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Purina uses real-time marketing to take loyalty to new heights
Stephen Whiteside, Event Reports, ANA Real-Time Marketing Conference, December 2013
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media.
This report describes how Purina, Nestlé's pet food brand, spoke to individual pet owners through social media. Some 1.7 million items of pet-related content appear on Twitter each month and in June 2013, Purina started actively replying to some of these posts in order to change brand perceptions, sending out more than 20,000 personalised tweets within six months. This one-to-one strategy was targeted at Twitter users because they were the ones most likely to share content. A major structural shift was necessary for this real-time approach, with Purina's agency, Digital Focus, setting up an affiliate office at the brand's headquarters in order to allow access to Purina specialists. Such an approach required a high commitment of personnel and financial resources, but delivered high engagement and improved corporate reputation.
How brands are built in the digital age: The opt-in age of brands
Guy Murphy, Admap, December 2013, pp. 18-21
This article describes some of the ways in which digital technology is changing branding, emphasising the importance of brand-building as a way to secure future sales.
This article describes some of the ways in which digital technology is changing branding, emphasising the importance of brand-building as a way to secure future sales. Savvy, better informed consumers require brand to move away from 'push' mass media advertising and towards 'pull' marketing that focusses on quality, value and 'brand-budding'. Emotional pull is important, but easily undermined by bad reviews and customer scepticism. Product-led brand-building which use functionality, experience and sensory innovation will be important, and the article describes examples of each. As connectivity and experience continue to increase in importance 'brand-budding' - where brands partner or connect with each other - may improve success.
From the editor: Building brands
Colin Grimshaw, Admap, December 2013, pp. 3-3
In his editorial for the December issue of Admap, Colin Grimshaw discusses the changes in consumer behaviour caused by technological advancement, and how this has affected advertising.
In his editorial for the December issue of Admap, Colin Grimshaw discusses the changes in consumer behaviour caused by technological advancement, and how this has affected advertising. In the past companies created a product at an attractive price point and then advertised it. This has now developed with companies focussing on good customer experiences, with brand reputation spread by word of mouth rather than advertising. Advertising will continue to have a role in brand-building but digital, including social media, offers new opportunities. Companies that place consumer experience at their core are more likely to succeed in this digital age.
How brands are built in the digital age: Marketing metrics myopia
Nigel Hollis, Admap, December 2013, pp. 32-33
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted.
This article discusses the difficulty of measurement in marketing, arguing that some of the things that can be counted are not important, and some important things cannot be counted. This is particularly the case in social media marketing. Three main things that brands should measure in order to understand consumer's predisposition to buy a brand are proposed: meaningfulness, as this accords value to the brand and drives sales volume; differentiation as this drives brand awareness; and saliency which improves consideration. The article argues that these three factors have the greatest effect in combination.
How brands are built in the digital age: Invert the accepted
Toby Southgate, Admap, December 2013, pp. 22-24
This article argues that the successful brands of the future will place consumer needs at their centre, rather than the more traditional approach of building a product and then marketing it to consumers.
This article argues that the successful brands of the future will place consumer needs at their centre, rather than the more traditional approach of building a product and then marketing it to consumers. Engaging consumers with the brand over time, across different channels, will allow loyalty to brands to develop. Brands should be responsive, to ensure they adapt to the changing needs of consumers; and resilient, including an enduring ethical position, in order to maintain consumer loyalty.
Four Indian brands profiting by doing good
John Davidson, Warc Exclusive, November 2013
This article describes how in contrast to many corporate social responsibility (CSR) programs which make social good secondary to profit making, some Indian companies are making social good their central mission, and experiencing business success.
This article describes how in contrast to many corporate social responsibility (CSR) programs which make social good secondary to profit making, some Indian companies are making social good their central mission, and experiencing business success. The cases described are Aavind Eye Care, the hospital chain which uses efficiency to provide low-cost and free eye surgery; Nokia, the mobile phone manufacturer which provides a free information service; FabIndia, a retail chain which deals directly with artisans, enabling them to increase their income; and Aakash, a low-cost tablet.
Increasing brand value: A masterclass from the world’s strongest brands
Anastasia Kourovskaia, Research on Warc, November 2013
This article uses analysis of the BrandZ Top 100 Most Valuable Global Brands to identify the common factors in building a successful brand.
This article uses analysis of the BrandZ Top 100 Most Valuable Global Brands to identify the common factors in building a successful brand. Being 'meaningfully different' helps a brand to command a 13% price premium, and maintaining relevance through renewal and adaptation helps create emotional resonance. Brands should deliver on their 'brand promise' in order to build loyalty, and speak with one coherent voice across the entire consumer experience to amplify the brand's meaningful difference. This all then needs to be supported by relevant marketing that ensures that the most motivating impression comes readily to mind when consumers are faced with making a purchase decision.
The making of India into a brand
Sangeeta Shrivastava and Pradeep Krishnatray, Warc Exclusive, November 2013
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism.
This report describes the development of 'Brand India', considering central coordination of marketing by the government, the effect of economic development - with particular attention paid to the IT industry, and the role of tourism. India's high growth rate and large outsourcing industry has attracted international business attention: this was built on at Davos in 2006 with a large marketing campaign. The 'Incredible !ndia' campaign, a tourism marketing campaign that ran over several years, is also described. In 2013 India faces several challenges: slowing growth has dampened excitement about the country, with the domestic consumer market impacted by inflation. Investment and growth are expected to continue, but future marketing efforts should focus on credibility.
Effects of recommendation systems on consumer inferences of website motives and attitudes towards a website
Hyun Ju Jeong and Mira Lee, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 539-558
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e.
Drawing on the theoretical framework of consumer inferences of marketer motives, we explore consumer responses to different types of product recommendation provided by an e-commerce website (i.e. recommendation systems, RS). The findings demonstrate that RS for alternative brands only are most likely to lead to the consumer inference of a consumer-serving motive, followed by RS for both alternative brands and additional products, and RS for additional products only. In turn, the consumer inference of a consumer-serving motive has a positive influence on attitude towards the website. However, the consumer inference of a firm-serving motive does not mediate the effect of RS type on attitude towards the website. Further, the effect of RS type on attitude towards the website occurs only for consumers low in interpersonal trust. Theoretical and managerial implications are also discussed.
How using versus showing interaction between characters and products boosts product placement effectiveness
Bernadette Kamleitner and Abul Khair Jyote, International Journal of Advertising, Vol. 32, No. 4, 2013, pp. 633-653
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g.
Placements in movies increase brand awareness. Whether they are effective beyond memory, (e.g. in terms of brand attitudes) is a contested issue. This paper argues and shows that a specific type of placement, character–product interaction (CPI), is able to achieve effectiveness across measures of placement success. A comparison of three experimental versions of the same movie demonstrates the consistent advantage of CPI placements over static prominent placements. Additional exploratory analyses suggest that placement effectiveness may also depend on characteristics of the placed product.
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