the new digerati
Posted by Barry Silverstein on May 10, 2012 02:03 PM
Take a look at the number of new products launched at the 2012 International Consumer Electronics Show — more than 20,000 — and you can see the magnitude of the effort required by marketers to break through to consumers in the world of technology brands.
While most of the manufacturers of those products touted technological bells and whistles in promoting their wares, it seems what consumers REALLY want to know is how technology will simplify their life, according to a new global study of 6,000 consumers, the "Ketchum Digital Living Index," conducted by global communications firm Ketchum.Continue reading...
Posted by Sheila Shayon on April 27, 2012 04:02 PM
FanCulture is a short film that explores the relationship between fans and brands and the methods used to harness that enthusiasm in marketing.
Featuring interviews with leading academics, brand strategists and fans including Dr. Matt Hills, Sony PlayStation, Fred Perry, UK broadcaster Channel 4, Polydor Records, the Kaiser Chiefs and "superfans" of brands from Nike to Marmite, it explores the issues at the heart of the brand-fan relationship such as: Is there a formula to creating fans, how much can fans be worth to a brand, and why engaging enthusiasts and brand ambassadors should become more than just buying "Likes" on Facebook.Continue reading...
Posted by Sheila Shayon on April 19, 2012 11:31 AM
The Millennial generation, 16-34, is in the driver’s seat, 79 million strong compared with waning Boomer’s 76 million. They wield hundreds of billions of dollars annually as influencers of commerce, culture, business and brands – and their clout will only increase as they move into their peak spending years.
In order to better understand the Gen Y (or as some call them, "Generation Lost") cohort born in the 1980s and '90s, The Boston Consulting Group, along with Barkley, and Service Management Group, have collaborated on a new study, "The Millennial Consumer: Debunking Stereotypes."
The just-released research (download it here) surveys 4,000 Millennials and 1,000 non-Millennials (ages 35 to 74) in the U.S. to better define the differences between the two groups, and identify qualities inherent to the Millennials demographic and not just attributable to youthful age.
“Don't believe the hype that Millennials consume less than previous generations,” said Christine Barton, a partner at BCG. “Those companies that truly ‘get’ this generation will have an opportunity to differentiate themselves and forge profitable long-term relationships with Millennial consumers.”Continue reading...
Posted by Sheila Shayon on March 21, 2012 11:01 AM
According to the latest 2012 State of the News Media report from Pew Research Center’s Project for Excellence in Journalism, 2011 truly marked the tipping point for a new era of digital media consumption and sharing.
In the new "new media" landscape, Pew's landmark annual consumer research underscores the widening gap between the news and technology industries as a small, powerful group of digital behemoths increasingly consolidate and control our digital lives and become media titans in their own right.
“Google, Amazon, Facebook, Apple and a few others are maneuvering to make the hardware people use, the operating systems that run those devices, the browsers on which people navigate, the e-mail services on which they communicate, the social networks on which they share and the web platforms on which they shop and play,” says the study.Continue reading...
Posted by Mark J. Miller on March 15, 2012 04:12 PM
Everybody loves a deal, particularly in such tough economic times. Smartphone owners of the world have given themselves another channel toward savings as mobile deals are starting to pop up — and new research shows that consumers tend to follow those deals more when they come during a shopping expedition than they follow brand loyalty.
Not shockingly, the survey (from AisleBuyer) of more than 1,000 shoppers shows that the group that is most ready to throw brand loyalty to the side are between the ages of 25 and 34, the site notes. A whopping 82 percent of them would do it in a heartbeat if they get a good offer for a competing brand on their mobile device.Continue reading...
Posted by Sheila Shayon on February 17, 2012 11:07 AM
Consumer Goods companies need to think and act more their retail partners as their participation in social media and online storefronts increase.
An Economist Intelligence Unit report, New Directions: Consumer goods companies hone a cross-channel approach to consumer marketing, sponsored by Oracle, reveals that 41% of respondents surveyed plan to sell products directly to consumers in 2012, a 24% increase over those currently offering direct sales.Continue reading...
Posted by Barry Silverstein on February 8, 2012 12:11 PM
There's good news for CPG companies who've been shifting their promotional dollars from print ads, FSIs, direct mail, and other traditional media to online media. A new study suggests they should keep doing it.
A trio of lower-case branded research consultancies — accenture, comScore, and dunnhumbyUSA — have teamed up on a research study to answer the question, "Are your CPG brands maximizing the return on your digital investment?"
What they discovered was compelling: a direct correlation between CPG brand website usage and in-store purchase behavior. The study was based on an integrated panel of one million U.S. Internet users who gave comScore explicit permission to have their online activities continuously measured and matched to their in-store brand buying behavior provided by dunnhumbyUSA.
The research was designed to accomplish three specific objectives:Continue reading...
Posted by Sheila Shayon on January 27, 2012 11:01 AM
Time Warner is a global media leader, so it needs to track media consumption patterns on behalf of its businesses, brands and advertising partners. So this week it donned a lab coat to launch the Time Warner Medialab, located in the Time Warner Center on New York's Columbus Circle, as a firsthand source of insights.
The high tech hub shows the public where media and technology is headed in its vision of "Content Everywhere," while gathering visitors' feedback on how the proliferation in digital platforms is affecting their media consumption and experience.
Separately, Time Warner Cable, which spun off from Time Warner in 2009 for an estimated $9 billion, this week announced a partnership with the New York-based Chinese-American Planning Council (CPC) as the site of the next Time Warner Cable Learning Lab.Continue reading...