The Monthly Marketing Minute: Google More Trusted Than AI for Search, Tik Tok Ban Lift Extended, Younger Customers Less Loyal to Brands

Marketing News For May

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Google Search is More Trusted Than AI…for Now

This won’t be surprising to any of you who have used AI to do actual fact-based research. Although it’s getting better, I still have to fact-check any factual or statistical claims made by any AI tool I use. I suspect that over time, the percentage who prefer using AI over Google search will increase as people become more comfortable using AI and as the tools get better.

Of course another key criticism of AI revolves around privacy concerns. This study found that 66% of shoppers did NOT want to use AI shopping tools. Once again, this tech should become more trusted by shoppers over time, as AI agents and tools do a better job of helping users understand how their data is being used.

White House Signals No Tik Tok Ban Until Deal is Reached

President Trump now says the Tik Tok ban deadline will be extended until a deal is reached. I haven’t kept up with the moves lately, but the last I read, there were still multiple groups trying to coalesce and fund a buy of Tik Tok.

Come to think of it, I haven’t seen as big of a push lately from Substack to try to court Tik Tok creators. Which is great, Tik Tok is aimed at video creators, Substack is aimed at writers. Tik Tok doesn’t cater to writers, Substack shouldn’t be catering to video creators. I’m wondering if Substack has seen that the Tik Tok users who came over in late January over fears of Tik Tok being shut down have now gone back?

Gen Zers and Millennials are Less Loyal to Brands

This is one of those stats that really shouldn’t be too surprising. Younger customers are more likely to switch brands than older customers. Also, I suspect the weak economy plays a big factor in these stats. I would also expect the economy in the US and globally to be shaky through at least October 1st. US recession fears do seem to be lessening. Speaking of which, if you like keeping up with economic and stock market news (with a dash of snark), Zero Hedge is a great follow on X.

What Palessi Teaches Us About Marketing and Storytelling

Palessi is a luxury clothing brand specializing in high dollar Italian shoes. Most cost several hundred a pair, a few pairs can top $1,000.

In 2018, the brand opened a pop-up store in Santa Monica, California. Fashion influencers and customers flocked to the grand opening, praising it’s high quality material and the store itself. Sales were brisk, and the store was an immediate success.

And it was all a lie.

They weren’t buying $800 designer shoes, they were buying $19.99 stilettos from Payless. Payless did this stunt to show that their shoes look just as good as ‘luxury’ shoes that cost several hundred dollars.

And I love how some of the customers, after finding out they were duped, said they would totally buy that shoe at Payless. No they wouldn’t! Because they weren’t buying the shoe, they were buying the story that comes with owning that shoe. I am awesome because I have a luxury Italian leather shoe that costs $500. That story is the real ‘product’ they bought, not the shoe.

That’s it for this edition of the Monthly Marketing Minute. See you on Thursday and I honestly have no idea what the topic will be. Off to write…

Mack

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Backstage Pass teaches you how to better connect with your customers, readers, clients, or donors. The lessons shared here draw on my experience over the last 20 years building customer engagement strategies for companies like Adobe, Dell, Club Med, Ingersoll-Rand, and countless others. I give you real-world research, examples and tactics that show you how to create customer engagement efforts that drive real business growth.