Insights on Today’s Marketing Issues
By now we should all know that people tend to choose brands quickly, using their intuitive brain rather than rationally thinking this through with their deliberative brain. Most purchases in a grocery store for instance are made on instinct and habit. Mom bought Crest, Cheerios and Band Aids for you growing up, and you still use Crest, Cheerios and Band Aids today. Brand choices are driven primarily by emotion, feeling and consistent experiences.
You no doubt saw that Coca-Cola had one commercial associated with the big football game a week ago. And it only ran before the national anthem. Because, in their words, they aimed to bring people together to celebrate their differences. They felt that running it within the game, America’s divisive culture would take over and ruin the moment for their message of Unity and Diversity. It was Coke’s hope that the viewers would come together as a country to sing our national anthem in unison across this great land.
Here in America, we’ve been ingrained that the best costs more. A Morton’s hamburger certainly costs more than a Wendy’ burger. A BMW costs more than a Chevy. A Montage room costs more than an entire Holiday Inn Express. These are easy comparisons. But price compare between a Montage room and a Four Seasons or a Ritz Carlton room along with the resort experience and it gets more grey than black & white.
Vail Resorts is testing a chatbot they call “Emma” to help skiers get information on its multiple ski resorts. Emma can find information about topics including weather, lift status, terrain, parking, traffic, lessons and rentals. She will hand off conversations to a live agent if she can’t answer a question. Emma is 24/7 during the winter season.
In our opinion, the biggest mistake brands now make is neglecting to define their antagonist, their enemy, what they stand against. That’s where the creative and cultural tension comes from. That’s where marketers can make a stand. That’s where brands can break through the clutter of today’s marketing landscape and actually get noticed.
We’re in a constant battle for attention. In today’s “always-on” world, the average human now loses focus within eight seconds, meaning we now have a shorter attention span than a goldfish. A gold fish? This translates to faster drop-off rates for everything marketing, storytelling and creating content.
Forbes recently reported that 64% of consumers make a purchase after viewing a branded social video. Other studies agree − video is everywhere and it is a key business driver.
When Al “I invented the internet” Gore’s movie An Inconvenient Truth reached theatres in 2006, words like “sustainability” and “environmentalism” were not at the forefront of people’s minds. But since then, we have been overrun with natural disasters, pollution, plastic clogging our oceans, and rising sea levels.
We have all heard and read how the American adult vacationer wants adventures, experiences, learning classes when taking a few days off from work. But according to a new survey by the Associated Press, what Americans really want to do while on vacation is: ABSOLUTELY NOTHING.
This old-school ad format is currently booming precisely because digital ads are so commonplace. Amid all the digital noise, it’s a guaranteed way to reach a broad swath of people. It’s getting so hard and expensive to reach a mass audience today because it’s unclear who is watching other more classic media channels like TV or who is clicking on Internet ads. And then there’s the issue of if it’s even a real human being doing the clicking.