TL;DR – Clubhouse, the newest social media app, has exploded onto the scene with its unique live, audio-only experience. Driving conversation and dialogue between users, the invite-only app creates a new opportunity for digital marketers to connect (and listen) to their audience through authentic conversation....
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Online metrics are excellent for gauging levels of engagement on your brand’s website. But they're not providing you with the full story. For example, do they tell you if visitors truly connect with the messages on your website? Do they tell you precisely the reason why visitors...
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True story: most messaging documents are a joke. You know the drill. Before you launch communications around a brand, product, or service, you need to figure out why your target audience should care. The usual scenario involves penning messaging based on any existing, most likely outdated...
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Consumers are inundated with content, messaging and ads each day. 500 hours of video are uploaded to YouTube every minute, 100 million photos and videos are uploaded daily on Instagram, and The New York Times publishes 65 blogs every day. According to an IBM Marketing...
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It’s a Love Story The history of online reviews is not unlike a love story. In knight’s armor, online reviews enter the scene on a white horse to save consumers from dishonest marketing and advertising by providing authentic reviews from real people. As the online reviews knight...
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Companies are navigating new ways of working and communicating during the COVID-19 crisis, as well as preparing for what lies ahead. It’s more important than ever to showcase support and thoughtfulness to customers while simultaneously demonstrating to employees their value to the organization. Here are a...
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Imagine that there are two gold miners: Swifty and Grace. Both are skilled mining managers and have dual degrees in engineering and mineralogy. Both are working mines that have been in operation for years. Over time, Swifty experiences a decline in his monthly yield of gold...
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Let’s say that you’re a brand manager presenting research results to a room full of senior executives. Which of the following situations would you rather face? You are explaining data results that you derived from a free online survey platform. You feel great. (What’s not to...
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Checking the Pulse of Brand Trackers As marketing researchers we often ask questions like: “What brands do you think of when you think of tennis shoes?” After all, according to canonical theories of brand marketing, we need to identify what brands come to mind when thinking...
Continue ReadingHere’s a distressing thought: New research might suggest that everything you ever learned about brand marketing was wrong. Okay, saying everything you learned is invalid might be an exaggeration, but there are several recent studies coming to light that suggest the old brand identity model popularized...
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