New Product Launches to Make Emotional Connection

What do the launch­es of Microsoft’s Win­dows 8, Wendy’s Pret­zel Bacon Cheese­burg­er, and the 2013 Toy­ota Corol­la have in com­mon? Accord­ing to the Most Mem­o­rable New Prod­uct Launch MMNPL sur­vey, from Sen­tient Deci­sion Sci­ence and Schnei­der Asso­ciates, these prod­ucts made the best emo­tion­al con­nec­tion with con­sumers. As a result, con­sumers were also more like­ly to remem­ber and pur­chase these prod­ucts.

Marketers Aiming to Reduce Consumer Privacy Concerns

Maybe it’s because of the Snow­den affair, or just an increase in gen­er­al aware­ness, but con­sumers are pay­ing clos­er atten­tion to the issue of online pri­va­cy. Truste, a firm with an inter­est in pri­va­cy, has released a new report show­ing that con­sumer con­cern about their per­son­al infor­ma­tion is increas­ing again. This change in atti­tude is impor­tant for mar­keters to under­stand as they strive to con­nect with con­sumers and boost online sales.

Marketers Poised to Make 2014 the Year of Healthy Living

Con­sumers have had enough of obe­si­ty, junk food and stressed out lifestyles. Bain and Com­pa­ny has announced that con­sumers on a glob­al basis want to aim for a lifestyle that will help them pre­vent health-related prob­lems. This is a big shift from the health­care mind­set that has been account­ing for an increas­ing share of nation­al spend­ing in most coun­tries.

Marketers Seek to Expand Experiential Investment

Event mar­ket­ing has his­tor­i­cal­ly been a great way for a brand to get in front of large groups of peo­ple, often in an envi­ron­ment that will make an impres­sion. Con­sumers tend to remem­ber if they had a great time at a ben­e­fit con­cert or sim­i­lar event that was spon­sored by a spe­cif­ic brand. Cross­mark, in its Expe­ri­en­tial Mar­ket­ing study for the Path to Pur­chase Insti­tute , notes brands are work­ing hard­er to encour­age event atten­dees to spread the word through social media and there­fore get more mileage from their invest­ment.

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.

Marketers Blend Traditional, Digital Media to Reach Working Moms

It’s easy to assume that the path to most work­ing moms would be through dig­i­tal media. After all, many of these con­sumers, espe­cial­ly those with younger chil­dren, are like­ly to be dig­i­tal­ly savvy and look­ing for every time-saving advan­tage they can find. Dig­i­tal media would seem to fit that need but Scarborough’s Work­ing Moms Study data shows that tra­di­tion­al media holds a big place in the dai­ly lives of work­ing moms.

2014 is Year of the Screen for Marketers

Mill­ward Brown is among one of the many research shops pre­dict­ing a mar­keter empha­sis on multi-screen pro­mo­tions this year. But what exact­ly does that mean and how can mar­keters opti­mize this strat­e­gy? As part of their analy­sis of this year’s hot trends, the firm spoke with sev­er­al experts and com­piled its find­ings in the 2014 Dig­i­tal and Media Pre­dic­tions Report. Read­ing through this report can help you deter­mine if you are using the lat­est screen tech­nol­o­gy and tac­tics to your best advan­tage.

Large B2B Marketers Focus on SMBs in 2014

B2B mar­ket­ing is big busi­ness. And the sec­tor will grow this year as larg­er busi­ness­es get seri­ous about tar­get­ing small and medium-sized busi­ness­es (SMBs). The Bet­ter Trac­tion from Smarter SMB Inter­ac­tion report from the CMO coun­cil explains why SMBs are an attrac­tive tar­get for larg­er busi­ness­es and how to increase sales through improved mar­ket­ing cam­paigns.

Enterprises Struggle to Optimize Content Marketing

Con­tent mar­ket­ing remains on the radar screen for many enter­pris­es this year. The strat­e­gy is espe­cial­ly effec­tive for B2B mar­keters. But, opti­miz­ing con­tent mar­ket­ing is a strug­gle for busi­ness­es and Curata’s 2014 Con­tent Mar­ket­ing Tac­tics Plan­ner shows the chal­lenges that oper­a­tors face.

B2B Enterprises Spending More on Marketing Services

B2B mar­keters face dif­fer­ent chal­lenges than their B2C coun­ter­parts, espe­cial­ly when it comes to the lengthy sales cycle. But, these enter­pris­es must pro­mote their prod­ucts and ser­vices to clients on an ongo­ing basis. The For­rester Research/Business Mar­ket­ing Asso­ci­a­tion study "Focus B2B Mar­ket­ing Bud­get Gains On Busi­ness Out­comes To Suc­ceed In 2014” reveals that B2B mar­keters, on aver­age, will increase their mar­ket­ing bud­gets by 6% this year.

Traditional Media Still Ranks High in Trust with Consumers

Twit­ter is a fab­u­lous tool for dis­sem­i­nat­ing infor­ma­tion dur­ing an emer­gency. Because it’s easy to get the infor­ma­tion out quick­ly, the sources some­times get their facts wrong. These kinds of gaffs are why con­sumers cast a wary eye at social media with respect to trust. Edel­man Trust Barom­e­ter for 2014 shows that con­sumers still find tra­di­tion­al media most trust­wor­thy.

Ad Agencies and the Cockroach Instinct

In the com­plex world of mar­ket­ing, media com­pa­nies and ad agen­cies are hop­ing for a share of enter­prise ad bud­gets. As we con­tin­ue to move to more dig­i­ti­za­tion of media, which of these ser­vice providers will have an edge? Brad Wieser, Senior Research Ana­lyst at Piv­otal Research Group recent­ly pub­lished an arti­cle sup­port­ing Pub­li­cis’ Rishad Tobaccowala's con­tention that ad agen­cies will adapt and sur­vive as suc­cess­ful­ly as cock­roach­es have done over the past few mil­lion years.

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