La Croix was delightfully marketable, visually pleasant, affordable for young consumers, and different from it’s bubbly counterparts...until PepsiCo’s Bubly launch in February 2018. There isn’t complete evidence that one is superior to the other since preferences rely entirely on tastes. This upstart competitor brings into question whether or not the consumers’ brand loyalty is real.
Read MoreIn nature, if an animal does not adapt, it becomes extinct. As technology and consumer behaviors continue to evolve in the marketing industry, brands are challenged to adapt to survive.
Brands like Lego or IHOP must innovate to better tell their brand story or reform their entire look and feel, or product to become more relevant to modern day consumers.
How do legacy brands overcome challenges to stay relevant?
Read MoreMove over millennials, Generation Z has taken flight and, by 2020, will be half the population with 40% of the purchasing power. At the risk of falling behind, marketers must learn everything that is important about the powerful consumer that is Generation Z.
Read MoreAt its core, the Activate conference was all about how to activate company growth by pairing technology with marketing strategy. In today’s cluttered, chaotic marketing landscape, the playing field is finally level. The little guys can outshine the big guys if they’re smart… and that’s an exciting prospect.
To illustrate the lessons I learned from Activate, I’ll need to borrow an equation from Ann Handley, Chief Content Officer at MarketingProfs and author of Everybody Writes to tie together my takeaways from each speaker:
Data x Listening X Instinct = YASSSSSS
Read MoreRemember Mad Men? Well, it’s time to forget it because CMOs no longer rely on “gut feeling.” Since data is more accessible and consumers are at the forefront of decision making, the role of CMO is more important than ever before. The CMOs’ understanding of consumer data and interpretation of analytics makes the Chief Marketing Officer one of the most vital members in the Chief Executive Suite.
Read MoreHumans are emotional beings and, often, feelings can outweigh rational thought. That’s why marketers have historically turned to emotional manipulation tactics when crafting an advertising message. Marketers are familiar with using storytelling to elicit an emotional response, however, consumers are becoming more savvy - they want more than just a story...
Read MoreIf a marketer wants answers around the “ideal” length of a particular piece of content, they will encounter recommendations ranging anywhere from 300 to 2,000 words, each reason having merit. Even though the formula for the perfect content length is not one-size-fits-all, two things have remained a constant for content marketers: quality content ranks well.
How long is too long for a blog?
Read MoreMarketers tell stories to differentiate their brands from the competition, increase audience engagement, and to bring the brand to life. Since humans are emotional beings, consumers will, most likely, eat up a good brand story. Facts and figures will gain the consumer’s trust, but an entertaining story that moves the consumer to care about the brand leads to trust in addition to loyalty…
Read MoreIn a world where consumer attention span is reportedly shorter than a goldfish, content creators face a constant challenge of innovating new ways to get noticed or differentiate themselves from competitors.
What can marketers do to set themselves apart? Optimize the length of their content.
Read MoreThink about car commercials. How many of them take place in a waterfall or mountainous terrain? What makes certain brands memorable? What types of commercials or advertisements stick out? It’s all about the way the brand tells their story…
Read MoreThere’s a reason why the marketing landscape always changes… it’s because marketers always ruin everything. Marketers have been ruining their own marketing tactics since… always. Five years ago, it was social media. Now, it’s influencer marketing.
Read MoreSome in the industry are warning that traditional marketing is dead. It is not dead, but the definition of traditional has changed. There is debate that there is no such thing as digital marketing. Every marketer is digital…
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