This is maybe not the thing to say in a time of inflation when It’s Been 30 Years Since Food Ate Up This Much of Your Income:
We’ve got to reach the consumer where they are, so we’re advertising about cereal for dinner. If you think about the cost of cereal for a family versus what they might otherwise do, that’s going to be much more affordable.
It does not matter if this is factually accurate or not, your consumer’s aren’t pleased that this is where they’re at. And Frosted Flakes don’t exactly align with the surging wellness trend.
after the spike in online shopping ignited by the 2020 Covid quarantine, the e-commerce share of all retail sales had shrunk to less than 15% in the third quarter of 2023. Over the past four years, the e-commerce slice of retail industry revenue has gained by only 0.5%.
But, as this Forbes piece, ecommerce is becoming more and more enmeshed in the full retail ecosystem. It is no longer siloed off.
Apps power in-store shopping. In-store returns trigger on-site purchases. Ecommerce discovery turns into in-store purchases.
Just like most things digital these days, it’s omnichannel.
According to the Dotdash Meredith CEO:
“if you cannot show performance, you are dead.” The evolution of advertising and how people interact with those ads has caused a shift to bottom-up priorities, instead of top-down.
Spotify has big goals for its ad product
The long-term aspiration, as stated by CEO Daniel Ek, is for advertising to generate 20% of the company’s revenue. The longer-term goal on top of that, according to Couchman, is reaching $10 billion in ad sales.
Some quotes from Dave Gerhardt on the Marketing Against The Grain podcast:
You say small business, mid market, and enterprise, internal. External that often means nothing.
The way you speak about what you do matters. Use your customer’s language, not your internal business speak.
People buy products when they say, “oh, interesting, this company looks like mine, I’m going to use that product.”
This is making the case for case studies.
Or, as Seth Godin says: People like us do things like this.