Brands have an obligation to adhere to what their customers care about, but given how easy it is for people to digitally project an aspirational lifestyle, it’s no wonder brands are having a tough time understanding who their consumers are and what they want from the brands they support. To combat this knowledge gap and align what consumers say with what they actually do, we need more real-world intelligence.
In 2019, updates to Google’s local search algorithms and changes in the way consumers use mobile devices caused a shift in the way local businesses marketed themselves online. Digital marketing firms have been quick to pivot to meet market demand. As of today, one of the industry’s most influential not-for-profit associations is making a change as well.
Local Search Association (LSA), a not-for-profit association of companies focused on local and location-based marketing, will now be known as Localogy. The name change is part of a larger rebranding effort as the group looks for ways to better showcase its mission to re-invest in the changing nature of local business.
The door is far from closed to success in publishing, and there are clear paths to prosperity for newer and leaner independent and local outfits. Even as more and more ad dollars go to a handful of giants, publishers have a chance to turn the tide, provided they invest in talent, maintain the integrity of their brands, and build an audience advertisers find worth pursuing.
In a time of unprecedented political partisanship, the risks and rewards of corporate political messaging are amplified. Viral marketing strategies including Nike’s partnership with racial justice activist and football star Colin Kaepernick, Gillette’s toxic masculinity ad, and Chick-fil-A’s anti-LGBTQ stances rally political sympathizers to a brand’s side and alienate ideological foes.
Street Fight checked in with Jen Capstraw, director of strategic insights and evangelism at growth marketing company Iterable, to get a sense of how significant the benefits and drawbacks of political branding are, which ideological direction political ads are predominantly taking, and how strong the evidence is for the efficacy of partisan messaging.
The total amount spent by shoppers on Black Friday in 2018 was $715.5 billion, according to The Balance. What’s even more noteworthy is the average amount spent per shopper, at $1,007.24. This represents an increase of approximately 4.3% over Black Friday 2017 sales. The numbers show that shoppers are ready and willing to spend on Black Friday. So, rather than leaving it to large-scale retailers, if you’re a small business owner, why not consider joining in?
The truth is, you still might be wondering whether the additional time and investment are worth it. Below, we present some pros and cons of participating in Black Friday you may not have considered.
Ultimately, ensuring the success of purpose-driven campaigns comes down to building meaningful connections using all the technology, data, and creativity at one’s disposal to reach the elusive double bottom line. Here are four tips that can help marketers tap into data and technology to optimize their purpose-driven campaigns:
The big topic of the week was industry change, driven largely by transparency. Agencies are evaluating opportunities and challenges to their business model as buyers demand more oversight of media, fees, and attribution. Increasing interest in ad tech in-housing has also stoked soul-searching.
Every brand also talked about reflecting an authentic, real world in its marketing—from the people in front of and behind the cameras, to creative and targeting strategies. The campaigns that seemed the most likely to succeed were all “purpose-centric,” with the brand rallying around a specific and common cause.
Marketers know that in a world of globalized competition, consumers are one click away from choosing a different product or service. Taking a stand can help brands appear righteous and earn consumer loyalty, which is why brand safety scandals necessitate a massive and speedy PR response. However, responding to or apologizing for such scandals can only be perceived as authentic the first time around—not the second time, and definitely not the third. The endless cycle of brand safety scandals reveals one of two things about today’s brands—they’re either lemmings, or they don’t really care about brand values.
The cornerstone of a company’s brand narrative and storytelling efforts will all spring from the brand’s genesis story. The story of the creation of the brand, the who, the why, and the what of it, are the threads that weave the brand’s story together. A genesis story tells the consumer not only what the brand is and how it was created, but also about the brand’s values, what kind of company they are, and what kinds of people work there. Think of the brand genesis story as the brand legend.
“I am looking for a language framework that helps business understand that the idea of ranking only makes sense in the context of not just getting more customers but also keeping them. While businesses might want a floodgate of leads, there are many things that they could be doing that would be cost-effective and productive,” Mike Blumenthal tells David Mihm in their latest Street Fight discussion.
“I think it makes more sense for a small business to buy ‘brand building’ that includes some community events and link building than for that same business to buy SEO,” Mike Blumenthal tells David Mihm. Find out what tech tools can build a local brand and why David disagrees partly with Mike’s suggestion.
Mihm to Blumenthal: The famous Jeff Bezos quote comes to mind: “Your brand is what other people say about you when you’re not in the room.” Increasingly, the room is not a physical place but a virtual one—and it’s not a place you own. Reviews really bring the need to run a decent business at your core into stark relief.
Andrew Witkin: When viewed as a way to raise brand awareness and impressions, a clicks-to-bricks move can still net an overall gain—if the traffic from the retail space driven to the website costs less than what it would to purchase those impressions through online advertising. The end goal of an omnichannel strategy is not only to engage customers with an experience that isn’t available online but also to use this unique experience and brand awareness to boost online sales.
A strong brand strategy is the foundation of a winning launch, even though developing the strategy can increase the time it takes to get a new product to market. Here are eight brand development strategies for hyperlocal vendors, from founders and executives who’ve been in the trenches themselves.
This month’s Brand Battle, in conjunction with Brandify, compares the local-social engagement strategies of two of the U.S.’ largest banks: Bank of America and Chase. The contest was close on several counts, but Chase emerged as the winner, with social engagement the determining factor in this matchup.
In a new book, “Absolute Value: What Really Influences Customers in the Age of (Nearly) Perfect Information.” Stanford professor Itamar Simonson and co-author Emanuel Rosen take a look at the impact that access to perfect information has on the way consumers make purchase decisions. The big finding is that more and more, the value of brand, and the type of awareness marketing aimed at keeping the brand top of mind, is quickly eroding…