IAB Finds Second-Half Ad Spending Better Than Planned, Full-Year Significantly Worse (mediapost.com)

Omnichannel success is all about breaking down barriers between channels and building cooperation. Every company that strives for omnichannel success is trying to change from being company-centric or channel-centric to being customer-centric. In a channel-centric company, one channel typically dominates the others. In this business model, the company is more important than the customer; everything revolves around improving sales and making more money for the company. Retailers think first and foremost of their stores; other channels are an afterthought. Pure-play catalog or ecommerce companies concentrate only on their method of selling. A customer-centric business is totally oriented toward the customer. Customers decide when, where, and how they wish to shop with the company. From the customer’s perspective: *The customers control the relationship. *Customer service is seamless across all channels. *Customers see a single face/identity/voice/brand from the company, regardless of channel. *Customers have the feeling that the company cares about them and works for their loyalty. *Most if not all merchandise is available from all selling channels.

As marketers, we work really hard to make buyers aware of us, and even harder to make them buy from us. Now, we're faced with the ongoing challenge of how to keep them coming back. The real question is: How do we make them loyal? How do we turn them into brand advocates? Want to create brand loyalty? Think of marketing, branding, and customer experience differently. Watch video at: https://www.jschmid.com/blog/the-holy-grail-brand-loyalty/

CPG behemoth P&G saw its stock value increased today on the strength of its earnings report for the quarter ending with December, 2023, which included a 4% increase in organic sales. The company made it clear it considers its marketing investments an important ingredient in its growth. In an investors relations call, P&G Chairman, President and CEO Jon Moeller described the company’s strategy as being focused on “superior innovations that are driven by deep consumer insights.” He cited products such as Charmin Smooth Tear Ultra Soft and the Gillette Labs razor as examples of such innovation.