content strategy

Smartling Highlights the Perils of English-Only Content Marketing

Posted by Sheila Shayon on December 12, 2014 11:11 AM

A new study from Smartling, a cloud-based enterprise platform for translation management, reveals a large number of U.S. marketers don’t translate content for their global markets and nearly 70 percent market to those customers using only English-language content—despite the fact that many of these international customers don't speak or read English at all. 

The report, "Translate or Pay the Price: Overlooked Marketing Opportunities for Global Businesses," surveyed 160 U.S.-based, senior-level content marketers working for emerging brands. Key findings include:Continue reading...

bc q&a

The Heart of America: 5 Questions on "New Heartland" Consumers

Posted by Catherine Straut on December 11, 2014 03:45 PM

new heartland

Paul Jankowski’s Nashville-based agency the New Heartland Group has helped some of the nation’s leading brands—including Taylor Swift, Pepsi, Pizza Hut and Beyoncé—connect with consumers in the “New Heartland,” the massive cultural segment made up of the Southwest, Midwest, and parts of the Southeast.

In an effort to better understand this group, New Heartland recently surveyed consumers to provide a baseline study of New Heartlanders. The findings distinguish the geographic region as a unique cohort, and indicate that brand marketers typically misunderstand the demographic, which represents 60 percent of the U.S. consumer base—and an opportunity that many brands are missing.

brandchannel talked to Jankowski about the study’s findings, and the role that core values play in New Heartlanders' brand discovery and experience.Continue reading...

retail

IBM Global Study Shows What Matters to Millennial Shoppers

Posted by brandchannel on November 18, 2014 06:36 PM

The following is a guest post by Jill Puleri, Vice President and Global Industry Leader of Retail and Consumer Products for IBM Global Business Services

 

Conventional wisdom suggests that brand loyalty is on the decline. But, a new IBM study suggests otherwise.

Marketers who blame declining brand loyalty for lackluster sales need to rethink how they understand their consumers.

In today’s digital, social, and mobile world, brand loyalty (or a shopper’s propensity to buy the same product over and over again) is only a fraction of the equation. What’s missing is engagement, and, according to a new IBM Institute for Business Value (IBV) study, a new metric is needed: brand enthusiasm.

A new class of “power consumers,” called Brand Enthusiasts, are leading the pack in terms of consumer-brand engagement. They have a strong preference for one-to-one interactions, are very willing to share personal data, and are passionate about contributing to new product development.Continue reading...

brand speak

Brand Speak: Yahoo Insights Guru Lauren Weinberg on Engaging Millennials

Posted by brandchannel staff on November 11, 2014 05:05 PM

The following is a guest post by Lauren Weinberg, Vice President, Strategic Insights and Research, Yahoo

Capture the Hearts and Minds of Millennials with Creative Content

It’s no surprise that millennials are so popular among digital marketers. This group of highly connected individuals makes up 27 percent of the U.S. population. They spend 18 hours a day consuming media and check their smartphone 43 times a day. And, most importantly, they have buying power. According to a recent Mintel report, millennials in the U.S. will have more than $1.4 trillion to spend by 2020.

While millennials may be the ideal digital consumers, the way marketers reach them needs to be carefully considered. That’s especially true when it comes to content marketing, which can be a highly effective channel for reaching this group. In fact, according to a Crowdtap report, millennials find content marketing 35 percent more memorable than other sources of information.

The fact that millennials are more open to content marketing means that brands already have a foot in the door, but that shouldn’t be taken for granted. Millennials have distinct expectations when it comes to the ads they engage with and share, raising the bar for marketers. Reaching millennials through content marketing hinges on understanding their values and their daily habits.Continue reading...

bc q&a

5 Questions: Leslie Gaines-Ross on the Price of Brand Incivility

Posted by Sheila Shayon on October 30, 2014 02:44 PM

The fifth annual Civility in America study from Weber Shandwick finds that America has a decorum deficit—and there are implications for brands.

Millennials (born post-1980) and Gen X (born between 1965 and 1980) blame the Internet and social media for worsening attitudes and increasingly negative interactions, while Boomers (1945-65) and the Silent Generation (pre-1945) mostly blame politicians and politics. 

This year's study, conducted with Powell Tate and KRC Research, has flagged findings for brands pursuing engagement with millennials, seen by many marketers as the most influential and financially important segment that is empowered and poised to make good on their beliefs.

As the study reveals, millennials are the most likely to stop buying from a company that treats them uncivilly, and will advise others to do the same. Professional and college sports are losing fans, as 24% of millennials have stopped attending sporting events because of uncivil behavior on the field or in the crowd. 

brandchannel spoke with Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick, about the report's insights into the opportunity for brands to engage millennials in a more civil, authentic manner. Continue reading...

celebrity brandmatch

LeBron James Homecoming is a Slam Dunkin' Donuts for Brand Partners

Posted by Mark J. Miller on October 29, 2014 05:21 PM

The return of LeBron James to Cleveland is being trumpeted as "the biggest sports homecoming of this generation" and "the hottest ticket" in the NBA—and has been heralded by the plethora of brands he endorses, including Beats by Dre and Sprite, too.

While some find the story of the two-time NBA champ returning to northern Ohio to bring some victories to his home state uplifting (a new baby girl just sweetening the saga), some critics think the narrative has been driven home one too many times. Fans, however, seem to be on the uplifting end of that spectrum—along with his brand partners.

According to new research from social analytics firm 4C, King James' Ohio comeback has resulted in “huge increases in social engagement between LeBron, the brands he endorses and the Cleveland Cavaliers.”

Led by Dunkin' Donuts, brands have seen the pay-off for signing endorsement deals, with big spikes in social engagement since the superstar made his announcement he's returning to Ohio in July.Continue reading...

sustainability

Brands Find Sustainability Moving to the Top of Major CSR Initiatives

Posted by Sheila Shayon on October 27, 2014 12:34 PM

Maximizing shareholder value has a new handmaiden: sustainability. And corporate social responsibility is her mirror.

“Social responsibility should be viewed through the lens of maximizing shareholder value,” commented The Wall Street Journal’s Bruce Nolop. “It’s no longer a 'nice to have.' It’s a strategic imperative."

No matter the industry, it’s increasingly clear that sustainability can drive profit, as Chris Humme, CMO of Schneider Electric, notes. He cites Intercontinental as a prime example of how green practices can lower costs—the hotelier has reportedly saved $30,000 a month at just two San Francisco hotels by micro-managing peak power.Continue reading...

corporate citizenship

Millennials and Citizenship: It’s a Brand New Day for Marketers

Posted by Sheila Shayon on October 14, 2014 11:02 AM

Millennials already number nearly 2 billion worldwide, or nearly 30% of the world’s population, and they will comprise 75% of the workforce by 2025, according to Deloitte.

In addition, the earning and spending power of Millennials will exceed their Boomer parents by 2018, which is why brand marketers are stretching to meet these digital natives who come equipped with conscience, confidence and competence.

A recent survey of 8,000 Millennials in 17 countries on active citizenship by MSLGROUP and Research Now, "The Future of Business Citizenship," identifies key insights about the rising cohort and what they expect from business and advertising.

brandchannel asked Scott Beaudoin, Global Practice Director, Corporate & Brand Citizenship, MSLGROUP, commented on what the global study indicates that brand marketers must to resonate with Millennials.Continue reading...

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