123 eGuides

1 Minute Advice: Is TikTok Right for Marketers?

TikTok is all the rage, but is it the right choice for marketers? According to eMarketer, it will be soon if it isn't already -- especially if you're trying to reach influencers:

• In 2020, 36.0% of US marketers used TikTok for influencer marketing, a 33%growth from the prior year. That number rose slightly to 42.0% in 2021 and will continue to rise to the end of our forecast in 2025, as TikTok continues to close the gap with Facebook for influencer marketing use.
• Only Instagram and Facebook beat out TikTok's popularity among influencer marketers. More marketers plan to use TikTok than YouTube, Twitter, or Snapchat in 2022.
• While brands are still pinpointing their TikTok marketing strategies, the app is popular for use on an experimental basis, in combination with campaigns on more stable platforms like Instagram and Facebook.

(Sara Lebow, Jan. 19, 2022, eMarketer)

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.

Learn how the World War II era influenced the rise of the modern American brand.

1 Minute Advice: Ignore Heterogeneity at Your Own Risk

Wharton marketing professor Eric Bradlow makes a strong case for changing the definition of Customer Lifetime Value (CLV). The old-school definition of CLV involves capturing the entire relationship of a customer to an organization. Bradlow tells Knowledge@Wharton that the new definition of CLV should include "how a single customer's needs change over time." Bradlow used himself as a typical example: "He’s a professor, a radio show host, a business partner, a husband, a father, and a sports fan. What he’s looking for as a consumer largely depends on which role he’s filling." This means using "big data" to establish algorithms that help individualize marketing to each consumer... clearly a challenge for many marketers.

Read more here: https://knowledge.wharton.upenn.edu/article/one-person-many-needs-customer-centricity-changed/

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.

New book shows how the World War II era influenced the rise of the modern American brand.

1 Minute Advice: What Do Consumers Want This Year?

Despite the far-reaching mental effects of the pandemic, Americans are still determined to take on the new year with fresh resolutions. Consumer demand for fitness equipment, budgeting tools, non-alcoholic beverages, and meditation products all saw their biggest month of the year during January 2021—an indicator of what we’re likely to see in 2022.

This, according to a new data analysis from Pattern, a global e-commerce accelerator.

Ahead of 2022, the data science team at Pattern analyzed consumer demand (or the number of people shopping for a given item during a given period) on Amazon during every day of 2021 for products typically associated with New Year’s resolutions to see if personal improvement was on America’s mind at the start of the year.

Turns out, January was the number one month of the year for consumer demand for:

• Non-alcoholic beverages – demand up 21% compared to the average for rest of the year
• Budgeting products – demand up 30%
• Treadmills – demand up 64%
• Ellipticals – demand up 82%
• Exercise bikes – demand up 62%
• Journals – demand up 33%
• Mediation tools – demand up 28%
• Self-help products – demand up 44%

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.

Discover how the World War II era influenced the rise of the modern American brand.