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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.

1 Minute Advice: What Smart Content Marketers Know

Recent research reported in Marketing Profs indicates that smart content marketers are those who document their content marketing strategy, invest more of their marketing budget in content creation, employ paid channels for promotion and consistently measure ROI. According to the global report on the state of content marketing that surveyed 1,700 marketers and business owners, 80 percent of respondents who have a documented content marketing strategy say their companies are very successful at content marketing vs. 52 percent who say they are unsuccessful. When spending more than 10 percent of their total marketing budget on content, 79 percent of respondents say their companies are very successful at content marketing vs. 52 percent who say they are unsuccessful. 

See the report on the survey's results here: (free registration required):  https://www.marketingprofs.com/charts/2023/48747/what-the-most-successful-content-marketers-do-differently?

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: Marketers are Watching These Consumer Trends

• A recent survey of marketers reveals the consumer trends they are watching, as reported by Marketing Charts. Asked to choose up to three of the most important consumer trends for 2023, 63 percent of brand marketers responding to the survey selected "TikTok/Social Video," 54 percent selected "CTV/Streaming," and 47 percent selected "E-commerce Everywhere." Additional trends mentioned were "Consumer Privacy" (35 percent), "Metaverse" (34 percent) and "Gaming." (30 percent). 

See the report on the survey's results here: https://www.marketingcharts.com/advertising-trends-228502?

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: Segment Your Email List for Better Results

1. According to HubSpot as mentioned in MarketingProfs, 65 percent of marketers say segmented email campaigns have higher open rates, and marketers who use segmentation experience a 760 percent rise in revenue.

You should spend 75 percent of your time on these key segments in order of priority: VIP contacts, potential VIP contacts, brand admirers and enthusiasts, potential brand enthusiasts, moderately engaged and discount seekers. You should spend 20 percent of your time on these two win-back segments: former VIPs and former brand enthusiasts. You should devote no more than 5 percent of your time on "quasi-client" segments -- basically, those that don't take any action.

Read more about these specific segments here (Free registration required):

https://www.marketingprofs.com/chirp/2023/48654/email-list-segments-you-should-focus-on-infographic?

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: What Marketers Worry Most About

Marketers have a lot to worry about. According to a study published in MarketingProfs, these are the top five worries of senior marketing executives:

1. ROI
2. Work from home/remote working issues
3. Inflation/recession
4. Pressure for increased profits/shareholder value
5. Competition from new brands

Checkout the other worries marketers have here (Free subscription required):

https://www.marketingprofs.com/charts/2023/48571/what-keeps-senior-marketers-up-at-night

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: Common Brand-Positioning Mistakes

International brand strategist Ulli Appelbaum shares 9 common brand-positioning mistakes on MarketingProfs. They include:

• "Letting the Loudest Voice in the Room Dictate the Ideation Session"
• "Focusing on Category Consumers Rather Than Real People"
• "A Lack of Diverse and Divergent Perspectives"
• "Writing Your Brand-Positioning Statement in a Workshop"

Read all about these and five more common brand-positioning mistakes here: (Free subscription required) https://www.marketingprofs.com/articles/2022/48487/common-brand-positioning-mistakes?

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 Marketing Trends for 2023

Here are a few of the key trends in social media marketing to look for this year from experts in the field, according to Social Media Examiner:

1. Brands prioritize LinkedIn and TikTok.
   "I wouldn't be surprised to see many brands and marketers ramping up their existing efforts on LinkedIn and TikTok in the new year." 
2. Short-form video leads content mix.
   "Without question, the one major platform shift that’ll quickly separate the brands that succeed and those that fail in 2023 is going to be short-form video."
   
3. Social customer care leads to ROI.
   "With our current economic climate, companies should be working overtime to retain the customers they have while showing potential customers how their brand experiences far outpace their competitors."
   
4. Artificial Intelligence revolutionizes marketing.
   "As creatives and marketers are able to allow AI to do the creative gruntwork, this will allow marketers time to explore ideas that were beyond their reach. Those marketers who employ AI solutions will have a strategic edge over those who do not."
5. Brands embrace YouTube ads.
   "I think 2023 will be a year when the Google + YouTube ad spend for a lot of brands will exceed Facebook ad spend."
   

Read what all the experts have to say here: https://www.socialmediaexaminer.com/social-media-marketing-trends-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.

1 Minute Advice: Fastest Growing Brands by Generation in 2022

Which brands grew the fastest within generations this year? Check out some of the results from this study by Morning Consult cited in Marketing Charts:

For Gen Z, the fastest growing brand with the highest purchase consideration was Roku.

For Millennials, the fastest growing brand with the highest purchase consideration was SToK Cold Brew.

For Gen X, the fastest growing brand with the highest purchase consideration was SHEIN.

For Baby Boomers, the fastest growing brand with the highest purchase consideration was T-Mobile.

Finally, this may be a surprise... Across all generations, the fastest growing brand in consumer purchasing consideration in 2022 was Meta.

Read more here: https://www.marketingcharts.com/brand-related/top-brands-228121?

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: B2B Marketing Plans for 2023

B2B marketers in the U.S. are generally bullish on 2023 when it comes to spending more on their marketing budgets, according to a survey mentioned in Marketing Charts. Over half of respondents said they plan to spend more on content creation/strategy (54 percent) and digital marketing (54 percent). Almost half said they plan to spend more on marketing operations/technology (47 percent), demand generation (47 percent), product marketing (46 percent) and field or event marketing (46 percent).

Read more here: https://www.marketingcharts.com/business-of-marketing/marketing-budgets-227620

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.