123 eGuides

1 Minute Advice: Leaders and Losers in Digital Trust

According to eMarketer, an annual Digital Trust Survey indicates that U.S. social network users, age 18 to 74, rank Facebook dead last in "digital trust," defined as a combination of security, legitimacy, community, ad experience and ad relevance. The top ranking went to LinkedIn.

Nine social media platforms were included in the survey by Insider Intelligence, which took place in May and June 2020. Here is the complete list, ranked from best to worst:

1. LinkedIn
2. Pinterest
3. Snapchat
4. Reddit
5. YouTube
6. Instagram
7. Twitter
8. TikTok
9. Facebook

The results are meaningful because, says eMarketer, "Digital trust is important for brands and advertisers to consider because US social users say it impacts whether they will interact with the ads they see on social platforms. Even if security scandals don’t drive users to stop using social platforms, our data indicates that the trust users have—or don’t have—in social platforms could impact their interactions with ads or sponsored content."

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Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: The Year's Leading Brands in Customer Loyalty Engagement

The 24th annual Brand Keys Customer Loyalty Engagement Index for 2020 has been published. It examines customers' relationships with 833 brands in 85 categories. Here are some of the top brands in their categories:

Airlines: Delta
Automotive: Hyundai
Hotels-Upscale: Marriott
Ice Cream: Ben & Jerry's
Natural Food Stores: Trader Joe's
Online Brokerage: Fidelity
Online Streaming: Netflix
Parcel Delivery: UPS
Smartphones, Tablets: Apple
Quick-Serve Restaurants: Chick-fil-A

View an exclusive interview with Brand Keys founder Robert Passikoff, who discusses the implications of the index.

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: The Enduring Importance of Loyalty Programs

As reported by Marketing Charts, a new report on brand loyalty based on a sample of 17,000 U.S. consumers shows that 78 percent of consumers say loyalty programs make them more likely to continue to do business with brands. In addition, 72 percent say they are more likely to recommend brands with good loyalty programs. Loyalty programs also have an impact on spending: 64 percent of loyalty program participants say they modify spending to maximize points associated with loyalty programs.

Loyalty programs that were identified as leaders in their field include:

Airlines: JetBlue True Blue
Apparel: Nike+
Drug Stores: Rite Aid Wellness+
Hotels: Hilton Honors
Specialty Retail: Amazon Prime

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: Facebook Declines, Instagram and YouTube Increase

According to the 12th annual edition of the Social Media Marketing Industry Report, which surveyed more than 5,200 marketers, Facebook has lost share among marketers for the past two years even though it is still the dominant social media platform. Only 50 percent of marketers plan on increasing their Facebook organic activities.

On the other hand, Instagram has skyrocketed in popularity with marketers, with 76 percent of marketers using it and 67 percent planning to increase Instagram organic activities. YouTube interest is also high, with 55 percent of marketers using it and 69 percent of marketers planning to increase their YouTube usage.

ROI for social media marketing in general is a chronic problem. Only 35 percent of marketers agreed they were able to measure their social organic activities, down from 44 percent in 2019.

For more insights, get the free report here: https://www.socialmediaexaminer.com/

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Read about 156 best and worst brands of the 50s and 60s!

1 Minute Advice: How Marketers Should Deal with a Crisis

When a crisis occurs that affects a brand or a company, marketers need to respond quickly and correctly instead of being driven by panic and uncertainty. Sophia Le writes on MarketingProfs.com that it is critically important to "plan ahead and create a framework or process that prompts you to craft the right message to your customers—even if you're under stress." Taking a lesson from the Coronavirus pandemic, Le references the framework used by the Centers for Disease Control and Prevention (CDC), called the "Single Overriding Communications Objective" (SOCO). It consists of these five questions:

1. What is the primary message?
2. What do you want recipients of the message to do?
3. What groups of customers need to know about this?
4. What facts or data support the message?
5. Who is the spokesperson of this message?

Le walks through each of these questions as if a B2B company has had a data breach -- not uncommon these days. Read her insightful article here: https://www.marketingprofs.com/articles/2020/43418/how-to-effectively-talk-to-your-customers-during-a-crisis? (Free registration required.)

This post is brought to you by 123eGuides.com. 123 eGuides are a series of authoritative guides about branding, marketing and small business published exclusively in electronic format to provide maximum value at minimum cost.

Read about 156 best and worst brands of the 50s and 60s!