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It’s a Social World: Top 10 Need-to-Knows About Social Networking and Where It’s Headed
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By comScore
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This report analyzes the current state of social networking activity around the globe, providing key insights into how social networking has influenced the digital landscape and implications for marketers operating in this social world. Topics include: * How extensive is consumer usage of social networking and how does it vary by country? * What is the current rate of social networking adoption in different parts of the world? * Which sites are driving this adoption in different markets? * How are these consumer usage dynamics changing over time? * Where do these trends appear to be headed in the future?
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December 2012
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The Growth of Location Based Services and the Power of Proximity Marketing
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By Proximus Mobility
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Experts predict that in 2013 worldwide mobile Internet usage will surpass desktop usage. How can your business better prepare for this scenario? Utilize proximity marketing solutions. Learn to keep up with your competition by downloading this free whitepaper provided by Proximus Mobility.
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January 2012
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Talent Optimization - Culture: If you build it (right) the talent will come (and stay)
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By The Vaya Group
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According to a recent Corporate Executive Board study featured in the Wall Street Journal that aggregated data of more than 4,300 exit interviews, three-quarters of departing employees would not recommend their previous employer to others. Cited as the worst percentage in at least five years, this study underscores the need for today's employers to create, develop and maintain talent strategies that promote employee satisfaction, internal brand engagement, creativity and growth.
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December 2011
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Reaching consumers wherever they are has become increasingly complicated with the proliferation of
media platforms. The online industry’s continuing reliance on impressions, click-throughs and other metrics unique to the web has prevented true cross-platform comparisons. To-date, limited information has prevented
marketers from understanding the audience exposed to their online ads, and an impression-based focus
has allowed frequencies to reach levels that are causing waste and inefficiencies. Further to that, Nielsen
research has shown that virtually no relationship exists between clicks and brand metrics or offline sales.
In this paper, we explore an in-depth case study on a campaign for a popular household product that
demonstrates how new solutions like Nielsen Online Campaign Ratings™ and Nielsen Online Brand Effect
are giving marketers and publishers tools to increase accountability in the online space.
As online grows, television continues to be a vibrant medium. However, the issue is not TV vs. digital, but
rather how consumers are using both together. Thus far, the metrics allowing for this understanding have
been missing. This paper shares Nielsen’s vision of how cross-platform reach and frequency metrics, as well
as cross-platform ad effectiveness optimization approaches are possible.
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November 2011
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State of the Media: The Mobile Media Report
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By Nielsen
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Nielsen's "State of the Media: The Mobile Media Report" provides a snapshot of the current mobile media landscape and audiences in the U.S., and highlights the potential power of mobile commerce in the near future.
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December 2011
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Luxury brands have always been a fascinating space and luxury brand marketing one of the most complicated ones. This paper attempts to decode what makes Louis Vuitton, Louis Vuitton; Chanel, Chanel – in simple words what makes a luxury brand desirable? What are the ingredients/components that make up a luxury brand?
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December 2011
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This report, by students in the 2011/12 Master in Marketing program at Switzerland’s University of Lugano, is to analyze the social engagement of three Swiss brands in social media: Rolex, OMEGA and Patek Philippe. For more details, visit swiss-smm.blogspot.com.
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December 2011
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Over the past decade, American’s have seen the Baby Boomers move into retirement, Gen Xers grow up into responsible adults, Gen Y take on parenthood and most recently Gen Next’s impact on American culture. The generations of women who are predominantly giving birth fall into the Gen X and Gen Y group. Although each generation is unique in characteristics, as mothers they blend these characteristics together formulating a unique Hybrid Mom.
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October 2011
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(RE)COMMERCE: Why For Smart Consumers, "Trading In" Is The New Buying
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By Trend Watching
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It’s never been easier for consumers to unlock the value in past purchases. Novel brand buy-backs, exchange schemes, online platforms and mobile marketplaces offer smart and convenient options for consumers keen to "trade in to trade up", alleviate financial strains (double dips, anyone?), and/or quell environmental and ethical concerns.
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October 2011
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Welcome to your media guide for my book, Brand Like a Rock Star. If you haven’t had the chance to get ahold of Brand Like a Rock Star, it is the product of my nearly thirty years of experience working in the world of rock ’n’ roll. Brand Like a Rock Star is a compilation of business lessons I have learned from some of the greatest bands in history. It will help you build a stronger brand and a more profitable business.
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October 2011
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Sustainable Finance: The Risks and Opportunities That (Some) CFOs Are Overlooking
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By Delloitte
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Two powerful and decades-long trends in business look set to intersect with increasing impact in coming years: the steady, significant expansion of the chief financial officer's (CFO) role, and the still-evolving effects of sustainability considerations on corporate strategies and operations. But many CFOs, though they have these issues "on their screens," have not yet fully engaged with the new risks - and opportunities - that the "sustainability imperative" presents.
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October 2011
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The Essentials of Mobile App Marketing
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By Apppli
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Standing out amongst the 500,000 plus apps available in the global mobile applications market is becoming increasingly challenging. In a market that is estimated to be worth $25 billion by 2015, discoverability is key and this is reliant on a clear app marketing strategy and timely execution. Having reached 100,000s of downloads for our clients and partners, Apppli has developed solid expertise in the new field of app marketing. We have compiled our advice on the best methods to get your app noticed.
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October 2011
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Born This Way: The US Millennial Loyalty Survey
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By AIMIA
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In the summer of 2011, Aimia Inc. commissioned research firm Harris Interactive to conduct a survey of the Millennial consumer segment (ages 19-29 years old) in Canada, the United Kingdom and the United States. The survey focused on Millennial attitudes and behaviors relating to brand loyalty, data privacy, mobile and social media marketing, and rewards program participation.
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October 2011
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All screens are not created equal. Not long ago, there was just one screen in our lives. The TV. It was front and center in the living room; everyone surrounded it at predetermined times. Now screens surround us – they’re on our desks, in our laps, in our pockets. They’re in airports, on airplanes, in cabs, in grocery store aisles, and on gas pumps. We’re entertained by them, informed by them, challenged by them, connected by them. We watch them, write on them, work on them and play on them. In fact, screens are so ubiquitous, we don’t think or feel much about them. Or do we? Are screens just sheets of glass that deliver content? Or are they something more? Do they have distinct personalities? Do consumers feel differently and interact differently with different screens? And, as marketers, should the content we create be tailored to the screen on which it will appear?
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October 2011
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Reaching the Right Audiences Online: Early Findings from Nielsen Online Campaign Ratings
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By Nielsen
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Marketers, especially brand advertisers, need a simple and consistent way to measure the combined reach of TV, the web and mobile advertising to determine marketing ROI. It all comes down to a few simple questions: How many people saw my ad? How many times? Who are they? Getting accurate answers has its challenges depending on the medium. Online, with underlying technology that’s unlike any other medium, can more effectively control who gets served what ad. But, despite these technological advances, understanding the demographics of the people behind all those page views presents a new set of questions.
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October 2011
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Tablet Buyer’s Guide: Practical Advice for Advertising on Tablets
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By IAB
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This guide offers concrete advice for adding tablet advertising to your campaigns. It is intended for marketing and advertising agency staff (both creative and media planning) looking to learn about the state of advertising on tablets today. Because tablets are still a new and evolving platform, many aspects of the device, particularly with regard to metrics and buying media, are changing quickly. The IAB expects to revisit questions and topics of this report over time, updating and revising as the market matures.
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October 2011
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A new model for understanding how psychology, conversation and social influence impact on our purchasing behaviour.
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September 2011
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The official results of the 2011 Cool Brands report.
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October 2011
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The new business opportunity resulting from the increased adoption of mobile devices
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September 2011
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Beyond Clicks and Impressions: Examining the Relationship Between Online Advertising and Brand Building
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By Nielsen
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Advertisers increasingly think of online as a place to build their brands, but need greater confidence that their online investments are helping them achieve their brand goals. This paper explores both the role of online ads in brand building, as well as the best metrics for measuring the success of Internet ads against marketers’ goals.
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October 2011
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CSO Back Story: How Chief Sustainability Officers Reached the C-Suite
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By Weinreb Group
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For years, businesses have pursued sustainability. Perhaps not the green, social or environmental kind but certainly the economic kind. Their shareholders have made sure of it. Now, another kind of stakeholder has emerged, that influences corporate behavior. They push corporations to recalculate the social and environmental consequences of doing business. And some companies respond by rethinking how they strategize for the long term. As SAP’s Chief Sustainability Officer Peter Graf says, “Make yourcorporate strategy a sustainable one.” Therein comes the latest executive to join the powerful C-suite: the Chief Sustainability Officer.
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September 2011
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Building a Culture of Measurements
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By Webtrends
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Without a doubt, we are living in a big data world where businesses are amassing unprecedented stores of information about their programs, campaigns and customers that are reaching epic proportions. Yet, amid these petabytes of data lie stories of success that paint a compelling picture of business in the twenty-first century. Organizations that have harnessed the ability to unearth these stories are effectively using data as a means to advance their organizations to success. They’ve achieved this by building cultures of measurement that recognize the value of data at multiple levels within their companies starting at executive management and cascading through to tactical specialists. Yet, nurturing a program of measurement that has a profound impact on an organization in this way requires time, diligence and planning.
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September 2011
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A Case Study in Social Media Measurement: Vistaprint
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By WOMMA
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Vistaprint is a leading online provider of professional marketing products and services to micro businesses and the home. Micro business = business with 1-10 employees, founded in 1995, operate 24 localized websites and ship to over 130 countries, serve over 11M customers annually.
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September 2011
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The Considered Purchase Decision: What Matters, What Doesn’t And What It Means For B2B Marketing and Sales
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By TriComB2B
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Over the last decade, the amount of information available to help guide B2B marketing decisions has exploded. Reputable information sources such as MarketingSherpa, MarketingProfs, GlobalSpec and others provide us with valuable insights as to what other B2B marketers are doing and why. But in all the research we’ve seen, one key ingredient seems to be missing. What does the actual B2B decision maker or influencer think? Does anyone really understand the issues influencing their considered purchase decisions?
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September 2011
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The State of the African-American Consumer
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By Nielsen
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In more than 100 countries around the world, Nielsen provides clients with the most complete understanding of what consumers watch and buy. As business executives look for opportunities to grow their companies and gain market share it is critical that they understand new and emerging demands from consumers, especially within growing segments, wherever they do business. As the population of the United States evolves to become more ethnically diverse, the complexity of such an effort has grown. To help close the gap and give insight as to how to address the needs of the growing diverse base, Nielsen—along with the National Newspaper Publishers Association (NNPA)—has developed this report to better illustrate the qualities of the African-American community, the business opportunities that exist, and the best methods for a productive connection between businesses and this community. The African-American population is, today, the largest racial minority group in America, with a population of close to 43 million. This market segment’s growth rate continues to exceed the overall population’s growth and is making continued gains in the area of education and income. The collective buying power of the African-American population is projected to be at $1.1 trillion by 2015. Collectively the group over-indexes in several key categories (television viewing, mobile phone usage and trips to grocery channels) and exerts a large influence on popular culture and trends, indicative of the high growth industries of the future. The three areas we have chosen to focus on for this report include a review of demographic characteristics, a survey of the programs and mediums favored by the group, and a look at overall consumer packaged goods buying behavior.
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September 2011
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