Monday, July 16, 2018

The Full Monty: The Price of Loyalty – July 16, 2018

Loyalty takes work, and there are breadcrumbs to follow; how social platforms use A.I. to protect users; soon 50 percent of searches will be voice-based; customer experience is the new brand; social media may not be reflective of offline behavior; retail is growing by acquisition; Facebook's culture is deeply rooted; Twitter purged millions of locked accounts; consumers may be paying more for digital programming soon; five lessons learned from podcast advertising; Airbnb for camping; how to measure communications results; reading makes you a better person; plus the podcast pick of the week and more in the The Price of Loyalty edition of The Full Monty from Brain+Trust Partners for the week of July 16, 2018.

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Communications / Marketing / Business Strategy
Retail Apocalypse
Privacy / Security / Regulatory
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Top Story

Trust is undoubtedly one of the most talked-about and sought-after elements of corporate reputation. It forms the basis of everything that companies can or should do. And yet, many still struggle with it.

Another term that we hear a lot about these days is loyalty. Everyone seems to be trying to figure out just how to master customer loyalty. And more often than not, we tend to see this second item addressed independently. As in, unrelated to trust.

Well, trust and loyalty are inextricably linked. And to gain trust, you have to do things consistently and repeatedly, over time. And you need to deliver value to the customer in the process – meaning what's valuable to them, not to you.

Value can be expressed in many ways, including saving time or money, changing an emotional state, and more. But imagine if you approached it as a mutual benefit rather than as a transaction.

Some ideas on just how to do that can be found in Episode 38 of The Full Monty podcast, airing this Wednesday. If you'd like to follow along with the rest of this commentary, please be sure to subscribe on the player of your choice.

Artificial Intelligence / Autonomous

The latest in AI, machine learning, bots, and blockchain, mobility, and autonomous everything.

Aʀᴛɪꜰɪᴄɪᴀʟ Iɴᴛᴇʟʟɪɢᴇɴᴄᴇ / Mᴀᴄʜɪɴᴇ Lᴇᴀʀɴɪɴɢ

Aᴜᴛᴏɴᴏᴍᴏᴜs / Mᴏʙɪʟɪᴛʏ

Communications / Marketing / Business Strategy

Industry developments and trends, including advertising & marketing, journalism, customer experience, content, and influencer relations.

Sᴛʀᴀᴛᴇɢʏ / Mᴀʀᴋᴇᴛɪɴɢ / Cᴏɴᴛᴇɴᴛ

  • Customer experience is the new brand, according to Shep Hyken. Be it customer service, product quality or just the way the customers feel about the companies they do business with, customer experience rises to the top of whether or not the customer will decide to keep doing business with a brand. Today, 89% of companies compete on customer experience.
  • When you can't even deliver on the basics of what customers expect today, Mitch Joel wonders why are you focusing on the future
  • How to transform into a modern marketing department: CMOs and marketing leaders are in a prime position to determine what internal changes must be made to propel a transformation effort forward.
  • Of every dollar spent on automated ads, only 40 cents reaches the site selling the space. Some big advertisers think blockchain is the answer to reducing digital spending waste.

Jᴏᴜʀɴᴀʟɪsᴍ / Cᴏᴍᴍᴜɴɪᴄᴀᴛɪᴏɴs / Rᴇᴘᴜᴛᴀᴛɪᴏɴ

The 4th annual Digital Summit Detroit is coming up Sept 12-13. Keynotes
include Chelsea Handler, Scott Dikkers (Founder of The Onion), and Evernote CMO Andrew
Malcolm. Plus over 50 in-depth digital marketing sessions led by brands including
Waze, BuzzFeed, Jaguar, Discover, Salesforce, and more.
Register with promo code MONTY and get $50 off your pass.

Retail Apocalypse

Humans are a transactional species, and the practice — if not the very notion of what retail is  is undergoing a historical metamorphosis. 

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Want to know what 500 marketers (budgets up to $10 million) believe and how those beliefs influence their behaviors when it comes to hiring and firing agencies just like yours?

Don't miss this FREE 16 page report, full of information, insight and guidance on how to best approach prospects based on the findings.

Some of the results are going to really surprise you.

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News to know about relevant social, virtual, and augmented reality platforms that may affect your business.

Fᴀᴄᴇʙᴏᴏᴋ / Iɴsᴛᴀɢʀᴀᴍ / WʜᴀᴛsAᴘᴘ


  • Twitter is testing Promoted Trend Spotlight ads that put a banner with a GIF or image background atop Explore content for the first two visits that day. It took long enough for 1990s banner ads to come to Twitter. You can't teach the ad industry new tricks.
  • Twitter pledged confidence in follower counts as the company removed locked accounts that hadn't been validated. These are not exactly the same as spam or bot accounts, but are typically not in the control of the account creator.
  • Larger accounts saw a big drop-off of followers: Twitter's own account lost 7.5 million followers (a 7.5% drop), and the 100 most-followed accounts saw on average a 2% drop. In one case, we saw a social media "guru" who clearly bought many of his followers drop by 34% – from 68K to 45K followers.
  • An analysis of the impact of the purge on elected officials on Twitter by BrainTrust Insights.


  • A number of social media platforms are experimenting with augmented reality ads that let shoppers see what products look like before they buy – how a piece of furniture looks in a room, how glasses look on their face, etc. Snapchat, Facebook, Amazon, and Google are among the early adopters.
  • A behind-the-scenes account of Google, arguably the most important company on the internet, via an excerpt from Valley of Genius: The Uncensored History of Silicon Valley (as Told by the Hackers, Founders, and Freaks Who Made It Boom), published by Twelve.


The latest in the world of streaming video, audio, and the advertising, pricing and bundling models related to them.




Privacy / Security / Regulatory

Business disruptions in the legal, regulatory, and computer security fields, from hacking to the on-demand economy and more.
So many stories in this section this week – more available in our Flipboard magazine.

Pʀɪᴠᴀᴄʏ / Sᴇᴄᴜʀɪᴛʏ / Hᴀᴄᴋɪɴɢ

    Rᴇɢᴜʟᴀᴛᴏʀʏ / Oɴ-Dᴇᴍᴀɴᴅ Eᴄᴏɴᴏᴍʏ

    Measurement / Analytics / Data

    The future is not in plastics, but in data. Those who know how to measure and analyze it will rule the world.

    Mental Nourishment

    Other links to help you reflect, improve, or simply learn something new.
    “First we make our habits, then our habits make us.” 
    — Charles C. Nobel

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