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The six signs of analog craving
Jessica Elefante, Research on Warc, The SoDA Report, 2013
This article looks at the trend for wanting to escape the digital world and how digital marketers can accommodate this desire in their own marketing efforts.
This article looks at the trend for wanting to escape the digital world and how digital marketers can accommodate this desire in their own marketing efforts. It provides examples of how this trend is manifesting, including Camp Grounded, where campers have to trade in their portable technology for the weekend; "blogger blackouts" - deliberate time spent offline; and email bankruptcy, which involves deleting every email in an inbox or closing the account entirely. Marketers are encouraged to stand-out without adding to the clutter by supporting bloggers' desires to simplify and streamline and think carefully before sending an email or creating an app.
Cracking the social code: Asian insights from UM's Wave7 research
Universal McCann, Wave 7, 2013
This research into the social habits of consumers highlights the key findings from Asia, where the "always on" mentality continues to grow, facilitated by increases in mobility and device ownership.
This research into the social habits of consumers highlights the key findings from Asia, where the "always on" mentality continues to grow, facilitated by increases in mobility and device ownership. Socialisation is now a day-to-day imperative, as Asians use social networking to satisfy core needs. Device ownership numbers show that smartphones rival desktops, although laptops are still the most dominant device owned. While there is growing concern over sharing data, there has also been an uplift in users joining brand communities. This article also suggests opportunities for marketers in this landscape, useful apps and provides case studies from Subway, the fast food franchise, Coca-Cola, the soft drinks company, and adidas, the sportswear maker.
Cracking the social code in Asia: A presentation from UM's Wave 7 research
Universal McCann, Wave 7, 2013
This presentation highlights research into the social media habits of consumers around the world, with a particular focus on Asia.
This presentation highlights research into the social media habits of consumers around the world, with a particular focus on Asia. It demonstrates that five needs underpin all social behaviour (recognition, learning, relationship, diversion and progression), that these needs build brands and that social media is being used to meet all these needs. The data covers what activities people are using social media for, the social networks they are using, how mobility is changing habits, attitudes towards online privacy, device usage, and the growth in brand communities.
The growth of digital: A South African perspective
Global TGI, Dispatches 16
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies.
This report discusses patterns in digital consumption in South Africa, arguing that it differs to patterns observed in other emerging economies. Higher income groups in South Africa, thought to drive consumption, continue to have high levels of print media consumption. Though internet use is growing, it is slower than the global average. South Africans rely on recommendations from friends/family in purchasing decisions, but are sceptical of celebrity endorsement.
Nick Hirst, Admap, October 2013 , pp. 8-8
This brief article explains how companies can use 'hackathons' - where a mixed team is assembled to work together over a short period of time towards an established goal - to develop prototyped ideas at a relatively low cost and in a relatively short time.
This brief article explains how companies can use 'hackathons' - where a mixed team is assembled to work together over a short period of time towards an established goal - to develop prototyped ideas at a relatively low cost and in a relatively short time. Technology companies have been doing this for longer, but the method has also been utilised by companies like Tesco. This article explains how 'hackathons' could be applied more widely.
Coca-Cola adopts the millennial mindset
Stephen Whiteside, Event Reports, Advertising Week, September 2013
This event report explains how Coca-Cola, the soft drinks manufacturer, is targeting the millennial generation by allowing greater choice, experimenting with packaging and using digital strategies.
This event report explains how Coca-Cola, the soft drinks manufacturer, is targeting the millennial generation by allowing greater choice, experimenting with packaging and using digital strategies. Coca-Cola's approach is to 'think big, start small, and scale fast'. Campaign concepts are first tested in one market and if successful adapted for different markets around the world. The millennial generation are characterised by Coca-Cola as being the first generation of digital natives, enjoying sharing retail experiences, and focused on corporate transparency. The report describes campaigns by Coca-Cola including an innovative use of packaging: putting popular first names in place of the logo. This strategy helped to increase engagement with the brand on social media. It is argued that brands should focus on creating compelling brand stories which are then communicated seamlessly across channels.
The Art of Research: Using the power of images to increase the value of the Diesel Pinterest page
Annelies Verhaeghe, Joeri Van den Bergh, Filip De Boeck, Stefano Tabogo and Alice Merlo, ESOMAR, Congress, Istanbul, September 2013
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message.
This paper describes how Diesel, the clothing company, developed a Pinterest page to allow the brand to communicate a visual brand message. Diesel explains that pictures are a great means to break down communication barriers between consumers and marketers, as pictures can show far more, and at greater speed, than written descriptions. Visual analysis of social media data led to a digital segmentation that forms the base of Diesel’s digital strategy on Pinterest. This has allowed it to build its online brand in a way relevant to the target generation Y audience.
The drivers of digital media use in Asia: Findings from Social Media Matters
Low Lai Chow, Event Reports, Social Media Matters, September 2013
This event report looks at the drivers of digital media use in Asia. Research on the Chinese market shows the internet has a highly-distinctive character in the country.
This event report looks at the drivers of digital media use in Asia. Research on the Chinese market shows the internet has a highly-distinctive character in the country. This is particularly true of the social media space, where global players are usually blocked and consumers are hungry for entertainment, as well as information on subjects ranging from brands to parenting strategies. Mobile phone owners in Hong Kong, South Korea and Thailand are also extremely passionate about these devices, offering marketers a chance to engage them with interesting marketing programmes.
Unlocking Success with Digital Shoppers: The e-commerce barriers and enablers that you need to consider
Jeanne Danubio and Nikhil Sharma, ESOMAR, Congress, Istanbul, September 2013
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase.
Nielsen's survey of 30,000 U.S. consumers uncovered the key ways in which increased use of digital technology is impacting the way consumers move along the traditional path to purchase. This research views the path to purchase from the perspective of the increasingly connected shopper, explores the benefits/barriers to digital adoption of key consumer product categories, and considers how to integrate digital touch points that achieve success online and in-store. Results illuminate the role that various digital touch points play in influencing shoppers' purchase decisions.
Creating a seamless experience for consumers: Media matters at ad:tech London 2013
Joseph Clift, Event Reports, ad:tech London, September 2013
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives.
This event report addresses why brands need to offer a seamless experience for consumers and remove “friction” from their day-to-day lives. Companies like Ford Retail and Channel 4 have seen members of their respective target audiences take an increasingly cross-channel approach, serving as an indication that consumers do not think in terms of specific media, but instead of the goals they wish to achieve. In response, agencies including Starcom MediaVest and AKQA are also adapting their strategic focus, and so helping their clients meet the changing needs of customers.
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