We received a lot of feedback from last week’s article stating 78% more people trust product reviews than ads. If you found that number to be astonishing, take a look at what major companies are spending on ads: Procter & Gamble ad spend: $6.71B (Bizjournals) L’Oreal ad spend $2.2B (Howmuch.net) The North Face ad spend: …
Consumers Find their Personal Stories Mirrored in Reviews Read More »
In 1992, despite unprecedented approval ratings for George H.W. Bush, Bill Clinton won the election. He did so by strategically betting that voters would care more about the sluggish recovery from the recession than about Bush’s success in Desert Storm. Political strategist James Carville coined the phrase “the economy, stupid”. That strategy won the White House for …
Bill Clinton, Jeff Bezos and How Smart Leaders Capitalize on What Moves People Read More »
Tim’s Journey to a Fitness Tracker Purchase Ever since he got that new office job, Tim has gained some weight. He’d like to shed some pounds, and starts thinking about gym memberships, but gets distracted. Meanwhile, his co-worker Jenny has lost 10 pounds. He notices on her Facebook feed that she has been posting stats …
7 Decision-Making Factors in the Customer Buying Journey Read More »
With a wealth of data at their fingertips but the continued desire to touch, see and discuss a product, consumers have embraced the omni-channel approach when shopping. This means they effortlessly move between online and offline channels. But how do consumer habits stack up against the priorities of today’s marketing departments? U.S. Marketing Spend vs. Consumer …
How Consumers Use Product Reviews in Today’s Omni-Channel Environment Read More »
We got incredible feedback from last month’s article about retail stores closing. Our list of 20 retailers shuttering doors en masse might be just the tip of the iceberg. We have an inkling we’ll be seeing headlines about closures for years to come. Although it’s important to remember that e-commerce makes up just 7.7%1 of all retail sales, …
There are new rules of the game in the retail world, and it’s time to start playing by them or risk being demoted to the little leagues. Brands not playing by these rules may not think they’re feeling the effects, but the scales are tipping. Brands and retailers who don’t gain a better understanding of …
How Today’s Consumer Conversation Predicts Tomorrow’s Sales Read More »
