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The Rise of the Value-Conscious Shopper
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By Nielsen
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Given the recent economic slowdown in developed markets, the ‘value-conscious’ shopper is more visible across store aisles than every before. No doubt, this trend will continue even as economies stagger out of the recession and rehabilitate. This environment will see a fair share of shoppers retain their ‘value mindset’ with an increased preference to shop at stores that have everyday low prices (EDLP) and exhibit a tendency to be uncharacteristically frugal. Retailers too will adjust to this environment by exploring newer formats like shop within shops and smaller formats that cater to this shopper.
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March 2011
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Me entiendes? Revisiting Acculturation
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By Manila Austin, Ph.D. and Josué Jansen, Communispace
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Latinos are currently the fastest growing consumer group in the United States, challenging marketers and demographers to take a fresh look at what it means to be—or become—an “American.” The demographic buckets commonly employed in market research do not really reflect the Latino experience, nor are they capable of sorting Hispanics into meaningful, actionable segments. Yet, reaching and engaging Latinos is a critical objective for brands today, and will continue to be so for decades to come. It is a real dilemma for marketers, and one that we have experienced firsthand at Communispace.
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April 2011
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BBMG announces New Consumer
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By BBMG
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New multimedia study examines the marketplace’s most powerful segment; illustrates how they will revolutionize branding and drive green innovation
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March 2011
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Organizational Leadership and Branding: A Critical Relationship
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By Tomi Ogunlesi
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We have come to realize, in the past few decades that brands have without doubt become the most phenomenal wealth-creation properties in the contemporary business context on a global scale. Branding as a concept therefore has had more premium being placed on it in this critically challenged economic period, a situation which has seen it ascend up the value-chain of business.
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March 2011
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Dictators, Idols & Brands
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By Jean-Claude Saade
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The recent events in Tunisia then Egypt, Yemen, Bahrain, Iran, Oman and Libya are writing history in the Middle East region. Popular uprisings that are bringing down long-standing regimes and changing countries in a unique form of awakening are worth observing and drawing key lessons that are not only relevant only for dictators and public idols but also for brands.
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March 2011
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Harnessing the Power of the Mobile Web
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By Dave Lawson, Bryce Marshall, Knotice
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The mobile web has garnered a lot of attention in the last year. It has evolved rapidly and changed dramatically. In a short period of time, it’s challenging the richness and immersive experience of native apps while offering an environment that permeates every aspect of a mobile strategy – from apps, to mobile ads, to SMS/MMS, QR codes, to mobile websites themselves.
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March 2011
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More Than We Can Chew: The Paradox of (Re)branding Africa
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By Cheryl N. Klufio
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Today, a quick Google search for the phrase “brand Africa” (in quotation marks and in English
only) yields no fewer than 85,600 results. There is even a Brand Africa Initiative—launched on
the propitious winds of South Africa’s successful hosting of the 2010 FIFA World Cup—and a
Brand Africa Project that predates it. (The Project’s leader owns the trademark “Brand Africa.”)
If you happen to search instead for “rebranding Africa,” the 17,400 entries (compared with 89
for “rebranding Europe” and 16 for “rebranding Asia”) will keep you browsing for days. Among
the results are articles bearing that precise headline from the New York Times and other
publications. While Google search results for given phrases are not always 100% relevant, it is
clear that these particular catchphrases concerning Africa are rapidly gaining currency.
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March 2011
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India: Innovation in Rural Marketing
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By Prof. Pankaj Arora
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Rural marketing is equated with marketing by MNC in rural India. The extent literature on rural marketing has uncritically used the same theories, models, concepts and framework as have been used in the marketing discipline. As well as this research also focuses on Information technology (IT) and it’s contribute in rural development. In this Paper researcher also focus on innovative approaches in Rural Market for promotion and distribution of products
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March 2011
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The Third Annual CMO's Agenda
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By CMG Partners
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The CMO’s Agenda is an annual body of work
produced by CMG Partners that gauges,
probes and shares with the marketing community
insights we have gathered through in-depth, oneon-
one conversations with marketing leaders. The
premise behind the research is simple: explore the
most pressing issues that are on the minds of lead
marketers.
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February 2011
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Social media in the Pharmaceutical Industry
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By Alex Baldwin, Alicia Staley, Amy Cowan, Christopher M. Schroeder, Henderson, Earl Whipple, Gilles Frydman, Jeanine Boyle, Jeffrey K. Francer, Jonathan Richman, Leigh Householder, Mark Bard, Mary Ann Belliveau, Melissa Davies, Peter Pitts, Shannon Paul
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During this period of uncertainty in social media engagement for the pharmaceutical industry, AstraZeneca sought feedback on our submission to the Food and Drug Administration (FDA) Call for Comments—not from the FDA—but from a variety of active participants in social media. This white paper is a report of this feedback and provides unique insights into the beliefs of various stakeholders about how pharmaceutical manufacturers have engaged in social media and how they should engage, while also suggesting approaches for FDA regulation.
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February 2011
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Facebook Advertising Performance Benchmarks & Insights
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By webtrends
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Facebook advertising is predicted to hit US$4 billion this year, which is
twice the volume of 2010 spending according to eMarketer. While brands
are rapidly investing in the space, they lack comparative experience to
assess how well their campaigns are performing. Webtrends has analyzed
over eleven thousand campaigns to provide performance benchmarks
brands can use to evaluate their own campaign performance.
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January 2011
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Celebrity Advertisements: Exposing A Myth Of Advertising Effectiveness
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By ace metrix
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Our study of more than 2,600 ads found that—contrary to popular wisdom—celebrity ads do not
perform any better than non-celebrity ads, and in some cases they perform much worse. In our
data, whether or not a celebrity endorses a product was unimportant in determining whether an
ad resonated with viewers. In fact, when compared with industry norms, relatively few celebrity
ads were able to earn performance marks above their industry averages.
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January 2011
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Green is dead. Or: Object Lessons in How to Overuse a Marketing Oppprtunity
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By Point to Point
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Today, green is more than a movement. It’s mainstream. Most consumers possess a deeper awareness of green than they did only a few short years ago; in fact, 82 percent of respondents in a recent consumer survey considered themselves informed on environmental issues.1 It’s likely that they expect businesses to deliver products and services that are green to some degree. It is also likely that they expect companies to give consideration to the environmental impact of their production and distribution strategies.
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December 2010
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CMO Mandate: Adapt Or Perish
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By Chris Stutzman
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Three out of four CMOs plan to revamp their organizations for the digital age by the end of 2011. The
reason? Their initial efforts to create digital departments and outsource digital capabilities have left their
organization in a state of disarray. After speaking with global marketing leaders who have successfully
navigated the digital age, Forrester has identified the five habits of highly adaptive marketers. To truly
transform the marketing department into a more agile and innovative organization, CMOs must adopt
these habits: 1) Accept change; 2) dare the status quo; 3) act continuously; 4) participate personally; and
5) tear down boundaries. Leaders of Adaptive Marketing organizations will grow their business faster,
build stronger brands, and create a competitive advantage in both the short term and the long term.
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November 2010
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How Big Brands Use Social Media
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By Lynne d Johnson, SVP Social Media, The ARF
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The study of naturally occurring conversations, behaviors,
and signals, that may or may not be guided, that brings the
voice of people’s lives in to the brand.
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October 2010
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Building a Mosaic Brand
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By Tamsen McMahon, Sametz Blackstone Associates
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Brands exist in heads and hearts, not headquarters.
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September 2010
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Millennials and Social Media
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By Euro RSCG Worldwide
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Social media is changing our lives and our society: It makes us more sociable, more global, and more informed. These digital communities are like a second world that each day turns more important to us.
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September 2010
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Introducing Social Creativity
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By Bob Scarpelli, Lucy Jameson, DDB
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All this strongly suggests that if we want to effect a change in an individual’s behavior, we need to start by understanding the nature of their social networks. Approaches aimed at groups are more likely to be effective than ones that simply focus on individuals.
Recent research in a different field – neuroscience – is also shedding new light on how humans connect, empathize and imitate each other. Many neuroscientists believe the same mirror neurons exist in humans. Any time you watch someone else doing something, mirror neurons fire in your brain, allowing you to ‘read’ another’s intentions and copy complex behavior very easily.
So, what does all this mean for creativity in our new hyper-connected world? A world where everyone can create, control and distribute their own content. A world where our social networks influence our individual behavior more than we had previously realized. We think what’s needed is social creativity.
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October 2010
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The Power of Six Degrees
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By Lucy Jameson, DDB
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In many ways ‘six degrees’ is not a new idea. It builds on something we’ve believed for a long time. That people are the most important media. Bill Bernbach famously said ‘Word of mouth is the best medium of all.’ In the 21st century, the power of word of mouth has been kicked into hyperdrive by technology.
Today, social media has overtaken porn as the number one activity on the web. There are over 200,000,000 blogs, 77% of internet users read blogs and 34% of bloggers post opinions about products and brands and the statistics are showing an exponential growth. If Facebook were a country it would be the 3rd largest in terms of its population and more than 1.5 million pieces of content are shared…daily...on Facebook.
People don’t just like to share their views, we also find that recommendations which come via friends and family are more powerful than those that come from advertising.
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October 2010
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Bold Brands: Drive Revenue with Storytelling
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By Brian Schrack, NCM Fathom, Greg Flessing, Fresh Air Media
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Business-to-business marketers are redefining the idea that “content is king.” Yes, content is still critical. But today, successful brands are finding that the most powerful content tells a story. All our lives we have learned from stories. As children, stories were read to us. As adolescents, we read stories to learn and imagine. As adults, we experience stories in a variety of media to escape and relax, be entertained, enhance our knowledge and better ourselves. Marketers know that good stories can help build loyalty, solidify culture and solve problems, but the degree of success comes down to execution: telling the right stories, in the right way, in the right context.
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Date: October 2010
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Digital Utility
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By Michael Dennelly, G2
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Despite a lot of press hyperventilation (sometimes it feels like we’re back in the dot-com boom days), digital marketing is still often consigned as a nice accoutrement to a more substantial and traditional brand-building tool—namely television.
I understand: Digital marketing practitioners have yet to fully articulate the power of digital media to build brands as effectively as so-called traditional media. As a dyed-in-the-wool Believer, I’d like to change that.
And, yet, skeptics might say, why change? Television does the brand-building job. Television works just fine, thank you very much. But as Forrester Research reported a while back, more than 43 percent of media viewing time now occurs online, while brands still only allocate about eight percent of budgets to digital marketing. To be sure, television (still) works — but it needs help in today’s increasingly media-fragmented world. Plus, digital is everywhere: On your computer, on your smart phone, in out-of-home… why, digital is even on your television.
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October 2010
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Sounds Like Branding
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By Jakob Lusensky, Heartbeats International
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Music branding is a rising star in the marketing arena. The last few years have brought a surge of music initiatives from brands worldwide, and it seems like brands are in love with music. The Sounds Like Branding™ report is a study conducted by Heartbeats International, asking top brand managers to share their thoughts and insights on this newfound love affair. The Sounds Like Branding™ study reveals a great discrepancy between how high brands rate music as a branding tool and the actual resources that are invested into it. Brands love music but have yet to invest time and resources into the strategic use of it. Therefore they also run the risk of losing out on the rewards of using music in the right way.
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October 2010
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Branded content and its importance in Sponsorship Marketing
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By Mike Iannella, Charley Caines, Major Players
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Branded content has long been very hard to define especially as the definition is very elastic, meaning different things to different people. In a nutshell, it is the technique used by brands to create a direct relationship with a form of entertainment by commissioning creative content, enabling a brand to establish itself through a new more subtle context.
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October 2010
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Brand Monitoring: Is it Worth It?
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By James Panton, Dan Whetzel, Melbourne IT
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If done properly, monitoring is a powerful service in the protection of your products, brands and services. Or, monitoring without proper planning and analysis will lead to confusion and will overwhelm your staff.
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October 2010
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Big Brand Impact on a Small Brand Budget
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By Michele Levy
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It’s still possible to create a compelling high impact nonprofit brand, if you understand and deliver on your core values.
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October 2010
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