Advertising does not build relationships, and it's based on outdated methods, said John Gregory Olson in episode 44 of The Heart of Marketing. And, just to be clear, what that means, advertisers, the almighty consumer hates you.
Just look at how many people have invested in ad-blocking apps and software. Look at the cottage industry that has sprouted as a result of building ad-blocking tech. Just how desperate are people to avoid annoying ads? John shares the data in this episode.
We as a populace are tired of the interruption by pop-up ads and the data shows it. About .06 percent of ads are clicked on and response rates are poor; yet, advertisers continue to push ads to get consumers' attention (and fail).
The interruption marketing model is dead, and the advertising industry has finally realized its model is failing. Publishers are losing ad revenue, and Jayme Soulati predicts the demise of small publishing houses that publish niche publications.
Consumers are weary of getting bombarded with ads on every platform, space, and site; what's a mid-tier company to do?
Listen through to the heart of the matter where Jayme and John look at what it means for companies that rely on advertising. Are there any solutions beyond and besides advertising? Here's one suggestion from Jayme -- public relations works, while John suggests that email marketing is the best less obtrusive option instead of advertising interruption.
When we recorded episode 043 of The Heart Of Marketing podcast, the Volkswagen cheating scandal was just unfolding. John Gregory Olson and Jayme Soulati, co-hosts, didn't know that the engineers would be implicated for their retooling of software to cheat the U.S. Environmental Protection Agency.
This episode runs in and out and around the entire issue of the VW crisis and the mystery of how the C-suite was allegedly unaware of the situation. Moreso, we talk frankly about how customer trust is a pillar of heart marketing and that 'Transparency + Authenticity = Trust' was not heeded by VW at all.
What's a mid-sized company to do? We throw out examples of BP and Coca-Cola, and then bring it home to a smaller-tier company. Once customer trust is polluted, literally, the brand has a tough time to regain it.
In this era of the digital age, customer trust is continuously eroding. Brands are struggling not to engage with crisis. Often, how well a brand bounces back has much to do with the after-effect.
What's your view of how well or if VW can recover?
A recent Wall Street Journal op-ed with a pseudo Coca-Cola apology caught our eye and The Heart Of Marketing team dived right in to our first pillar of heart marketing – transparency and authenticity equal trust.
Have Coca-Cola and Pepsi been 100 percent transparent with customers in light of the latest spin control by Coke to apologize for putting 12 teaspoons of sugar in a coke? Recently, there have been a variety of public relations disasters with beverage companies trying to align healthy pop to lifestyle.
As these beverage behemoths grapple with 10-year declining sales and growing consensus that sugary drinks promote disease, the pressure is on to come clean, literally, with customers and ‘do better.’
What are the benefits of transparency in business, anyway? Should your company care about being real and truthful to customers and stakeholders? Jayme Soulati and John Gregory Olson explore what it means to build customer loyalty with transparency as a pillar of heart marketing.
This is a fast-paced episode of The Heart Of Marketing where John Gregory Olson and Jayme Soulati spend more time trying to outdo one another's sound bites along with huge laughter. (You be the judge, did John get the best of Jayme in this one?)
Episode 41 is loaded. There's real value here for anyone interested in learning more about content sharing tools. When you live online as we do, the more you share, the more you're noticed and grow your brand. To share the content you desire most and that fits your specialty, there are a handful of tools you should know about.
In this episode, you'll get the skinny on about 10 social sharing tools that Jayme and John use every day, and there will be many more tossed out for your consideration. We do our periodic volley (with giggles, and Jayme wins out over John, as usual) to share as many tools we recommend as possible in our 30 minute show.
Be sure to check out John Olson's Digital Marketing Weekly on Scoop.it right here!
PicPresents is a resource providing a list of other content sharing tools.
You'll hear about these and more in this value-add episode: