123 eGuides

1 Minute Advice: How Consumers View Brands that Act Responsibly

According to new research reported in Marketing Charts, almost two-thirds (64%) of global respondents overall agreed that they try to buy products from brands that act responsibly, even if it means spending more, while 29% disagreed. Within the US a slim majority (53%) of respondents agreed that they try to buy products from brands that act responsibly, even if it means spending more, while one-third (33%) disagreed. Research also found that the majority of Americans prefer to buy from sustainable brands.

Read more here: https://www.marketingcharts.com/demographics-and-audiences-228837?

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: Is There a Technology Backlash?

Is there finally a backlash coming against technology? That is the intriguing question addressed by the visionary agency/consultancy, Wunderman Thompson in an insightful post, "The New Luddites." The firm says "we’re seeing the emergence of a new movement of people, groups and brands who are questioning technology’s unchecked impact on our lives, with many championing a return to tactile, physical, off-line experiences." Research conducted by Wunderman Thompson on Gen Z indicates the following: "We found that 83% of American Gen Zers have a newfound appreciation for in-person interactions as a result of the pandemic and while 92% love seeing their friends online, they feel that seeing them in person is best. This sentiment is also fueling the revival of analogue practices and simpler technology from the past."

As one example, Wunderman Thompson cites recent data that indicates a renewed interest in physical instead of digital maps. According to the firm, "This is being linked to digital fatigue, with people looking for ways to disengage from their screens. But physical maps also bring with them a sense of adventure and spontaneity, delivering a very different experience to the efficiency and speed prioritized by digital alternatives."

Read more here: https://www.wundermanthompson.com/insight/the-new-luddites 

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 Ways to Improve Your Email Marketing

An article in Marketing Profs offers five tactics to improve your email marketing strategy in 2023. It offers valuable examples as well. Two of the areas are:

1. Double-down on personalization
   "One of the best email marketing tactics for businesses is to get personal with potential leads by sending tailor-made messages. ...Although many brands now understand the value of personalization in email marketing, most still need to use it to its full potential. Email personalization should use data-driven insights to take a strategic approach to creating a personal experience for each subscriber."
2. Conduct A/B testing
   "Using A/B testing, you can find out what works best for your subscribers and, more important, test new ways to grow your email list. You can test content, layout, CTAs, subject lines, and functionality to attract more leads, get more engagement on your emails, and boost sales. It's one of the best ways to make email marketing more effective."

Read more about all five tactics here: (free registration required): https://www.marketingprofs.com/articles/2023/48843/email-marketing-strategy-2023?

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.