For many years, the French manufacturing corporation for consumer products, Bic, was criticized for its lines of products that are directly marketed to women, using names such as “Bic for Her” or “Miss Bic”. A few years ago, the brand crossed a line with the public by releasing an ad during South Africa’s Women’s Day that consumers around the world viewed as very sexist. The ad campaign featured the brand’s logo, an image of a woman in a business suit, and a statement saying “Look like a girl, act…

One thing companies should be investing in order to benefit from more website traffic is better titles for their web pages, blogs, and articles. A good rule of thumb is to create titles that have at least one keyword phrase on each page. This is one way companies can avoid making big mistakes that affect search engine rankings, and while staying relevant. But when a company adds additional keywords that are related to the main one– aside from all of the other words that are used to create a…

Many companies think that their content has to be innovative to attract the attention of the audience. Yet there are plenty of movies on the Hallmark Channel that share a similar plot as well as the same actors. Nonetheless, these films are quite successful on the channel. The type of repetitiveness included in them might sound like a formula for failure, but that’s not the case. In fact, the same repetitive formula has also been adapted by other platforms, including Netflix, to create other successful films and shows. The…

Just a decade ago, the available influencer marketing partnerships that companies could utilize as part of their promotions were limited, only involving a dedicated number of industry bloggers and celebrities. But with the rise of influencers on social media, the market has become quite saturated, and companies have a relatively easy time developing campaigns when working with the right influencers. Most of the time, Instagram is the go-to platform for companies looking for influencers for their marketing campaigns. In the last few years, however, plenty of other platforms, such…

The metaverse is an immersive experience whose popularity has increased during the pandemic. Some brands like Gucci and Hyundai have built their virtual worlds, and brands like HBO, Nike, and Sephora are leaning into AR and VR experiences. Brands are not only creating branded digital worlds and items, but are also showing up in metaverse environments through digital advertising. Industry experts are predicting that metaverse marketing will soon become a necessity for all brands.  Forever 21 is now one of the many brands that is exploring the creative ways…

Many companies understand the importance of marketing that’s centered around consumers, but these days, “responsible marketing” is becoming a lot more popular, and it’s also helping businesses fill the gaps wherever consumer-centric marketing efforts are failing. Simply put, responsible marketing efforts are any marketing efforts from companies with a conscience. That means the companies are ensuring that they’re not simply doing things for the sake of doing them or simply because everyone else is doing the same things. Those companies are going above and beyond to put their consumers first…

It’s not always easy to find value in a lot of data, which is why one of the essential elements of successful SEO strategies is recognizing patterns. Although this can seem daunting, most issues regarding the amount of data that most companies have can easily be solved through data segmentation. Companies should shift their focus towards generating insights that are based on patterns they’re able to recognize, and then they should rely on those same patterns to implement beneficial SEO strategies. Companies can use two different data segmentation strategies:…

Motivation occurs when a need is aroused in a consumer that they have to satisfy. Quite a few factors can drive motivation, like perceived risks, personal relevance, need for safety, making a statement, conformism, prestige, and a consumer’s personal values. Nowadays, consumers will give up on brands that don’t support their values in favor of those that do. Brand switching is becoming more and more common along with the willingness to pay more. Motivation leads to involvement. Some consumers get very attached to brands and businesses. However, the degree…

Organizations should not underestimate the fact that cultures and communities are constantly morphing. Brands must develop adaptive strengths to keep them attuned to their audience. Being adaptive is the kind of risky business that many companies avoid. A business should understand society and culture, not just consumers. Customers should not be defined strictly in terms of their consumption proclivities. Businesses should consider how culture and community fit into the experience of their audience. The background of customers influences how they consume content, products, and services. Multicultural marketing emphasizes understanding…

The job of most public relations professionals is to analyze the way that corporate communications are going to make target audiences feel. That’s why it’s important to ask how each statement is going to be perceived by the public, the purpose of that statement, and the potential damage it can cause to a brand. These days, people are spending a lot more time on social media compared to the past, because they’ve had to stay in their homes due to the pandemic. Additionally, the increase of political involvement across…