In our continuing effort to provide you with innovative ideas that can help you amplify your brand experience, we thought we’d share this article from Business Insider that highlights five brands making a marketing impact without spending big bucks on traditional TV ads. Enjoy!”
Another interesting research report in today’s MediaPost from Gfk Research showing that over a third of consumers can now be classified as XTreme Shoppers…characterized by the amount of time they devote to finding the best deals on everything.
Their behaviors are similar to other shoppers in that they:
- Rely on internet research, especially on mobile devices
- Use multiple retail channels
- Check product reviews
Where they differ is that they do so much more of this than other shoppers.They use many more touch points and more resources. They visit more web sites and participate in more online communities. And, income level or age doesn’t seem to matter.
The study reports that these new shoppers have created a different culture of consumerism through their comparison shopping and demands for the best price on everything. They also are redefining what value means and are highly motivated by company assurances of ongoing product support.
Part of this new, aggressive consumerism is being fueled by the economy but technology is also key. The study identified more than 30 shopper-initiated touch point categories across major venues such as online, in-store, word-of-mouth, mobile, direct mail and TV.
These findings are right in line with the McKinsey Consumer Path to Purchase study we’ve posted about in the past. There no longer is a purchase funnel. It’s a purchase maze and the consumer looks, not to traditional advertising to help form their consideration set and make buying decisions. They rely primarily on a host of consumer-generated information and reviews to help them decide what and where to buy.
Our job as marketers continues to get harder. Fragmenting media. Exponentially increasing touch points. Consumers opting out of traditional advertising and PR communications and communicating directly with one another about what to buy. More creative advertising won’t solve these issues. Bigger media buys won’t help either. The only way forward is to listen to what the consumer is saying and meet them on their terms. Time to invest in building relationships. Time to start creating better consumer experiences.
According to this AdAge interview with Unilever CMO Keith Weed, Unilever is shifting dollars…a big portion of it’s spend…to digital. And by “digital” he means three things: paid, owned and earned.
It’s an interesting look at the thinking going on at one of the biggest mass marketers on the planet. They realize that they are a mass marketer that’s got to get where the mass of the people are, and increasingly that’s online and on their mobile devices.
Ad Industry Optimism Reaches Highest Point Yet: Improves For All Media, Especially Digital and Mobile
Advertiser Perceptions Inc tracks what marketers and media buyers say they’re going to spend on advertising and there’s some good news in their recent report, especially for digital and mobile.
Of the over 1,400 decision-makers surveyed, nearly one third (32%) now expect to increase their spending over the next 12-months, making this the largest increase since API began asking this question in the spring of 2007. While print still shows negative growth and TV is flat, digital and mobile are bright spots, with 60% of executives saying they’ll increase digital and 62% boosting mobile spending.
What are you seeing at your company?
If I were a client, I’d be highly skeptical that a dinosaur of the old media, like print, could attract the talent to help me develop best-in-class new media campaigns and activations. After all, the premise of all these business development operations within media companies is to keep the dollars on the publishers books. How does this really fit with a “free the content” strategy? I’ve been here and done that and I can tell you, the client gets a “you can have any media you want as long as we own it” distribution strategy.
I guess they’ll find some takers and Meredith has certainly been aggressive about acquiring new media agencies of late. But, the same issue always does these guys in…it’s hard to innovate without cannibalizing the golden goose of your existing business.
Compete just released it’s Smartphone Intelligence survey (redundancy there) and there’s some interesting insight into consumer behavior trends mobile is enabling. Think Local Search, Social Connectivity and Gaming.
According to the survey, 1 in 3 smartphone owners has called or stopped in a local business after finding it using a local search app. In just first quarter, over a third of Android and iPhone owners discovered at least two new businesses that they were not previously aware of thanks to using these local search apps.
Thirty-three percent of smartphone Twitter users post tweets primarily via their smartphones. Of those accessing Facebook via their smartphones, they’re reading news feeds, posting status updates, replying to messages and posting photos.
iPhone owners download and play games more than any other handset owner. ..37% play games of some kind at least daily.
Anyone with physical locations would be wise to find ways to make their presence known to smartphone users. If you’re really smart, you might want to think about a way to combine local search, social and gaming all in one…like a Foursquare or Gowalla.