Did you know that many scientists believe it was the art of social gossip that first set us apart from the other animals? That’s how we formed intimate groups and learned more about the important things in life. We’d like to continue that tradition in our area of expertise, so here’s just a taste of what’s happened this week in the world of marketing:
Clever campaigns: Drop the Pepsi!
tradition in our area of expertise, so here’s just a taste of what’s happened this week in the world of marketing:
We all saw it: Pepsi’s ad to associate the brand with unity in which Kendall Jenner diffuses a police/protest standoff by offering the cop a Pepsi was a flop to say the least. This wasn’t so much a clever campaign as a perfect example of a poorly planned and executed campaign. But why did it strike such a disdainful note with consumers?
Lots of brands are taking advantage of political issues to associate themselves with bigger ideas in the hope that consumers will see them as more than a business. But that’s tricky work, and Pepsi failed. First, brands that take this approach need to do so on issues that are somehow related to their product. What does Pepsi have to do with social justice protests? The ad didn’t even try to connect the two beyond showing random images of people drinking Pepsi. Second, the clean, teen, pristine depiction of a protest and the police (who tend to be a bit more militarized in real life) left a lot of people feeling that Pepsi was making light of serious issues.
While many brands are adopting similar strategies, Pepsi’s crossed an undefined line that made the brand look like it was taking advantage of social issues to make a quick buck. The lesson? Don’t be like Pepsi.
Tools of the trade: Get more out of Gmail
Gmail has become the email standard for pretty much everybody thanks to its great look, huge storage capacity and abilities to sync with other google services. But Gmail has lots of tools you probably weren’t even aware of. Getting to know Gmail more intimately can increase your productivity at a menial task that you want to happen as quickly and fluidly as possible: communication in the workplace. Here are 5 ways to increase productivity in Gmail.
From data to strata.. gy
Facebook insights, Google analytics and other services give marketers unprecedented insight into their customers. But how do you turn all of those figures into a tangible strategy that drives growth and increases engagement? Well, there are at least 12 good ways to do it, and Forbes has you covered.