The Consumer Connection Roundup features the top articles and blogs that catch the attention of the Motista Team each month on issues and events related to consumer connection.
Here are the most noteworthy articles on marketing and advertising trends we read during the month of October. This month’s articles range from marketing lessons to be gained from George Orwell’s 1984 (yes, really!) to tips for gender-specific marketing. If we didn’t include articles that you thought were especially provocative, please share them with us in the comments section.
Articles of the Month for October:
- Beer industry looks to rebuild ‘Brand Beer’ by E.J. Schultz, AdAge – Looking at the current state of the adult beverage industry, MillerCoors CEO Tom Long lets the cat out of the bag by revealing that the beer industry is losing badly to spirits. After dominating the category for decades, beer no longer appeals to consumers the way it has in the past. Spirits are taking advantage of targeted ads to build brands and connect with consumers, and it’s working; conversely, beer companies have relied on ads that no longer resonate with their audience.
- This consumer is not a moron, he is your child’s father by Jack Neff, AdAge –With men gaining more and more traction in the household consumer space, why would Ragu spaghetti sauce choose to alienate a demographic that controls 50 percent of household grocery shopping? Marketers need to really make sure that campaigns don’t enrage the “other demographic,” otherwise the brand will lose customers, even if it connects with the targeted demographic.
- A branding lesson from George Orwell by Jim Signorelli, Adotas – Jim cites the passage in Orwell’s classic 1984 that states, “The best books are those that tell you what you already know,” which he points out also holds true in marketing and branding. The best marketing and advertising campaigns resonate and connect with their intended audiences in a way that validates consumer thoughts and actions. We’re glad George Orwell believes in emotional connection, as well!
- How to avoid being one of the most hated companies in America by Jodi Koskella, 1to1 Magazine – In marketing, you never want your company to be on this list. When brands break basic trust with consumers, they hardly have a fighting chance to build more positive connections. With intelligence in your hands on how your consumers engage with your brand at every level, you can lead your company to success.
- 5 rules of marketing to women by Belinda Parmar, Fast Company – When marketers try to segment demographics, they often forget marketing basics (see number 1 – “Don’t pink it and shrink it”). In our opinion, number 3 on this list really resonates with us. Regardless of who you’re targeting, if there’s no emotional connection with the product, consumers will not purchase your product. Period! “Do consumers emotionally connect with my product?” should be the first question that matters when embarking on a new marketing strategy. If you’re answer to this question is anything but “yes,” you need to go back to the drawing board.
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