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Why Marketers Need to Reorganize Around the Most Powerful Behavior Principle of All: Ut... - 1 views

adage.com/...240860 utility marketing brand branding nike fuel band
shared by Carri Bugbee on 18 Apr 13 - No Cached
  • Carri Bugbee on 18 Apr 13
     
    To plan a more complete response to the new world, marketing needs to reorganize around its unifying principle: utility. Above all, utility is a response to, and a requirement of, the inevitable time crunch in a tech-sped world. That's why Nike Fuel Band wasn't just the innovation of the year; it's the first full-utility footprint. Utility also requires replacing the chain of faith with a chain of actions. We need to plan and monitor how our messaging bounces along the stream of consumer interaction, and through the path of commerce. For example, retargeting extends utility to display advertising, and smartphone point-and-shop apps (e.g. WiO and Shazam) start to fulfill on the commercial potential of interactive TV. Your content needs to let me activate on my terms. Utility also means we need to understand consumer behavior after seeing ads, not just before. The weight of marketing research has been on targeting. Now we need to create the lens for the complete activation spectrum.
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Whose answers do shoppers want - brands' or consumers' - online and in stores? - Bazaar... - 0 views

blog.bazaarvoice.com/...consumers-online-and-in-stores shoppers brands reviews social+media customer service
shared by Carri Bugbee on 16 Apr 13 - No Cached
  • Seeking questions ask for product-specific use cases, and look for facts rather than opinions. “Does this hotel offer free wifi?”
  • Our study found that most questions asked in automotive (81%), travel (79%), and consumer electronics (79%) were seeking questions.
  • Samsung reps answer shopper questions on retailer sites under the moniker “Mr. Samsung,” and find that questions reveal large gaps in product information: 91% of the content they provide in answers is not already on the site.
  • ...2 more annotations...
  • products with answers from official brand reps get 100% more questions than others – suggesting that, upon seeing that the brand is engaged, shoppers are more likely to ask questions (when they may’ve otherwise left the site to look elsewhere).
  • After a consumer answers a question or submits a review, never leave them at a dead end; once someone contributes, they’re more likely to contribute again. Take them to a thank you page that includes a few more related, unanswered questions.
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Twitter Now Rivals Facebook as Teens' Most Important Social Network - 2 views

www.marketingcharts.com/...important-social-network-28528 facebook teens social network Twitter strategy social media
shared by Carri Bugbee on 10 Apr 13 - No Cached
  • 30% of teens name Twitter as their most important social network, close behind the 33% who tab Facebook, per results [pdf] from Piper Jaffray’s 25th Semi-Annual teen research project, which surveyed more than 5,000 teens.
  • the proportion of teens naming Facebook as their most important has dropped 9% points, while those naming Twitter have grown by 3% points. Instagram is also gaining, up 5% points to 17% indicating it as their most important social network.
  • Facebook’s drop is a worrisome sign for the social network, as teens are often used as a leading indicator of future trends. According to data from Experian Hitwise, Facebook’s leading share of US visits to social networking sites and forums has dropped from 63.2% in March 2012 to 58.5% in March 2013.
  • Carri Bugbee on 10 Apr 13
     
    Facebook's drop is a worrisome sign for the social network, as teens are often used as a leading indicator of future trends.
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Word of Mouth Rules the Roost: Web Reviews Influence Consumer Purchases More Than Any O... - 1 views

bulldogreporter.com/...onsumer-purchases-more-than-an reviews reputation
shared by Carri Bugbee on 09 Apr 13 - No Cached
  • According to ReputationChanger.com, reviews posted to online review sites, such as Yelp.com or TripAdvisor, are deeply influential to consumer behavior. To illustrate this point, the company points to a revelatory new survey, posted by MarketingProfs. The study reveals that online ratings and reviews have a huge impact on consumer purchases, both online and in-store.
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Twitter's New 'Cards' Include Features for Business | Entrepreneur.com - 1 views

www.entrepreneur.com/...226269
shared by Carri Bugbee on 05 Apr 13 - No Cached
  • The move looks like a challenge to Facebook's mobile app install ads, which have been gaining favor with game, app and e-commerce companies because they allow users to buy stuff directly from Facebook via the ad (and the app they download).
  • Carri Bugbee on 05 Apr 13
     
    Twitter Cards launches with these partners: Delectable, Etsy, Flick, Foursquare, Gumroad, Jawbone, Path, Rovio's Angry Birds, SoundCloud, Storenvy, Wine Library and Vine.
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Has Facebook Lost Faith in Social Ads? | Digital - Advertising Age - 0 views

adage.com/...240633 facebook marketing advertising online ad models social ads
shared by Carri Bugbee on 02 Apr 13 - No Cached
  • Carri Bugbee on 02 Apr 13
     
    While Facebook clearly isn't abandoning social ads, its adoption of more tried-and-true online-ad models
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