Mom Marketing: P&G’s Steps Up Its Viral Marketing Efforts

Procter & Gamble (P&G) — the maker and marketer of popular brands such as Tide, Nyquil, Duracell, Gillette, Pampers, Crest, and dozens more — is the world’s largest advertiser. Each year, it spends billions of dollars on advertising/promotions in all sorts of media. This year, P&G has stepped up its multi-media efforts and has become […]

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Brand Boycotts

Many consumer boycotts of brands have been attempted, some more successful than than others, over the years. Businessweek has a nice slide show highlighting some of these boycotts over the years. Click the image to see the slide show. What do YOU think about boycotts? Are they ever justified? Do they work? How should companies […]

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Do Celebrity Endorsements Work?

We know that companies often pay celebrities (even minor ones) to endorse their products. This has gone on for decades with the mainstream media, and now this practice is hitting social media in full force. But as with traditional media, the question for social media endorsements is the same: Do you celebrity endorsements work? According […]

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Think Before Tweeting!

Some people and companies never seem to get the message — THINK before pressing enter on social media messages. Here’s another example of really ill-advised behavior. How can a company use a tragedy in a promotional or “clever” (not to most observers) manner? The recent shootings in Colorado were tragic, horrifying, and upsetting. It makes […]

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Social Reviews Key in Building Trust

Are firms doing a good job in building consumer trust? According to a 2012 survey of U.S. adults, “About.com found that 84 percent of respondents felt that brands needed to prove themselves trustworthy before they would interact with them or other information sources. Moreover, the study found that there were 10 primary trust ‘elements,’ or […]

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The Power of An Apology in Building Trust

With the advent of social media and the rise in consumer expectations, companies need to do more to make things right. According to customer satisfaction gurus Don Peppers and Martha Rogers: “As technology catapults us into the E-social era, corporate apologies will become more common, not only because companies get caught making mistakes more often, […]

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The Weak Financial Performance of Social Media: No Surprise

On May 18, I wrote: “How can a company with SALES of  $3.7 billion in 2011 and projected annual sales of less than $20 billion as of 2016 be valued higher than Disney? Higher than McDonald’s? Higher than UPS? Higher than American Express?” Thus, it comes as no surprise that after announcing the 1st quarter of […]

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Turning Frugals into Frequent Shoppers

It is imperative for companies to find ways to get people to be less frugal in their shopping behavior. As reported in Promo: “A broad trend that can’t be ignored is the rise of the newly frugal shopper and the erosion of brand loyalty caused by shoppers who spend more time than ever before researching […]

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Using Multi-Sensory Techniques To Pique Consumers’ Interest

As reported by Fatima D. Lora for Retail TouchPoints: “In a recent IBM-sponsored webinar, titled: ‘The Future of Retailing in a Multi-Sensory, Multi-Channel World,’ Martin Lindstrom, Marketing Consultant and author of Brandwashed: Tricks Companies Use to Manipulate Our Minds and Persuade Us to Buy, shared tips for retailers in search of new ways to connect […]

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