Following unfavorable consumer feedback, Toys “R” Us pulled a line of action figures based on characters from the AMC TV drama Breaking Bad.
Brands across the marketplace are working to become more responsive to customer and consumer feedback, some going so far as to reverse course on marketing initiatives or to pull products from store shelves to appease the angry—and vociferous—few who’ve taken to social media to criticize the brand. Such swift actions often might be unnecessary and brands should have just held their ground, but sometimes it’s better to change your game plan than to risk losing brand equity, experts say.Read More
More consumers who plan to use their mobile devices during the holiday process actually plan to click “purchase.”
This holiday season, mobile shopping penetration will have changed little since the year-ago period, but more consumers who plan to use their mobile devices during the holiday shopping process actually plan to click “purchase.”
Forty-nine percent of consumers are expected to shop on their mobile devices, a slight drop compared with last year’s 51%, according to American Express’ October 2014 “Spending and Savings Tracker” study. The majority of consumers who plan to use their mobile devices during the holiday shopping season will be browsing and researching, but 19% of all consumers surveyed plan to use a mobile device to make a purchase, up from 13% in 2013.Read More
In late September, Oak Brook, Ill.-based McDonald’s Corp. reported one of its worst quarterly profit declines in years, recording a 30% drop in net income, as consumers seek out “healthier” fast-food options from the likes of Chipotle Mexican Grill Inc. Today’s consumers are more mindful than ever about where their food comes from, so McDonalds’ social media campaign, “Our Food. Your Questions” is aiming to appeal to those interests and turn the company’s fortunes around.Read More
Above all, keep in mind that while it might be uncomfortable, disapproval can be just as useful as approval. Running from critique will do you no favors, so be bold and embrace the hate.
Let’s embrace negativity as the brand-building tool that it is. Is this counter-intuitive? Yes. Is it scary? Absolutely. But most brands will face criticism at some point, so it makes sense to leverage it. Your reaction to criticism is a powerful message to consumers about your brand’s personality and values. As disheartening as widespread negative feedback can be, it does create the perfect opportunity to defy expectations.Read More
Social media content is playing a bigger role in the B-to-B buying process, and it’s crucial to develop a robust internal content program to engage current customers and attract new ones, but motivating your employees to contribute content for social media can be a challenge.Read More
What can marketers accomplish in a micro moment? You can make it easy to buy on impulse. You can alert people that they ought to take action. You can even alert people that no action is required.
The hardest thing about mobile strategy is the new thinking that it requires. As I explained in my last column, mobile success is a matter of capturing mobile moments. Whether it’s the moment when you set out on your bike and want to know if it’s going to rain or the moment you see that piece of news that makes you sell your Apple stock, the key is to design applications and sites that deliver the exact, relevant interaction in a mobile moment.
Let’s assume, for a moment, that you’ve embraced this and you haven’t made the fatal mistake of trying to shovel your website into a mobile site or app. You’re all set, right? Not so much. Those mobile moments—the moments in which a person pulls out a mobile device to get what he or she wants, immediately and in context—are shrinking. And soon, even the apps will be overkill.Read More
Pumpkin Spice Marketing
Fall is officially here, and grocery store shelves are flooded once again with a plethora of pumpkin-spice-flavored products. The autumnal flavor has made its way into everything from Eggo waffles and Oreo cookies to Chobani yogurt, M&Ms, Pinnacle vodka and Pringles potato chips. Of course, one of the most well-known pumpkin spice products among the caffeinated set is Starbucks’ pumpkin spice latte, which has garnered a loyal following since its debut in 2003.Read More
New York-based Major League Soccer is aiming to be among the best soccer leagues in the world by 2022 by growing its already-significant global fan base. Last week, MLS took a step toward that goal by unveiling a new logo to mark its 20th anniversary season in 2015.
Since its founding in 1994, MLS has used variations of a rectangular logo featuring a soccer ball and cleat. The new logo, which will be launched in January, scraps the old look for a crest, split diagonally, with “MLS” and three stars on the top half and white space on the bottom. The white space could allow for sponsorship opportunities in the future, says David Bruce, MLS’s senior director of brand and integrated marketing. “[Ads] aren’t something we’re going to be doing from day one, but five, 10 or 15 years down the line, it’s definitely been built to grow with us and, hopefully, on this continued growth trajectory that we’re going to be on.”
Focus groups are a time-tested way to build brand awareness and gauge public perception. And while this methodology does have its limitations, marketing experts are discovering that the best way to overcome those obstacles is with technology.
According to the GreenBook Research Industry Trends Winter 2013 Report, an average of 50% of clients and researchers advocated exploring new technologies. While the survey shows that focus groups remain “the primary qualitative research methodology” for marketing information, approaches to conducting such groups are changing. Online focus groups with webcams were used by 15% of respondents. Twenty-six percent of respondents were using webcam-based interviews for research in 2012, and an additional 33% were considering the investment.Read More
“The aim of marketing is to know and understand the customer so well, the product or services fits him and sells itself.”
Peter Drucker’s sage advice from decades ago still holds true today, and in essence, is the working mantra of marketing research. The process of discovering the needs, wants and perceptions of customers is what makes the discipline so engaging and satisfying to marketing research practitioners. But all too often, defining the customer is a lost part of the launch until sales decline or forecasts don’t meet expectations. Without a doubt, marketing research can and should be used to identify and understand the target audience of a product or service, as it is inextricably tied to success.READ MORE