The Beat | May 6, 2022
Consumers trust hangs by a thread: Adobe Trust Report 2022, McDonalds and BK accused of false advertising and more
Running a killer Marketing campaign is the best, isn't it? But it's useless if you are unsure that your audience in fact wants to receive that communication, and if expectations are aligned with what they will receive. Otherwise... forget it. Trust between brands and customers is hanging by a thread. As you’ll see in this issue by reports and cases involving fast-food giants Mcdonald's and Burger King, misdirected advertising or lack of transparency can ruin everything. But we’re not going to let this happen to your brand, of course. The Beat is here to save you from this trap!
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Consumers are more demanding and suspicious. I hope this issue can lead you to the best way to do assertive Marketing, using data in a win-win way with your customers, which wins the heart and trust of your audience. We’ll also bring you an awesome podcast episode and an article about why companies like Airbnb (and Rock Content!) decided to be remote-first. Hope you enjoy The Beat!
Vitor Peçanha, co-founder of Rock Content.
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Article
Nearly half of users turn away from brands due to incorrect targeting. How can you escape this trap?
By Alina Neves
Global Customer Experience Analyst
Thinking about sending out an Email Marketing of product offer to your entire general base? Think again. Irrelevant Marketing is driving customers away, according to recent research. The numbers are alarming: wrongly targeted communication made 42% of people unsubscribe from the brand’s Marketing lists and another 24% blocked the brand on social media. We dove deep into this research and explained what you need to do to NOT be that kind of brand.
18%
Tech
15%
Media
13%
Finance
9%
Sercices
6%
Retail
When was the last time you listened to a podcast? If you are in the U.S. and answered within a week, you belong to the 24% of the population (68 million) who listen to podcasts on a weekly basis. That’s why companies are placing more and more ads in this format.
The top 5 categories accounted for 57% of total podcast spend for the year:
Source: MediaRadar
49%
Were targeted with irrelevant Marketing in the past six months
42%
Decided to immediately unsubscribe to all of the brand’s lists
24%
Went further and decided to blocked the brand on social media
22%
Were so upset that decided not to purchase from the brand again
Yep. People don’t want to waste time with stuff they didn’t ask to receive.
You certainly don't want to be the brand that gets blocked for sending a product to the wrong persona, right? Read the full article to learn how to get out of this trap.
Yep. People don’t want to waste time with stuff they didn’t ask to receive.
49%
Were targeted with irrelevant Marketing in the past six months
42%
Decided to immediately unsubscribed to all of the brand’s lists
24%
Gone further and decided to blocked the brand on social media
22%
Were so upset that decided not to purchase from the brand again
You certainly don't want to be the brand that gets blocked for sending a product to the wrong persona, right? Read the full article to learn how to get out of this trap.
Article
People are concerned about how companies are using their data, Adobe Trust Report 2022 shows
By Bárbara Greggio
Global Customer Experience Analyst
Global Customer Experience Analyst
Incorrectly targeted advertising can mess with your consumer's trust in your brand. But there's something that can make this relationship even worse: data. More than two-thirds of consumers say they will stop purchasing from a brand that mishandles their data, according to the Adobe 2022 Trust Report. Is it possible to build an ecosystem of trust when it comes to collecting personal data? We dig into that in the full article. Check it out.
THE BAD PICTURE
76%
Would stop purchasing from a brand that uses data without their permission
69%
Say they would no longer be interested in purchase from a brand that has a data breach
65%
Believe the information collected benefits only the company, not the consumer
But there is light at the end of the tunnel: 62% of consumers say well-timed and personal content significantly boosts trust. And 54% say creative content elevates their trust in one company over another. So… what kind of relationship are you looking for with your consumers? Read the full article to understand how to manage that.
Article
Why McDonalds and Burger King are being accused of false advertising in Brazil
By Rasna Jacob
Partner Success Analyst
Partner Success Analyst
Less than a month after launching a new sandwich with rump cap in Brazil, McDonald's had to remove all of them from circulation after being accused of false advertising. People found out that the hamburger was not made with real rump cap, but with an artificial rump-flavored sauce. Not long afterward, Burger King was also accused of the same, as their rib burger was also not made from real ribs. What do these cases from the two fast-food giants teach us about Marketing? A simple important lesson about setting expectations with your consumer. We explain it all in the full article. After all… it’s about Marketing, but it’s also about trust.
Article
Why McDonalds and Burguer King are being accused of false advertising in Brazil
By Rasna Jacob
Partner Success Analyst
Partner Success Analyst
After less than a month of launching a new sandwich with rump beef in Brazil, McDonalds had to remove all of them from circulation after being accused of false advertising. People found out that the hamburger was not made with real rump beef, but with an artificial rump-flavored sauce. Not long afterward, Burger King was also accused of the same, as their rib burger was also not made from real ribs. What do these cases of the two fast-food giants teach us about Marketing? A simple important lesson about setting expectations with your consumer. We explained all about it in the full article. After all… it’s about Marketing, but it’s also about trust.
Podcast
A Dispatch From The Future of Social: 2022 Social Media Trends and Dynamics
When it comes to Social Media Trends, we must follow true authorities in the business. That's why for this podcast episode we invited Hootsuite to break down their annual Social Trends report, 2022 edition, to help lead your way! Prepare yourself for great insights!
Special Guest
Sarah Dawley
Senior Manager Content at Hootsuite
As the Senior Manager of Content at Hootsuite, Sarah leads the research and analysis of Hootsuite’s global trends report. She brings over a decade of experience in strategy and copywriting, and was a social media manager for some of Canada's largest media organizations prior to joining Hootsuite. Sarah manages Hootsuite's in-house team of copywriters and content creators, defining and articulating how social media is impacting brands, marketers, and consumers.
Article
Airbnb announced remote-first job policies. How does it help companies and employees?
By Logan Hillen
Business Development Representative
Business Development Representative
A recent survey says that 72% of workers now prefer a flexible work model over returning to office full-time. In response to this trend of newfound flexibility, Airbnb announced an approach to allow employees to live and work anywhere. Rock Content also believes and lives this on a daily basis, having Rockers all around the globe, as a remote-first company. In this article, we will look at the benefits of this type of policy, both for the company and the employee, directly from the point of view of a remote-first worker and our HRBP.
Quote of the week
"Care less about what you have to say, and more about what they understand. The goal isn’t to impress, but to understand."
Titania Tran,
in her speech after receiving the award for 2022 Creative of the Year at Ad Age's A-List and Creativity Awards gala in New York.
Quote of the week
"Care less about what you have to say, and more about what they understand. The goal isn’t to impress, but to understand."
Titania Tran,
in her speech after receiving the award for 2022 Creative of the Year at Ad Age's A-List and Creativity Awards gala in New York.
All done!
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