Maryanne Conlin

Articles by Maryanne All articles by Maryanne

• The Power Of The Pubescent in Marketing: Green on 02/04/2015
  

  When we talk about marketing green, we tend to focus on selling to mature consumers, that is, adults. In reality, the consumer of tomorrow, an increasingly important influencer of behavior, is the younger generation of tweens and teens.

• Marketing Red And Green in Marketing: Green on 12/03/2014
  

  This year, like the last several, consumers are focusing more on making ends meet than making the world greener ... except as it applies to their pockets. They are not less concerned about sustainability or greedier than in the past, it's just been tough few years.

• Mission Versus Message - Why You Might Need To Rethink Green Marketing in Marketing: Green on 11/05/2014
  

  Sustainable brands are some of the few types of companies that are clear about their mission. While tech giants and consumer brands struggle with their mission statements, striving to balance responsibility to shareholders, with responsibility to employees and consumers, green brands tend to know why they exist.

• When Going Green Backfires in Marketing: Green on 10/01/2014
  

  Just when we thought we had green marketing all figured out comes this report from The Journal of Consumer Research that found consumers are more likely to purchase green products if they think helping the environment is not the intended purpose of a product improvement.

• Governments Regulating Responsible Consumption - Don't Hold your Breath in Marketing: Green on 09/03/2014
  

  A recent study in the Journal of Consumer Research, confirmed that, despite efforts by various groups, we'll be holding our breath for a long time if we expect government to regulate responsible consumption on a large-scale basis. In the meantime, growing a green business, by marketing to mainstream consumers, means selling the personal benefits of going green.

• Forget Innovation - Green Products Drive 70% of New Product Growth in Marketing: Green on 08/06/2014
  

  A recent Boston Consulting Group (BCG) research report showed responsible products accounted for two-thirds of grocery product growth in 2013. That's a pretty incredible number considering how grocery brands have been struggling.

• When We Don't Say What We Mean in Marketing: Green on 07/02/2014
  

  Let's face it, we all lie. Various studies have concluded that the average person lies 1.58 times per day, but frankly, there is some concern that the participants in those surveys were, well, lying. I know a number of people who might politely be called outliers ... on the high side.

• The Big Opportunity With Smartphone Moms - Branding Not Shopping  in Engage:Moms on 12/18/2013
  

  A variety of studies over the past year have confirmed that moms, really, really like smartphones. Estimates range, but we can safely say that between 50 and 90% of moms of young children have smartphones. And they spend a significantly longer amount of time on their phones using apps and visiting websites than non-moms.

• Making Pinterest Work With Moms In 2014 in Engage:Moms on 11/20/2013
  

  With Pinterest back in the news with its latest attempt to monetize their site, it is probably worthwhile to revisit how companies can make the most of Pinterest to make money for their brands. Pinterest is fast becoming the go-to channels for driving sales.

• Scaling Through Connection - Why Moms Matter in Engage:Moms on 10/16/2013
  

  Much of the talk among brands today is around "scaling content." Following on the heels of Big Data and Social Media automation comes the discussion of how to scale content.

Comments by Maryanne All comments by Maryanne

• Kids Using Tablets, Apps More by Aaron Baar (Marketing Daily on 09/16/2013)
  

  Interesting finding on traditional toys - I wonder if we'll see big changes in the next few years as parent buying behavior catches up to children's play patterns. I would expect to see a divergence - more sales of high imagination toys and traditional wooden toys and lower sales of electronic toys as tablets eat into that market.

• How Visual Networks Are Transforming Social Media by Sharad Verma (Social Media Insider on 09/12/2013)
  

  Excellent insights! Brands can make it easier to reach consumers organically - just not by initiating conversations...but by harnessing the power of brand advocates!

• Which Day Will Your Facebook Brand Post Work Best? by Jack Loechner (Research Brief on 09/11/2013)
  

  Good discussion. Preferences by administrators of a Facebook page don't tell us what is the most productive day - so your engagement rate information is key to understanding best times/how much and what to post. Demographics, what the brand wants to accomplish and outside events also play a role. This is an area where the discussion has to this point been way to superficial.

• The CMO-CIO Disconnect: Stronger Collaboration Drives Digital Success by Nandini Nayak (Marketing Daily on 09/11/2013)
  

  Great post! While marketing practitioners today tend to be digitally savvy and analytically solid, not all or even many are that familiar with the actual technical parts of coding and collecting data. Some of the same challenges have existed for years between manufacturing and marketing - i.e. an understanding of the process. Encouraging development of technical skills, even at a hobbyist level can increase cross departmental understanding.

• The Journey Between Screens: Navigating The Complex Multiscreen Environment by Kate Reinmiller (Mobile Marketing Daily on 07/19/2013)
  

  Good points - key to understanding what works though is understanding how different devices are used by different audiences and where.

• Research Hypotheses Before Creative Work by Jack Loechner (Research Brief on 07/17/2013)
  

  Great post! Much of the focus today is consumer engagement and input after the fact!

• The Family Food Fight During Swimsuit Season by Rodney Collins (Engage:Moms on 06/28/2013)
  

  Interesting insight into different eating habits within one family- speaks to different approaches by brands when targeting moms of boys versus girls

• Upscale Latinos Seen As The New Boomers by Jack Loechner (Research Brief on 06/25/2013)
  

  Great statistics - understanding this primarily English dominant, but bi-cultural group is key to reaching not only this consumer but the aspirational Hispanic consumer as well. I've had excellent results working with the strong and vibrant groups online in this target market bringing brand messages to this consumer - LBC, LATISM, MBC, etc.

• What Brazilian Bikini Models Can Teach Us About Content Marketing by Keith Blanchard (Engage:Men on 06/13/2013)
  

  Great post on so many different levels!

• Managing Multiple Brands In Social by Jordan Viator Slabaugh (Marketing Daily on 06/11/2013)
  

  Great post! Social management requires all of the same tools as any other part of marketing including experienced leadership of the department that can set marketing objectives and KPI's and communicate across management levels to various stakeholders, especially in the executive suite. I've never quite gotten why brands want to hire "interns" to run entire social departments - in what other discipline in marketing do you start your department by hiring interns?

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