The supply chain is the lifeblood of the consumer goods industry. It is constantly evolving to meet changing market conditions — an evolution that was accelerated to light speed in the face of the worldwide COVID-19 health crisis. Unforeseen and unprecedented demand spikes highlighted shortcomings in the supply chain that forward-thinking CGs are working diligently to fill.
This CGT Targeted Research report provides a snapshot…
All too often brands are obsessed with what makes people different rather than looking for traits and behaviours they share. In his seminal article from 1918, The Taboo of Virginity, Sigmund Freud formulated a thesis called ‘der Narzissmus der kleinen Differenzen’, or the narcissism of minor differences. Largely built upon the previous work of British anthropologist Ernest Crawley, it stated that…
When we ask clients who their ideal target audience is, time and again we hear the same answer – Millennials. Often, it’s a subset of Millennials, such as beauty focused Millennials, or on-the-go Millennials, but it’s almost always Millennials. Given that Millennials are the largest living population segment today, this makes perfect sense. However, brands are beginning to look towards the…
Today we’re introducing Facebook Shop, a new place to discover businesses and shop for products in the Facebook app, and we’re expanding checkout on Instagram to all US businesses and creators. We’re also making Shops available to any eligible business and adding customization features, messaging and new insights.
During the COVID-19 pandemic, the shift to online shopping has rapidly accelerated, with…
Online reviews’ power in helping retailers learn what does and doesn’t work about their proposition naturally became a talking point. As well as being crucial for retailers in gaining quick, real-time feedback, they also act as a barometer for customers investigating the market ahead of making a purchase. Highlighting their importance, Ollie Marshall, managing director of the reincarnated consumer electronics…
Instagram Reels, the New TikTok? TikTok has had a myriad of security concerns since launching, and the announcement of Instagram Reels has many marketers wondering if it will be enough to replace the viral video app. The majority of concerns around TikTok came to light as major issues surfaced, such as hackers’ ability to control TikTok accounts, manipulate content, upload and delete…
The influencer marketing world is, unfortunately, no stranger to scams. Influencer fraud continues to be an issue and one that will keep evolving as long as brands keep hiring influencers based on vanity metrics.
I’m sure you can recall when the malpractice of fake followers had a bright light shone on it back in 2018. Keith Weed, the CMO for Unilever, called…
In view of recent events, businesses ponder how to get the most out of their existing marketing channels and strategies. 69% of brands expect to cut their advertising budgets and review expenses. 49% of marketers have stopped a campaign mid-flight, 45% shifted budgets among different media types, and 38% decided to pause their new advertising efforts.
Although such drastic measures may…
It’s been said that the e-commerce growth we’ve seen since March 2020 would’ve taken years to achieve if COVID-19, the global pandemic forcing people around the world to stay home, had not accelerated trends. Indeed the events of the second quarter of the year have changed e-commerce dramatically. Throughout the 2010s, there was experimentation with digital tools aimed at helping…
Google has the ability to measure content quality signals like never before, and with each new Core Update, they understand content quality more as humans do. Google uses different search models depending on the search query, meaning ranking signals can vary depending on search intent. Given Google’s guidance about their forthcoming 2021 web vitals update, page experience and performance are likely…
Simply moving to the Internet is not enough: you need to understand what you are doing, and under the influence of coronavirus, marketing strategy is changing rapidly. I am going to explain what happens with contextual advertising, SEO, messengers, email, and social networks.
You’ll find out: How the demand structure in these channels is changing, …
Everybody eats – the act of buying food will never go away – but how we buy food will certainly evolve. The future of shopping will focus more on experience and creative more seamless experiences. This doesn’t necessarily mean a robotic cashier-less check-out process, but an experience customers want to have. The future of grocery is all about customer-choice -…
In the days of brick and mortar, retailers had plenty of opportunities to build their brand by providing consumers the ultimate shopping experience, from impressive showrooms to in-person customer service. Today, with 87% of American adults making at least one online purchase a month, the rules of the game have changed. Brand reputation is no longer based on the in-store…
A new Amazon program could help boost a fresh form of online and mobile retail —one that’s been growing during the pandemic and could attract younger consumers once it subsides. Amazon in recent days has opened its door wider to “live-streaming commerce” by letting its Amazon Influencers create live video streams on the Amazon platform and earn commissions from product…
Payments choice is akin to a streaming music service: If you don’t like one selection, skip to a better one. It’s utterly consumer-centric – which, along with spend management, explains the core appeal of buy now, pay later (BNPL) alternative credit apps in any economy.
In a wrecked economy, however, the appeal of BNPL multiplies, as evidenced by the surge of…
It’s no question that Instagram Stories have become a major component of every brand’s social media marketing strategy. Since launching in 2016, this singular feature of Instagram not only garners the attention of over 500 million users every day but 25% of Millennials and Gen Z users leverage Stories for product consideration, making it a very powerful business tool for brand…
As the coronavirus introduced new challenges for people around the globe, consumer spending habits drastically changed and retailers rushed to adapt. Demand for groceries and food delivery spiked, while spending on clothing, beauty, entertainment, and toys took a significant hit.
While many retailers found that their websites were their only storefronts, those businesses considered essential faced a unique set of challenges….
Is your brand seeing rising CPAs on once-profitable strategies like promoting your brand on Google and Facebook? If so, take comfort that it’s not just you. It’s apparent to us at Tailify how widespread this sinking feeling is from conversations with our clients. What’s less apparent is why it’s happening.
The answer hides a secret which points to the future of marketing…
Personalization — the ability to deliver a more relevant and engaging message to individual consumers — is a central promise of digital marketing. Thanks to marketing technology, brands have a continuously growing number of data signals they can leverage to communicate with their customers and prospects based on a wide range of criteria, from contextual triggers and simple demographic attributes…
Do you really understand your consumers well enough to predict behavioral change based on this type of strategic initiative? Nike, Hasbro, Unilever, Patagonia…are all very different types of companies with varying missions and products. However, one thing they have in common as of late, is their recognized need for a more sustainable way of doing business. Each in their own way…