Go from “stop doing everything” to start doing something different.
The concept of authenticity is one that has long been debated, from water coolers to chatrooms. In a world where deep fakes are an ever-growing presence, and people believe reality and truth often exist independent of one another, how consumers value authenticity is a matter of increasing importance. In fact, an overwhelming 90% of millennials say brand authenticity is important, with nearly three-quarters of that group suggesting family and friends are the most authentic – that is, trustworthy – sources of social content.
It has not been all that long since I was Director of Marketing at a healthcare organization that sold software and services directly to independent medical providers. Consider that for a second. Our target was an ever-shrinking audience, a community of doctors who essentially understood that their future would be better tied to a large corporation than on their own.
Merriam-Webster defines consumerism simply: the promotion of the consumer’s interests. And while the concept’s definition may feel straightforward, the implications of consumerism run much deeper than many realize.
Today is Women’s Health & Fitness Day, making it the perfect time to share some women’s health insights from a marketing perspective.
According to an Association of National Advertisers study released in October 2018, advertisers are using in-house agencies more, with 78% of ANA members reporting having some form of in-house agency in 2018, compared to 58% in 2013 and 42% in 2008. Still, many advertisers understand the various benefits of engaging an agency to help with their marketing efforts and pursue a relationship that fits the bill.
March is when the Academy of Nutrition and Dietetics shines a light on the importance of eating right to control weight and prevent chronic disease.
They may turn to you, but only if they know you’re there for them.
Video as an advertising tool has been around for nearly 80 years. The very first TV commercial for Bulova Watch Company, which was 10 seconds long and ran during a Brooklyn Dodgers game in 1941, stated simply, “America runs on Bulova time.”
