Coronavirus, George Floyd Protests and the Post OfficeAll Fuel Increased Consumer Expectations What Consumers Want Is More. 37% More YOY

Visibility | June 02, 2020

NEW YORK, NY June 2, 2020 – Consumer expectations – a key determinant of brand loyalty and profitability – have increased 37% YOY, according to a new study by Brand Keys (www.brandkeys.com), the New York-based brand loyalty and customer engagement consultancy.

“How well brands meet expectations consumers hold for path-to-purchase loyalty drivers ultimately determines the success or failure of marketing efforts,” noted Robert Passikoff, Brand Keys founder and president. “Expectations are just that; consumer hopes, dreams, and possibilities. Brands that best meet those expectations are always the category leaders.”

Covid. George Floyd Death, Impacts Consumers’ Expectations of Brands
Expectation growth is the result of a variety of consumer experiences, most recently consumer expectations have been fanned by events related to the coronavirus – fear of the illness itself, unemployment, social-distancing, as well as expectations for a vaccine and a return to normalcy. The killing of George Floyd has incited expectations related to equality, racism, and police brutality, as well as instigating demonstrations and violence. “None of that remains separate and apart and expectation-growth spills over into other categories,” said Passikoff.

13 Categories With Largest Expectation Growth

“All key brand categories have seen significant increases in expectations,” noted Passikoff, “Some more than others, some more evident than others, and some more connected to recent events than others. The top 13 categories included:

1. Pharmaceutical Companies and Pharmacies (+61% each)
2. Household Cleaning Products (+59%)
3. Health & Hygiene Products (+57%)
4. Self Defense and Personal Safety Products (+54% each)
5. Video Games and Streaming Video (+50% each)
6. Supermarkets (+49%)
7. Video and Web Conferencing (+45%)
8. Mail/Package Delivery Services (+44%)
9. Online/Mobile Food Ordering (+42%)
10. Exercise Equipment (39s%)

How The Post Office Caused Expectation Increases

Surging e-commerce volume during the COVID-19 crisis, combined with USPS staffing shortages, have strained the postal system’s delivery services and have delayed some deliveries. “Telling consumers that ‘Delivery times may be longer than normal’ is a highly rational message,” noted Passikoff, “But consumers have come to expect free, next-day delivery for virtually everything; the key terms being: “free” and ‘next-day’ and on-time delivery has declined over the past month.”

Expectations Travel At The Speed of the Consumer

The reality is more problematic. Consumer expectations increase much faster than brands are generally able to keep up. On average, looking at 1,002 brands in B2C, B2B, and D2C categories, Brand Keys estimates a customary consumer-expectation increase of 25 percent annually. Brands manage, on average, to keep up with those expectations at just seven percent. That leaves a huge gap between what consumers demand and how they see brands delivering. “Brands able to fill consumer expectation gaps always see better behavior toward them and, axiomatically, higher sales and profits,” said Passikoff.

Expectations Spread Like An Oil Spill: COVID-19 and Race Discrimination
Categories are not insulated when it comes to expectations. “It’s like an oil spill,” explained Passikoff. “It doesn’t stay in one spot, but spreads. Heavier in one area than another perhaps, but no place is ultimately left unaffected.”

Expectations – which are mostly associated with emotional values – are not something easily explained away,” said Passikoff, “Even elite brands will have a hard time keeping up with an average annual expectation increase of 37 percent.”

Methodology

For the current expectations survey, 3,562 consumers, 16 to 65 years of age from the nine US Census Regions participated.

Brand Keys uses an independently-validated research methodology that fuses emotional and rational aspects of the categories, identifies four category-specific path-to-purchase behavioral loyalty drivers for the category-specific Ideal, and identifies expectations consumers hold for each. Brand Keys’ research technique is a combination of psychological inquiry and statistical analyses, has a test/re-test reliability of 0.93, and produces results generalizable at the 95% confidence level. It has been successfully used in B2B, B2C, and D2C categories in 35 countries.

Contact: Visibility
Len Stein
lens@visibilitypr.com
914-527-3708

Spotlight

Deluxe reserves the right to review and monitor the amount of disk space used by any user or website and, where the amount of disk space consumed impacts upon, or limits space available to other users or websites receiving services from Deluxe.


Other News
CHANNEL PARTNERSHIPS

Three GoTo Partner Leaders Named on CRN’s 2022 Women of the Channel List

GoTo | May 20, 2022

GoTo, the only flexible work company that makes it easy for small and midsized businesses to connect and support customers and employees with products such as GoTo Connect and GoTo Resolve, today announce that CRN, a brand of The Channel Company, has named three of GoTo’s partner leaders to its Women of the Channel list for 2022. Recognized leaders include Amanda Jardine, Vice President of Channel Marketing, Erin Skoch, Senior Director of Partner Management, and Melissa Van Dover, Director of Channel Marketing. With an aim to empower its growing ecosystem of partners with more ways to attract customers and grow their businesses, our Women of the Channel played a major role in the evolution of GoTo’s new Partner Network, which launched alongside the company rebrand from LogMeIn earlier this year. Bringing over 15 years of experience in all facets of channel marketing to the team, Amanda Jardine leads by example with her proven expertise in team building and management, partner recruitment and performance product marketing, and event management. Erin Skoch, now on her third consecutive Women of The Channel award win, works with GoTo’s Channel Managers and Partner Community in growing revenue through partner relationships, and assisting them in meeting their growth and revenue goals. Lastly, Melissa Van Dover, combines five years of digital marketing and brand development experience to drive GoTo’s continued goal to connect and engage with its clients – all while claiming the title of Amazon best-selling author. “The awards given to these incredible leaders in our company are so well deserved. As our new partner program expands across the globe, each of these women have played an integral role in driving GoTo’s communications and support products onward and upward while using their leadership skills and creativity to contribute to the channel, This award from CRN is a true testament to their commitment to growth and innovation to meet the unique needs of GoTo partners.” Michael Day, VP of global partner sales at GoTo GoTo is excited to be celebrating its innovative team members with such an honorable award while expanding across the globe with its channel partners. Each team member, including these women, have played a critical part in restructuring GoTo’s partner network to be able to scale with growth and align their performance with benefits and additional revenue opportunities. About GoTo: GoTo’s flexible-work software including GoTo Connect, GoTo Resolve, Rescue, Central, and more is built for small and midsize business IT departments, but powerful enough for the enterprise. GoTo software is designed to support end-users' unified communications & collaboration (UCC) and IT management & support needs, and nearly 800K customers contribute to the more than 1 billion people joining meetings, classes, and webinars through GoTo’s UCC products, and half a billion connections on the company's remote access and support tools. By building its secure, easy-to-use software, GoTo is committed to ensuring the time at work is well spent so that time outside of work is better spent. With over 3,000 global employees and over $1 billion in annual revenue, the remote-centric company’s physical headquarters is in Boston, Massachusetts, with additional offices and thousands of home offices in North America, South America, Europe, Asia, Australia, and beyond. About The Channel Company The Channel Company enables breakthrough IT channel performance with our dominant media, engaging events, expert consulting and education, and innovative marketing services and platforms. As the channel catalyst, we connect and empower technology suppliers, solution providers, and end-users. Backed by more than 30 years of unequaled channel experience, we draw from our deep knowledge to envision innovative new solutions for ever-evolving challenges in the technology marketplace.

Read More

MARKETING DATA

Movable Ink To Acquire Coherent Path

Movable Ink | February 21, 2022

Movable Ink, the leading content personalization provider, announced that it intends to acquire Coherent Path, the AI-powered content engine powering some of the world's biggest brands. Coherent Path aggregates data from a variety of sources and applies AI to map each customer's unique product discovery path and guide customers towards new products that deliver greater lifetime value for brands and customers alike. Unlike traditional algorithms that reinforce what customers already like, Coherent Path helps customers discover new products that they'll love while also meeting the brand's goal of delivering the most value to a customer relationship. Marketers still retain the ability to define business rules and own strategic brand goals; Coherent Path just helps marketers reach those goals faster. Coherent Path will be integrated into the Movable Ink platform to help marketers intelligently and automatically adapt their messaging while maximizing the ROI of their marketing programs. Movable Ink continues to focus on content-level personalization by automatically generating content while seamlessly connecting into existing martech investments like ESPs and Marketing Clouds. Every company on the planet wants to put their customer at the center of what they do. Personalization has become the new strategic imperative. Despite unprecedented access to data, marketers have not been able to understand recent behaviors and quickly shift their marketing to changing customer tastes. Existing production processes fall down when one has to create millions of unique experiences at speed and scale." Vivek Sharma, CEO and Co-Founder of Movable Ink "With Coherent Path's acquisition, we're bringing a game-changing AI technology to marketing teams everywhere. Whereas many current machine learning systems simply reinforce known customer behavior by recommending products similar to those customers have already purchased, Coherent Path's unique approach focuses on discovery. Customers are guided to their next favorite products, categories, and content, through AI that organically shapes content to fit each customer's evolving tastes and guides them to new areas across the product catalog. This is a potent solution when combined with Movable Ink's data access, content generation, and cross-channel personalization capabilities," added Sharma. "We've been leveraging Movable Ink and Coherent Path to optimize and automate our email marketing program for several years now and have seen exciting results, including significant lifts in engagement and revenue," said Sean Duffy, Vice President – Contact Strategy & Search, Bloomingdale's. "With Coherent Path's AI and Movable Ink's ability to automate the creation of millions of variations of personalized content, this union is a win-win for Bloomingdale's as we work to increase production efficiencies and provide our customers with relevant content that enhances our relationship with them. We're eager to see how Coherent Path and Movable Ink build upon their unique value propositions together to help us take our personalization efforts to the next level and drive increased revenue." The acquisition of Coherent Path by Movable Ink will enable marketers to better understand customer intent, activate any data, and serve the ideal, personalized content in an automated way across a variety of customer touchpoints. "Coherent Path and Movable Ink have a shared vision of how the power of data and technology can transform marketers' strategies and drive incremental, lasting value," said James Glover, CEO and Co-Founder of Coherent Path. "We are excited to combine forces with Movable Ink to transform marketing from guesswork into a science that delivers powerful ROI." With the addition of Coherent Path's 50 employees, Movable Ink will cross 500 employees globally. Canaccord Genuity LLC served as exclusive financial advisor to Coherent Path in connection with the transaction, and Mintz, Levin, Cohn, Ferris, Glovsky, and Popeo, P.C. served as legal advisor. Cooley LLP served as legal advisor to Movable Ink. About Movable Ink Customers don't experience data, they experience content. Movable Ink activates any data into personalized content in any customer engagement. More than 700 of the world's most innovative brands rely on Movable Ink to accelerate their marketing performance. With more than 400 employees, the company is headquartered in New York City with operations throughout North America, Central America, Europe, Australia, and Japan. About Coherent Path Coherent Path is an AI content personalization company for top retailers seeking to transform their email programs into a modern data-driven channel focused on revenue. Our machine learning solution empowers retailers with the optimal themes and categories they should feature in today's campaigns while continuously learning to inform the campaigns of tomorrow, deepen the customer relationship, and grow future revenue.

Read More

CHANNEL PARTNERSHIPS

Diginius Named Microsoft Advertising Global Channel Partner of the Year 2022

Diginius | April 29, 2022

Diginius, a London-based SaaS technology company specialising in digital marketing and e-commerce solutions, today announced that it has been named Microsoft Advertising Global Channel Partner of the Year 2022. This distinguished accolade, which recognises excellence across the board as a Microsoft partner at a global level, builds on the title of Microsoft Europe Channel Partner of the Year 2021 awarded to Diginius earlier this year. Contributing to this recognition was the Diginius proprietary Insight Bidding Engine platform, which provides clients with valuable online data on their PPC campaigns to drive leads and conversions, and is integrated with Microsoft Ads. “Microsoft Advertising is honored to present Diginius with the Global Channel Partner of the Year 2021 award. The quality of nominations from this year’s partners was extraordinary, inspiring us with their incredible contributions to the industry, dedication to their clients’ growth and an untiring commitment to partnership. We are proud to celebrate our global winners for their extraordinary work in 2021 and look forward to the impactful work we will do together in the year ahead,” said Heidi Coffer, Director of Global Partner Marketing, Microsoft Advertising. “We’re delighted to be recognised by Microsoft again as their partner in driving excellence in the digital marketing industry, now at a global level. We look forward to our continued collaboration in ensuring marketers and agencies have access to the insights and tools they need to maximise performance from their ad spend.” Nate Burke, CEO and Founder of Diginius

Read More

CHANNEL PARTNERSHIPS

Ermetic Launches Synergia Global Channel Partner Program

Ermetic | March 08, 2022

Ermetic, a leading cloud infrastructure security company announced the Ermetic Synergia Partner Program for IT service providers, systems integrators, consultants, MSPs/MSSPs and ISVs to deliver turn-key cloud security solutions that span cloud infrastructure entitlement management (CIEM) and cloud security posture management (CSPM) for AWS, Microsoft Azure and Google Cloud Platform environments. The program has experienced early growth and global interest from foundational partners including Trace3, Marcum Technology, Cyberuptive, HI Tech Hui, SolCyber and Tecflair. According to Gartner, the cloud security category is projected to be the fastest growing segment of the global information security and risk management market at a CAGR of 41.2%. The major factors driving the market include the increasing number of sophisticated cyber-attacks on cloud computing systems, and growing need for compliance with various standards, benchmarks and regulations. The Ermetic Cloud Security platform detects and remediates excessive, risky privileges and resource misconfigurations (e.g. databases exposed to the internet) on a continuous basis by analyzing identities and permissions along with the configuration of network, storage and secrets assets. No other security solution reduces the cyber attack surface at scale across single and multi-cloud infrastructures with full stack visibility and control over multi-cloud infrastructure entitlements and configurations. “We are experiencing high demand for our comprehensive identity-first cloud infrastructure security solution and have created a value-driven program to enlist security-oriented partners so we can all capitalize on this market opportunity,” said Shawn Larsen, Head of Channel and Alliances for Ermetic. “We are investing in partners by providing predictable sales incentives, technical resources for joint sales engagements, enablement training to expand partner capabilities and transparent opportunity collaboration to ensure their success.” Ermetic Synergia Partner Program Details The multi-tier Ermetic Synergia Partner Program includes the following elements to enable partners to succeed and capitalize on this fast growing market opportunity: Enables partners to differentiate their offerings via Ermetic’s integrated, lifecycle approach to cloud native application protection (CNAAP) that combines CSPM and CIEM Provides automation to remediate access risks and vulnerabilities, reducing the customer attack surface Partner participation profitability and gamified incentives Access to a Knowledge Base of sales assets, use cases and technical collateral Deal registration to reduce channel conflict and provide opportunity protection Sandbox license to Ermetic’s Cloud Security Platform to demonstrate use cases and capabilities to prospects and customers Marketing support and market development funds for joint programs, events and Go-to Market initiatives Dedicated sales and system engineering support for successful deployments Partner enablement and training resources helping you crawl, walk and run on your own Dedicated Partner Account Team Differentiated partner levels, providing greater value based on engagement and joint opportunities Top Market Opportunities Three of the leading customer use cases that Ermetic channel partners can monetize are: Continuous Cloud Security Risk Assessment & Least Privilege Audit and remediate unnecessary, excessive and risky entitlements, and infrastructure misconfigurations. Perform routine assessment of configurations across cloud environments and audit compliance with leading standards and benchmarks including CIS Benchmark, NIST Cybersecurity Framework, AWS Well-Architected Framework, PCI-DSS, GDPR, HIPAA, SOC2 and more. Deliver Managed Services with an Identity-first Security Approach Deliver new or enhanced SOC 2 certified MSSP or Managed Detection and Response (MDR) capabilities. These include the ability to discover, monitor and manage all human and/or machine identities, assess their policies and permissions for risks/threats, detect anomalies such as sensitive data access, privilege escalation and deletion, and unusual resource access. Zero Trust Access for DevOps Enable clients to execute Zero Trust mandates using auto-generated access policy recommendations for DevOps that optimize security while supporting end user productivity through integration with leading CI/CD tools such as Slack, Jira, ServiceNow, Jenkins, Terraform and more. Implement Just-in-Time (JIT) or Privileged Identity Management (PIM) access which grants an identity only the entitlements it needs to accomplish a specific task and revokes them once the job is complete. Ermetic Partner Testimonials “We are helping clients from all verticals develop a cloud security strategy and implementation plan, because it has become a priority across most enterprises,” said Derek Smith, Director of Strategic Alliances for Trace3’s Cloud Solutions Group. “We see entitlement and configuration management as must-haves for securing the cloud attack surface, which is why we are offering these capabilities with Ermetic to our clients.” “Ermetic has helped our clients drastically improve visibility into their cloud assets in a scalable, non-intrusive way, that supports their development, operations, and governance teams’ needs,” said Jaike Hornreich, CISA, GPEN, GWAPT, CICP, CCSFP, Senior Director of Cybersecurity and Privacy for Marcum Technology. “Public clouds will supersede the datacenter for our customers, representing just one facet of a general trend toward the dissolution of traditional perimeters,” said T David Emerson, CTO of SolCyber. “This trend requires a novel and comprehensive suite of controls around identity, configuration management, and endpoints, which represent the new attack surface. Ermetic provides crucial analysis of these modern infrastructure fixtures which is essential to delivering robust managed security to our customers.” “Our cloud-first customers recognize the threat posed by over privileged identities, excessive entitlements and misconfigurations, but lack the visibility to proactively identify and remediate them, The Ermetic platform is a force multiplier technology that enables us to continuously detect and eliminate cloud security risks across single and multi cloud environments at scale using automation and analytics.” David Phillips, CEO and Founder of Tecflair About Ermetic Ermetic helps prevent breaches by reducing the attack surface of cloud infrastructure and enforcing least privilege at scale in the most complex environments. The Ermetic SaaS platform provides comprehensive cloud security for AWS, Azure and GCP that spans both cloud infrastructure entitlements management (CIEM) and cloud security posture management (CSPM). The company is led by proven technology entrepreneurs whose previous companies have been acquired by Microsoft, Palo Alto Networks and others. Ermetic has received funding from Accel, Forgepoint, Glilot Capital Partners, Norwest Venture Partners, Qumra and Target Global.

Read More