Advertising

Is Brand Loyalty Dead?

Published

2 years ago

October 9, 2017

In the Madmen era, the marketing playbook was to use mass media, strong ads, and a powerful brand to add customers.

And if you did it right? A customer would be loyal for life, always showing a preference for your brand above all others. This brand loyalty was a recipe for increased customer lifetime value (CLV), as well as a massive boost to the market share and profits of consumer goods companies.

The New Ad Era

In today’s world, the playbook has changed.

In most situations, there are no longer two brands competing head-to-head on grocery shelves, battling it out to win the minds and hearts of consumers. Instead, customer transactions are increasingly digital – and it is there that things can be tracked, compared, analyzed, and personalized. As a result, a new competitive landscape has emerged where the concept of brand loyalty is under siege.

Today’s infographic comes to us from RaveReviews and it asks the question: is brand loyalty “dead”?

If brand loyalty is not dead, it may be on its last legs. Today, only 23% of people say they have a relationship with a brand – a percentage that has been shrinking for years.

With a connected world and so many options at our fingertips, sticking with a single brand probably seems like an antiquated concept to many consumers. After all, if one can buy the same product from a vendor with better reviews or for a lower price, then why not?

Consumer Upside

While some people may yearn for an era where they could trust the brand they loved through the thick and thin, a decreased reliance on brand loyalty creates other potential benefits for consumers:

It levels the playing field
Brands are no longer entrenched in their positions as market leaders, allowing new and upcoming competitors to also vie for the hearts and minds of consumers. This ultimately means better products and more experimentation, and less blind loyalty to the brands of the old guard.

It motivates brands to listen
Brands can use the power of big data to monitor consumer preferences, and to react accordingly. Further, with the emergence of social media, consumers can be heard – and brands can respond to these concerns directly.

It encourages healthy competition
Product quality is more important than gaining emotional affinity. As a result, substandard products will not last long on the shelves.

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Advertising

The World’s 100 Most Valuable Brands in 2019

Technology brands account for 20 of the world’s 100 most valuable brands in 2019, combining for a whopping 43% of total brand value.

Published

1 month ago

June 17, 2019

Jeff Desjardins

The World’s 100 Most Valuable Brands in 2019

Brand equity can be a challenging thing to build.

Even with access to deep pockets and an innovative product, it can take decades of grit to scrape your way into the mainstream consciousness of consumers.

On the path to becoming established as a globally significant brand, companies must fight through fierce competition, publicity scandals, changing regulations, and rapidly-evolving consumer tastes – all to take a bite from the same piece of pie.

Cream of the Crop

Today’s visualization comes to us from HowMuch.net, and it showcases the 100 most valuable brands in the world, according to Forbes.

Here are the powerful brands that sit at the very top of the list:

Rank	Brand	Brand Value ($B)	1-Yr Value Change	Industry
#1	Apple	$205.5	+12%	Technology
#2	Google	$167.7	+27%	Technology
#3	Microsoft	$125.3	+20%	Technology
#4	Amazon	$97.0	+37%	Technology
#5	Facebook	$88.9	-6%	Technology
#6	Coca-Cola	$59.2	+3%	Beverages
#7	Samsung	$53.1	+11%	Technology
#8	Disney	$52.2	+10%	Leisure
#9	Toyota	$44.6	+0%	Automotive
#10	McDonald's	$43.8	+6%	Restaurants

It should be noted that the list is ordered by brand value, a measure that tries to calculate each brand’s ultimate contribution in financial terms to the parent company. You can see that full methodology here.

Finally, it’s also worth mentioning that brands with only a token representation in the United States have been excluded from the rankings. This means companies like Alibaba or Vodafone are not represented in this particular visualization.

Tech Rules Again in 2019

For another straight year, technology dominates the list of the 100 most valuable brands in 2019 – this time, with six of the top seven entries.

Most of these brands saw double-digit growth in value from the previous year, including Apple (12%), Google (27%), Amazon (37%), Microsoft (20%), and Samsung (11%). The one notable exception here is Facebook, which experienced a 6% drop in value attributed to various struggles around the company’s reputation.

Here’s a look at how industries break down more generally on the list:

Industry	# of Brands	Brand Value ($B)
Total	100	$2,231.9
Technology	20	$957.6
Financial Services	13	$198.1
Automotive	11	$208.9
Consumer Goods	10	$123.8
Retail	8	$133.0
Luxury	6	$124.1
Beverages	4	$49.3
Diversified	4	$56.8
Alcohol	3	$69.8
Apparel	3	$34.7
Business Services	3	$33.5
Restaurants	3	$73.0
Telecom	3	$24.3
Heavy Equipment	2	$36.7
Leisure	2	$19.8
Media	2	$34.8
Transportation	2	$41.1
Tobacco	1	$12.6

As you can see, technology brands make up 20% of the list in terms of the number of entries – and a whopping 43% of the list’s cumulative valuation.

In total, technologies brands combined for $957.6 billion in value. Even when including Facebook’s recent drop, this is an impressive 9.7% increase on last year’s numbers.

Will the double-digit increases for the world’s largest tech giants continue into 2020, or are brands such as Amazon and Google going to start seeing the same type of pushback that Facebook has grappled with among consumers and regulators?

Advertising

This Giant List of 100+ Marketing Stats Reveals What Actually Works

This massive infographic uses 100+ marketing stats to highlight the tactics that are working in modern-day digital universe.

Published

3 months ago

April 25, 2019

Jeff Desjardins

In just the last decade, the marketing world has been dramatically transformed.

Spending on digital media surpassed television ads in 2017, and now global digital spend is anticipated to top $333 billion this year.

As a result, today’s entrepreneurs and small businesses are starting to think about marketing in almost exclusively digital terms – and to have a successful online strategy, it’s important to see the data on what tactics are actually working.

Visualizing 100+ Marketing Stats

Today’s infographic comes to us from Serpwatch and it highlights seven of the most important digital marketing trends to keep an eye on this year.

Along the way, it highlights over 100 useful marketing stats that help to reveal the strategies and tactics that maximize ROI in the online arena.

This Giant List of 100+ Marketing Stats Reveals What Actually Works

It’s well known that digital media tactics – such as using social media, SEO, search, email, and content marketing – all offer unprecedented levels of analytics, customization, and segmentation for the modern marketer.

However, with so much to think about when using these techniques online and at scale, they can also be quite overwhelming.

Luckily, the above list provides some marketing stats that stand out in potentially helping businesses make the most out of their digital campaigns.

Stats That Stand Out

Here are some of the marketing stats from the above list that we thought stood out the most, for each category:

Search:
The top five search results for a keyword on Google get 70% of the clicks.
Social media:
80% of B2B leads come in through LinkedIn vs. 13% on Twitter and 7% on Facebook.
Video marketing:
Video will represent 82% of all internet traffic by 2021.
Cold email marketing:
Emails sent between 10-11am have the highest open rates. Tuesday is the best day to send cold emails.
Paid advertising:
The mobile ad blocking rate has increased 90% year-over-year.
Lead generation:
61% of marketers say generating traffic and leads is their top challenge.
Content marketing:
47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.

Although the digital marketing space is vast, the useful statistics above may help create some clarity for marketers trying to get the most out of their efforts in 2019 and beyond.