h1

MONDAY MORNING QUARTERBACK DIGEST #36

November 26, 2018

Monday Morning Quarterback Marketing Digest. Hope everyone had a great Thanksgiving like we did. Here are a few post turkey day thoughts on marketing and research for the week.

BAD GOLF GAME – AT&T and other big television distributors are refunding customers who paid to watch a showdown between Tiger Woods and Phil Mickelson. AT&T intended to use the pay-per-view event as a showcase of its new media capabilities since buying Time Warner. They shanked it. The online transmission didn’t work and many saw it for free. In fact, it’s unclear how many people paid to watch the match. Oh, if anyone cares, Mickelson won with a birdie on the 22nd hole, giving him the $9 million prize. Marketing Lesson: Make sure you can deliver what you promise, before you promise it!

HOW MUCH DO YOU KNOW ABOUT FACEBOOK LIVE? – Back in April 2016, Facebook launched a live video streaming service that lets anyone broadcast from their mobile devices straight to their Facebook News Feed. Since its launch, live video has exploded in popularity — particularly on Facebook Live, where according to Vimeo, 78% of online audiences are watching video on Facebook Live as of 2018. It’s no mystery why Facebook Live is popular: Videos enjoy a 300% engagement advantage to traditional videos shared on Facebook. Do you know how to use this tool? If not, we found a great guide that we can send you. Just let me now.

YOUR MARKETING FUTURE IS HERE – We have said often in this blog that you need to begin shifting your marketing to Millennials, even though Baby Boomers and Seniors still have the money. Millennials are now the largest demographic group and they are beginning to make a real impact. The 2018 midterm elections not only sent a record number of women to the House of Representatives – at least 102 in total, including 36 newly elected members, with a handful of races still to be called – but also significantly boosted the number of Millennials and Generation Xers in the lower chamber, according to a recent analysis. When the 116th Congress convenes in January, at least 26 House members will be Millennials (i.e., born between 1981 and 1996), up from only five at the start of the current Congress and six just before the Nov. 6 midterms. Marketing Lesson: No successful marketer is ignoring women or Millennials now.

THOSE DARN ALGORITHMS – They are all around us, utilizing massive stores of data and complex analytics to make decisions for us. They recommend books and movies for us to read and watch. They share news stories they think we might find relevant, estimate the likelihood that a tumor is cancerous and predict whether someone might be a criminal or a worthwhile credit risk. But despite the growing presence of algorithms, a Pew survey finds that the public is skeptical of these tools. At a broad level, 58% of Americans feel that computer programs will always reflect some level of human bias – although 40% think these programs can be designed in a way that is bias-free. And in various contexts, the public worries that these tools might violate privacy, fail to capture the nuance of complex situations, or simply put the people they are evaluating in an unfair situation.

IS GROWTH A GOOD GOAL? – Most businesses want to grow. We are working with a variety of companies setting goals for 2019. We have found that when you make growth the end-all-be-all, your bottom line, it can be at the expense of your customers. Some major companies have sacrificed long-term customer relationships for short-term gains. That’s why I enjoyed reading a HubSpot blog post that outlined their customer tenets. They believe their job is making customers more successful, building relationships by doing the right thing, and focusing on the long-term even when it’s not the easiest path. I totally agree. This week’s marketing goal: Develop your own customer tenets for 2019? Here’s HubSpot’s tenets, it is a good place to start.

1. Earn my attention, don’t steal it.
2. Treat me like a person, not a persona.
3. Solve for my success, not your systems.
4. Use my data, but don’t abuse it.
5. Ask for feedback, and act on it.
6. Own your screw-ups.
7. Help me help you, by helping myself.
8. I don’t mind paying, but I do mind being played.
9. Don’t block the exit.
10. Do the right thing, even when it’s hard.

Until next week, enjoy holiday shopping.

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out /  Change )

Google+ photo

You are commenting using your Google+ account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: