I’m about to break what’s been engrained in you since your first job: The customer is not always right.
Last year’s Pokémon Go phenomenon brought augmented reality (AR) to the masses. I remember spending the summer running around outside with my friends, trying to catch digital critters on my smartphone. Although the app’s novelty quickly wore off, it gave businesses a taste of AR’s massive marketing power.
The cord cutting trend doesn’t appear to be showing any signs of slowing down. Every day more consumers are ditching traditional cable and satellite providers, instead opting for a “cordless lifestyle.”
Brands want to be where the people are, but the trouble is that people are disappearing. Wanting to get away from in-your-face advertising and commercial breaks, more people are ditching traditional cable and switching to paid, ad-free services like Netflix and Hulu. They’re using software to avoid pesky ads on YouTube and streamline their Facebook feeds.
In 2015, Google recognized our need for speed and gifted us accelerated mobile pages (AMP). Or perhaps they were just looking to give Facebook’s Instant Articles some competition. Either way, publishers and advertisers are benefitting.
Earlier this year, a bunch of Instagram stars got in trouble over using sketchy advertising practices in their posts. The Federal Trade Commission (FTC) sent “educational” letters to 90 social media influencers, reminding them that they need to clearly state when a post is sponsored or promoted by a brand.
When a disaster strikes, it can serve as an opportunity for brands to give back to their customers and the community. But how a brand gives back can have a positive or negative impact on the brand’s reputation.