Tag: brands

Major Brands Renew Focus on Local Marketing Efforts

Big brands spend plen­ty of mon­ey focus­ing on their nation­al cam­paigns. They know they need to make an impres­sion at the local mar­ket lev­el, too. At least 80% are spend­ing more or the same lev­el of local mar­ket­ing dol­lars in 2014 as they did last year. But, Bal­i­hoo, in its Local Dig­i­tal Mar­ket­ing study, notes that only 7% are sat­is­fied with their local cam­paigns and mea­sure­ment abil­i­ties.

Brands Tap Into New Consumer Trends to Remain Relevant

Are con­sumers burn­ing out on being con­stant­ly con­nect­ed? Mind­share ana­lysts think so. In its 2014 Cul­ture Vul­ture report, the com­pa­ny shows that con­sumers feel over­whelmed by tech­nol­o­gy. This is just one of sev­er­al trends that brands should be pay­ing atten­tion to this year.

Brands Aim for Guru Status with Gen Y Shoppers

Tar­get­ing prospec­tive cus­tomers sole­ly by age group has fall­en out of fash­ion as mar­keters have been able to more clear­ly iden­ti­fy audi­ence attrib­ut­es in recent years. Age does mat­ter in some cir­cum­stances, though, espe­cial­ly in terms of the rela­tion­ships con­sumers have with brands. The GfK Brand Bench­mark Study reveals that Gen X and Gen Y con­sumers val­ue brands dif­fer­ent­ly, large­ly because of the cur­rent life stage they are in, and smart mar­keters are seek­ing spe­cif­ic kinds of rela­tion­ships to max­i­mize rev­enue with these poten­tial cus­tomers.

Large Brands Increase Commitment to Mobile

Ear­li­er this week, I cit­ed ZenithOptimedia’s data on the strong future for mobile adver­tis­ing. Those sta­tis­tics are sup­port­ed by Ovum data pro­duced for the Inter­net Adver­tis­ing Bureau (IAB). 32% of major brands sur­veyed by Ovum are spend­ing at least $300,00 on mobile annu­al­ly and growth in the for­mat is like­ly to surge next year.

Automakers and Dealers to Promote Trouble-free Ownership Experience

Automak­ers are busi­ly adding new fea­tures to their lat­est vehi­cle mod­els. And, this year, more con­sumers are in the mar­ket for a new vehi­cle, so some of the added fea­tures may be impor­tant from a com­pet­i­tive stand­point. To under­stand which fea­tures to pro­mote in their ad cam­paigns, automak­ers and deal­ers might want to check out the new­ly released sur­vey from NADA.

Social Media Use to Boost Brand Campaigns on Traditional Media

Media com­pa­nies are seek­ing ways to con­nect with con­sumers who use social media while watch­ing TV. Know­ing who uses social media and in which ways can help media com­pa­nies sell their pro­gram­ming to mar­keters. A new TVB study released on this top­ic, 2013 Cul­tur­al Cur­ren­cy, has iden­ti­fied how con­sumers are engag­ing with spe­cif­ic social plat­forms as they watch TV.

Brands to Market Through Publishing as Social Media Grows

Large com­pa­nies are posi­tion­ing them­selves to take on key roles as ser­vice providers in the boom­ing social media indus­try. Brands will be using these ser­vices to improve their social media per­for­mance and pub­lish­ing poten­tial. But they’ll also be look­ing to cut spend­ing fur­ther on tra­di­tion­al media in order to pay for the costs asso­ci­at­ed with social media man­age­ment.

Event Marketing to Benefit from Social Media

With social media play­ing a big­ger role in the every­day life of con­sumers, it’s easy to see how the for­mat will expand its foot­print to events for brand mar­keters. New research shows that social media is prov­ing to be a valu­able tool with respect to event plan­ning, exe­cu­tion and mea­sure­ment.

Brands Courting Consumer “Likes” on Social Media

Con­sumers will often buy the brands rec­om­mend­ed by friends and fam­i­ly mem­bers. In the offline world, this behav­ior is labeled word of mouth. In the dig­i­tal world, researchers are find­ing a link between the brands con­sumers pur­chase and those that are fol­lowed by friends and fam­i­ly on social net­works.

Traditional Media Leads for Introducing Brands to Consumers

Lead­ing edge mar­keters may like to believe that con­sumers are learn­ing about new brands through social media. But new research shows that’s not always the case. Fur­ther, con­sumers only occa­sion­al­ly men­tion brands in their social media posts.