Tagged 'consumers'

Death of an Email Salesman, Rise of the Mobile Superhero

Posted by Ashley Eckel on June 24th, 2013 at 10:00 am

Email has enjoyed a nice 15+ year run as a powerful marketing vehicle. In fact, many marketers who came of age in the digital era have hinged their careers on it. I know I did.  And in doing so, we became pretty good at our craft.  Emails became smarter with optimized design, segmentation and personalized offers. We learned how to rapidly grow databases and strategized remarketing practices. Heck, analytics gurus and excel wizards had nothing on us when it came to proving our worth with numbers.

But as with most marketing channels, email marketing (in its current form) has a shelf life. And the expiration date is getting closer and closer.
Email marketing has become another source of noise. So much so in fact, that Google, one of world’s largest email providers, is taking the consumer’s side. In a new update, email is now sorted to push all promotional emails into a separate folder, keeping the email you really want to read (mostly from friends and family) in the top slot. And if you’re not a Gmail user, there is always the often-exercised of striking the delete button.
Rosa Golijan of NBC News sums up this new feature in very simple terms: “It's... Read more

Get-To-The-Point Branding

Posted by Nanda Sibol on January 28th, 2013 at 1:09 pm

Consumers today are literally bombarded with brand messages on multiple media platforms and devices at home, on the go, in stores and on the shelf.  It is overwhelming for consumers to make sense of it all and sift through the clutter and noise to get to what is important to them. Consumers today have little time to read printed copy or listen to and watch an ad; instead they are scanning the surface or skimming to get a quick read on what a brand or product is about.
New brands are acknowledging this shift in consumer behavior, and, in order to build quick awareness, they are encapsulating their key message—either the functional product benefit, point of difference, or positioning—into their brand name. Take for instance the brand “Eat Well Enjoy Life” that conveys the functional and emotional benefit in its name. In these instances, the brand name becomes the brand sound bite. We’ve seen several examples in food and pharmaceuticals where brands are developing their distinct sound bites to build affinity and awareness in seconds.
Thomas Keller of French Laundry fame has created a new 100% gluten-free flour. Leveraging the standard cooking instruction, “cup for cup”, and distilling it further by using... Read more

How To: Recognize the Power of Brand Advocates

Posted by Keith Trivitt on September 6th, 2012 at 7:50 am

For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy.

Who is Today’s Social Gamer? Maybe Not Who You Think…

Posted by Julie Shumaker on November 2nd, 2011 at 5:52 am

Our team at RockYou® recently released the results of the study we commissioned on social gaming behavior, conducted by leading market research firm Interpret.  Our goal was to provide actionable insights for advertisers, marketers, and developers in the social game space. By exploring the attitudes, behaviors, motivations, psychographics, and purchase intent among social gamers in the US, we are able to glean valuable information about the audience in this rapidly evolving space. We found many of the results surprising, and we think you will too.
First, we found that social gamers are highly receptive to in-game ads, especially when offered real-world rewards or virtual currency in exchange. 42% of social gamers say they would be more motivated to play a social game that offered real world rewards (eg: a coupon or gift card); 55% of players would rather earn virtual currency than purchase it with real money; and 24% of players report they have clicked on an ad in a social game and made an online purchase. Ads placed within games are indeed very effective, particularly when they are paired with incentives that players appreciate, like real world rewards.
Second, the study found that social gamers are avid consumers and are valuable customers in... Read more

Four Challenges Market Research Faces Today

Posted by Tony Zambito on April 17th, 2011 at 5:38 pm

Image via Wikipedia
Market research today finds itself in somewhat of a quandary. Mostly, it is a field that is trying to remain relevant amidst the sea of changes taking place in marketing and sales today in the new digital and buyer experience economy. As the gatherer of market and customer data, market research is struggling to prove its value to senior management. The AMA (American Marketing Association) has voiced this concern in several of its conferences over the past few years. This topic has been an especially notable theme at the AMA's Annual Marketing Research Conference the last few years and no doubt is a hot topic this year.
What are the some of the challenges that face market research?

The first is what I call the "how and why" complex. Conventionally, market research has focused on getting to the "who and what" of potential markets and customers. Gathering some good demographic information as well as finding voluminous reports on what is being purchased. With the hope of understanding trends and purchasing patterns. What is missing in many of the strategic meetings for senior executives is insight into understanding consumer or buyer behaviors and attitudes. Some may argue that psychographics provides this but psychographics... Read more