'Research' Category

The Single Biggest Mistake Marketers are Making?

Posted by Willie Pena on March 19th, 2015 at 6:23 am

To answer this question, I turned to Jerry Jao, CEO and Co-Founder of Santa Monica, CA-based Retention Science. His firm sells an automated marketing platform which profiles and predicts customer behavior in order to deliver contextual messaging at the best possible times. If you read my  earlier piece with my coverage of Adobe Summit, then you know just how important context is becoming to marketers.

While whoever I ask about the biggest marketing mistakes has their own bias and provides a different response, Jerry's answers reiterate a well-known -- yet often ignored -- precept about customers and how to derive the greatest ROI from marketing dollars: namely, it costs far less to retain existing customers than to market to new ones.
Read on for his take on the subject.
Tell me a little about your background and why you decided to found Retention Science?
Both my co-founder and I had experience selling products online, from video games to comic books to electric violins. We soon saw firsthand the challenge of retaining existing clients, and just as quickly realized that our problem was far from unique. Most businesses were not – and still aren’t – spending enough on customer retention.
This was despite the... Read more

Report: Fashion Events & Social Media: 4 Campaigns Analyzed

Posted by Doug Schumacher on January 29th, 2015 at 4:08 pm

How does a fashion brand leverage a major industry event? This report analyzes the content strategies and tactics of four major luxury fashion brands during Milan Fashion Week. The following slides will reveal details about each brand’s posting calendar, social networks employed, engagement levels generated and the posts that made the biggest impact.
Highlights

Instagram is the dominant social network for live fashion events
Only 1 of the 4 campaigns included posting to Facebook
Posting for each brand is scheduled around their live fashion show

3 CPG Soft Drink Social Media Campaigns Analyzed

Posted by Doug Schumacher on December 15th, 2014 at 12:33 pm

A look at the campaigns major CPG soft drink companies are running on Facebook, Twitter and Instagram. Brands in report are Coca-cola, Pepsi, Mountain Dew, Sprite, Dr Pepper and Fanta.
Report Highlights

Each campaign had a different social network drive the bulk of the engagement.
Each campaign employed a tactic for generating audience participation.
Twitter is the network with the highest posting volume in each campaign.
Twitter, despite having lower fan counts than the corresponding Facebook pages, delivered more engagements on 2 of the 3 campaigns.
Facebook is the dominant network for reach, with over 92% of the average fan count.

2015 Mobile Marketing Predictions – from 2005 (Pt 1)

Posted by Rick Mathieson on December 5th, 2014 at 11:07 pm

Let’s just say I had a head start on my 2015 mobile marketing predictions.
In 2005, my first book, BRANDING UNBOUND, hit bookshelves proclaiming a new era for marketing – one where the most measurable, personal and direct link to consumers ever created would change the world of marketing forever.
Written in 2003 and 2004, and published in June of ’05, I prognosticated about Apple Pay, iPad, Google Glass, Nest – and trends like marketing personalization, mixed reality social apps, augmented reality and more.
The book came out in June 2005 - two full years before the first iPhone was launched and heralded seismic changes to our relationship with technology.
Advertising that anticipates what you want and offers it before you even think you want it.

Services that let you shop for pizza, music, books and movies – anywhere, anytime.

Offers sent to you in-store, based on your age, gender, location, stated preferences and past purchase history—and even what merchandise you’re holding in your hands,  in real time.

Mobile, social platforms that let you do everything from get your gossip on to facilitating real-world meet ups between “crushes” who happen to be within 10 blocks of each others' physical location.

Stores... Read more

Report: Instagram vs Facebook vs Twitter

Posted by Doug Schumacher on November 18th, 2014 at 11:44 am

We just published a 6-brand comparison of social media posting and content performance across the three networks. The brands analyzed are Burberry, Chevrolet, Coca-cola, Covergirl, Oreo and Red Bull. These are brands we've seen be very active on Instagram, and thought it would be interesting to compare their content activities across the three networks.
Highlights

Red Bull posted over half the content, and generated more than 55% of the total engagements.
Red Bull posted 574 times during October
Coca-cola only posted 39 times
Coca-cola’s engagement rate is more than 3x the average among all brands
Oreo had the most equally-distributed posting volume across all 3 networks. And the 2nd highest engagement rate.