Why Customers Stop Following Brands?

Companies are trying to make the most of their followers and subscribers. Is this strategy resulting in the loss of customers? I follow a certain brands or companies because I like to be updated about the latest news, but does that mean I have given them a license to spam my inbox? Maybe not, some of the companies post updates very frequently and after a time the content becomes repetitive.

These are some of the big reasons why customers may choose to unsubscribe from a company’s Twitter, Facebook or Blog accounts. Companies need to take in to consideration the importance of content that adds value and not just sending out random and repetitive material to reinforce its message. Instead of looking for a news companies need to start focusing on the ways to create news by innovating and providing value to its customers.

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What Matters in Social Media Marketing?

As a result of an outbreak in the social media users, many marketers have shifted their focus to the online marketing activities. All the big and small companies are looking to hire social media experts who are supposed to come up with the best social media strategies that set the companies part from the competition. But, even with the latest and greatest technologies at our disposal, aren’t we all following the same old strategies of trying to tell customers something about our brands that they already know?

The advent of new media calls for a change in the perspective of marketers. Today we see many companies focusing on the concept of inbound marketing through the content creation, white papers, blogs, case studies, viral videos and many more. companies are trying to provide the platform where customers are motivated to participate and become an integral part of the content creation process. Social media marketing is no more about a company’s presence, it has transformed in to a content rich platform for information sharing.

Smart Ads Focusing on Negative Emotions

Emotional advertising is a widely prevalent concept in the marketing world these days. As a result of the extensive competition, companies are going beyond the pompous informative ads and utilizing the emotional aspect to get customers to notice and like their brands.

In my last post I talked about how marketers need to connect with their audience through personal experiences. These experiences or emotions can range from happiness, fear, sarcasm, contempt, heroism, kindness to revenge and many more. As human beings we all experience each of these emotions at some point and are more likely to remember related ads. Using emotional (positive/negative) ads as a liaison between the customers and the brand, advertisers are better able to make their ads more memorable.

Here are some smart examples by Graeme Newell that utilize the emotional aspect in attracting customer attention. Point to be noted here is, sometimes negative emotions can set you apart from the crowd.

Personal Experiences Make Best Marketing Communications

“I have a theory that the best ads come from personal experience. Some of the good ones I have done have really come out of the real experience of my life, and somehow this has come over as true and valid and persuasive.” – David Ogilvy

This is one of my favorite Ogilvy quotes. As a marketer I completely agree with what he has said in those lines. The most persuasive marketing communications out there are the ones touching viewers at the deepest level of emotions and these campaigns are often results of personal experiences. When I am creating a marketing plan, I do exactly the same thing. I think what would I like to hear from this company to create a positive association? While we may belong to different sections, religions or parts of the society humanitarian aspect of every society is similar. Try to put yourself in the customer’s shoes and then you would know the best way to reach out to them and get their attention.

JC Penny Going Back to Old Logo

We would think that companies must be very careful when it comes to their logo, packaging and branding. But more often there are incidences of reckless changes to branding elements that can be detrimental to the brand identity.

One recent example of this phenomenon is JC Penny’s logo change. In last few years company’s logo has gone through a number of design changes which in my opinion is not only a waste of resources but also negative for the brand identity. Customers identify a brand with a logo; it is related to the image the company creates as a result of its distinctive products or services. In my opinion customers don’t have as much preference for the logo but the company.

JC Penny

Want to Make More Sales? Try Not Selling

Well, all the companies no matter from what industry/domain/size/category are trying to make someone buy their products or services. Various marketing, promotion or direct sales methods come in handy, but aren’t we all tired of the same old “our product is much superior to the competitor” message and attitude.

In today’s intense competition, companies need to adopt customer centric production, marketing, communications and operations strategies. I posted a Coca Cola ad some days ago that talks about the health concerns in the community and what the company is doing to help. Here is another ad I like; it’s a Thai ad from a mobile company with a message of “Disconnect to Connect.” In both the ads companies are trying to convey a message and make an emotional connection by not selling their products but showing that they care about the end user.

Google’s Non-Ad Revenue Growth

Google has been the market leader for the longest time in search engine category. The company has a slightly different business model than the social sites. However, it has been criticized for a heavy dependence on the ad revenue. For years, around 96% of Google’s revenue was attributed to online ad sales, but in last year it has gone down to 91%. Google has started diversifying its portfolio with its Google Play, Chromecast and Chromebooks and many more. This endeavor resulted in 85% increase in the revenue from non-ad category and 8% increase in stock prices.

Google is finding new markets and satisfying new needs and that is what other social media sites are looking forward to do as well. I mentioned in my previous post, there has been a shift of focus towards diversification of revenue stream in online and social media companies, Google is an apt example here and I am sure this trend will continue in future as well.

Google