In praise of marketing rebellions

The third rebellion

  • Trust in companies, brands, and ads have declined for 10 years. Consumers are not making their decisions based on company communications. They are deciding based on their own networked communications.
  • Research backs this up. Two-thirds of our marketing … is not our marketing. It’s happening through offline and online conversations, user-generated content, reviews, and influencers.
  • We are approaching an end of customer loyalty. Across a wide number of industries, just 17 percent of our customers are loyal. In fact, McKinsey suggests investing in sales funnels and loyalty programs is a waste of time.

Marketing rebellions and moving forward

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