Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Market Segmentation, Marketing Research, Services Marketing.

Description: WASHINGTON, D.C. — Visiting the library remains the most common cultural activity Americans engage in, by far. The average 10.5 trips to the library U.S. adults report taking in 2019 exceeds their participation in eight other common leisure activities.

Source: Gallup.com

Date: Jan 24, 2020

Link: https://news.gallup.com/poll/284009/library-visits-outpaced-trips-movies-2019.aspx

Questions for discussion:

  • What does the research suggest about American cultural activities across segments?
  • Are you surprised by the data?
  • Choose one area of activity that you think could be helped and develop an outline of a marketing campaign.

Posted by & filed under Consumer/Buyer Behavior, Market Segmentation, Marketing Research, Marketing Strategy.

Description: About 80% of marketing professionals worldwide surveyed in October 2019 said they expect content-led campaigns to grow over the next two years, with 19% saying they expect they would stabilize. Only 2% of respondents said there would be a decline.

Source: eMarketer.com

Date: Jan 27, 2020

Link: https://www.emarketer.com/content/marketers-expect-content-driven-campaigns-to-increase-in-2020?ecid=NL1001

Questions for discussion:

  • What does the research say?
  • Strategically, how should marketers respond to this research?

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Integrated Marketing Communications (IMC), Marketing Strategy, Relationship Marketing, Retail Marketing, Services Marketing.

Description: Experts weigh in on what consumers should look out for when renting a car

Source: CBC.ca

Date: Jan 31, 2020

Link: https://www.cbc.ca/news/business/marketplace-car-rental-ripoffs-1.5442260

Questions for discussion:

  • Summarize the consumer related issues presented in this report.
  • Is the industry being fair to consumers, in your opinion?
  • Should the industry self-police or is there a place for government intervention?

Posted by & filed under Global Marketing, Integrated Marketing Communications (IMC).

Description: Here it is: Six Pixels of Separation – Episode #707 – Host: Mitch Joel. Rishad Tobaccowala is a Senior Adviser to the Publicis Groupe, one of the world’s largest marketing, communications and advertising network with 80,000 employees. Most recently, Rishad served as its Chief Growth Officer and Chief Strategist, where he helped acquire and grow the business through brands like Sapient, Epsilon, Leo Burnett and so many others. Rishad’s key skill is getting people to see, think and feel differently about how to grow themselves, their teams and their company. He does this through distilling forty years of global learning and wisdom and communicating in a way that is provocative, pragmatic and inspirational. Most recently, Rishad (finally) published his first book, Restoring the Soul of Business – Staying Human in the Age of Data. If you have not followed his writing on his blog, Re-Inventing, you do not know what you’re missing. If you are trying to better understand brands, advertising, technology, and what trends will affect your business today (and tomorrow)? I consider Rishad one of the oracles. Enjoy the conversation…

Source: SixPixels.com – podcast

Date: Jan 26, 2020

Link: https://www.sixpixels.com/podcast/archives/spos-707-rishad-tobaccowala-on-restoring-the-soul-of-business/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+SixPixelsOfSeparation+%28Six+Pixels+of+Separation+-+Mitch+Joel%29

Questions for discussion:

  • Summarize what Rishad Tobaccowala has to say to managers.
  • What do you think about these ideas and advice?

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

Description: It may not be apparent when you’re spending $70 on CBD foot cream, but hemp prices are plunging amid a “grossly oversupplied” market, according to the head of the industry’s first price provider.

Source: Bloomberg.com

Date: Jan 26, 2020

Link: https://www.bloomberg.com/news/articles/2020-01-26/hemp-prices-plunge-as-cbd-demand-falls-short-cannabis-weekly?srnd=premium-canada

Questions for discussion:

  • Explain price movements in this commodity.
  • How can the industry deal with the growth in supply?
  • Is there a marketing solution?
  • How should investors deal with the current environment?

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

Description: This week, snack brand Planters released a dramatic video showing the apparent death of its animated mascot, Mr. Peanut. It turns out killing off the iconic 104-year-old nut had to do with the phenomenon of how people mourn the deaths of fictional characters, such as Iron Man, according to a creative leader behind the campaign.

Source: CNBC.com – video report

Date: Jan 23, 2020

Link: https://www.cnbc.com/2020/01/23/planters-ad-agency-vaynermedia-explains-why-they-killed-off-mr-peanut.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What is the thinking behind this ad?
  • Do you think it will succeed?
  • If you were to become the new CMO, replacing the one that approved this ad, what would you do going forward?

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

Description: Apple on Thursday announced its new “Apple Watch Connected” gym initiative, a new series of partnerships with fitness facilities that makes it easier for people who own Apple Watches to track workouts, buy stuff and earn rewards for working out.

Source: CNBC.com – video report

Date: Jan 23, 2020

Link: https://www.cnbc.com/2020/01/23/apple-watch-connected-gyms-announced-in-us.html

Questions for discussion:

  • What is the strategic thinking behind this effort to connect with gyms?
  • Using specific examples, how can marketers exploit the connection and better serve clients at the same time?

Posted by & filed under Consumer/Buyer Behavior, Integrated Marketing Communications (IMC), Relationship Marketing.

Description: Influencer marketing is becoming a fundamental part of many e-commerce brands. In fact, in a recent survey, 92 percent of marketing agencies confirmed its effectiveness. So if nearly everyone agrees it’s important, what do e-commerce brands need to know about this hot topic so they can best take advantage?

Source: Entrepreneur.com

Date: Jan 23, 2020

Link: https://www.entrepreneur.com/article/345280?utm_source=newsletter&utm_medium=email

Questions for discussion:

  • Summarize the key suggestions directed towards marketers.
  • Do you agree with these suggestions?

Posted by & filed under Consumer/Buyer Behavior, Market Segmentation, Pricing, Retail Marketing.

Description: Gap between what Canadians pay for legal and illicit cannabis is widening: Statistics Canada

Source: CBC.ca

Date: Jan 24, 2020

Link: https://www.cbc.ca/news/business/cannabis-price-gap-illegal-legal-1.5438899

Questions for discussion:

  • Explain the gap between legal and illegal prices?
  • Why is it critical to reduce the gap for the industry to succeed?
  • What marketing advice would you present to the industry at this time?

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

Description: The future of the auto industry isn’t horsepower or style when it comes to autonomous vehicles and ride-hailing services. It’s a box.

Source: CNBC.com – video report

Date: Jan 23, 2020

Link: https://www.cnbc.com/2020/01/23/debut-of-gms-cruise-origin-shows-the-future-of-ride-hailing-autonomous-vehicles-is-a-box.html

Questions for discussion:

  • Summarize the projected future for this industry, as described in the report.
  • Create a more detailed business plan that you believe would allow local authorities to adopt this technology.