This month we’re reading about a wide range of topics. First up is a look at the most effective tool to deliver your company’s marketing message and how to make the most of it. We also take a look at how a household brand of hand sanitizer got into hot water with the F.D.A and the repercussions of its exaggerated marketing claims. How do you feel about the last advertisement you saw? That’s what an article from Inc.com explores: how marketing to emotions can help companies reach their goals. Lastly, we look at an article that discusses an industry leader making changes to its marketing plans due to increased competition and slower-than-anticipated growth.
How Video Remade the Advertising World
Websites, Google Business Profile, Facebook, Twitter, Instagram, LinkedIn, RealSelf the list can go on and on. All these tools companies utilize to try to set them apart from the competition and get noticed by the consumer are not enough anymore. They can and are powerful delivery tools, but they’re just that: a way to deliver a message.
But what message and how will you frame it? The best message or content means nothing if the target audience scrolls past, clicks “ignore,” or isn’t grabbed by it. This article examines the best way to grab the audience’s attention (spoiler alert, it’s video) why it works, and some tips on how to do it right .
How Marketing Landed One Company in Hot Water With the F.D.A
GoJo Industries, maker of Purell hand sanitizer is going to need more than soap and hot water to clean this up. Recently the F.D.A. issued them a warning as well as reclassifying them as an unapproved drug, rather than an over-the-counter product. How did this happen? Well, that’s probably the question being asked by company executives (the same thing company executives want to know), but this article from the New York Times sheds some light on just how their marketing made a mess.
Emotional Marketing, Effective Motivation
Do you remember the last ad you saw? Probably not, and that’s a problem for the company that produced it. The time and money invested in concepting, creating, publishing, and promoting, just to be forgotten…there must be a better way. Creating an emotional response through advertising is not a new concept, but it can be tricky. This article from Inc.com examines three motivators that may go a long way to help ensure your next ad isn’t like the last one you saw.
Adapting to Trends is Important, Even for Industry Leaders Like Netflix
Often with a change in leadership, a change in direction shortly follows. Netflix is no exception. With new CMO Jackie Lee-Joe taking over after the retirement of Kelly Bennett, a change in focus for their marketing is on the horizon. With a 20% increase in international subscribers but slowed growth domestically, the change in marketing focus has come as a surprise to some industry observers. Collider.com takes a look at this shakeup here.