Get Up to Speed on the Marketing Flywheel

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

Description: The funnel concept has been around for a long time. Marketing teams use it to plan out the journey people take from prospect to lead to customer, and it’s worked. Lately, however, companies are switching to a marketing flywheel. Why the shift? One word: customers.

Source: Entrepreneur.com

Date: Mar 16, 2020

Link: https://www.entrepreneur.com/article/347345?utm_source=newsletter&utm_medium=email

Questions for discussion:

  • What is the fundamental difference between these two models?
  • What do you think about the “flywheel” concept for directing marketing?
  • Write up one strategic example for each of the items at the end of the article.

Facebook Creates $100 Million Program to Help Small Businesses Hurt by Coronavirus

Posted by & filed under Marketing Strategy, Product Brands and Branding, Services Marketing.

Description: The help would be in the form of grants and ad credits, and up to 30,000 businesses will be eligible.

Source: TheStreet.com

Date: Mar 17, 2020

Link: https://www.thestreet.com/latest-news/facebook-100-million-dollar-program-to-help-small-businesses

Questions for discussion:

  • What are the program benefits to FB and its small business customers?
  • Do you think their small business clients will take advantage of the offer?
  • How might this program affect the FB brand going forward?

‘We will not raise a single price,’ Loblaw CEO vows amid coronavirus pandemic

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

Description: While “it won’t be business as usual,” Loblaw chief executive Galen Weston urged Canadians not to worry about food shortages, price hikes or store closures amid the coronavirus outbreak.

Source: YahooFinance.com

Date: Mar 16, 2020

Link: https://ca.finance.yahoo.com/news/we-will-not-raise-a-single-price-loblaw-ceo-vows-amid-coronavirus-pandemic-120932146.html

Questions for discussion:

  • How is the firm’s response a good example of socially responsible and ethical behavior?
  • Do you think customer good will toward the firm will be impacted as a result of these managerial decisions?

Why Tech Companies Can Regain Consumer Trust as Coronavirus Crisis Continues

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

Description: As the government continues to wrestle with the COVID-19 epidemic, US consumers and news organizations have rediscovered one of the things that made social media so valuable: Democratizing information about a fast-moving global story brings to light important narratives that official sources may miss, ignore or suppress.

Source: eMarketer.com

Date: Mar 17, 2020

Link: https://www.emarketer.com/content/why-tech-companies-can-regain-consumer-trust-as-coronavirus-crisis-continues?ecid=NL1001

Questions for discussion:

  • What are the highlights presented in this report?
  • Do you agree that a brand that is viewed as a source of greater trust will benefit long after this crisis has passed?
  • What does this mean for managers?

Regeneron Surges After Identifying Coronavirus Antibodies

Posted by & filed under Consumer/Buyer Behavior, Ethics, Global Marketing, Innovation, Product Brands and Branding.

Description: Regeneron said it could produce ‘hundreds of thousands’ of does per month by the end of the summer if trials of its cocktail coronavirus treatment prove successful.

Source: TheStreet.com

Date: Mar 17, 2020

Link: https://www.thestreet.com/investing/regeneron-surges-after-identifying-coronavirus-antibodies

Questions for discussion:

  • What does the report say about the pharmaceutical effort to stop the spread of the Coronavirus?
  • What are the benefits to the first company that develops and distributes a treatment?
  • How do you think the global experience with this virus outbreak will change our behaviors in the future?

Italy’s Nightmare Offers a Chilling Preview of What’s Coming

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

Description: There are key lessons for the rest of the world: impose harsh rules, fast, and make sure your message is clear. Source: Bloomberg.com

Date: Mar 13, 2020

Link: https://www.bloomberg.com/news/features/2020-03-13/italy-s-coronavirus-nightmare-offers-a-preview-of-what-s-coming?srnd=premium-canada

Questions for discussion:

  • What does the report say about how the Coronavirus has affected business and consumer behavior in Italy?
  • What do you think articles like this one communicate to the North American consumer and marketer?
  • Have North American marketers responded appropriately, given event and sport cancellations, for example?
  • What would you advise marketers do?

4 Strategies to Make Your Sales Funnels Convert in 2020

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

Description: As an entrepreneur trying to stay relevant and thrive in the competitive digital age, there’s one marketing strategy you’ve likely heard holds the secret to growing your business online: sales funnels. You’ve seen the ads, read the blogs, watched the tutorials and tried your hand at implementing sales funnels in your own business.

Source: Entrepreneur.com

Date: Mar 11, 2020

Link: https://www.entrepreneur.com/article/347168?utm_source=newsletter&utm_medium=email

Questions for discussion:

  • Summarize the key points presented in this article.
  • What would you add to this advice?

Stitch Fix shares are tanking as Wall Street fears core business could be reaching ‘saturation point’

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

Description: Stitch Fix shares are cratering as Wall Street questions the longevity of a business that ships customers clothes on a fixed basis, using data science to curate outfits they might like.

Source: CNBC.com – video report

Date: Mar 10, 2020

Link: https://www.cnbc.com/2020/03/10/stitch-fix-shares-are-tanking-biz-could-be-near-saturation-point.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • Why is the firm in trouble?
  • Is the business model still sound?
  • How should the firm respond to current trends in retailing?
  • Does the recent issue of Coronavirus present an opportunity, from a marketing point of view?

Why Ecommerce Adoption in Quebec Still Lags

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

Description: French speakers in Quebec are still slower to adopt aspects of digital like ecommerce and video, something digital marketers must account for when targeting consumers in the province.

Source: eMarketer.com

Date: Mar 12, 2020

Link: https://www.emarketer.com/content/why-ecommerce-adoption-in-quebec-still-lags

Questions for discussion:

  • What does the report say about the French speaking Queber online behaviour?
  • What are the explanations for these statistics?
  • What can online vendors do to boost participation?

Two futurists predict a decade of powerful innovations: “Faster and better, and cheaper than anyone can imagine.”

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

Description: Peter Diamandis and Steven Kotler make their case in a new book “The Future Is Faster Than You Think.”

Source: Fortune.com – video report

Date: Mar 6, 2020

Link: https://fortune.com/videos/watch/964fb3ae-5def-4d56-8e8c-56edbbb4de90?activePlaylistName=On%20Leading

Questions for discussion:

  • What are the highlights presented in this video report?
  • What does the message suggest about innovation and business development?