SPOS #811 – Ruth Gotian On Peak Business Performance

Posted by & filed under Ethics, Global Marketing, Marketing Research, Relationship Marketing.

Description: Here it is: Six Pixels of Separation – Episode #811 – Host: Mitch Joel. Dr. Ruth Gotian is the Chief Learning Officer and Assistant Professor of Education in Anesthesiology and former Assistant Dean of Mentoring and Executive Director of the Mentoring Academy at Weill Cornell Medicine. She has been hailed by the journal Nature and Columbia University as an expert in mentoring… Read more »

Activist investor Blackwells calls on Peloton to fire CEO, explore sale

Posted by & filed under Consumer/Buyer Behavior, Ethics, Innovation, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: An activist is pushing Peloton to fire its chief executive officer immediately and consider a sale as its share price has plummeted. Source: CNBC.com – video report Date: Jan 23, 2022 Link: https://www.cnbc.com/2022/01/24/activist-investor-to-call-on-peloton-to-fire-ceo-explore-sale-report.html?recirc=taboolainternal Questions for discussion: Was this a failure of management? Leadership? What would you advise the firm do now?

Netflix gets clobbered on subscriber miss: ‘The good old days may be gone’

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Strategy, Metrics/Analytics, Product Brands and Branding, Relationship Marketing, Services Marketing.

Description: The streaming wars are intensifying — and Netflix is bearing the brunt of the battle. Source: Yahoo.Finance.com – video report Date: Jan 21, 2022 Link: https://finance.yahoo.com/news/netflix-will-have-to-compete-neck-to-neck-for-subscribers-analyst-171737376.html Questions for discussion: Why is growth in subscribers becoming a greater challenge for Netflix and competitors? From a marketing perspective, how should Netflix approach subscription and revenue growth… Read more »

Are social shoppers buying into in-app checkout?

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Metrics/Analytics, Relationship Marketing, Retail Marketing, Supply Chain.

Description: The majority of US social buyers still order from retailer websites, rather than directly on social platforms. Source: eMarketer.com Date: Jan 21, 2022 Link: https://www.emarketer.com/content/social-shoppers-in-app-checkout Questions for discussion: Explain this buyer behavior. Do you think there is a way to persuade buyers to buy more often on social platforms?

Advertisers can now run clickable podcast ads on Spotify

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Metrics/Analytics, Product Brands and Branding, Relationship Marketing.

Description: US advertisers can now run clickable ads within the Spotify app, per a company press release. Source: eMarketer.com Date: Jan 10, 2022 Link: https://www.emarketer.com/content/advertisers-now-run-clickable-podcast-ads-on-spotify?ecid=NL1001 Questions for discussion: How does this new ad system work? Is it a good idea, in your opinion? Do you think it will resonate with consumers?

SPOS #809 – Dorie Clark On How To Play The Long Game

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Marketing Research, Product Brands and Branding, Relationship Marketing.

Description: Here it is: Six Pixels of Separation – Episode #809 – Host: Mitch Joel. One of the great pleasures of my professional career has been getting to know Dorie Clark and watching her ascent in the business world. Dorie has been named one of the Top 50 business thinkers in the world by Thinkers50, and was recognized as… Read more »

Holiday Ride – Chevrolet

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Product Brands and Branding, Relationship Marketing.

Description: Stories of love are always a holiday classic. And in this holiday film, it’s felt through the heartwarming and sometimes heart-wrenching memories of a classic 1966 Chevy Impala. Source: YouTube.com – video report Date: Dec 13, 2021 Link: https://youtu.be/c4-oyBnknHk Questions for discussion: Who is the target audience? Summarize the messaging in this ad. What… Read more »

Keurig Canada fined $3M over misleading coffee pod recycling claims

Posted by & filed under Ethics, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing, Services Marketing, Supply Chain.

Description: Keurig Canada Inc. has reached a settlement agreement with the Competition Bureau of Canada stemming from the company’s claims over the recyclability of its single-use K-Cup coffee pods. Source: BNNBloomberg.ca – video report Date: Jan 06, 2022 Link: https://www.bnnbloomberg.ca/keurig-canada-fined-3m-over-misleading-coffee-pod-recycling-claims-1.1704185 ​Questions for discussion: Do you think this publicity will hurt the brand? How should the… Read more »

The Big Question: Could Peloton Sue Over Its ‘And Just Like That’ Appearance?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Marketing Strategy, Product Brands and Branding, Relationship Marketing.

Description: A Peloton stationary bike played a pivotal role on the new HBO Max “Sex and the City” revival, whose premiere preceded a drop in the company’s stock price on Friday. Source: NYTimes.com Date: Dec 11, 2021 Link: https://www.nytimes.com/2021/12/11/arts/television/peloton-sex-and-the-city.html? Questions for discussion: What are the legal issues and risks related to product placements? What is… Read more »

Will Lush’s Decision to Deactivate Social Media Pay Off?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Product Brands and Branding, Relationship Marketing.

Description: Shutting down social media accounts is a risky move for any retailer, especially one that markets products to younger consumers glued to the endless scroll. But Lush cosmetics company CEO Mark Constantine doesn’t care about the cost. Source: knowledge.wharton.upenn.edu – podcast Date: Dec 07, 2021 Link: https://knowledge.wharton.upenn.edu/article/will-lushs-decision-to-deactivate-social-media-pay-off/ Questions for discussion: What does the report say about… Read more »