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Re-envisioning customer value
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By Economist Intelligence Unit, SAS
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The emergence of social media has transformed the potential for companies to build deep and profi table relationships with their most valuable customers. However, by and large, the emphasis remains on the potential. Many organisations have experimented with new forms of customer engagement. They have increased sales, reduced service costs and improved innovation. Yet few—if any—have moved out of an experimentation stage to implement the kind of enterprise strategy changes necessary to fully realise the business opportunities offered by the spread of social media.
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July 2011
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A Marketer’s Guide to Analytics
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By SAS
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Everybody’s talking about customer analytics and how they can help companies market more effectively. But for many marketing professionals today, there’s a gap between theory and execution – and it’s getting wider every day.
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July 2011
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Web Content Management ROI Measurement
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By SITEWORX
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Web content management systems (WCM) have the capacity to significantly improve customer engagement and satisfaction (both internal and external) and deliver substantial financial returns.
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July 2011
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Global Facebook Advertising Report
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By TBG
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TBG Digital is one of the largest global companies specialising in Facebook marketing. With its substantial catalogue of historical data TBG Digital is uniquely positioned to analyse the state of the Facebook advertising market. This is the first of our quarterly reports that will examine the trends and changes in Facebook advertising.
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July 2011
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On Social Media, Technology, Culture and Consumers
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By Hartman Group
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Play, work, learning and consumption have converged in the spaces and practices of new social and mobile technologies. Millennials, Gen-Xs and Boomers—seemingly everyone has a Facebook presence. The more adventurous (or geeky) have also taken up Twitter, YouTube, Foursquare or Screener, with over 500 million active users on Facebook1 engaged in gathering an unimaginable number of friends. Smartphones and tablets are nearly ubiquitous. Friends, information, contacts, products and opportunities are but a few keystrokes away. Smart mobile technologies, now pervasive, are quite visible actors in all facets of social life, bringing new practices and experiences to consumers’ shopping, cooking and dining activities. If social media and smart technologies are seemly everywhere, why do companies and marketers so often miss the mark in building successful consumer relationships via these widely adopted tools and practices?
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July 2011
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Global Online Consumer Confidence, Concerns and Spending Intentions
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By nielsen
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The Nielsen Global Online Consumer Confidence Survey, established in 2005, tracks consumer confidence, major concerns and spending intentions among more than 31,000 Internet consumers in 56 countries. Consumer confidence levels above and below a baseline of 100 indicate degrees of optimism and pessimism.
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July 2011
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The Cross Platform Report
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By nielsen
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The average American today has more ways to watch video— whenever, however and wherever they choose. While certain segments of the population are migrating toward specific devices or viewing habits, the resounding trend is this: Americans are spending more time watching video content on traditional TVs, mobile devices and via the Internet than ever before.
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July 2011
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One of the largest and most ambitious Enterprise 2.0 (e2.0) initiatives, the IBM case study exemplifies a number of components critical to success when rolling out an intra-enterprise social strategy. The most significant aspect of the IBM case is its scale: nearly 400K employees worldwide will ultimately be included in the social transformation. Second, there was a specific business purpose driving the effort in that IBM employees could better articulate social business strategy if they lived it themselves. Third, the initiative has executive support, as well as a dedicated worldwide team staffed to roll out the 2.0 initiative. Finally, with over three years invested in the effort, the IBM team has developed innovative ways to interact with its communities and share expertise. The team has also overcome some of the critical issues that arise from cultural disparities spanning IBM’s large global geographic footprint.
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July 2011
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Women of Tomorrow: A Study of Women Around the World
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By nielsen
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Women control the majority of purchasing decisions in a household and their influence is growing. Women across the world are expanding beyond traditional roles to influence decisions in the home, in business and in politics. Marketers have a massive opportunity to better connect women with the products they buy and the media technologies they use to make a positive impact both in their lives and in the bottom line.
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June 2011
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The Rise of the Social Advertiser
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By pivot
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We are entering the beginning of the end of the destination web as we have
known it. Consumers increasingly spend time in social networks and less in their
email inboxes and visiting traditional websites. As such, brands continue to race
to social media sites in the hopes of connecting with consumers when their
attention is focused on conversations relevant to those brands. Part of the
challenge however, is earning the attention of consumers not just once, but also
building a relationship with them over time.
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July 2011
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The Power of Like - How Brands Reach and Influence Fans Through Social Media Marketing
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By comScore
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Social media has emerged over the past several years to redefine the digital media landscape and, in the process, has changed the way we think about the dissemination of marketing messages. In particular, Facebook has facilitated two unique consumer experiences of interest to brand marketers. First, the ability for consumers to identify brands of interest and connect with them has enabled sharing between brands and consumers in new ways: brands and their consumers can now create two-way relationships and share content, news, and feedback. Social media has also facilitated innovative ways of sharing information about brands between friends. Whether consumers are voicing their affinity for certain brands or their experiences with products and services, Facebook not only encourages this type of sharing but can also accelerate its reach and virality.
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July 2011
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What about the workers?
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By BritainThinks
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This report considers the views of the 24% who consider themselves to be “Working Class”. It draws on the poll findings, alongside a series of specially convened focus groups, to explore what it means to feel Working Class in today’s Britain. Our findings have resonance, not only for the politicians and policymakers, but also for brands and companies who seek to better understand this critical group in British society.
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July 2011
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Speaking Middle English
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By BritainThinks
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At BritainThinks we believe that it's essential to understand the context in which companies, brands and other organisations operate. We therefore do a great deal of our own research to keep abreast of the constantly changing environment. We have a qualitative panel that we are regularly in touch with and we carry out large projects from time to time to look at some of the big questions of the day. Speaking Middle English is the first of those projects. With the concept of the 'squeezed middle’ high on the media agenda, and our own research showing that peoples’ class perceptions have shifted massively in recent years, we thought it was time to look again at people who define themselves as Middle Class…
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July 2011
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Conversational Capital - How to Create Stuff People Love to Talk About
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By Sid Lee
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Conversational Capital is a far-reaching philosophy that redefines our collective understanding of consumption as more than an empty or hollow experience. Conversational Capital compels marketers and consumers alike to see consumption as an identity-shaping process; a process that is a natural outgrowth of our innate human desire to discover, be stimulated, and indeed to talk.
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July 2011
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Winning the Zero Moment of Truth
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By Jim Lecinski, Google
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ZMOT is that moment when you grab your laptop, mobile phone or some other wired device and start learning about about a product or service (or potential boyfriend) you’re thinking about trying or buying.
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July 2011
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Getting Over Airrogance
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By Steven Klimek, Shashank Nigam, SimpliFlying
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Airlines that continually question their business models and adapt to constant changes in customer behavior will be those that prosper most in 2011 and beyond.
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July 2011
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Rediscovering the Power of Your Brand
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By Taylor Brand Group
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For many companies, the daily pace of doing business leads them away from the core values of
their brand concept. In this paper, Dave Taylor helps them re-discover the power of their brand by identifying lost elements and determining whether it’s best to return to the original concept or to adapt it to a changing
marketplace.
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June 2011
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Plug in to see the brighter side of life
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By Communispace
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Technology plays a dominant role in the context and
content of our lives, and it’s definitely not going away.
As we move forward, we feel compelled to know how
technology is shaping us and changing our values.
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June 2011
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Mobile Barcode Best Practices
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By NEOMEDIA
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Mobile barcodes have gone from niche engagement tool to center-stage digital marketing vehicle, breathing life into traditional and digital marketing media by allowing brands to instantly engage with their target audience. Adding a mobile barcode to a static print advertisement, or on package or at shelf creates a new interactive opportunity for the brand owner or retailer to engage their target audience wherever they are.
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June 2011
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Cities of Opportunity
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By pwc
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The finance and business centers of the future may not be the traditional capitals of global dominance, according to a new report released today by PwC and the Partnership for New York City. The fourth edition of Cities of Opportunity shows that in a more virtual and mobile world, holistic cities with balanced economies and strong quality of life offer an attractive alternative: resilience during downturns and allure for skilled people who will build the future.
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May 2011
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Global Online Consumer Confidence, Concerns and Spending Intentions
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By Nielson
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Global recovery, despite its slow pace, is heading in the right direction.
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May 2011
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Is Your Brand 'APP'-licable?
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By The Brand Ascension Group
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The evolution of brand engagement is mobile
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May 2011
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Social Media
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By 24/7 marketing
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Brands can use social media more fundamentally, 24/7, by adding value instead of interruption.
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May 2011
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Corporate Identity & Naming Lessons From the Fortune 500
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By Philip Durbrow, Chairman & CEO, Marshall Strategy
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The evolution in the names of Fortune 500 corporate identities provides instructive insights for the brand- ing of companies and for understanding identity ef- fectiveness in our new economy.
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April 2011
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The New Digital American Family: Understanding family dynamics, media and purchasing behavior trends
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By Nielson
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Nielsen Research looks at The New Digital American Family, which has arrived at a demographic inflection point that demands marketers adapt and adopt new technologies for communicating with the consumer. The average media-consuming household in the United States is getting smaller, growing more slowly and becoming more ethnically diverse than at any point in history. Diversity in all its dimensions defines the emerging American Family archetype, with no single cultural, social, demographic, economic or political point of view dominating the landscape. This report looks at ethnic shifts, financial and educational divides, marital status and other factors influencing the state of the New Digital American Family.
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April 2011
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