What Publishers Should Learn from Brands
Earlier this week I attended IIeX Forums 2015, a two-day event that brings together consumer insights professionals, market research companies and technology firms. The first day focused on behavioral marketing; the second, techniques like neuroscience and biometrics, which can measure certain behaviors that happen before the consumer is even aware of it. Attention and emotion are two types of “nonconscious behaviors” that were discussed extensively.
Make It Easy for Customers to Make Your Brand a Habit
For the average person, the rise of mobile has made things easier. Traffic warnings and subway updates reach you wherever you are. Taking a high-quality picture can be as easy as lifting your arm. And cashing a check no longer means searching out a physical bank branch–and if you DO want to find a bank, mobile makes that easier, too.
How Coca-Cola Overhauled Its Marketing in 2015
(Marketing Week, 14.12.15)
Back in March this year, Coca-Cola introduced a one brand strategy where its four product variants, Coca-Cola, Diet Coke, Coca-Cola Zero and Coca-Cola Life were placed under one Coca-Cola master brand instead of being marketed as separate products.
As brands seek to maintain relevance and momentum among Millennials and Gen Z, collaborating with celebrities presents opportunity and new complexity. It’s a move that requires careful consideration and the full involvement of chief marketers.
“Those who dismiss the value of PR nearly always seem to be the ones who need it most.” —David Alexander