help differentiate brands in otherwise highly competitive markets. Few categories are more competitive than fast foods. But one brand, Chick-fil-A, has succeeded in establishing a unique identity among a sea of choices. The brand’s food quality is toward the top of the fast food pyramid. In my experience, its stores are much cleaner than competitors and its workers friendlier and more attentive. Can you think of any other fast food brand that has staff walking around asking if you want your drink refilled and always replies with “my pleasure” when you thank them for their service?
Leveraging the power of influencers in marketing campaigns is not new. In traditional marketing, influencers were usually media celebrities – actors, sports figures, and musical artists. Marketers hired these celebrities as spokespeople to hawk their brands and products, using them in broadcast and print media or engaging them for public appearances, talk shows, and media tours.
There is an old saying that goes, ” When you have a lemon, turn it into lemon aid.” Certainly Sony suffered a devestating body blow at the hands of sophisticated, nefarious hackers. However, did the company miss a once in a lifetime opportunity to reverse the fortune of its brand? We think so.
Alvin Toffler could have been talking about the world of Marketing when he wrote Future Shock. Marketing as we know it seems to be evolving faster than ever. New buzzwords and new ideas on established Marketing principles abound. Can a day go by without us hearing about big data, changes in the consumer decision journey, native advertising, programmatic media buying, storytelling, the importance of content, etc.?