This week, Apple turns its email marketing cart upside down, LAY'S and Uber Eats think outside the box together, and a new survey reveals what consumers want from brands — and who gets to hear their feelings. .
Apple ignores email
At the Worldwide Developers Conference (WWDC) last week, Apple announced a new email privacy protection program that will prevent pixels from tracking emails. That means companies that send email ads will no longer be able to track recipients through their IP addresses to learn about their web behavior to deliver content throughout their internet journey. .
“Some journalists believe that… Apple is currently pursuing the digital, stream, and niche advertising business, which will not end well for newsletter publishers,” according to the report. TechRadar .
WHY IS THE PROBLEM: Apple says it only follows emails with paid advertising . That set may include email newsletters (full details on the program's future have not been released). Regardless of what Apple ends up doing, take this news as the latest reminder to be open with your audience about how you use their data. On your email signup page, be transparent about the data your brand collects and all the ways it will be used. If that makes you feel too transparent, rethink your data strategy yours. When Basecamp releases its email service last year, it didn't use a tracking pixel — and promoted that fact to its audience.
LAY'S think outside the bag for promotion
In a unique brand partnership, Uber Eats created a non-existent restaurant in Amsterdam to feature LAY'S "Iconic Restaurant" flavors based on KFC, Subway and Pizza dishes Hut. Diners who can't eat at their favorite restaurant because of the pandemic can at least order the restaurant-themed fries. Uber Eats delivered orders in the restaurant's iconic packaging — KFC crates, Subway foot-long sandwich wrappers, and Pizza Hut pizza boxes. The chips sold out in two days.
And, of course, chip-at-home diners took to social media to To share their delightful pleasure.
WHY IS THE PROBLEM: LAY'S and Uber Eats partnership is incorrect content marketing (although video ads and social sharing are closer.) Still, it's a worthy example for brands to think outside (or inside it in the case of Pizza Hut) and connect to have great partnerships.
Want to try it? Look for organizations that have an audience similar to yours but don't compete with your brand. What content can you offer that fits their “packaging” or makes sense for distribution across their channels (or vice versa)?
TIP: LAY'S and Uber Eats could earn an extra star if they explain whether chips are sold in stores or why they chose three restaurant brands. Insights make for a better story and let your audience know what you want them to do next.
Get unique creative inspiration from @LAYS chips wrapped like a @Subway sandwich, a @KFC bucket filled with KFC flavored fries and @pizzahut flavored crisps in a pizza box via @ CMIContent. #WeeklyWrap Click to Tweet
Consumers consider brand equity to be important
Repeat of 2021 Consumer sentiment poll shows that 87% of consumers say they are more receptive to a brand's message when they know the company's beliefs and values.
Why? Sixty-two percent say it makes them feel more confident in the brand, while 44% say they feel like they know the brand's authentic identity better and 34% more trust the item. brand purpose.
Among other results, consumers reveal who they share their brand experiences with:
- 67% notify recommendations to friends and family
- 51% share their alerts with friends and family
- 29% put on social media to express their satisfaction
- 21% share their displeasure on social channels
WHY IS THE PROBLEM: The survey results reinforce the wisdom of content marketing strategies that focus on building relationships based on shared values. Yes, social media gets a lot of attention. But these results point to more important aspects of content marketing to watch out for – transparency about your brand trust and foster one-to-one connections (that is, ask your audience to share your content, forward your newsletter to their colleagues, friends, or family).
Try including your company values and mission statement at the end of each news . To incentivize your audience to share your content with their connections, create a content sharing incentive program that encourages friends and colleagues registration to receive your newsletter, etc.
Cover photo of Joseph Kalinowski / Content Marketing Institute