This is a bite-sized portion of The Full Monty, the weekly publication from Brain+Trust Partners that exposes you to virtually everything you need in business intelligence at the top of every week. If you'd like the entire publication, sign up for email updates to make sure you don't miss a thing. And please share this with your colleagues if you find it valuable.
This Week:Reputation matters, and what drives reputation should drive you; more digital budgets ahead; Facebook and Google continue their duopoly; age discrimination in tech; solving for expensive online subscriptions; the challenges and decisions related to digital transformation; Twitter is getting serious; marketers are skeptical of Snapchat; Uber's executive woes; Intel goes mobile; voice isn't all that; Pandora battles Spotify; who is rocking customer experience; a bad vibe about sensitive data; how drivers milked a company over a missing Oxford comma; and more in the broken bracket edition of The Full Monty. And don't forget to subscribe to The Full Monty podcast, and check out where Brain+Trust is speaking this week (final section below).
- The 2017 ranking of the world's most reputable companies is out, from the Reputation Institute. The most important driver of corporate reputation by far is perception of quality, followed by have a positive influence on society, behave ethically, and be fair in the way it does business. And in case you were wondering, the top 5 companies are: Rolex, LEGO, The Walt Disney Company, Canon, and Google.
- Small businesses in the U.S. are moving more of their budget to digital, including mobile, social, video and search. According to the January 2017 study by Thrive Analytics, 40% of U.S. SMBs said they plan to increase spending on digital media.
- Some key things to know about digital video: (1) digital video continues to outperform display ads; (2) U.S. digital video viewership will continue to grow through 2021; (3) social and messaging platforms want video ad dollars.
- Digital advertising spending is projected to rise 16% in 2017 to $83 billion. Of particular note: Facebook's is increasing by 32% and Google's is increasing by 15%, with Twitter dropping by 4.7%. The duopoly tightens.
- Viacom, Turner and Fox have joined forces to launch OpenAP, a web interface where marketers can crunch data from various sources for television ad targeting on all three companies’ networks. The TV giants understand that they need to offer something to compete with the precision offered in the digital space.
- A discussion that emerged from SXSW: while there is much attention being paid to gender and racial diversity in tech, what about age discrimination? The unspoken rule of younger = better needs addressing, as the tech business is about more than just coding.
- Discors has developed a low-priced subscription of curated news from across a number of publications. For $4.99 a month, subscribers get a limited selection of stories from The New York Times, The Economist, The Financial Times, and more. They’re the latest trying to unlock the space between $0 and a full subscription.
- New research reveals a surprising level of distrust from women. More than 80% of women claim to distrust the news media, citing “inadequate fact checking” and “political bias” as the primary causes. And brand marketing didn’t fare much better—when asked about their trust in advertising, the response was similarly distrustful: 80% of women say they don’t trust ads.
- Gini Dietrich defends the PESO (paid, earned, shared, owned) model as an example for practitioners to follow for an integrated communications model.
- Digital transformation isn't easy (it's one of the services Brain+Trust Partners offers). It's more than digital marketing - it spans the business.
- Mitch Joel outlines some of the challenges associated with tackling digital transformation.
- Ultimately, digital transformation sits with the CEO, and McKinsey outlines seven decisions that that matter in digital transformation.
For updates on platforms, collaborative / autonomous / AI, VR/AR, audio, content / influencer marketing, privacy / security, analytics / measurement / data, and further reading, please see The Full Monty for March 20, 2017.
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Upcoming Brain+Trust Speaking Engagements
- Speaking at Social Media Marketing World 2017 in San Diego, March 22-24, 2017. (Scott)
- Keynote at Texas Society of Association Executives Tech Talks, March 30, 2017. (Tim)
- Keynote at Ragan's PR and Media Relations Summit in New York, April 5-7, 2017. (Christopher)
- Keynote at the CEO Communications Summit at Concordia University's John Molson School of Business in Montreal, June 13-14, 2017. (Scott)
- Can we speak for your organization? Drop us a line.