123 eGuides

1 Minute Advice: How Your Ads Affect Consumers

Instead of making assumptions about their advertising, marketers need to know what consumers expect from ads -- and what they don't like about ads. That was the dual focus of a recent survey of 2000 U.S. internet users, age 16 to 74, by GlobalWebIndex. Not surprisingly, nearly half (49.7 percent) of respondents wanted ads to give them product information, and 39.9 percent wanted ads to provide discounts or special offers. In addition, 38.6 percent said they wanted ads to be entertaining, and one-third (33.3 percent) wanted ads to teach them something new.

On the negative side, over half (51.9 percent) of consumers said they're turned off to a brand for which they see too many ads. Over one-third (36.6 percent) said their view of a brand would be negatively impact if they saw ads that were not relevant to them.

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: Primary Challenges for B2B Marketers

Research conducted by global business-to-business market research agency B2B International indicates that over half (55 percent) of B2B enterprise marketers say building/strengthening customer relationships in a digital world is the most widespread challenge. Delivering an excellent customer experience throughout the entire customer lifecycle is the challenge most cited by these marketers. Only 22 percent say they excel at the customer experience. A top priority for B2B enterprise marketers is demand generation, ranked first of high-priority marketing strategies. Ranked second was building the brand position.

For more insights from this study, visit: https://www.marketingprofs.com/charts/2021/44973/b2b-marketer-pain-points-performance-and-priorities-for-the-year-ahead-b2b-marketing-monitor (Free subscription 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: Pursuing Customer-centric Marketing in the Privacy Era

According to McKinsey, privacy is a hot button issue for marketers, and government regulators "have already begun to place limits on the use of customer data."

"This shift is expected to have profound implications for digital marketers, who may no longer be able to rely on cookies to boost the efficacy of customer outreach. Those marketers and companies that do not figure out a strategy to maintain—and even grow—their access to first-party data may have to spend 10 to 20 percent more on marketing and sales to generate the same returns."

McKinsey sees the solution as a new approach they call "Data Relationship Management (DRM): data invitation, a data security center, data dialogue, and a data value proposition. Companies that can get this new data relationship right—and that have the people, processes, and technology to implement it effectively—may be able to develop a significant, long-term source of competitive advantage." Read the in-depth article about DRM here: https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-customer-centric-approach-to-marketing-in-a-privacy-first-world?

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.