123 eGuides

1 Minute Advice: Does Your Brand Engender Trust?

When more than 15,000 global consumers were asked about the most important elements of brand trust, the top response (74 percent) was "Respects and protects customers' data, privacy and security." Close behind (73 percent each) were "Protects my personal data" and "Is a good value for the price." These three elements came in at 72 percent each: "Is high quality/makes high quality products," "treats customers well, even in tough times" and "Has good customer service/is responsive to problems." Tied at 71 percent were "Consistently delivers on what they promise" and "Products/services are effective/work as advertised." The survey was conducted by Morning Consult as reported by 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: Social Media Usage Mixed Among Businesses

A recent survey by Sprout Social, as reported by Marketing Charts, indicates mixed usage of social media across a broad range of objectives. The survey queried 250 business executives at U.S. companies that use social media as an external communications channel. These executives are involved in decision-making about social media strategy. Close to three-quarters of respondents (72 percent) said their companies currently use social media for customer engagement, with 68 percent using it for sales, 67 percent for brand awareness, 65 percent for market insights, 61 percent for lead generation and 60 percent for customer service. When asked if their companies anticipate using social media for these purposes to a greater degree over the next three years, brand awareness and customer service were the only two areas in which executives anticipated an increase in the use of social media.

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: Social Justice Matters to Consumers

Leading social marketing firm Porter Novelli has issued its 2021 Business & Social Justice Study. Key findings include:

• Silence has consequences: Six-in-10 (59%) Americans say it is no longer acceptable for companies to be silent on social justice issues and a further 49% say they assume companies that remain quiet on social justice issues don’t care.
• Speaking out is welcome, but it comes with accountability: Two-thirds (66%) say they appreciate when companies they haven’t heard from before join the dialogue, but 60 percent will hold a company accountable when it makes a statement of support around specific social justice issues.
• Corporate communications can normalize topics and drive change: Six-in-10 (60%) are optimistic that as companies begin to address social justice issues, we will see real change – and 62% believe companies can help normalize social justice conversations through their marketing and communications.
• Employees expect more from employers: More than half (58%) of employees today say they hold their employer to a higher standard than other companies when it comes to addressing social justice issues and 43% say they are reconsidering their current job because their company is not doing enough to address social justice issues externally.

Download the complete report here: https://www.porternovelli.com/findings/2021-porter-novelli-business-social-justice-study/

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: Pushing Customers Down the Brand Loyalty Funnel

Writing for MarketingProfs, Thomas Wachtel discusses five levels on the brand loyalty spectrum that make up the customer base of most brands:

1. Switchers
2. Satisfied or habitual buyers
3. Satisfied buyers with switching costs
4. Brand likers
5. Committed buyers

Imagining them in a funnel (switchers at the top, committed buyers at the bottom) helps classify each type of customer. While no two companies' brand loyalists are the same, Wachtel writes "there are two universals to transitioning customers from switchers all the way to committed buyers: impeccable customer service and loyalty perks." Read more here: (free subscription required) https://www.marketingprofs.com/articles/2021/44793/how-to-push-customers-down-the-brand-loyalty-funnel

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.