UN 282 - IJRM. Consumers & Anthropomorphic Products.

In today's podcast interview, we delve into the complex world of business-to-business (B2B) sales dynamics with Dr. Jeff Johnson, Associate Professor of Marketing at UMKC's Henry W. Block School of Management. The focus of our discussion centers on the challenges B2B salespeople face when selling into a buying center, especially when encountering dissent among group members. His insights shed light on the intricate dynamics of B2B sales and offer practical guidance for navigating dissent within buying centers. By understanding the nuances of dissent and employing adaptive strategies, sales professionals can enhance their effectiveness and drive successful outcomes in B2B sales engagements.

In the realm of entertainment marketing, creativity serves as the backbone of success, yet managing creative teams to produce inventive work within business objectives, budgets, and deadlines demands a delicate balance of freedom and structure. Scott Edwards, EVP at Fox Entertainment and head of creative advertising, provides valuable insights into effectively managing creative processes, fostering innovation, and maintaining team cohesion to deliver impactful campaigns aligned with business goals. Effective creative management entails navigating the complexities of entertainment marketing by fostering a culture of trust, empowerment, and innovation, allowing teams to deliver campaigns that captivate audiences and drive business success.

Addressing the complex issue of long-term unemployment requires a multifaceted approach that addresses systemic biases, provides support networks for job seekers, and promotes policies that foster economic resilience and opportunity for all individuals. By raising awareness and working collaboratively, we can strive towards a more inclusive and supportive society for those navigating the challenges of unemployment.

Today we’re speaking with Professor Ofer Sharone, a sociologist at UMass Amherst and author of "The Stigma Trap," we delve into the complex issue of long-term unemployment. The conversation shed light on various biases and challenges faced by individuals navigating the job market after experiencing extended periods of unemployment.

Click here to purchase The Stigma Trap 

In today's episode, we're joined by MaryLeigh Bliss, the Chief Content Officer at YPulse, the leading authority on Gen Z and millennial opinions and behaviors. MaryLeigh provides invaluable insights into the latest trends in media consumption among young consumers and what it means for industry professionals aiming to capture their attention. From streaming preferences to the impact of diversity in content, she offers a comprehensive analysis of the ever-evolving entertainment landscape.

Today’s guest is Evan Shapiro, a prominent figure in the media industry, known for his candid insights and extensive experience. He shares valuable perspectives on the media landscape, marketing, and the need for change. 

The conversation sheds light on the complexities and challenges facing the media industry today. From fostering authenticity to embracing diversity and adapting to changing consumer behaviors, Evan offers valuable guidance for navigating the evolving media landscape. As the industry continues to evolve, his forward-thinking approach serves as a beacon for those seeking to thrive in an ever-changing environment.

Today’s episode features Samuel Stäbler, an assistant professor of marketing at Tilburg University in the Netherlands, and Alexander Edeling, an associate professor of marketing at KU Leuven in Belgium. They've investigated the effects of layoff announcements on consumer brand perception. Together they discuss the multifaceted relationship between layoffs, brand perception, and corporate communication strategies. By understanding the nuances of consumer behavior and the role of communication in shaping brand perception, companies can navigate layoffs more effectively while safeguarding their brand reputation in the long run.

In today’s interview Bjorn Thorleifsson, the Head of Research and Insights at amp Sound Branding, delves into the importance of sound in marketing, specifically focusing on sonic branding. He provides valuable insights into how marketers should be thinking about leveraging sound, emphasizing its emotional impact, cross-cultural relevance, and the need for a flexible and holistic approach. As technology continues to evolve, brands that invest in creating a distinctive and memorable sonic identity are likely to leave a lasting impression on consumers.

Some key takeaways:

• The Rise of Sensory Marketing: With the advent of technology like smart speakers and platforms such as TikTok, sensory marketing is becoming increasingly crucial. Brands are now thinking beyond campaign-driven sound and exploring how to create brand equity through a holistic approach to sound.
• The Emotional Impact of Sound: Sound has a unique ability to affect emotions quickly and deeply, often faster than visuals. Bjorn compares it to being a "highway to our emotions," making it a powerful tool for marketers to connect with consumers on an emotional level.
• Sonic Branding vs. Sound: Sonic branding involves using music and sound to benefit companies, creating a recognizable brand identity through sound. It goes beyond a simple sound logo, aiming to build memory structures for the brand through a more holistic and flexible sonic identity.
• Sharing Sonic IP: Unlike visual IP, releasing sonic elements can create a sense of community and engagement.
• Holistic Approach to Sonic Branding: Sonic touchpoints vary for each brand and can include elements like hold music, message notifications or payment confirmation. UX UI sounds, such as notification sounds, can be crucial for building brand recognition.
• The Durability of Sonic Branding: Sonic branding has a long-lasting impact, creating memories that can be recalled even after years. Nostalgia plays a role, but flexibility allows brands to adapt and resonate with new generations.

In today’s episode, MaryLeigh Bliss, the Chief Content Officer of YPulse, dives into the dynamics of social media and its significance for brands aiming to connect with young consumers. 

Key takeaways:

On Beyond TikTok. While TikTok remains a dominant force, your social media playbook isn't solely a TikTok playbook. Young consumers, on average, use six social platforms.

The Next Big Thing.  Experiment with new platforms ... but don't put all of your eggs into the latest trend basket.

All About Authenticity. Timeliness matters. Empower your social media teams to adapt, respond, and take advantage of platform trends.

 One and Done? Maybe. It's better for brands with limited resources to excel on one platform authentically than to spread thinly across multiple platforms.

X Doesn't Mark the Spot. It’s ok to forget about X, but not text. Use your words in the comments sections of other platforms. 

Regular People Resonate. Leveraging user-generated content and spotlighting regular people's posts in advertisements or social media feeds resonates well with young consumers.

It’s Not Your Intern’s Social Media Team.  Social Media is *the* place where consumers (13-39 y/o) report seeing advertisements that made them decide to make a purchase. Staff this vital part of your marketing team with experts who understand each platform.

In today’s podcast, global marketing and innovation expert Professor Stefan Stremersch offers insights into a holistic ideation process, balancing customer-centric approaches, diverse ideation sources, and the evolving role of AI. As businesses navigate the innovation landscape, understanding consumer perceptions and strategically implementing generative AI tools can shape the future of ideation and market success.

In today’s episode MaryLeigh Bliss, Chief Content Officer at YPulse, delves into their latest tracking report on young consumers' gaming behaviors, challenging myths and exploring the profound impact of gaming on their lives. 

Myths Busted:

• Gaming is a Male-Only Activity. False. Both genders engage in gaming, with 98% of young men and 92% of young women participating.
• Gamers Are Hardcore Enthusiasts. False. Self-identifying as a gamer doesn't necessarily correlate with how frequently one plays. While 95% of young people play video or mobile games, only 66% identify as gamers.
• Gamers Are Only Interested in Violent Games. False. The gaming landscape is diverse, with top games including violent (Call of Duty) and non-violent (Candy Crush, Roblox) options. The notion that gamers exclusively prefer violent content is outdated.
• Gamers Are Socially Isolated. False. Gaming fosters social connections, with 73% of self-identified gamers stating that video games help them be social. Titles like Fortnite and Roblox enable virtual socializing and friendships.
• Gaming is a Passive Activity, Like TV. False. Gaming is an active, immersive experience requiring constant engagement. Unlike TV, second screening is challenging, offering brands a unique opportunity for focused consumer attention. Young people are open to brand presence in gaming spaces if done authentically, enhancing rather than disrupting the gaming experience.