Making data-driven marketing decisions is what we all strive for. As much as we might enjoy thinking we are intuitive and know our consumer inside out, we know it’s a risk. After all, guessing what your consumer really wants is the single biggest cause of marketing and PR disasters. 🤯

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There are a lot of bad marketing tips out there. These aren’t those.

🚕: Uber plans to advertise to you at every stage of your ride, using your own data.

🤳: Here's how you can leverage your resources during and after a virtual event. 

🕶: Why brands should go beyond a metaverse cameo.

Brands take heat for erratic comments from the star previously known as Kanye West, leading to mistrust among consumers. But has the brand damage already been done?

On Tuesday, Adidas said it was ending its deal with Ye immediately. The company will take a hit of as much as €250 million ($246.5 million) to net income in the current fiscal year, Bloomberg reported.

Adidas' pricey brand crisis features one of the most influential artists, who has seemed to piss off almost everyone, except maybe extreme rightwing supporters carrying his banner (literally).

Last week, Balenciaga severed its relationship. In September, Gap and Ye parted ways after a blow-up of their billion-dollar collaboration. Yet Gap is in the thick of it because it is still sitting on Ye apparel that it is trying to sell.

Many marketing experts did not see a way for the Adidas partnership to last. Ye’s Yeezy brand sneaker contributed 7% of Adidas’ revenue in 2021, generating $1.7 billion.

Adidas got themselves in a dangerous situation because so much of their comeback in the U.S. was powered by that partnership. As a brand that's a major loss of control when you're in bed with someone unstable, or worse.

Go deeper (10 min. read)

The timing of BeReal's rise to popularity hasn't gone unnoticed. The platform already has more than 10 million daily active users, up from 2 million in January 2022, but there's still some skepticism about the app's longevity as a viable place for bands to connect with their fans. If the point is unedited content, no ads or algorithm, where do brands fit into the equation?

Brands like Chipotle and e.l.f. are finding some success by testing and learning as they go.

By definition, content on BeReal is hard to plan, which in some organizations will pose issues when it comes to necessary pre-approvals.

At the end of the day, consider why your brand wants to join BeReal: if it’s just to be part of the hype, it’s probably not worth it. If you want to win the hearts of consumers born after 1997 and you and your team are capable of producing fun, agile content without too many people in upper management looking over your shoulder, go for it

Here are some tips that might liven up the conference and set us all on a clearer path:

Stop talking about brand purpose as if it’s a new idea: Remember that every successful company was founded to make something better, and that impetus is the DNA of any brand purpose. Think of purpose as a natural extension of your core business, the societal benefit of your success.

Never forget that your brand is an experience: Marketers obsess about their latest campaign but forget that consumers build affinity for a brand based on an overall experience, only part of which is advertising. The retail experience, the website, the form factor of physical products, the customer service, every brand expression and step along the journey elicits a visceral reaction more powerful than the fleeting impression of an ad.

Remember that nobody really cares about your ads: No consumer is going to wake up tomorrow and ask for another unsolicited email or beg to get programmatically pursued across the internet. Marketers need to realize they are in the entertainment business, because the easiest thing in the world to avoid today is advertising. The commercials you produce must be as engaging as the TV shows they interrupt, and the content you create will be ignored unless it’s more entertaining than the playlist, game, social feed or friend request on a given consumer’s phone.

Marketing can never be mastered: The point here is simply that marketing is always changing because the marketplace is evolving, new media platforms are emerging, and keeping pace with culture is like riding a skateboard blindfolded. The minute you think you’ve mastered marketing, you’re lost. So stay humble and curious, and never believe for an instant that you’ve got all the answers.

Last Monday, Meta vice president Nada Stirratt stated that “one of the biggest questions that we keep getting asked by clients is, ‘What is happening in the creator economy?’”
With Insider Intelligence estimating that 75% of marketers currently work with influencers, and projects that number will jump to 86% by 2025, the market clearly is only growing.

Nevertheless, media shows us that while many brands are embarking on successful content creator relationships, others are jumping on the bandwagon and left disappointed due to a lack of research and personalisation. Here is a general guide on ensuring you, as a brand, work with the best possible content creator for your business;

Continue reading (3 min. read)

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