curated by James Collier
Consumer confidence in marketing has shifted radically in recent years. Peer reviews, friends & family and word of mouth has grown in importance while the trust placed in paid for media has taken a hit. Brands are being forced into transparency as they look to narrow the gap between marketing claims and actual consumer experience. So what’s the end game? I’m hoping a renewed focus on quality & experience.
How is trust in marketing changing?
Anyone working in the communication industry will be familiar with the increasing importance of a brands story. Having purpose and authenticity is now just as important as having a recognisable logo. Toms shoes, Zappos and Whole Foods are all examples of brands that have excelled through a well crafted brand story backed up. Another brand that is fighting to be added to that list is Quicksilver who have recently installed wave powered generators outside their production facility. Why? Well Quicksilver don’t just want to make products for waves, they want their products to be made by the waves!
I thought I’d share something simple today, not a new campaign, piece of technology or infographic, but rather a glimpse at the opportunity Facebook cover photos can offer brands. With the hard switch over only happening 4 days ago I’m sure there are many brands and agencies out there still trying to understand or define best practice, so hopefully the following 50 odd slides will provide a little inspiration.
As Facebook continues to ready itself for its IPO you may wonder what the other biggest internet IPOs have been in the last 10 years. Well lucky I’m here because look what I have…an infographic on the biggest internet IPOs in the last 10 years! Yup, I’ve got ya back!
Top 10 Internet IPOs Infographic
Great work from Peugeot Panama. Taking the Pinterest pin-board experience Peugeot have created a puzzle game that is built on users existing pinning behaviour. All participants have to do is find the correct images across Peugeot PanamasFacebook page or website and pin them to their own boards. The first 5 people to find all the images, complete the puzzle and share with Peugeot win a mysterious prize! Great work that certainly capitalises on the current Pinterest buzz.
Peugeot Panama Pinterest
Here’s an interesting read from Burson-Marsteller et al which investigates corporate reputation across sector and country. From what I can see there seem to be 3 key drivers, the first is time. The top 25 companies ranked by reputation have an average age of 87 years with the oldest being 147 years young! The second is corporate citizenship for example support for country, community or charity. The third and final driver ties 1 and 2 together and that’s consistency. Reputation is earned, it can’t be bought, mined, faked or otherwise influenced in the short term. Reputation is about make the right choices time and time again, delivering on your promises and making the world a better place as a result of your success.
A recent survey by the CMO Council of 120 senior marketers and 1000 consumers has been lovingly crafted into the below info-graphic which shares some pretty uninspiring conclusions. It seems that although ‘social media’ is generally recognised as a way to engage with a brands consumers, have a conversation or otherwise create a reciprocal relationship, marketers still largely have little idea what their customers want, or why they do what they do!
The Digital Divide - Brands & Consumers Don't See Eye to Eye
In addition to the above info-graphic the CMO Council have also released the following white paper that further explores the digital divide and will hopefully open a few eyes so in the process. [Read more...]
