Posts Tagged ‘ consumer ’

Why marketers will love mobile marketing in 2011

I’ve said it. Our industry experts have said it. You’ve probably said it too. Mobile marketing is where it’s at this year.  Big name brands get it, too. Starbucks recently launched their new mobile feature that lets consumers conveniently pay for their lattes from their iPhone or iPod touch.

Marketers should love mobile because consumers love it. We see this in the increase in smartphones and mobile activity like text messaging, and email.  A 2010 Pew Internet Research report found that 40 percent of adults use the Internet, email or instant messaging on a mobile phone. This is up from the 32 percent of Americans who did this in 2009. According to a January 2011 study done by Knotice, a direct digital and email marketing company, 13.36 percent of emails are opened by a mobile operating system or device.

Report says 88 percent of marketers are planning to use mobile marketing in 2011, and 75 percent plan an increase spending on mobile initiatives. What else can we expect from mobile this year? Glad you asked.

Courtesy of Ragan.com, Patrick Kerley, senior digital strategist at Levick Strategic Communications, has put together a list of five trends in mobile media:

  • Return of the mobile web
  • App alternatives
  • Tablets
  • Payments
  • Online/offline blend

So, what are your plans for mobile marketing this year?

2011
02/14
CATEGORY
communications
consumer trends
Marketing
mobile
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Consumers crave commercials during the Super Bowl

So, do you watch the Super Bowl for the game or for the commercials? For some people, this is a challenging question. For me, it’s rather easy. I watch for the commercials. I am looking for those major contenders (Doritos, Budweiser, Snickers, CareeerBuilder.com, Monster.com, etc.) and am curious as to how they are going to top themselves this year. I want to be a part of the Monday morning chit chat around the water cooler as everyone is sharing a laugh over their favorite and funniest commercials in addition to griping about the worst ones. Oh, and I’m sure they are talking about the game, too.

Apparently, I’m not alone. A 2010 Nielsen survey of more than 25,000 household’s in the Nielsen Homescan panel found that 51 percent of viewers surveyed said they enjoyed watching the commercials more than the game itself. With that being said, the Super Bowl is the prom of the advertising world. Big name brands are spending $3 or 4 million dollars on Super Bowl commercials. According to a January 2011 article in Ad Age, a spot on the Super Bowl is equal to, on average, 250 spots on regular TV for the top spenders. All of that just for 30 seconds of Super Bowl fame, but consider the impact of these commercials. In this age of social media, Super Bowl commercials are being tweeted, posted on Facebook and YouTube and viewed by millions of online viewers who either missed it the first time or couldn’t wait to see it again.

How does this effect ROI? Most brands that advertise during the Super Bowl see an average increase in sales of 12 percent the week following the big game. More established brands will feel the effects for longer. Considering Super Bowl related sales start long before game day, it is estimated that consumers will invest into this day more than they have in the past. A study from the Retail Marketing and Advertising Association, conducted by BIGresearch, found that consumer Super Bowl spending is expected to exceed $10.1 billion.

As much as consumers are looking forward to gathering around the TV to watch the big game on February 6, they are looking forward to the Super Bowl commercials just as much. With that said, let’s take a walk down memory lane, shall we?

Courtesy of The Daily Beast, here is a list of the 20 most effective Super Bowl commercials. Did they leave any off?

Enjoy!

2011
02/06
CATEGORY
consumer trends
Marketing
Social Media
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Top 20 online businesses with terrible customer service

As mentioned in the January 13 blog post, “Turning brand bashers into brand loyalists in 5 easy steps,” one angry customer can be detrimental to your brand. However; despite the backlash received by poor customer service, some brands never learn.  Customer service, customer relations, employee relations, employee morale, the list below shows you how each one of these is equally important to branding.

According to an article written by Judith Aquino with Business Insider, here is a list of the top 20 online businesses with terrible customer service.

20. Bidz.com
19. MarketAmerica.com
18. JomaShop.com
17. DeepDiscount.com
16. HarrietCarter.com
15. BetterWorldBooks.com
14. Lakeside.com
13. JustFlowers.com
12. Alibris.com
11. TechForLess.com

To view the top ten businesses with the worst customer service according to Business Insider, click on this link.

2011
01/25
CATEGORY
communications
consumer trends
public relations
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Top 10 reasons consumers follow your brand on Facebook

Ralph Paglia, editor-in-chief of the Automotive Digital Marketing Professional Community, wrote an article about consumer brand engagement earlier this week. Although his article pertained to the automotive dealership field, I think his list of top ten reasons consumers follow brands on Facebook is relevant throughout multiple fields.

I’ll tease you with the top five reasons, you can find the rest by visiting his article, “The top-10 reasons why consumers following a company on Facebook.”

Here the Top 5 Motivations why Consumers “Like” a Brand on Facebook and Follow:

1. 40% want to receive discounts and promotions

2. 37% want to show support for the brand/company to theirs

3. 36% hope (want) to get free samples, a coupon (a.k.a. freebies)

4. 34% want to stay informed about the activities of the company

5. 33% want to get updates on future products

Read the rest of the article by clicking the link above. I’m curious to know what you think!

2011
01/14
CATEGORY
consumer trends
public relations
Social Media
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