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The Morning Brew Newsletter is Much Better Than Mine
If science is right, that headline should get me more engagement — simply because I mentioned a rival brand.
by Tod Maffin and Steph Gunn
Today's News
Mentioning a Rival Can Boost Engagement
Being in a fierce battle with a market competitor can force a lot of decisions: Do we match their prices? Do we try to one-up their offering?
But one question you might want to start asking: Do we mention them in social media? And while your first instinct might be “Hell no,” new research suggests you should consider it.
The study was jointly conducted by a German university and New York University. It found that mentioning a rival brand in marketing can increase engagement and even purchase intentions.
The study analyzed more than 1.2 million tweets from 100 brands across 20 categories and found that tweets that referenced a rival brand received on average almost triple the number of likes.
Why it Works
The researchers think this happens because referencing a rival brand creates a narrative with a defined conflict, making it easier for consumers to follow and remember. It also reinforces the consumer's identification with the brand, making them more likely to engage with the content. The effect is stronger when the rivalry is strong, and when the tone is slightly critical or mocking.
When It Doesn’t Work
But this effect seems to disappear if the brand is not a rival, but just a regular competitor.
So what, then, qualifies as a rival? Think Coke vs Pepsi, or McDonalds vs Burger King — brands which may have gone after each other before, or where the public generally already accepts the fierce nature of competition at play.
Implementing the Strategy
To use this strategy, the researchers say identify a true rival brand and reference them in a fun and playful way, highlighting your brand's strengths.
But be mindful of the tone, as overly negative or insulting messages can backfire.
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Email Engagement Rose in 2023
U.S. email engagement went up last year, according to new data from GetResponse.
In fact, the numbers show big improvements in email metrics.
The percentage of people opening emails jumped from 31% in 2022 to 46% in 2023.
The number of people who clicked on links in emails also went up, from 2.7% to 4.3%.
Personalization is Key
A recent study by Ascend2 found that 48% of marketers think email is an effective way to send personalized messages. This can lead to more loyal customers and higher conversion rates, especially in industries like travel and retail.
Why Email Matters
Remember, more than 82% of the US population uses email, and that number is expected to grow to 290 million by 2027.
Marketers are taking notice — 87% plan to maintain or increase their investment in email marketing.
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