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15 Non-Obvious Business Trends Shaping 2017 (Retail, Consumer, Tech, Marketing, and Media)

The Influential Marketing Blog

Subscribe Here >> 2017 Culture & Consumer Behavior Trends. Passive Loyalty – The ease of switching from brand to brand continues to empowers consumers –forcing brands to get smarter about earning true loyalty of belief versus loyalty of convenience. Brand Humanity. Brands & Branding. Consumer Generated Media.

A New Brand: Seven Things to Consider Now

Spin Sucks

Want a successful brand? Particularly with new brands, you must make many decisions now that determine growth, categorization, messaging, and more. The post A New Brand: Seven Things to Consider Now appeared first on Spin Sucks. Patrick Cole has more.

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Social Media Calls-to-Action that Connect You to Consumers

Spin Sucks

How can your brand stand out from the crowd and transform its followers into customers? The post Social Media Calls-to-Action that Connect You to Consumers appeared first on Spin Sucks. How do you map out a social media strategy that actually works? The answers to these questions and more in this post from Roger Gallager.

brandshare – consumers’ new expectation of brands

6 A.M.

Marketing has been built on the duality of rational and emotional needs, but Edelman’s second brandshare™ report , released today, proves there is now an additional consumer need for brands to satisfy: societal. 10 percent greater likelihood consumers will defend a brand from reputational attack. 12 percent rise in consumer propensity to recommend a brand.

Facebook’s New “See First” Feature Gives Consumers Control, Challenges Brands


While users may rejoice over the new update, brands need to adjust their social strategy to adapt to the change. Getting your followers to prioritize your page may be a challenge, but once they do, your brand will benefit from getting content in front of those who want it. Here are four ways the new Facebook “See First” feature impacts brands: 1. Facebook is at it again.

Three Approaches to Effective Brand Storytelling

Spin Sucks

Because understanding how it works is crucial to effective brand storytelling. And this tendency is what fuels effective brand storytelling and content marketing. As communicators trying to create effective messages, we must understand how these stories affect our target consumer. Here again, relate this back to message development and brand outreach. Supporter.

The Minimalist Approach to Brand Storytelling

Spin Sucks

Brand storytelling. While it continues to be a hot marketing buzzword of the moment, when we look around at examples we find only a select group of brands really do it effectively. Don’t get me wrong, a ton of brands tell fantastic stories about themselves. Stories that may or may not matter to their consumer. Brand Storytelling Requires Freedom.

6 Ways to Connect With Consumers Using Periscope


With forecasts estimating that video will make up 80 to 90 percent of global consumer traffic by 2019 , live video streaming apps like Periscope are expected to stay in the spotlight. Here are six ways Periscope can influence the way your brand interacts with consumers: 1. Looking to test changes to your brand’s products? Looking to expand your consumer reach?

4 Ways to Win Over Skeptical Consumers


The numbers on brand advertising are dismal as well, as less than a quarter of people have faith in what companies have to say. In the early 2000s, brands relied on emotional marketing to persuade people to buy their products. All of the goodwill that brands had generated disappeared. No one was safe from consumer skepticism as we entered the post-trust era (PTE).

7 Steps To Creating Customer Personas To Build Your Consumer Brand


Here are 7 steps to creating buyer personas to help build your consumer brand. Every brand is unique. In the tax software example, the consumers are men and women age 25+ who purchase software to prepare their personal taxes, small business owners who do their own returns and the bookkeepers and accountants who prepare tax returns. only to discover they don’t?

What Consumers Think About Travel Technology


Many are using digital travel technology, a trend that is changing the way consumers interact with airlines, hotel chains and other companies. With Disney’s success, more travel brands will follow their lead. That’s because most of them can’t compare brands, prices and reviews among different providers — the most important feature to many consumers.

Brand managers speak emoji to reach device-driven consumers

PR Daily

Emojis are everywhere—including in the marketing campaigns for many well-known brands. The typographical cartoon symbols have been lifted from the smartphone screens of millennials and inserted into the strategies of brands such as Starbucks, Domino’s Pizza and General Electric. I think emoji use will thrive within certain pockets” of consumers. Branded emoji efforts.

Start Spreading the News: SHIFT NY 2016 Consumer Media Highlights

Shift Communications

SHIFT New York’s consumer team kept up a full court press in 2016, keeping our clients’ brands top of mind among relevant technology and lifestyle reporters and delivering relevant, timely content to their readers. So… on to the consumer media goodness! Earned Media Media News Public Relations consumer media earned media NYC PRwhile cooking s’mores on the Gas2Coal.

Develop a Bare Minimum Brand Strategy

Spin Sucks

When it comes to brand strategy I see this all the time—expressed by clients large and small as some variation on, “We don’t have time for brand strategy… and there’s no money for consumer research … so let’s just get to the communications, all right already?” Why and how—according to their own words and behaviors—does the brand matter to your customers and prospects.

Taking Your Brand From a ‘Want’ to a ‘Need’ in 3 Steps


Advertisers today love to one-up each other with wild, exciting content that goes to any length to attract consumer attention. Brands need to stop selling out for first glances and start getting back to the things that create lasting impact. For brands trying to create desire, a need simply refers to something consumers believe will improve their quality of life.

Study: Consumers want to interact, be ‘friends’ with brands

PR Daily

It looks like people want relationships just as much as brand managers do. A Trendera study reveals that 63 percent of consumers want brands to treat them like friends. The report also says lifestyle preferences aren’t noticeably different between consumers ages 18 to 50, meaning brand managers should look beyond targeting demographics. An argument for blogging.

Poll: Consumers more likely to buy from brands they follow online

PR Daily

Still, many PR and marketing managers struggle with just how to spend their time crafting and publishing content online—and what will best engage consumers of all ages. It recently surveyed 1,000 consumers in three generation brackets : millennials (ages 18 to 34), Generation X (ages 34 to 54) and Baby Boomers (ages 55 and up). Here’s what brand managers should know: 1.

3 Lessons Brands Can Learn From Facebook Manipulating Consumers

Strategic Public Relations

Are the outraged consumers justified in their ire? But this news does hold lessons for brands. Brand Social Media Facebook research has found that the emotions of others on your news feed can affect your mood. The social network did not inform users their news feeds were being manipulated as part of this study. And users are expressing outrage over the study''s ethics.

#PR Takes Your Business Beyond #Brand Awareness

PR Expanded

Brand awareness is just the beginning of what good PR can do for your company. But, where do you begin in a constantly changing media landscape with the highly digitized consumer? Consumers Drive Their News and Information. With the rise of social media came democratized content and the opportunity for consumers to drive their own news, information, and entertainment.

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CES 2016: Top 100 Influencers and Brands


CES 2016, the annual Consumer Electronics Show in Las Vegas, took place from the 6th-9th January. All the big tech brands, and a lot of new tech startups as well, were there to showcase the best technology of the future. The media, consumers and investors alike were all eager to hear what new tech gadgets and inventions would be big in 2016. TOP 100 BRANDS. DOWNLOAD NOW!

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Social Media Campaigns Don’t Match When Consumers Are Online

Spin Sucks

According to the study, the Facebook campaigns of the brands it studied reached the highest level of interaction between 10 p.m. They only evaluated 20 brands during a three month process, but (based on our own experience), I have to agree with their findings. Ever wonder how much content you should be producing? What about how many times you should be posting to the social networks?

Four Brands Using Instagram Really Well

Spin Sucks

It doesn’t have business-specific profiles, built-in visibility, engagement metrics, or paid advertising options (not yet at least), but brands are taking advantage of Instagram and seizing the opportunity to share more personal perspectives with consumers. While many brands are still experimenting with ways to use Instagram, the following four brands are already killing it!

Barilla sponsored ‘study’ fools consumers

PR Daily

A rep for Barilla—a well-known pasta brand—said the organization was “encouraged by the findings.”. Is pasta good for you? In the worlds of health and marketing, it depends whom you ask. Great news for pasta lovers, right? There’s a catch. If you scroll down to the bottom of this press release , you’ll see that “the study was partially supported by Barilla.”. Image via

Three Ways to Ensure Your Influencer Campaign Doesn’t Offend Customers

Spin Sucks

Michael Innocentin talks about how carefully choosing social media influencers can help generate interest for your brand. Marketers want influencers to enjoy the best possible experience in hopes of generating positive coverage. But these efforts can quickly spin out of control. The post Three Ways to Ensure Your Influencer Campaign Doesn’t Offend Customers appeared first on Spin Sucks.

3 ways brand managers can interact with consumers online

PR Daily

It’s also important for brand managers to remember that social media isn’t just an extension of your customer service team. Truly become your brand when you’re online and engaging with fans. Is your brand serious, funny, goofy, witty or sweet? It’s imperative to reflect your brand’s voice in each and every online interaction. Here are three tips: 1. Keep it organic.

Brand Consistency Engages Employees and Creates Loyalty

Spin Sucks

If you believe that the only employees responsible for maintaining brand consistency are your marketers and PR experts, you’re highly mistaken. The truth is that every instance of a company’s communication with external subjects—from clients and employees to partners and investors—should emulate the brand’s primary values. Establish a Brand Consistency Team.

Exploring the Differences between Consumer PR and B2B PR

Shift Communications

If you’ve worked with or for a PR agency, chances are you understand the difference between consumer PR and B2B PR. As someone who has worked with both consumer, consumer technology and B2B companies, I can hopefully provide some useful insight – with one key caveat: I switched over to the B2B side 2.5 Generally, consumer clients are looking to reach consumers.

Four Steps for Building Customer Relationships that Last

Spin Sucks

Brands used to get away with a lazy marketing approach based on product advertising. Today, they must become part of the culture with which their audience identifies. Cecy Shveid has the steps on how to successfully build customer relationships. The post Four Steps for Building Customer Relationships that Last appeared first on Spin Sucks.

Top 10 Digital Branding & Marketing Trends for 2017

Borenstein Group

Here are the Top Digital Branding & Marketing Trends for 2017 to watch for. The probing minds at the Borenstein Group, a Top Washington DC Digital Marketing and Branding Agency, have done the homework for you. Website branding will pose a major design challenge to industry in the fight between user experience and being mobile and desktop friendly. Use it or lose it.

Extending Employer Branding Beyond the Workforce

Spin Sucks

The most successful cases of employer branding don’t just attract the brightest and best candidates, they use the opportunity to reinforce the core identity of the brand in a way that makes it more attractive to consumers. Here Stephen Pritchard takes a look at three cost-effective ways businesses can extend employer branding beyond the workforce.

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What College Football Teaches Us About Brand Development

Spin Sucks

In 1997, when Phil Knight challenged a Nike design team to tackle brand development for the University of Oregon, little did he know he had also unofficially launched a new and very profitable division of Nike. Now 18 years and countless rebrands later, college football and athletic departments across the country are turning to Nike to lead their brand development.

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Which Brand Storytelling Persona are You?

Spin Sucks

The type of relationship you have with your consumer should determine the nature of your content and brand storytelling strategy. The post Which Brand Storytelling Persona are You? Comments Comments Related Stories Four Elements of Successful Brand Storytelling Determine the Right Metrics for Your Content Marketing Content Creation Through Excavation.

Four Phygital Marketing Ideas to Grow Your Business

Spin Sucks

More and more consumers now expect brands to combine the physical and digital experiences. Related Stories Six Surefire Ways to Grow Your Business Using Text Marketing What’s YOUR Personal Brand? There is a new buzzword doing the rounds—phygital marketing. Have you heard of it? How about phygital customer?

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A Look at How Three Brands Are Driving Social Engagement

Spin Sucks

The post A Look at How Three Brands Are Driving Social Engagement appeared first on Spin Sucks. Related Stories Seven Brutal Truths About Digital Marketing Trends Social Media Calls-to-Action that Connect You to Consumers How NOT to Build a Following on Social Media. Did you know Facebook is capturing over 90 percent of all social media shares?

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How the FTC’s New Social Media Guidelines Affect Your Brand


The new rules mainly call for stricter disclosure requirements on the relationships between brands and influencers. Consumers value honesty, and with the new guidelines, everything is out in the open so there’s nothing preventing consumers from trusting your brand. Any time the relationship between brand and influencer is unclear, disclosure is necessary.

Give Your Food and Beverage Brand a Face People Can Trust with Influencer Marketing


When it comes to influencer marketing, food and beverage brands are beginning to step away from big stars in favor of a different track. There’s no denying celebrities’ wide-following and trend-boosting power, but brands seeking a wellness halo are increasingly turning to influential food and lifestyle bloggers instead. Choosing Your Brand’s Perfect Health Guru.

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Chipotle hones loyalty to bring consumers back

PR Daily

Chipotle’s brand managers are trying everything to get people to rekindle their bygone obsessions with the fast-casual burrito pioneer. Last month, consumers lined up for free burritos. It showed a net loss of $26 million in the first quarter, but perhaps this was the expected outcome after enticing consumers with free product. coli breakouts. Image via

Consumers, brands respond to Burger King's Halloween sandwich

PR Daily

Speaking of Burger King, surely the brand has a response to all this mess, right? There’s been no official statement from the brand. While Burger King remains silent, other brands are stepping in to take part in the joke: Whatever the color of your buns, we'll keep them clean: [link]. There’s a chance those folks will have a surprise waiting for them in the bathroom afterward.

Brand PR Lessons from SXSW Taco Trucks and Sessions: Authenticity Counts


For this post, I want to focus on one session: SXSW Podcast Stage: On Brand. The panel was an engaged discussion on brands and individuals choosing to take a stand and share their beliefs on politically charged issues in an increasingly polarized political climate. Still scared to take a stand from your brand’s voice? Cision (@Cision) March 11, 2017.

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How marketers can connect with mobile-focused consumers

PR Daily

Google reports that in order to meet this growing trend, marketers should account for new conversion types and think about measurement in a way that connects with consumers using various screens and channels. They’re not accounting for micro-moments that happen on numerous screens in a consumer’s path to purchase. Mobile marketing comes into play most when consumers take action.