Category Archive: Marketing

Will ad blockers usher in a new era of permission based marketing?

Who has an ad blocker installed right now?  After being followed around the web by a shoe ad (or “retargeted”) I finally gave in and installed an ad blocker over the holidays.  Turns out, retargeting from brands has been a large contributor to the rise in ad blocking (see graph below from this HBR article).  It makes sense, right – people get irritated when a brand stalks them around the web without [...]

2015 was not kind to large brands – but some found ways to win …

2015 was not kind to many established brands – particularly within the FMCG sector.  In the fall, AdAge via Catalina reported that large FMCG brands in the top 100 lost market share – even though their respective categories grew.  In July, OC&C reported that sales growth across the top 50 FMCG Brands had decelerated significantly, likely triggering a wave of spin-offs and restructuring.  In 2015, P&G said goodbye to a large number of brands – and a number of mergers [...]

Facebook Zero? Taking a true “portfolio” approach to social in 2015

Last year about this time (Dec 2013) Facebook signaled how things were going to change for branded organic reach over the course of the year.  It’s been interesting to watch this play out over 2014.  Facebook kicked things off with this quote at the end of 2013.

“Pages will likely see changes in distribution. For many Pages, this includes a decline in organic reach. We expect this trend to continue as the [...]

21st century magazine content discovery

Just a few years ago, it was easy to find a vast rack of magazines covering every interest niche imaginable at the big box store around the corner.  You could sit with a stack of magazines–and an overpriced coffee—and waste away the day.

Nowadays, people are spending less time at the magazine racks and more time with their mobile devices.

Quietly, Pinterest has become the (virtual) place people discover content around their interests. [...]

This chart shows how savvy brands are pulling away on social networks

Data Courtesy of eBench

Astute observers of social media understand that social networks are governed by network effects.

While studying category dynamics over at eBench, the team noticed an interesting trend happening across a variety of categories (Beauty, Prestige Autos, Food, etc.).

Network effects predicted that brand leaders don’t just grow faster, they tend to pull away from the rest of the category on social networks. 

Indeed, size explains a large amount of growth–up [...]

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