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123 eGuides are authoritative guides published exclusively in electronic format to provide maximum value at minimum cost. Every 123 eGuide is just 3 bucks or less ($2.99 to be exact).

123 eGuides are designed for today’s reader who wants information in a quick, convenient, easily readable format. Each 123 eGuide is intended to provide a functional overview rather than a detailed roadmap. Every 123 eGuide always includes additional resources if the reader wants to learn more.

Check the "Available 123 eGuides" link above to see what's available. 123 eGuides are available wherever eBooks are sold, including the Amazon Kindle store and in any eBook format at Smashwords.com.

1 Minute Advice: Ignore Boomers at Your Own Risk

Audience targeting company GWI recently reported that Baby Boomers are more likely than the Gen Z generation to make purchases online and that "older consumers have more to spend," as reported by Marketing Charts. In surveying 15,450 Baby Boomers (ages 60-64) around the world, along with 58,572 Gen Zers (ages 16-26), GWI finds that almost one-quarter (23%) of the former report having high purchasing power, a rate almost triple that of the younger generation (8%). Additionally, 30% of Baby Boomers say they’re in a high-income group, compared to 21% of Gen Zers.

Read more at Marketing Charts.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Women's Views on Advertising

More than 3 in 4 (77% of) American women ages 18-49 believe it’s somewhat or very important that women are presented authentically in media, and more than 7 in 10 (71% of) women ages 50 and older concur, reports Marketing Charts. Despite that, most say they rarely or never see themselves in the women that media and advertising are presenting today, per the results.

Among respondents ages 50 and older, fully two-thirds (68%) said that they rarely or never see themselves in the women that media and advertising are presenting. That compares with half (51%) of women ages 18-49 who feel that way.

Read more at Marketing Charts.

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Where Does AI Stand with Marketers?

More companies report integrating Artificial Intelligence (AI) into marketing, according to The CMO Survey, a biannual effort of Deloitte LLP, Duke University's Fuqua School of Business, and the American Marketing Association. The research sampled 316 marketing leaders at for-profit U.S. companies, 96% of whom hold positions at a vice president level or higher.

In the past three years, 94.1% of marketers started integrating AI in their processes, 60.4% just in the last 12 months. Roughly half of marketing leaders reported using AI for content personalization and content creation. In content creation, more than 50% used AI for blogs, website content, social media, and email content. Overall, marketers reported a positive impact of AI technologies on sales (+6.2%), customer satisfaction (+7%) and marketing overhead costs (-7.2%).

Founded in 2008, The CMO Survey is administered twice a year. For more results and a historical archive, check https://cmosurvey.org/

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Direct Mail Endures

Both B2C and B2B marketers report they are "quite pleased with direct mail’s performance, with 70% saying that it has improved in the last 12 months and an additional 27% saying that it has remained steady." This is according to a recent survey. According to Marketing Charts, "the report shows that direct mail is most commonly associated with customer acquisition, with 43% of respondents saying that this is a goal of direct mail. Direct mail is also fairly frequently used for lead remarketing (40%) and lead generation (38%), but less so for brand awareness (34%) and customer retention (27%)."

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: B2B Marketers Depend on LinkedIn

eMarketer reports that LinkedIn is rapidly gaining favor with B2B marketers because of the decline in usage of such text-based apps as X (formerly Twitter) and Meta (aka Facebook) Threads. Gen Z usage and B2B ad spend with LinkedIn is increasing: eMarketer projects LinkedIn usage growth will accelerate 6.3 percent this year, and LinkedIn U.S. ad revenue will increase 8.8 percent this year and 15.1 percent next year.

Read more from eMarketer here: https://www.insiderintelligence.com/content/text-based-app-struggles-could-linkedin-s-gain-b2b-audience-gets-younger?

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Highly Valued Brands Show Mixed Results in 2023

According to Kantar BrandZ as reported by Marketing Charts, the top 100 most valuable brands lost 20 percent of their collective value over the past year, shedding $1.8 trillion for a total of $6.9 trillion.

 

Reports Kantar BrandZ: "Top brands have still come out ahead of where they were at the dawn of the decade. This advancement reflects several permanent, structural advances around digital transformation, all of which were accelerated during the pandemic: as consumers were stuck at home, brands rolled out new efficiencies, new services, and new forms of experience based on true omnichannel thinking. And top brands’ overall progress this decade also reflects a new consumer calculus around trust and value, as people responded to upheaval by flocking to the tried and true reliability of the world’s best-known companies.”

 

Declines in brand value at the top of the list include:

• #1 Apple had a 7 percent decrease in brand value to $880.5 billion but widened its lead over its nearest rivals because of a lower decrease than others
• #2 Google declined 30 percent in brand value to $577.7 billion
• #3 Microsoft saw a decline in brand value of 18 percent to $501.9 billion
• #4 Amazon had a 34 percent decline in brand value to $468.7 billion

Of the top ten most valuable brands, only Coca-Cola registered an increase in brand value of 8 percent to $106.1 billion. Facebook suffered the largest decrease in brand value of any brand in the top 50, losing 50 percent of its value.

Read more about this study here: https://www.marketingcharts.com/brand-related/top-brands-230004?

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: The 30 Most Innovative Brands in the World

Interbrand, the world's leading brand consultancy, has launched its 2023 Breakthrough Brands Report—with the metaverse, AI and sustainable tech brands leading the way in disrupting the global market, shifting our understanding of the world and shaping consumer behavior.

 

In partnership with Vox Media, Interbrand's influential Breakthrough Brands Report reveals the 30 most innovative brands that are breaking through a crowded landscape and building bold identities rooted in a clear vision. The top 12 names, in particular, are making iconic moves to become the next generation of legacy brands. These brands are:

1. OpenAI
2. Zepeto
3. Eight Sleep
4. Obsess
5. Hip Hi
6. KidSuper Studios
7. Fishwife
8. Sila
9. BILT
10. Cake
11. Betterhalf
12. Neko

Learn more about the above brands here: https://interbrand.com/new-york/thinking/breakthrough-brands-2023-top-12/

Interbrand has identified an additional 18 brands which represent the emerging trends across evolving beauty & wellness, merging sustainability & style, shaping new tastes around food, and brands that are bringing a next-gen approach.

 

Download the entire 2023 Breakthrough Brands Report here: https://interbrand.com/new-york/thinking/breakthrough-brands-2023-report-download/

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: Brands and AI Search

AI is changing the nature of search and brand marketers need to understand the implications. Google has now added Bard as part of its "Search Generative Experience (SGE). Microsoft's Bing search engine now incorporates technology from OpenAI.

According to eMarketer's Insider Intelligence, "Brands can expect more targeted ads closer to the point of sale." Three key points about Google's SGE, writes eMarketer, are:

• These ads within chat answers are prominent, and fewer high-impact placements could cause ad prices to rise, said eMarketer analyst Evelyn Mitchell.
• Despite being labeled as sponsored, these ads may also get confused for chatbot responses by users. That could be good for brand marketers, whose advertisements will now look more organic. But it also clutters the search experience, and may lead to users hesitating to click any links.
• Advertisers can’t opt out of showing ads within SGE, meaning they must participate in the new experimental format.

Read more about AI search and its impact on brands, retailers and publishers here:

https://www.insiderintelligence.com/content/what-ai-search-changes-mean-retailers-brands-publishers?

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: U.S. Consumers Say These Companies Have the Best Reputations

A recent survey of U.S. consumers indicated which companies ranked as having the best reputations. The survey, conducted by Axios and The Harris Poll and reported by Marketing Charts, asked consumers to rate 100 companies on various dimensions of reputation. The results revealed that the following ten companies have the best reputations, ranked in order:

1. Patagonia
2. Costco
3. John Deere
4. Trader Joe's
5. Chick-fil-A
6. Toyota Motors Corporation
7. Samsung
8. Amazon.com
9. USAA
10. Apple

Read about the survey here:
https://www.marketingprofs.com/charts/2023/49339/american-companies-with-best-and-worst-reputations?

 

(Free registration required)

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.

1 Minute Advice: 5 Key Marketing Metrics to Track

Here are five key metrics every marketing executive should track, according to MarketingProfs:

1. Return on Investment
2. Customer Acquisition Cost
3. Conversion Rates
4. Customer Lifetime Value
5. Social Media Reach and Engagement

Read about each of these in more detail here: 
https://www.marketingprofs.com/chirp/2023/49296/metrics-every-cmo-should-be-tracking-infographic?

(Free registration required)

 

This post is brought to you by 123 eGuides, publisher of authoritative, affordable guides to help small businesses get the most from your marketing. Now available: The updated, revised Third Edition of the popular eGuide, Branding 123, that details a 3-part system for how small marketers can build a breakthrough brand. Included in the Third Edition are profiles of 5 small brands that grew up using techniques similar to those outlined in Branding 123. Read more about this eGuide here.