With consumers spending more time in the connected TV universe, should advertisers be adjusting their strategy? YuMe, along with Frank N. Magid Associates and Razorfish conducted focus group research to answer this question. The researchers determined that simple and relevant interaction, along with animation, may be the best way to market to connected TV viewers.
Tech companies have opened the doors to a brave new world of commerce and consumers have quickly adapted to the digital process of discovering products, researching what they want, and making purchases. Retailers have been slower to come up the curve. In a new report, PriceWaterhouseCooper (PWC) urges marketers to embrace a Total Retail model which means they’ll be focusing on a single brand message and customer experience across all channels supported by an integrated back-office operation.
In an era when images are increasingly important to consumers, marketers should be thinking about what they are communicating with their logos. A press release from Nashville, TV-based Horton Group encourages marketers to review their logos. The company’s analysts identify 3 specific circumstances that should prompt marketers to update their logos.
One way for niche restaurant operators to attract more traffic is to explore co-branding with another restaurant that has a complementary rather than competing menu. A recent series of articles in Fast Casual discussed the pros and cons of these arrangements. While the article focused on well-known quick serve restaurants, cobranding could work with small locally owned establishments as well.
If you’re working with clients on their social media strategy, it’s likely that you’ve discussed Twitter. The microblogging site limits messages to 140 characters and is extremely popular with specific consumer groups. More marketers are checking out Twitter and using the site’s tools. One way to improve targeting with Twitter may be to understand the types of conversations consumers are having on the site. Pew Research recently outlined 6 dominant types of Twitter conversations.
Earlier this week, I highlighted an Advertising Age article about the shift in the CPG industry as marketers move resources from traditional to digital ad campaigns. Another study, this one is from Catalina, suggests that a move to general digital isn’t cost efficient for most large food marketers. Catalina’s research shows that marketers are better served by personalizing their promotions based on ‘buyergraphics’.
Marketers who are promoting branded packaged foods have been feeling pinched ever since the recession started. Some consumers have been migrating to less-expensive private label products. Other consumers are spending more money on fresh products and local or regional brands. According to an Advertising Age write-up that covered the industry’s Consumer Analyst Group meeting, these marketers are realizing they need a fresh product development approach and increased investment in digital media.
TV advertising has been a protected class in the traditional media category. Marketers continue to increase spending on the medium as consumers watch hours of TV on a daily basis. But the CEO of Comcast, Brian Roberts, expects big changes in TV viewing habits over the next 5 years. Along with viewing changes will come advertising shifts.
In an era when price rules as one of the most important factors on the path to purchase, is it fair to question the impact of constant price promotion? Leonard Lee and Claire Tsai, researchers at the University of Chicago think so. Their detailed analysis of consumer behavior and attitudes regarding price promotion, just published in the Journal of Consumer Research, draws significant conclusions about discounting and its impact on brand value and loyalty. The bottom line is that marketers who sell products intended for immediate use and consumption have the most to gain from this practice.
Some of us may still be recovering from last year but marketers are already working on the upcoming holiday season. Toy manufacturers and retailers know they need to hit the shelves at just the right time, with the right products in order to make a big hit with kids and parents. The Toy Industry Association’s annual fair has just wrapped up and industry experts have compiled a list of what they expect will be the must-have toys this year.
You know it’s good news when CFOs, the gloomiest members of the C‑suite, start releasing positive projections. In the BDO USA, LLP survey, CFOs for top U.S. retailers signaled their confidence in the economy by predicting a 5.1% increase in revenue this year. These CFOs also gave some insight into which marketing strategies their companies will be using to compete in the e‑commerce sector.
The February 2014 CMO study from Dr. Christine Moorman at Duke’s Fuqua School of Business has just been released. This bi-annual report tracks marketing attitudes held by business leaders across the U.S. The good news is that the optimism rating for the overall economy for the next 6 months is at 66.1, higher than it has been at any point since February 2009. As a result, CMOs are boosting their marketing budgets to support new products and services they're rolling out this year.