Digital marketing news: DON’T BANK ON YOUR BRAND POWER

A recent Nielsen article looked how brand power doesn’t have the sway it once had. Only 8% of global consumers are loyal to the brands and products they’ve always bought. As many different influence affect how consumers spend their money the article points out that it is difficult to pin down what factors help retain loyalty. Instead of focusing on a very small group of loyalists—one that is nowhere near substantial enough to support a brand—focus on retention, extension and new products that appeal to a much larger audience.

Beginning August 19, Facebook is making changes to the aspect ratio for posts and ads in its mobile News Feed. Facebook will introduce:

  • Fewer lines of primary text will show on mobile News Feed. Now only 3 lines of primary text will show on Facebook mobile News Feed, after which people will be prompted to click to view additional text.
  • Maximum media height for photos and videos will reduce to 4:5 on mobile News Feed. The tallest supported aspect ratio for images without links and for videos is now vertical (4:5). Media taller than 4:5 will be masked on Facebook mobile News Feed.

This scaling down will mean less text, and messages will have to be delivered more frequently if there is to be an impact.

The Wall Street Journal reported that Facebook’s Zuckerberg will have to personally certify that the company is taking steps to protect consumer privacy under an anticipated settlement of a roughly $5 billion fine,which includes new privacy policies, with the FTC.

Marketing week reported on a survey which suggests that Chief Marketing Officers (CMOs) are “shifting focus” away from customer experience. Data suggests customer experience and understanding consumer trends might be becoming less important to marketers (something which might have to do with consumers moving away from brand loyalty and towards trying something new.)

Categories: #marketing

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