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Pedro Gonçalves

Why Millennials Don't Want To Buy Stuff | Fast Company - 0 views

  • A writer for USA Today shows that all ages are in on this trend, but instead of an age group, he blames the change on the cloud, the heavenly home our entertainment goes to when current media models die. As all forms of media make their journey into a digital, de-corporeal space, research shows that people are beginning to actually prefer this disconnected reality to owning a physical product.
  • Even in this strange new world, the economic laws of scarcity apply, and they are precisely what's shifting. To "own something" in the traditional sense is becoming less important, because what's scarce has changed. Ownership just isn't hard anymore. We can now find and own practically anything we want, at any time, through the unending flea market of the Internet. Because of this, the balance between supply and demand has been altered, and the value has moved elsewhere.
  • The biggest insight we can glean from the death of ownership is about connection. This is the thing which is now scarce, because when we can easily acquire anything, the question becomes, "What do we do with this?" The value now lies in the doing.
Pedro Gonçalves

How to Optimize Your Mobile Website - 0 views

  • comScore reported earlier this year that there are more than 100 million smartphone users in the United States alone and mobiThinking reports there are now more than 1.2 billion mobile web users worldwide, accounting for more than eight percent of total web traffic.
  • Gartner predicts mobile will be the number one Internet access device as early as next year.
Pedro Gonçalves

Why Short-Form Video Is The Future Of Marketing | Fast Company - 0 views

  • Study after study after study shows that more people are using the internet to consume video. In April 2012, ComScore reported that the average viewer watched nearly 22 hours of video in a single month. Most likely, those 22 hours were broken into many short-form videos, each being watched for just a few minutes at a time. The market is moving more toward catering to the Facebook generation's attention span--quick videos that are aimed to inspire, provoke, or excite. Likewise, the viewing experience on tablets devices such as the iPad make short-form content even more enjoyable.
Pedro Gonçalves

BBC News - Rural Chinese get online as mobile overtakes desktop - 0 views

  • For the first time, desktop computers are no longer the leading method for the country's 538 million connected citizens to get online
  • Mobile internet users now number 388 million, up almost 10% since the start of the year.
  • With more than a billion people using mobile phones, China is already the largest mobile market in the world.
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  • According to a report by Needham & Company earlier this month, China became the largest smartphone market in the world, with more than 33 million sets of mobile phones sold in China compared with 25 million in the USA at the same time, and the growth rate was a stunning 164%
Pedro Gonçalves

Marketing Is Dead - Bill Lee - Harvard Business Review - 0 views

  • Traditional marketing — including advertising, public relations, branding and corporate communications — is dead. Many people in traditional marketing roles and organizations may not realize they're operating within a dead paradigm. But they are. The evidence is clear.
  • First, buyers are no longer paying much attention. Several studies have confirmed that in the "buyer's decision journey," traditional marketing communications just aren't relevant. Buyers are checking out product and service information in their own way, often through the Internet, and often from sources outside the firm such as word-of-mouth or customer reviews.
  • Second, CEOs have lost all patience. In a devastating 2011 study of 600 CEOs and decision makers by the London-based Fournaise Marketing Group, 73% of them said that CMOs lack business credibility and the ability to generate sufficient business growth, 72% are tired of being asked for money without explaining how it will generate increased business, and 77% have had it with all the talk about brand equity that can't be linked to actual firm equity or any other recognized financial metric.
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  • Help them build social capital. Practitioners of this new, community-oriented marketing are also rethinking their customer value proposition for such MVP (or "Customer Champion" or "Rockstar") customer advocates and influencers. Traditional marketing often tries to encourage customer advocacy with cash rewards, discounts or other untoward inducements. The new marketing helps its advocates and influencers create social capital: it helps them build their affiliation networks, increase their reputation and gives them access to new knowledge — all of which your customer influencers crave.
  • Get your customer advocates involved in the solution you provide
  • Florida won half of the "non-buyers" of its anti-teen-smoking "product" away from its much bigger, much better funded competitor. They did so by tapping the best source of buyer motivation: peer influence.
Pedro Gonçalves

Lost at 'Like': The 10 Reasons Brands Fail to Convert Facebook Fans into Paying Customers - 0 views

  • According to HubSpot, 93 percent of adults on the Internet are on Facebook, yet only one percent of a brand’s Facebook fans will ever make their way to the company’s main website.
  • If there’s no stylistic connection between a company’s Facebook page and its main Web site, visitors may not trust that the page is legit. Brands often spend a disproportionate amount of time, money and effort on Web site branding efforts, in comparison to the relative pittance reserved for complementary Facebook efforts. Keep branding consistent across all channels, so that visitors know exactly where they’re going and whom they’re dealing with.
Pedro Gonçalves

How Marketing Will Change In 2014: The Creative Forecast | Co.Create | creativity + cul... - 0 views

  • According to the many advertising leaders we surveyed, connected devices and wearable technology--or, more broadly, the Internet of things--are top of mind for 2014. But where the last decade of digital experimentation has generally made technology front and center of an experience, the feeling is that the general relationship with technology has now matured to a point where it doesn’t need to be the star of the show. Instead, people are predicting a more seamless integration of technology into brand’s efforts. Or, as Scott Prindle, partner/chief digital officer, Made Movement puts it: “I think we'll see interesting opportunities to use technology to save us from technology.”
  • We'll see a trend towards ambient intelligence where our devices learn about our individual habits and interests, anticipate the kinds of information we're looking for, and surface it at the right time and in the right place. Our technology will be doing more work for us in the background, helping to free up the time that we're currently spending staring at screens.
  • It's better to try to invent the future rather than predict it.
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  • Our social feeds will continue to be under siege by the world of inane crap. Truly great content and masterful storytelling will be the only thing that breaks through the morass. The best brands and agencies will focus on this.
  • Share-worthy content will become the Holy Grail.
  • There are no experts in this business, and we find that everyone can use a digital brush-up, including clients. If you want to sell innovation, everyone needs to know how to evaluate and measure it. Creating the right conditions for innovation is essential. And you don't just do it once. It has to be done regularly.
Pedro Gonçalves

Multiscreening Distracts TV Viewing in the UK - eMarketer - 0 views

  • UK TV viewers are not as focused as they once were on the gogglebox, according to new research from BT (British Telecom), which suggested almost eight in 10 (78%) now perform other activities while watching the tube.
  • Forty-seven percent of respondents checked email, 37% shopped and 36% used social media. Multiscreening is very much a common activity in the UK now, and those with a smart device or laptop are more likely to veer toward a second screen during ad breaks.
  • While the proliferation of smartphones and tablets has undoubtedly spurred viewers to multitask during TV time, July 2013 polling by Deloitte found that the preferred device to use while watching TV was neither the smartphone nor the tablet, but the laptop.
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  • Of UK internet users with a laptop, 91% multiscreened with such a device at least weekly while watching TV. For those with tablets, this dropped to 89%, and smartphone users came in at 83%. Perhaps the fascination with smart mobile devices ignores the fact that laptops fulfill users’ needs to use social media and the other activities pinpointed by BT at least as well—and some might say better than—tablets or smartphones.
Pedro Gonçalves

Communications, Social Networking Among Top Smartphone Activities in Western Europe - e... - 0 views

  • In 2014, internet penetration in the main Western European markets will continue to vary substantially, from 58.0% and 64.0% in Italy and Spain, respectively, to more than 74% in France and Germany.
Pedro Gonçalves

Make Mobile Work - 0 views

  • To guarantee the ads you pay for actually appear and look great on all screens, you should insist to your ad agencies that your advertising creative be developed in a mobile-compatible format.  And the one open, industry-standard, universal format for building mobile-ready creative is HTML5.
  • Your opportunity has never been greater. Nearly half of the US population has a mobile phone with internet access*, and one out of five pageviews on the web happen on a mobile device - a number that is growing every month.**
Pedro Gonçalves

73% Of U.S. Adults Use Social Networks, Pinterest Passes Twitter In Popularity, Faceboo... - 0 views

  • the percentage of adults using the social networks of Facebook, LinkedIn, Pinterest, Twitter or Instagram to communicate with each other is now at 73%, and Facebook — the world’s largest social network with 1.19 billion users — remains the most popular in the U.S., with 71% of U.S. adults using it.
  • Twitter — despite the different services that it has launched to increase engagement like Twitter Music other discovery services; and despite the increased attention around its IPO — has only grown by two percentage points to 18%. Hot on its heels is Instagram at 17%. Google+ does not make it into the top-five mix — not because of its lack of popularity; but because Pew says it did not include it in its survey questions.
  • inkedIn — site that bills itself as the “professional” social network focused on networking, job hunting and professional information and news — is hanging on at number-two, with 22% of U.S. adults using it — up 2% on last year. Close behind it is Pinterest — which has vaulted over Twitter to number-three position with 21% usage.
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  • That’s four percentage points up from last year’s 67%
  • when it comes to frequency of use, the rankings change. Facebook continues to remain at the top in the daily rankings, with 63% of people accessing it on a daily basis. Instagram — last in the general rankings — is not far off and in second place, with a 57% daily use. Similarly, its weekly and “less often” rates are also close, respectively at 22%/20% and 14%/22%. (
  • Twitter may overall be seeing less usage in general than Pinterest but those who are on it appear more engaged: some 46% of Twitter users are on it daily for their quick fix of quips made and received. Pinterest, in contrast, has a fairly low rate of daily usage, with 23% of its users visiting on a daily basis. Facebook, Instagram and Twitter also are generating a significant amount of mulitple-times-per-day use, with 40% at Facebook, 35% at Instagram and 29% at Twitter, Pew says. LinkedIn, meanwhile, has a lot of work to do, with only 13% of its users going there daily.
  • Pew notes that for now it looks like Facebook is partly winning because of how it has managed to appeal to a wide range of users — a pretty impressive turn for widening its reach, considering that it started out as a network restricted only to university networks. The demographic data for other networks stands in contrast to this: Pinterest “holds particular appeal to female users”, with women four times more likely as men to be Pinterest users; LinkedIn is “especially” popular among college graduates and internet users in higher income households. Twitter and Instagram resonate with urbanites and younger adults, and non-whites. (Facebook has over 70% usage among whites, Hispanics and black users, Pew notes.) All of them, excepting LinkedIn, has its highest proportion of users in the 18-29 age bracket; LinkedIn is more popular with the 30-49 group. Among those who say they use only one social networking site, Facebook is a clear winner with 84% selecting it as their sole site, with the others lagging behind by a very far stretch: 8% solely use LinkedIn, 4% solely use Pinterest, and Instagram and Twitter each picked up only 2%
Pedro Gonçalves

Meet Gen C: The YouTube Generation - Think Insights - Google - 0 views

  • Why are they known as Gen C? Because they thrive on Connection, Community, Creation and Curation; they’re engaged and they want their voices to be heard. They’re not a generation in the traditional sense – about 65% of Gen C are under 35, but regardless of how old they are, they’re the sort of mavens who shape opinion and lead thought. Put simply, Gen C isn’t a quirk of when or where you were born; it’s a way of life.
  • 59% say the internet is their main source of entertainment and 38% turn to their phone first when they want to be entertained, with 66% spending the same amount of time or more time watching online videos compared to TV. They haven’t abandoned traditional TV viewing altogether, but they have augmented it with shares, ‘likes’, +1s, comments and retweets, all of which add to the first screen viewing experience.
  • The act of creating has become second nature to Gen C, but they’re selective, only adding something when they think it’s relevant and they can have an impact. Eighty-three percent of Gen C have posted a picture they took but only 42% post pictures every week, while 65% have uploaded a video they created, but only 25% upload videos every week.
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  • 55% say they’re connected to 100 or more people through social sites, while 15% are connected to 500+ people.
  • Gen C is often time-poor and has become incredibly selective when navigating the media landscape, optimizing consumption for maximum returns. They turn to trusted advisors to help them navigate the space, using email lists, social media feeds and content aggregators to map out a media ecosystem that satisfies both their functional and emotional needs.
  • More than one in three say YouTube is their most important or second most important source of entertainment online, and 46% think of YouTube as an alternative to TV.
  • Gen C openly welcomes brands into its social circle – for starters 39% say they think of YouTube as a platform to engage with brands. Being engaging, authentic and shareworthy is the cost of entry, with advertising and content both put to the same litmus test; they’ll either switch off if it’s not relevant or engage if it is.
Pedro Gonçalves

25 years after inventing the web, Tim Berners-Lee invites users to help draft global "b... - 0 views

  • The principles behind Web We Want, which is coordinated by the World Wide Web Foundation, are as follows: Affordable access to a universally available communications platform The protection of personal user information and the right to communicate in private Freedom of expression online and offline Diverse, decentralized and open infrastructure Neutral networks that don’t discriminate against content or users
Pedro Gonçalves

Conheça o retrato do Facebook no mercado português | Meios & Publicidade - 0 views

  • Em Portugal há cerca de 4 milhões de utilizadores do Facebook, números que se encontram em crescimento, o que corresponde a qualquer coisa como 80% dos utilizadores de internet
  • O mercado português é um dos que tem uma média de amigos por utilizador mais altas, sendo que cada utilizador tem em média 339 amigos. No que respeita a idades, há 37% de utilizadores entre os 13 e os 55 anos, 32% com menos de 13 anos e 31% com mais de 55 anos
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