Celebrity endorsements have been around for as long as the concept of celebrity has existed. Consider PepsiCo’s newest brand of sparkling water, Bubly. In 2019, the company contracted with Michael Bublé for a series of advertisements where he plays with the Bubly/Bublé relationship, insisting that the water’s name is pronounced “boo-blay,” like his last name. The Bublé/Bubly partnership applies a number of essential items for a successful celebrity endorsement.
In the world of Spotify, Pandora, Apple Music and Apple Podcasts, it would seem that radio is in trouble. The industry, which is heavily reliant on advertising dollars, experienced a 4% decrease in revenue over the past five years. Despite this decline, insurance and real estate companies still spent approximately $257.7 million on radio advertising in 2019. In 2020, Progressive launched the “Sounds of the Old World” radio advertising campaign, which may help prove that radio is not as dead as one might think.
Just six months after launch, Quibi is calling it quits. The streaming service, whose name is derived from the phrase “quick bites,” was originally designed to fill smaller gaps of time, like waiting in line for a coffee or during your morning commute on the subway.[i] Just as the service launched, however, the coronavirus changed the everyday landscape of media consumption. This, combined with a number of other factors, led to service’s quick demise.
For many months now, TikTok has become the darling of the American public, logging more than 315 million installs in the first quarter of 2020 – not to mention the millions of installs since the initiation of mandated lockdowns. Many companies have tried to reach large follower bases on TikTok by paying creators to use specific songs, wear branded clothing, and directly promote products in their videos, but President Trump has issued an executive order banning the app in the US unless it is bought out by an American company. So, what happens to the community now that the platform may be disappearing in just a short month?
COVID-19 has brought a lot of pressure to the healthcare systems around the world, particularly on emergency services. However, this doesn’t mean that everyday ambulatory care ceases to exist. AdventHealth and Orlando Health have been in a tight race to provide top-tier medical services to the Greater Orlando area. One of the major current trends in healthcare is to create pavilions or health parks – one central location for patients to take care of all of their medical needs at once. The different approaches taken by the rival hospital systems in the Central Florida region illustrate two separate marketing tactics.
Wearable tech, such as smartwatches, Fitbits, and Oura rings, were already gaining traction as medical monitors even prior to the pandemic. When the pandemic bloomed across the globe, wearable tech as a medical monitor took on a new urgency. The US Navy wants to use wearable tech to monitor social distancing – and they’re not the only ones either; many companies have already launched systems incorporating wearable tech to aid with social distancing in the workplace.
Curiosity marketing is related to scarcity marketing. It’s about leaving your audience wanting more – so much so that they perform a desired action. That action might be signing up for a newsletter, clicking a link to view your content, or even making a purchase. Marketers create curiosity in their audiences by creating a gap between what consumers know and what they want to know. They do this by providing information in small bits to maintain interest.
The investment industry is undergoing some major changes, and many firms are attempting to bring investing to a wider (read: younger) audience. The major shift has come in the form of fractional trading, which allows smaller investors to enter the trading floor where they otherwise might have been priced out. These programs come during a time when more Americans are at home, spending a majority of their time online already – so they’re perfectly poised to enter the market.
Companies and organizations are starting to mimic consumers in leveraging the power of the pocketbook; many are placing ethics at the forefront of their financial decision making. Recently, the NAACP, the Anti-Defamation League, Color of Change, and Free Press launched a campaign titled #StopHateforProfit. The campaign centers around the spread of misinformation and hate speech on social media platforms – primarily on Facebook – and encourages companies to boycott the site.
It doesn’t matter if you’re interested in fantasy football, economics, true crime, girl power, or wine varietals – if you have an interest in it, there’s probably a podcast about it. It is perhaps their niche nature that makes podcasts such a great opportunity for marketers. All of the work put into selecting a target audience and researching the best ways to reach them – podcasters do it for you.