56 Marketing Trends found for Media / Other

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Customer Loyalty Efforts Predicted to Founder on the Reef of Social Media

Bottom Line: Marketers' current flavour of the month - the harnessing of customer loyalty programs to social media - is likely to produce a sour aftertaste, predicts a new survey of US and European consumers.

Marketers are barking up the wrong tree in their effort to win and secure customer loyalty via social networking sites such as Twitter and Facebook. Or so suggests research commissioned by Pitney Bowes. The survey quizzed 5,000 consumers in the US, UK, France and Germany. Based on their responses, it seems that social media is one of the least effective engagement techniques for securing customer loyalty - both for large and small businesses. Specifically, the survey found ...

[Estimated timeframe: Q4 2011 onward]

... that only18% of respondents believed interaction with a larger company or its brands on social media would encourage them to buy from that business again.

Social media were deemed even less effective for smaller businesses, where just 15% of respondents said it would encourage their loyalty to a company.

States the Pitney Bowes report: “These findings will give decision-makers pause for thought. Businesses can be forgiven for getting swept away by the hype surrounding social media and wanting to invest in such activity as soon as possible.

"But [survey] results show that those businesses tempted to lead with such techniques will quickly find themselves out of step with customer thinking.”

"Other communication techniques are far more likely to resonate with consumers and encourage them to do repeat business with companies. These techniques include:

  • A home-delivery option;
  • Having a say in products and services;
  • Control of channels and frequency of received communications;
  • A choice of channels to contact a company."

In each case, nearly half or more of the respondents said the above tactics were preferred and effective for small and large businesses alike.

In a summary of the survey's findings, Pitney Bowes states: “All of these practices are aimed at increasing brand loyalty and retaining customers.

"However, sophisticated social media and web interaction can be time-consuming and expensive and outcomes are difficult to measure.

Businesses are quickly having to learn the ‘customer dance’ - when to lead and when to follow - if relationships are to be nurtured" [MarketingTomorrow's italicisation].

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5715

German Scientists Pioneer 'Wild and Exciting' Future of Light

Bottom Line: Light-emitting wallpapers and windows could become the media option of the future, enabling in-home displays. So claim a team of scientists at Dresden's Fraunhofer Institute for Photonic Microsystems.

OLEDs are very thin, flat semi-conductors that emit light over large areas when placed on a glass, metal or plastic sheet, and are set to revolutionise the display market. Currently, standard light sources (bulbs, fluorescent tubes and ordinary LEDs) only illuminate a particular area and dissipate a high proportion of energy in heat. OLEDs, however, are highly energy efficient and generate even more light than the most efficient fluorescent tubes. They can also be applied to flexible materials, making them particularly attractive to designers, architects and ....

[Estimated timeframe: Q4 2011 onward]

... potentially media owners and advertisers.

What have previously been considered mere visions, are now translated to reality thanks to OLEDs created by the Dresden team. For example, luminous wallpapers and windows covered in OLEDs could soon be illuminating living rooms of the future. The technology also opens the gates to flexible computer screens and electronic paper [the resuscitation of ailing print media?]. 

Another future-determining option is the creation of an organic solar cell that harnesses power from light. Instead of a layer that reflects light, the new OLEDs are outfitted with a light-absorbing layer, which paves the way for windows of the future to actually generate energy.

But for that to happen, the current pilot projects have to yield stable mass-production systems - now the primary target of the Dresden team.

Over the past few years, the Dresden Institute garnered international awards in recognition of its work and earned a global reputation, thanks partly to its successes with the invention and patenting of a methodology that increases light output.

What’s more seven ideas ready for marketing have already been transferred to start-up companies such as Novaled, which since 2003 has been working on supplying the worldwide lighting industry with knowhow and production technology.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: DWworld.de
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5680

US Marketers Signal 'Significant' Increase in Shopper Marketing Spend

Bottom Line: It's 'Back to the Future' as 47% of major US marketers indicate their intention to 'significantly' increase their instore marketing budgets thru' 2013.

An omen of even harder times ahead, perhaps, as stateside marketers indicate their intention to 'significantly' increase their appropriations for the relatively unglamorous (but highly ROI-effective) technique of shopper - or point-of-purchase - marketing. According to new data from shopper research specialist GFK Interscope ...  

[Estimated timeframe: Q3 2011 - 2013]

... digital channels and gadgets are making consumers more streetwise about where, when and why to purchase goods and services.

Moreover the growing profusion of media channels is making it ever harder for manufacturers and retailers to accurately direct sales pitches to their target audiences. 

In June, GFKi surveyed 300 marketing executives across various retail and manufacturing sectors. Seventy-six percent indicated that their companies are now devoting 5% or more of their total marketing budgets to shopper marketing initiatives.

"It's a remarkable shift," according to GFK Interscope evp Alison Chaltas, who points out that the data implies a radical transformation over the past five years when - with a few exceptions among the fmcg giants - there were no such POP budgets.

As a result of the current trend, manufacturers and retailers are accelerating their efforts in the shopper marketing space, with almost half (47%) of the interview sample indicating their companies will be significantly upping shopper-marketing budgets over the next two years.

According to Chaltas, most of the money now earmarked for shopper-marketing programs is cannibalized from traditional media budgets, such as TV and print. It will flow to various arenas, including research, instore channels, email marketing and mobile.

The study doesn't cite specific amounts for specific channels; each retailer exercises individual choice.

The primary driver of the upsurge, said Chaltas, is digital technology, which is making shoppers more discerning and "harder to communicate with because there are so many more touchpoints and so much clutter."

Those touchpoints include dozens of online, mobile, in-store, word-of-mouth and direct mail channels. That makes purchasing-decision behavior more challenging to understand, she added.

"Everyone is still learning about the decision-making process," she said - especially how and why shoppers form relationships with particular stores and brands.

But Chaltas hits the nail squarely on the head, noting that while the media landscape is always changing "the one constant is point of purchase."


All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: Media|Post.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5646

Is the Age of Holographic Ads About to Dawn?

A series of eight unique fashion shows made its debut last week in Vienna, Austria, sponsored by Los Angeles-headquartered couture retailer Forever 21. The shows. which exclusively use holographic images instead of live fashion models, was conceived and produced with the help of digital agency space150. A total of eight shows are currently scheduled, with the next two in Brussels and London in June and July, culminating with a show in New York this fall. The technology is also likely to presage exciting new creative opportunities for agencies and marketers. For example ...  

[Estimated timeframe: Q2 2011 onward ]

... exhibitions, conferences, presentations and intermission displays at other live events. Eventually. some say, the technology could be extended to digital media such as TV and the internet.

The Vienna show opens with just a bare runway, onto which materialize holographic models, wearing designs from Forever 21's new line. The holo-models, walk the runway, disappear into starbursts and climb invisible staircases that light up underfoot.

Says Forever 21 Marketing Manager Kirstin Nagle: "We know that our customers are tech savvy and stay on top of trends in both fashion and technology. These shows are a way of connecting with our consumers in both areas."

Forever 21's program of digital brand entertainment began last June with the introduction of an interactive Forever 21 billboard in Times Square, New York.

Located on the site of the iconic Virgin billboard, the Forever 21 display features giant onscreen models interacting in real-time with customers on the streets outside the store. Models snap Polaroids of the crowd in realtime or pick holo-people up and drop them into a store shopping bag.

Payoff: The technology signals the shape of holographic things to come in the worlds of advertising, media and marketing.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5562

UK TV Ad Formats Face Future Competition from Product Placement

UK communications regulator Ofcom and its political masters have given the thumbs-up to product placement on British TV - thereby conferring legality on a practice that has operated undercover for decades ... and not only on commercial stations, some say! The free-for-all will kick-off on 1 February 2011, with even radio muscling-in on the act with paid-for verbal references to brands and products.The liberalisation follows recent changes to EU broadcasting legislation. However, there are some exceptions to the new free-for-all ...

[Estimated timeframe: Q1 2011 onward]

... with restrictions on the types of products that can be placed; limitations on the types of programmes in which products can be placed; and limits on the way in which products can be seen and referred to in programmes.

Major no-go areas for placements include children's and news programmes; also all UK-produced current affairs, consumer affairs and religious programmes.

Broadcasters will be required to display an onscreen product-placement logo in all programmes in which placements occur. It must appear for a minimum of three seconds at the start and end of shows, enabling viewers to identify which UK-produced programs feature 'placed' products. The logo must also appear after each ad break.

Commercial TV stations intending to feature product placements will launch an audience awareness campaign in the New Year. Overseen by Ofcom, the campaign will include short information slots within the advertisement breaks of popular programs.

Whilst PP will be hailed with glee by commercial broadcasters, it may get a chillier reception in other quarters - for example commercial production houses and creative studios - which could experience a significant falloff in revenues.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5455

Marketers Mull Sponsorship of eBooks

Horrific though the literary elite might regard it, the sponsorship possibility are infinite ... Aldous Huxley's 'Brave New World' sponsored by Fox News? Proust's 'À la Recherche du Temps Perdu' by AOL? Steinbeck's dustbowl classic 'The Grapes of Wrath' by 3M? All this and more could come to pass with major marketers eyeing eReaders such as Amazon's Kindle and Apple's iPad as platforms for sponsorship and promotions ...

[Estimated timeframe:Q1 2010 - 2015]

Marketers in the US are exploring a variety of e-Reader formats, including sponsorship deals that present readers with free books. videos, graphics or text enhanced by advertiser's message which appear when a person first starts a book.

An alternative placement could be along the border of the digital pages. Ads could be targeted according to the book's content tempered by readers' personal demographics and profile data.

The big question, of course, is whether readers would tolerate such an invation of their intellectual privacy?

Given that some marketers are contemplating offering the electronic books for free, many readers may well overcome their natural aversion to the incursion of commercialism.

The market for digital books is expected to hit $966 million in 2010 with accelerated growth in 2011, according to Forrester Research. According to recent research by the latter:

  • Of US adults who go online, 7% read eBooks, a figure expected to double next year.
  • People with eBook readers read as many as 40% of their books in electronic form.
  • Thirty-five percent of US eBook readers use their laptops to read books, while 32% read on a Kindle.
  • E-book sales in the US are expected to grow from a little less than $1 billion this year to more than $2.8 billion in 2015.

Right now, however, publishers are not over-enthused at the prospect.

According to Stuart Applebaum, a spokesman for Random House, ads often appeared in the back of mass-market paperbacks in the 1950s and early '60s. But they were never a big revenue source and the practice was abandoned for a variety of reasons, among them objections by authors.

Aplebaum assures that inserting ads in Random House eBooks won't happen without author approval: "It's a nonstarter here without their assent, regardless of format. However, if our authors were ever to be agreeable to it, it might have some traction."

But some authors, it has been observed, are not averse to the dangling of large bundles of $50 bills before their literary noses.




All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5436

'Aumented Reality' Spectacles Could Spark New Marketing Opportunities

Japan-headquartered electronics giant Olympus this week introduced a lightweight pair of augmented reality glasses that overlay the wearer's normal vision with digital content. For example, the content might include directions to a specific destination - say, a museum or restaurant - or a tourism guide. The device, jointly developed by Olympus with phone-maker NTT Docomo, uses augmented reality software linked to a mobile phone.


[Estimated timeframe: Q4 2010 onward]

Branded AV Walker, the lightweight augmented reality glasses use special software located on an attached smartphone. One arm of the spectacles frame holds a tiny retinal display which projects text and images directly into the user's peripheral vision, while the wearer is able to maintain eye contact with whatever they are observing normally.

A virtual tour of Kyoto was used as the first demonstration of the technology.

While AR glasses are nothing new, Olympus' new gizmo is among the first to add a miniature projecting display that causes minimal encumbrance to the wearer. Researchers at the two companies said they had managed to whittle an earlier AV Walker prototype down from 91 grams to just 20 grams.

Tokyo-based technology analyst Steven Nagata praised the "cool" and light good looks of AV Walker but said he felt the technology needed refinement.

"The promise of a walking, heads up display that would be able to provide important and relevant information about your environment with minimal interaction is the holy grail of mobile technology," he opined.

"And while the Docomo demo was more circus side-show than cutting edge technology, it may help inspire real innovation in the future."

It is certainly likely to do so in the fertile minds of adland. The technology could pave the way to many exciting marketing avenues - especially if linked to location recognition.

For example: A soccer fan, watching his team play away in the European Cup, could browse during half-time to check on flights home, local hostelries or a tourist guide to the city where the match is being played.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5336

Will New Online Media Exchange Win Where Google Failed?

MediaBank, a media-buying platform start-up, is challenging America's entire media-buying/selling model. The move was initiated this week, less than two months after the venture capital backed fledgling hired online industry guru Bill Wise as ceo. It propels the company into territory where Google and other well-capitalized online-based cross-platform media-buying exchanges have recently failed. Hot from the MediaBank drawing board and into the Madison Avenue fray is a new online system that ...

[Estimated timeframe:Q3 2010 - onward]

... advertisers and agencies can use to buy traditional media and (eventually) digital media too. In throwing down the gauntle to Donovan Data Systems, the ruling supremo, MediaBank has triggered something of a tsunami on Madison Avenue.

MediaBank labels its new system a 'DSP' - or Demand Side Platform to non-Jargonistas. It enables the demand-side (advertisers and agencies) to buy unsold online display advertising inventory based on the audiences they want to reach.

Significantly, DSPs grew out of a hyper-fragmented, disaggregated part of the online industry - the billions of impressions of display advertising inventory that go unsold by online publishers' own sales forces - but these platforms have matured into a product with significant implications for the entire media industry, and Madison Avenue as well.

DSP's significance is that they shift the emphasis from buying "media inventory that reaches consumers" to a model "that buys reach among consumers that happen to be using specific media".

As MediaPost comments: "That may seem like a subtle difference, but it is a profound change, because it effectively decouples ad buys from media content, and puts the emphasis on their audience."

The concept grew out of the online marketplace, where a wide array of third-party intermediaries, especially an array of broad-based and vertical advertising networks, enabled advertisers and agencies to skim off, and re-aggregate only the audiences they want to reach online.

Big ad agencies have also gotten into the game and have created their own in-house platforms such as Interpublic's Cadreon and Havas' Adnetik and say that by doing so, they have effectively flipped the model from buying media to "buying audiences."

But the online display advertising industry has grown so fragmented with third-party intermediaries - ad networks, ad network aggregators, data exchanges, agency buying exchanges, etc. - that many players are repositioning themselves as DSPs, a strategy that appears to be winning the day because DSPs provide a more simplified solution that can be used to manage the clutter and debris of the present media market.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: MediaPost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5313

Digitized Auto Number Plates Could be Ad Medium of the Future

California's senate is currently mulling a fundraising wheeze that could have emanated only from the heady mix of sun, auto-fumes and smog that characterizes America's largest (and zaniest) state. Up for approval is technology that enables digital number plates on vehicles to display ads - but only when stationary, the state's emergency services will be relieved to learn! It's part of a plan to raise revenues for the cash-strapped state, according to the bill's sponsor, Democratic Senator Curren Price of Los Angeles, who avers: "We're just trying to find creative ways of generating additional revenues." The bill requires California's Motor Vehicles Department to ...

[Estimated timeframe:Q3 2010 - 2013]

...  research all aspects of digital number plates in the period to 2013, when it is required to report full details of the proposal, including the amount of revenue it would raise, restrictions on the messages displayed on the plates and the impact of the scheme on traffic safety.

According to a state analysis of the bill, while the vehicle bearing a digital plate is in motion the plate would display only the registration number. But when it is stationary for four seconds or more, the number would be replaced with a scrolling set of messages including ad for private businesses, educational institutions and other organisations that have contracts with the state.

The plate would be controlled from within the vehicle.

A law that enforces freedom of speech means the state will have to accept any "non-obscene" message, but the individual motorist would be able to choose which messages to display.

"It's an exciting marriage of technology with need, and an opportunity to keep California in the forefront," enthuses Senator Price.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: BBC.co.uk
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5287

iPad and Other e-Readers Will Remain Niche Products Unless Prices Plummet

A study conducted in March - prior to the launch of Apple's groundbreaking iPad - reveals that tablet computers and electronic readers could become as ubiquitous as digital music players - but only if their prices fall dramatically!  The study by The Boston Consulting Group covered almost 13,000 internet users across fourteen nations, and concludes that consumers will pay for books, magazines and news on such devices but only at prices lower than many publishers' aspirations. It also found that  ...

[Estimated timeframe:2010 - 2015]

... twenty-eight percent of those polled claimed that they intended to purchase a tablet or e-reader within one year, while 49% said they would buy one within three years.

Boston Group's global media practice leader John Rose believes that declarations of an “intent to purchase” usually have to be discounted. He observed, however: “You can easily argue your way to 20-25 per cent penetration, which would make it a runaway success versus DVD players and CD players.”

Added Rose: “The survey suggests that e-readers and tablets are not a niche product for early adopters but could become the MP3 [digital music] players of this decade. Grandmothers will soon be carrying them around.”

Mass adoption of such devices, however, would depend on the price of single-function gizmos such as Amazon's Kindle or Sony Reader falling to $100-$150,

Moreover, the retail cost of such multipurpose devices as the iPad would need to plummet from $499 to $130-$200.

Two-thirds of respondents favoured devices that were capable of performing more than one function.

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: FT.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=5178

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