Tag Archives: slideshow

A.T. Kearney’s Influence Versus Affluence Report

18 Dec

As we have written before: “Influencer marketing is a BIG deal. With it, we target well-known individuals. And their effect on the purchase decision is high for some consumers (followers).” Also: “With a groundswell of interest, there are many interpretations of what influencer marketing really means.” Thus, let’s take a look at A.T. Kearney’s influence versus affluence report. It is insightful and forward looking.


Background: Influence Versus Affluence

According to Kearney’s Michael Brown, Greg Portell, and Hana Ben-Shabat:

“America’s business landscape is being  transformed. Why? Due to the collision of two different types of commercial and social organization. (1) Affluence, the traditional approach to growing markets and establishing social status. Based on mass production, distribution, and media models. (2) And the challenger? Influence, the ability to instantly move markets by amplifying and reaching an individual voice. Or a community of voices.”

“As a result, this paradigm shift is the cornerstone of Kearney’s study of U.S. consumers. And the study is part of A.T. Kearney’s ongoing Consumers@250 research. It seeks to describe what American consumers and businesses look like in 2026. At that time, the nation celebrates its 250th birthday.”


To access Kearney’s full report, click the image. Consumers@250 Study. America’s Next Commercial Revolution: Influence vs. Affluence.

A.T. Kearney's Influence Versus Affluence Report -- Consumers@250

In sum, three themes emerge:

  1. The shift from Affluence to Influence arises from a perfect storm of demographic shifts, changing values, and hyper-connectivity. Therefore, this permanently rewrites the rules of global consumer consumption.
  2. As a result, the mass market of the future will thrive on influence, personalization, and trust.
  3. Finally, brands and retailers can appeal to future consumers and take advantage of technology to influence and sell. And the ability to engage consumers in the digital world will be more crucial.”


To further assist readers, Kearney devised a slideshow. It visually shows lots of trends.



Important New Report on 2017 Internet Trends

5 Jun

For more than two decades, Kleiner Perkins Caufield & Byers (KPCB) has produced a comprehensive annual Internet Trends Report.

The latest report was introduced at the Code Conference in Rancho Palos Verdes, California, on May 31, 2017: “The annual report compiles and analyzes data from a wide range of sources, providing insights on the state of the Internet Economy. The slideshow deck covers a broad array of topics, including global Internet user trends, advertising and E-commerce, gaming, online media, digital health, and much, much more. This guide is intended to highlight some of the key topics of discussion in this year’s edition – and to help media navigate the report.”

Thanks to KPCB for making this 355-page slideshow available through Slide Share.


Don’ts for Businesses Using Social Media

30 Jan

In this new era of fake news, alternative truth, and inflammatory messages on social media, it is a good time for us to appraise (or reappraise) our own use of social media. Are we doing the best we can to avoid careless mistakes or inflammatory language?

Recently, Annie Pilon described “20 Taboo Topics to Stay Away from on Your Company’s Social Media Channels” for Small Business Trends. Here are some of her observations. PLEASE keep them in mind when utilizing social media and reacting to comments by others:

“If you use social media to promote your business online, you’ve probably put a lot of thought into what types of posts to share. But sometimes it can be just as important to consider what NOT to post on social media.”

             “Making fun of specific groups of people can go too far.

Even the occasional complaint about customers can be enough to damage your brand.

Avoid complaining about your employees online.

Customers want to know that you have a team that they can trust.

Nonconstructive criticism about public figures can seem petty to your social media followers.

You don’t want to be too intrusive when asking questions of your followers.

Be careful not to share anything that’s not true, as it can make your business look bad and lead to your followers being misinformed.

Healthy competition can be good for a business, even on social media. But there’s a big difference between a friendly back-and-forth and trash-talking.

Social media also isn’t the place to share sensitive or confidential information about customers.

Don’t share with followers every time you’re having a bad day or just feeling ‘blah’ about your business.

Posting anything illegal, whether it’s drug use or even just speeding, is a very bad idea.

Stay away from sharing any content that could be considered controversial.

It’s also best not to post anything that’s irrelevant to your audience.”


Click the image to learn more from Pilon.


Great Video Brand Examples on Instagram

21 Sep

Instagram now has 500 million active users, and it is rapid pulling away from Twitter (whose user base has been rather stagnant). Instagram’s popularity has not gone unnoticed by brand marketers who have been posting pictures and videos in great numbers.

Recently, HubSpot wrote about some of the best video examples of brands using Instagram. According to  Lindsay Kolowich:

Remember when Instagram first started allowing users to post videos back in 2013? The first Instagram videos had to be recorded on your phone and could only be up to 15 seconds long. Those were the days that people compared Instagram video to its Twitter-owned counterpart, Vine. Instagram’s come a long way since then, and it’s blown Vine out of the water. Like most of the other popular social networks, the folks at Instagram have made changes to its platform that make it easier for people to post and share videos.”

“In late March 2016, Instagram announced it would start rolling out the ability for Instagram users to upload 60-second videos. For iOS users, it added that users would soon be able to make videos out of multiple clips from their camera rolls. Thanks to these changes, marketers can use the Instagram app to relate with their fans and customers, to communicate their business’ personalities and brand stories, and to express artistic creativity.”

Here are a few of the 17 brands cited by HubSpot. Click on their names to access their Instagram pages. The posts with video have a video camera in the upper right corner:


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