My Digital Insight

Every brand has it own ways to promote the brand. Most brands are focus on only promoting products or service. Even though brands create many ways to interact with customers, sometimes customers don't feel exited at all.  Why? The main reason is most interactive ideas are delivered on social media. And, people don't check social media all the time. There are too many posts showing up on social media page every second, so people are easy to ignore those "have fun" or "take action" posts. The high content competition on social media makes brands hard to grab people's attention.  Moreover, many posts are just for promotion purpose , but they don't meaningful. People don't feel it is important or necessary  to do. Brands need to think a customer-central idea to let people feel your brand cares about their feeling and life. In order to get high customer engagement, brands need to generate creative ideas to make people feel learn something n...

Every brand has its own way of success, but in the long run, not every brand can breakthrough itself to success over and over time in every new competition.  Probably, "want to be success" is the trap to limit brand growth and innovation.  Most brands only stay at the product branding stage, instead of add additional great value on the brand.   In order to breakthrough, brands should not only adjust their tactical strategies but also upgrade brand value and thinking. What reasons cause brands hard to breakthrough? Reason One: Blind Confident About  Themselves The biggest obstruct of brand breakthrough is that brands always feel too confident about themselves.   Brands like to blindly confident about their products and service. When they achieve a big marketing goal such as win the NO.1 sales in certain channel or a certain category, they feel super good about themselves.  However, brands are painful to breakthrough to a larger mar...

Before, when I wanted to shop online, the first and only device was desktop. But now, when I go shopping, the first device is my phone. Mobile shopping Apps make my life much easier because I can shop anytime and anywhere. According to 2019 M Commerce Statistic report , 49% of consumers use mobile phones for shopping. Over 62 million people in the US will use mobile payment. In 2018, mobile sales accounted for nearly 40% of all retail eCommerce sales in the US. Therefore, mobile shopping is not a shopping trend anymore but a shopping habit. A great mobile shopping experience will deliver a great user experience. When users love a shopping app, they will not likely to delete it. Therefore, a good mobile shopping experience will build a stronger customer loyalty. How to optimize mobile shopping experience? Multi-Login Choices Login & Sign up is the first step to welcome users to interact with a shopping app. Two or three login options can make users easy to access the ap...

The  " Small Decision, Big Impact "  Ad shows that a mom make smart decision by choosing Honest Tea at grocery  store.  It Is Organic. All the ingredients from the tea are organic.  Organic ingredients imply high quality, health and natural.  It is tasted natural, so we feel good about it.   It Is Less Sugar. Less sugar means more health. Especially nowadays, we care about our food intake and prefer to buy food with less salt and sugar.  For kids, it is 50% less sugar in the tea. Mom will feel relax to let kids have Honest tea. Kid's health is always the NO.1 concern for every parents. Less sugar doesn't not only make parents less worry but also bring kids more happy. It Is No Pesticide. All the fruits grows without pesticide. It is another way to show the health of the tea. It Is Big Impact. When we buy a bottle of honest tea, we also make a big contribution on helping farmers live better. Kids can go to sa...

Ads is a good way to increase brand impression. However, not every ads can achieve marketing or sales goal. What's the problem? The most common mistake is that brands want to target everyone. They hope to show their ads to everyone in everywhere, so they can reach as many potential customers as possible.  Dream is beautiful, but the realistic is awful. When brands create ads, one most critical step they always miss. That is segmentation. Without thinking of segmentation, it is hard to find the core target customer group. Actually, in order to achieve marketing goals, brands first need to figure out the common needs and desire of core target customers, then brands can create relative ads to drive target customers' attention. What are the three common segmentation strategies? No.1 Statistical Segmentation Statistical segmentation is one of the most common and simple market segmentation strategies. It is segmented by specific customer characteristi...

Many brands like to write ads content to promote the product benefits or ask people to take action.  No matter online or offline ads, they all like to deliver message to people. It seems that the more information brands give, the more likely people will buy. There is one kind of brands doesn't like to or never write copywriting at all.  They are luxury brands.  It is hard to find their ads everywhere.   Even you find their ads, the ads only show brand name or only few words such as product name. Why don't luxury brands write copywriting? Because Luxury Brands: Sell "Feeling" Many popular brands usually focus on product features and benefits. The goal of those ads is to tell people their products (services) can solve problems or meet customer's needs. Therefore, they like to write those useful message in the ads.  However, Luxury brands are different. They sell feelings. They focus on customer's social psychological needs. They never write long mes...

Five years ago, if someone said we should use social media to promote our brand, most brands will think that was an excellent idea. Now, social marketing is never a new thing for marketers. Even though many brands have invested so much time and money on social media marketing, the results are not always meet their expectation. Why Do brands always fail on social media marketing? Reason One: Target On The Wrong Group We always to say: "find the target group first". However, did we find the right one?  Many brands find the target group by filtering target customers on some Ads or social media tools. Those research tools may give you some basic ideas about your customer size, income, education, gender, age. But, it never guarantee they are the right target group for your brand.  If brands really want to target on the right group, they need to do a depth customer research. For example, send out market research survey, build customer persona, study target customer be...

Every brand wants to make customers happy. They try many ways to turn current customers to be loyal customers. For example, store loyalty credit card, email and mail special discount offer, free gift, etc. Those are very common strategies to make customers stay with the brand.  However, does customers really care nowadays?  Unfortunately, they don't care that much anymore. Morning Consult shows that only 19% of US adults are loyal to a particular brand and buy most of their products. And   30% of customers will try different products even if they like a brand. ("What Drives Brand Loyalty?", 2019) screenshot from morning consult Moreover, the study also found 65% of customers have given up their loyal brands mainly because the quality of products has decreased and (or) product prices rose. What does this mean?  It means customers customers won't fall in love with a brand forever. Every brand are facing serious competition. No matter how hard you try...

Challenge One: Content Distribution System has Changed Brands normally create attractive content and then distribute those content in different channels like YouTube, TV, Social Media, Magazine , and Radio.  For some channels, many young customers especially the Gen Z are not interested at all. When they drive, they listen music from iPhone; when they watch YouTube, they skip the ads immediately after it runs 5 "long" seconds; when they scan Facebook, they just ignore the ads; when they watch TV, they choose to take a break as the ads show up. Nowadays, Young customers want to be themselves and promote things in their ways.  For example, they like to watch live streaming videos. Me too. I love to watch beauty live videos and learn some good recommendations. According to 2019 Live Streaming Statistics , 80% of customers prefer to watch live videos from a brand then read a blog. 63% of people aged 18-34 watch live streaming content regularly. 47% of live stre...