For large consumer brands, 2021 is going to be the Year of the Fan. This year having a loyal and vocal fan base will be preconditions for thriving in today’s environment. Conversely, it’ll be clear if you don’t. If you don’t have an identified and active cohort of fans, your brand and company are at
What is the goal of every company in the world? Well, making money—duh! So, what should be the goal of your marketing? Is it about getting more customers? Closing more sales? Lowering your customer acquisition costs? Building brand loyalty? Here’s where things start to get complicated. The old-school marketing approach focuses only on customer acquisition
“People do not buy goods and services. They buy relations, stories and magic” – Seth Godin What does everyone really need today? This question feels sharper especially now, when the majority of people are at home, face-to-face with a coronavirus lockdown. We start realizing the value of the community even more… Modern customers aren’t looking
I once had a former manager who wanted us to post, share and comment on any and every cultural moment. He would be outraged when we missed something. He would fill our inboxes and text us screenshots of what other brands and companies had done. “Are we going to wish people a Happy Ramadan? It’s
Researchers estimate that humans make an average of 35,000 decisions every day, and a good chunk of them are affected by cognitive biases. According to one study, 20 percent of healthcare providers’ diagnostic mistakes are caused by cognitive biases. And that’s after years of training. With a universe of competing interests vying for first place
When people feel like part of a community, amazing things can happen. When people can gather — in person or virtually — they form relationships that keep them coming back for more. One example is the ever-growing — 1.4 million members currently — a Facebook group for the Instant Pot Community, where Instant Pot users
Your audience keeps your brand relevant. You may know this already but without them, your brand is as good as dead. That’s why audience development is critical for every business. It focuses on a key element of your business — your customer base. It also helps you stay aware of their needs and maintain a
It is not surprising 2 in 3 small business owners believe a political stance can hurt their business in the current climate. This is the conclusion of a survey carried out by Skynova addressing small business and politics. A further look at the results reveals half of the conservatives and 2 in 5 of liberals
Help wants to help its users make better decisions about the places they’re looking up and is rolling out a new feature today that will alert people if a business has been associated with “egregious, racially-charged actions.” These labels will be added to pages that see a rise in reviews based on what people have
Digital communities are quickly becoming the lifeblood of organizations as more companies turn digital and remote. A recent article by the Wall Street Journal found that adults in the U.S. are now spending up to 16 hours a day on digital media. With so many options, the one commonality that many people are looking for
If you’re reading this, I don’t particularly have to convince you of the importance of search engines. You know this. Your paychecks are the manifestation of research and analysis. We as humans want answers. With schools, libraries, and sources of record all closed or operating by appointment only, we’re doing the best we can: we’re
Modern consumers are as politically and socially conscious as ever. While some brands respond out of fear of alienating sects of their audience, a recent Morning Consult study found that merely saying the “right things” or “standing in solidarity” no longer cut it with consumers. They want the brands they support to back up those