To gain a customer’s trust; meet them on their preferred digital stomping ground

Trust MeTrust is the number one, most important factor in getting and maintaining a relationship with a customer. People have to believe that they’re going to get their money’s worth, that their personal information will be kept safe and that they’ll receive what they ordered in a timely manner. No problem for Amazon, Target or Disney but what if you’re Susie Woosy’s Sleepytime Toys or Fred’s Fish-o-rama? New businesses (by calendar date or simply new to this customer) have to earn that trust before the average customer hands over the credit card a second time, and a third.

A new survey from SDL says it takes two years before the average customer fully trusts a brand and five years before a customer commits to a “Greater than Average” spend.

Millennials expect businesses to help solve the world’s problems

Quality products – check

Good prices – check

Environmentally friendly manufacturing with a portion of the profits going to a global education organization. . . . better check that box if you want the millennials to buy what you’re selling.

MSLGROUP asked 8,000 millennials in 17-countries to talk about business and citizenship. 83% said they wanted to see businesses get more actively involved in making the world a better place.

MSLGROUP Millennials Infographic

The millennials in the survey said they believe businesses have the power to make meaningful changes at both the global and local level. It’s not enough to donate money to a world health organization or change to environmentally friendly packaging. Millennials want to see activism and change in this country and in their own city. Top on their list, inflation, healthcare costs, the recession. They want to earn a decent wage, pay their bills, take care of their families and not have to worry about how they’re going to put food on the table. Certainly, not too much to ask.

Google’s biggest spender could be their next biggest competitor

Last year, Amazon spent $157.7 million on Google U.S. search ads. As this chart from AdAge shows, they were the number one buyer of ads by far, which is ironic since they’re actively working on an advertising network of their own.

Google This Adage

Yep, Amazon is paying big money to a company they hope to compete with in the future. It’s really not all that surprising. Custora says almost 44% of all US ecommerce transactions in Q1 2014 began with a search engine. And though there are other ways of searching the internet, no one can deny that Google is king. Even Amazon can’t take that away from them.

Here are a few more stats from Google:

Gucci, Sony and Jack Daniels kick off Flipboard’s new video advertising program

Flipboard GucciThe biggest advantage digital magazines have over print magazines is the ability to interact with the reader. With a simple tap the reader can open a slide show, listen to a sound bite or watch a story unfold before their eyes.

Now, Flipboard is bringing that same level of interactivity to the magazine ad.

Flipboard is a personalized magazine app that runs on everything from iOS to Blackberry. You choose your content by selecting topics or specific magazines that you want to follow. Flipboard covers New York Fashion Week but they also cover Treehouses and everything in between. Each page features a stunning, artsy photo with a small amount of text. If you want to read more, you click and are redirected to the original source on the web. Not interested, scroll and watch the pages “flip” as if you were skimming through a magazine.

iTunes posts instructions on how to look a gift horse in the mouth

It sounded like a good idea when they came up with it. Get U2 to perform at the big Apple announcement event then give their newest album “Songs of Innocence” to every iTunes user for FREE. It will show Apple’s commitment to being fun and innovative. It’s a sweet way to reward the loyal users and it will generate a ton of press. . . a win, win, win!

Apple should have known better.

This is one of the tamer responses:

Friday Round-up: CA protects reviewers and Facebook posts fade away

Another week is at an end and we’re that much closer to the holidays. Have you started shopping yet? Have you made your marketing plan yet? Yes, you’re supposed to have a plan. Before you do that, take a look at these quick hit stories from the past week.

Pinterest on Chrome

Pinterest for chrome

Chrome users can now choose to have a new Pinterest image show up every time they open a new tab. Pick from a variety of themes including Art, Sports, Gardening, Cute, Travel, Cats and more. But don’t get too excited – the images aren’t actually Pinterest pins. They’re specially chosen, high quality images from places like Artsy and National Geographic.

I think it would be cooler if the tabs showed a full page of random Pinterest pins, but that’s just me.

Growing pains (not the sitcom) for YouTube’s ad business

Skip AdI’ve been watching a lot of YouTube videos lately and I’ve noticed something – the ads are changing. I’ve noticed that many more of the pre-roll video ads no longer include a skip button. Luckily we’re talking no more than 15 seconds, but I’m not sure that forcing me to watch an ad does the advertiser any good.

Then there’s the ad content. YouTube ads used to be all big brands, all the time; Purina dog food, Infiniti cars, the Dawn dishwashing liquid duck rescue.

Now, I see ads for smaller companies, websites and ads for other YouTube channels. It does appear that YouTube is making advertising easier and more affordable for everyone and it’s working. . . for the moment.