Enabling the Consumer Voice
Mary Meeker’s Internet Trends Report never ceases to ignite conversation and drive reflection across the industry on what the future of the Internet means for marketing. There’s no shortage of highlights and key slides, but one that really stood out came from Candace Payne’s Facebook Live video.
When Candace Payne put on the Chewbacca mask on Facebook Live, the Internet was like a powder keg ready to explode. The Facebook Live video drove 153 million views, but what’s more powerful is what it did for the Kohl’s brand, which was only mentioned twice in the video.
Kohl’s quickly became one of the most talked about brands out there, and more importantly for the brand, the Kohl’s app became the leading app in the iOS App Store.
All of this is important because Kohl’s had nothing to do with making this happen, but it certainly became the primary beneficiary (which they capitalized on). All of this points to a golden rule of marketing that’s been true since the beginning of communication. Buyers want information from each other, and in an era of constant connectivity that information from other buyers is near infinite and always available, allowing buyers to go into a purchase with near perfect information. The one voice that’s left out of that conversation is that of the brands themselves.
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