The direct-to-consumer strategy is making a run at Amazon’s throne

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

Description: As the shopping holiday gets into full swing, direct-to-consumer (DTC) brands are making a run at Amazon’s ecommerce dominance, thanks in part to an ecosystem of companies powering big brands like Warby Parker, Allbirds and Glossier.

Source: CNBC.com – video report

Date: Nov 29, 2019

Link: https://www.cnbc.com/2019/11/29/the-direct-to-consumer-strategy-is-making-a-run-at-amazons-throne.html?__source=iosappshare%7Ccom.apple.UIKit.activity.Mail

Questions for discussion:

  • What is happening as more DTC brands make their way online?
  • What is the formula for DTC success?
  • What are the advantages and disadvantages of using Amazon to launch a new consumer brand?

Peloton’s viral ad captures a ‘116 lb woman’s YEARLONG fitness journey to becoming a 112 lb woman’

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

Description: It’s the classic feel-good Christmas tale. A husband wants his wife to lose a little around the middle, so he gives her some exercise equipment. She’s thrilled but also scared. She captures her journey of apparent self-discovery on social media for a year, so that the happy couple can celebrate the following Christmas by reviewing her progress. The end.

Source: MarketWatch.com – video report

Date: Dec 02, 2019

Link: https://www.marketwatch.com/story/pelotons-viral-ad-captures-a-116-lb-womans-yearlong-fitness-journey-to-becoming-a-112-lb-woman-2019-12-02?mod=home-page

Questions for discussion:

  • Why is this ad controversial?
  • What do you think of the message?
  • Was it a successful ad, in your opinion?

Behind the Science of Scent Marketing: How Smell Changes the Way We Experience Everything From Shopping Malls to Hotels

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

Description: In a digitally advanced culture, there is still one thing that can’t be experienced via screen: scent. So why not turn smell into the reason one should actually experience a venue? And, if pleasant enough, can that aroma actually entice folks to stay longer, spend more money, and come back to a destination over and over again? According to the science of scent marketing, yes.

Source: Fortune.com

Date: Nov 30, 2019

Link: https://fortune.com/2019/11/30/science-behind-scent-marketing-brand-smells/

Questions for discussion:

  • What is behind the idea of scent marketing?
  • Why does it work?
  • Suggest a way marketers could use this strategy in an online selling environment?

SPOS #699 – Ron Tite On Think Do Say

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

Description: Here it is: Six Pixels of Separation – Episode #699 – Host: Mitch Joel. These are the hard conversations to have (from a professional standpoint). Ron Tite and I are very close friends. It’s rare that a day goes by without some point of connectivity (a train of texts, a call, etc…). I’ve admired his work, his thinking, his humor and his ideas from the day that we first met. Ron has been an award-winning advertising writer and creative director for some of the world’s most respected brands.

Source: Sixpixels.com – podcast

Date: Dec 01, 2019

Link: https://www.sixpixels.com/podcast/archives/spos-699-ron-tite-on-think-do-say/?utm_source=feedburner&utm_medium=email&utm_campaign=Feed%3A+SixPixelsOfSeparation+%28Six+Pixels+of+Separation+-+Mitch+Joel%29

Questions for discussion:

  • What are the key marketing ideas and suggestions discussed during this podcast?
  • What are your opinions about these points?

Big brands troll Elon Musk’s Cybertruck with their own versions on Twitter

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

Description: Brands including Lego and Pepsi have taken to Twitter to mock Tesla’s Cybertruck — the ‘bulletproof’ electric pickup truck whose windows were smashed by a metal ball at its launch last week.

Source: CNBC.com – video report

Date: Nov 29, 2019

Link: https://www.cnbc.com/2019/11/28/elon-musks-cybertruck-is-being-trolled-by-brands-on-twitter.html

Questions for discussion:

  • Is this publicity “positive” in any way for Tesla?
  • How could Tesla capitalize on the publicity and mocking effort through a counter marketing effort?

Google and Walmart Push India’s Billionaires Out of Mobile Payments

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Pricing, Supply Chain.

Description: If there’s any nation where it seems fortunes could be made by getting in early on digital payments, it’s India. The population of 1.4 billion is still wedded to cash, which accounts for about 70% of transactions by value. But the government is trying to get more people into the formal financial system.

Source: Bloomberg.com

Date: Nov 29, 2019

Link: https://www.bloomberg.com/news/articles/2019-11-26/google-and-walmart-dominate-india-s-mobile-payments?srnd=businessweek-v2

Questions for discussion:

  • Summarize the highlights in the report related to the race to market a digital currency.
  • Why is a digital currency so important to marketers?
  • How do you think this race will play out?

The ’90s revival is dead for retail, leaving some stock winners and losers: Jefferies

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

Description: The ’90s fashion revival has past its peak. Over the last few years, women ditched skinny jeans for the classic Levi’s style, Champion windbreakers flew off shelves and streaming platforms battled for the rights to the hit show “Friends.” This revival of 1990s consumer tastes put certain brands like Fila and Supreme in the spotlight. But now the trend is fading, and as the decade returns to a thing of the past, there will be clear winners and losers, according to Jefferies.

Source: CNBC.com

Date: Nov 29, 2019

Link: https://www.cnbc.com/2019/11/29/the-90s-revival-is-dead-for-retail-leaving-some-stock-winners-and-losers-in-the-trends-wake.html

Questions for discussion:

  • What are the risks to fashion brands overly associated with one “look”?
  • Do you think the brands at risk due to fading fads, like the 90s look, can reposition themselves in the consumer’s mind?
  • What are some strategic ideas for how this can be done?

Facebook is the trigger for a currency revolution that’s long overdue — like it, or not

Posted by & filed under Consumer/Buyer Behavior, Global Marketing, Innovation, Integrated Marketing Communications (IMC), Marketing Research, Pricing, Supply Chain.

Description: Money makes the world go around, but not the way it used to. Slow, costly, cumbersome and based on outdated technology and economic thinking, today’s global currency system is a drag on the worldwide economy. An innovative plan to reshape the world of currencies and payments should be welcomed with open arms.

Source: FinancialPost.com

Date: Nov 29, 2019

Link: https://business.financialpost.com/technology/blockchain/facebook-is-the-trigger-for-a-currency-revolution-thats-long-overdue-like-it-or-not

Questions for discussion:

  • How would a global currency such as Libra, change marketing of products?
  • Why is there resistance to developing such a currency?
  • Do you ythink one will eventually emerge from Facebook?

TV Ad Spending Will Never Be the Same

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

Description: eMarketer forecasting analyst Eric Haggstrom, vice president of content studio Paul Verna and vice president of forecasting Monica Peart talk about the peaking of US TV ad spending. Why has it stopped growing, how does cord-cutting contribute, and what makes video streaming services attractive? They then discuss the performance of Disney+ in its first week and Facebook’s new peer-to-peer service Facebook Pay.

Source: eMarketer.com – podcast

Date: Nov 19, 2019

Link: https://www.emarketer.com/content/podcast-tv-ad-spending-will-never-be-the-same?ecid=NL1009

Questions for discussion:

  • How has tv ad spending changed?
  • Why will it never be the same, according to the report?
  • What should players in this industry do, as a result of these changes?
  • How should investors respond?

Charlene Li On The Disruption Mindset – This Week’s Six Pixels of Separation Podcast

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

Description: If you asked me who is one of the smartest people in the world on the topic of disruption, innovation and technology, it would be Charlene Li. For the past two decades, Charlene has been helping people see the future. She’s the bestselling author of six books, including her newest, The Disruption Mindset – Why Some Businesses Transform While Others Fail. With that, many first heard of her when she co-authored the massive book, Groundswell and followed it up with Open Leadership. Charlene founded Altimeter Group, a disruptive industry analyst firm that was acquired by Prophet in 2015. She continues working at Prophet as a Senior Fellow. She was also a vice president and principal analyst at Forrester Research, worked in online newspaper publishing, and was a consultant with Monitor Group. Let’s discuss disruption. Enjoy the conversation…

Source: SixPixels.com – podcast

Date: Nov 24, 2019

Link: https://www.sixpixels.com/articles/archives/charlene-li-on-the-disruption-mindset-this-weeks-six-pixels-of-separation-podcast/

Questions for discussion:

  • What does Charlene Li have to say about disruption and how managers need to think about change?
  • What are your thoughts on her ideas and the subject of disruption?