SNAPSHOT: Trends to Check Out This Week

Posted by Mitchell Communications Group on September 14, 2016

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Are you looking for a quick dose of industry trends?

Our Research and Insights Team has rounded up can't miss articles and hot trends you want to check out -- all in one handy snapshot.

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” – Warren Buffet
 
 
Stop. Read. Learn.  Here are five things to think about:
 
1. Many iPhone Users May Wait for iPhone 8 to Upgrade
 
While Apple’s release of iPhone 7 has drawn eMarketer_iphone.gifattention, some excitement has waned because of lack of new features. eMarketer predicts that many are likely waiting for the iPhone 8, which will be significantly different and worth the upgrade. According to eMarketer, 51% of U.S. iPhone owners say they would trade in their current phone for the latest model. iPhone users account for 43.5% of all smartphone users in the country, compared to Android’s 52% of the user base.
 
Frequency with Which US Smartphone Owners Purchase a New Smartphone, by Gender and OS, June 2016 (% of respondents in each group)
 
– eMarketer, Will Smartphone Owners Line Up for Apple’s iPhone 7?
 
 
2. Starbucks recently released inspirational content series
 
Starbucks recently unveiled its first content series “Upstanders,” available via written stories, videos and podcasts.  The series highlights 10 positive and inspiring stories from across the country. Examples include a town in Michigan where residents have banded together to give every high school graduate a college scholarship, and a man who employs autistic individuals to work at his car wash. "This isn't branded content trying to promote the Starbucks brand or product," said Rajiv Chandrasekaran, Starbucks executive producer and a former editor at the Washington Post, who wrote and produced the series with Mr. Schultz. "This is storytelling in the public interest, but brought to you by a Fortune 500 company." Click here to see the series.
 
– AdAge, Starbucks Unveils Content Series ‘Upstanders’
 
 
3. Behaviors brands should avoid on social media
 
It is important for brands to be active but not overly promotional on social media – this is a finding from a recent study by Sprout Social. Posting too many promotions is the most annoying thing that brands can do on social media, cited by 58% of survey respondents. At the same time, 85% of survey respondents say they need to see a product multiple times on social media before they’ll buy it. Tweeting too much is a turn-off (35%), but almost one in five say if a brand is too quiet it would make them unfollow. Clearly there is a delicate balance that brands must find when it comes to their social media approach.
 
These social media behaviors are turning off your followers
 
– Retail Wire, These social media behaviors are turning off your followers


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4. Email marketing should be personalized to each recipient
 
Nicole Oliver, director of brand experience at U.S. online eyewear retailer Coastal.com, had some insightful things to say about email marketing in an interview with eMarketer. Her company uses a personalized approach, building out predictive programs to use the data that the company has on its customers to predict where they are in their customer cycle. Coastal.com also looking at metrics to determine what time of day is best to send depending on region, age, device and more. “Our email program is not about chasing that immediate sale or driving that pure revenue play. Instead, we want to be present at the right point in the journey. The No. 1 goal is to get the customer right every time and build an adaptable program that evolves through each customer’s journey,” Oliver said.
 
– eMarketer, Email Is Not a ‘Blanket Solution,’ but a Way to Tailor Messaging for Each Customer
 
 
5. SXSW panel discusses the future of buying food
 
Check out this SXSW panel video that provides some spot-on insights into food trends. The written intro to the video states: “Decades ago, the channels to get food were limited. Now, grocery stores are adding restaurants, restaurants are installing grocery shelves, chefs are selling their recipes to meal kit companies and delivery startups are opening so-called dark kitchens, which are restaurants whose food you'll eat but whose location you'll never see. The food economy is expanding at a breakneck pace because these lines are blurring. The question is: Can we keep up?” Although this was recorded into 2015, the topics discussed are still extremely relevant. The panel makes the point that trends develop over time – for example, there is an example about “Blue Apron,” a trend that was discussed then but that is really gaining momentum now.
 
– SXSW Panel Picker, Grocerants, Dark Kitchens and the New Food Economy
 
 

What's on your Hot List this week?
 

Topics: trends