Across this country, businesses are all facing a new wave of challenges with a familiar resolve. Breaking through noise to remain relevant is incredibly challenging, but also rewarding. Consumers are evolving quickly: fragmentation is increasing at a rapid pace, and trends are hard to discern from shorter-term fads. We have a tremendous opportunity to make the connection between brands and their changing consumer, using data to listen to the moment.
Cleaning, or taking account of our actions over the past six months, feels like a chore that we keep pushing off. After all, we all jumped feet first into COVID’s impacts and managed each wrinkle with the precision of a ninja and the comfort of a fleece blanket. At least after the initial shock wore off!
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.
Tomorrow, I’ll be participating in the Columbus Chamber of Commerce Retail Summit 2019. So, why does a marketer care about supply chain and logistics? Because your battle to provide great customer experience is either won or lost in the trenches of supply chain and logistics. A recent Harris Poll indicated that 48% of U.S. marketers believe brands have an excellent ability to provide an exceptional customer experience. However, only 22% of customers believe brands and retailers provide an exceptional customer experience.
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.
According to Charity Navigator, charitable giving in the U.S. increased in 2017 for the third year in a row, and experts predict the trend will continue this year. For the first time, giving exceeded the $400 billion mark, with giving by individuals accounting for 70% of the total. There are a number of theories to explain the increase in charitable giving, but one of the most intriguing explanations is the impact of the current news cycle.