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'Techfluentials' are Marketers' Next Prime Target, Says GfK

Connoisseurs of crass collective nouns will adore the latest term coined by GfK Custom Research North America: 'Techfluentials'. Likely to wow 'em wild on Madison and in the bijou digital adshops of San Francisco, the latest etymological monstrosity can best be described as the second-cousin-twice-removed of that venerable but less snazzy research category: 'Early adopters'.

According to GfK's North American managing director David Krajicek, this group of "techfluentials" comprises highly connected individuals (indexing mostly under 30) who like to share their opinions about products that make their lives easier. Krajicek believes this group punches above its weight  when it comes to influencing the purchases of others. A conclusion that a sixth-grade business studies student might have drawn without the aid of a senior research executive.

These techfluentials seek solutions that will make their lives easier, particularly in a tech-forward professional world where many are multitasking and working toward advancing their professional careers.

Effuses Krajicek: "For marketing mavens, it's all about themselves - that personal drive to be first. For techfluentials, it's about these products serving a purpose for them."

Given the connected nature of today's media, the way to reach these techfluentials is through an online and/or mobile strategy.

"It all starts with online because of the on-demand nature of media," says Krajicek. "It's all about pushing out to them, because if you wait [for the message] to reach them passively, it won't get there." But the message must be presented in a way that is relevant to how a product or brand can make their lives easier in tangible ways.

The practical and technological benefits must be touted as much as any emotive benefits a marketer may be trying to convey, opines the GfK guru. This is particularly important for entrenched brands that have a solid identity, but may not be as relevant to a younger consumer who doesn't view them as state of the art.

"Some old brands are becoming 'have-nots' because they may be associated with quality, but are not seen as being on the cutting edge," Krajicek says. "You need to make yourselves re-relevant for this group."

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: https://marketingtrendtracker.com/article.aspx?id=4966

Interactive Marketing Spend Will Notch $55bn Over Next Five Years

Yet another wetted finger stuck in the air to see the way the wind's blowing! Forrester Research's Interactive Marketing Forecast predicts that, come 2014, interactive marketing spend in the US will approach $55 billion, representing 21% of all marketing spend. The estimate includes search, online display, email marketing, social media and mobile marketing. The report also predicts that the shift will result in overall lower marketing budgets, the end of old-media agencies and a new identity for Yahoo. But Forrester seemingly assumes that the wind won't change direction - a dangerous assumption for any company that takes such crystalballgazing too seriously.

The report, which surveyed 204 marketing executives across various industries, found that the recession is accelerating the shift to interactive, mobile media, and social media. The executives also said that marketing is becoming more powerful in corporations, given its connection to consumers.

As marketing dollars move to new media, print will suffer. A full 60% of respondents said they are boosting the interactive budget by shifting money from other media. Forty-nine percent who are increasing interactive media said they will take money from direct mail; 35% said newspaper media will get the axe to feed interactive; 28% said magazines. By contrast, only 12% said TV will be cut.

In terms of rankings, marketers were most optimistic about social media, online video, search engine optimization, mobile, paid placement in social media, email and paid search, in descending order. Near the bottom were outdoor, telemarketing, radio and newspapers.

The new Forrester study also compares ad spend to the time consumers devote to specific media, based on the North American Technographics Benchmark Survey. In a comparison between 2007 and 2009, advertisers this year spent 31% of the budget on TV -- about what they spent in 2007. The time consumers spend watching TV has dipped from 37% in 2007 to 35% now.

In the same period, time that consumers spent online has grown from 29% to 34% between those two years. But advertisers only spend 12% of their budget on Internet marketing, up from 8% two years ago. The firm predicts that by 2014, spend will have increased to 21%, with search marketing making up the lion's share, followed by display.

Although social media is only a sliver of spend for marketers, with just $716 million this year compared to the total $25 billion total spend, Forrester predicts that both social and mobile will have the biggest compound annual growth rate - respectively 34% and 27% - through 2014.

As for Yahoo*, Forrester sees consumers ingesting media across devices, which will benefit Microsoft and Google. Yahoo will decline because of disjointed customer experience across channels. Result: Yahoo will be sold. Forrester predicts that a less consumer-friendly buyer such as tech company Lenovo will woo Yahoo.

Another dangerous assumption: that Yahoo won't get its act together to prevent any such outcome!

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: https://marketingtrendtracker.com/article.aspx?id=4962

Tivo's 3.6m subscribers reinforce Google's TV ad analytics

Everyone wants to get into bed with Google, not least the volatile diva TiVo, which has slept around a bit in its day. The duo have entered into a deal that enables the internet search provider to integrate TiVo set-top box viewing data into its measurement of audiences for inventory sold through the Google TV Ads platform. Those whom God has enjoined let no man put asunder!

The deal adds approximately 3.6 million subscribers to the universe of set-top boxes that Google TV Ads has to draw on to analyze the second-by-second TV viewing behavior of audiences. Google also has a deal with Dish Network and access to more than 13 million set-top boxes via the satellite carrier.

"Google TV Ads is focused on enabling advertisers to target and measure television advertising more effectively," said Mike Steib, director of emerging platforms at Google. "This deal with TiVo will give advertisers access to even more anonymized viewership data, making Google's data set one of the best in the industry. Advertisers can use this data to understand which audiences and ads are most effective, which we think will ultimately lead to more relevant ads for viewers."

In addition to ad inventory on close to 100 networks seen via Dish TV, Google also sells ads on 14 national cable networks including CNBC, Oxygen, SyFy, CBS College Sports and Game Show Network. The company is sketchy when it comes to its advertiser base, but says many existing national advertisers have bought ads through its auction-like marketplace and that 30 percent of its clients are advertising on TV for the first time.

Google says its TV Ads platform has served more than 100 billion TV ad impressions in 2009.

At TiVo, Todd Juenger, vp, gm, audience research and measurement, said, "Working with Google is an important milestone and represents a shared approach to developing innovative products and services to help the media industry better understand the effectiveness of ad campaigns in an evolving TV landscape."

TiVo has also licensed its set-top box database to TRA, the New York research firm that analyzes TV viewing patterns and syncs it up with consumer purchase data culled from shopper loyalty cards.

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

Source: Adweek.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4944

Social Media: Tracking A Million Conversations

Social media allows anyone to say anything they want and have it broadcast across the globe. Most of the time our conversations simmer in obscurity and then drift off into the nothingness of digital archives. But some ideas boil over. Perhaps United Airlines broke your guitar or you had an idea about Chad Vader, Darth's younger brother. When such thoughts propagate and capture the attention of millions of people, they change perceptions. From a business point of view, these opinions and ideas can become the equivalent of marketing campaigns that would cost millions of dollars.

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

Source: Forbes.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4915

About Half in US Would Pay for Online News

Americans, it turns out, are less willing than people in many other Western countries to pay for their online news, according to a new study by the Boston Consulting Group.

Among regular Internet users in the United States, 48 percent said in the survey, conducted in October, that they would pay to read news online, including on mobile devices. That result tied with Britain for the lowest figure among nine countries where Boston Consulting commissioned surveys. In several Western European countries, more than 60 percent said they would pay.

When asked how much they would pay, Americans averaged just $3 a month, tied with Australia for the lowest figure — and less than half the $7 average for Italians. The other countries included in the study were Germany, France, Spain, Norway and Finland.

“Consumer willingness and intent to pay is related to the availability of a rich amount of free content,” said John Rose, a senior partner and head of the group’s global media practice. “There is more, better, richer free in the United States than anywhere else.”

The question is of crucial interest to the American newspaper industry, which is weighing whether and how to put toll gates on its Web sites, to make up for plummeting print advertising.

Mr. Rose and Dominic Field, a partner and head of the Boston Consulting media practice in the Americas, said that in Western European countries, news tended to be dominated by a handful of large players. But in the United States, they said, the news market is so fragmented that even if organizations banded together to charge for digital access, consumers would still find free sources online.

Americans were much more likely than people in the other countries to say they might pay for admission to sites that offered Internet access to multiple papers.

Paradoxically, in every country, the people who were willing to pay the most for news online were the people who already pay the most for news: avid newspaper readers.

The study, which drew from a survey of 5,000 people, concluded that charging for online access to news would not greatly increase a newspaper’s revenue, but since the cost of reaching Internet readers was very low, it could significantly increase profit.

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

Source: NYTimes.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4909

Online Partners Study Impact of Free Web Knowledge

ComScore has partnered with non-profit organization the Wikimedia Foundation to improve understanding of the reach and impact of free knowledge on the web.
The alliance will aim to increase awareness of global web audience trends and demographics, particularly for sites like Wikipedia.

To support the partnership, comScore is providing access to its global web measurement tool Media Metrix, which Wikimedia will use to augment its global site-usage statistics, interpret project participation and editing trends, and develop a long-term strategy to expand awareness and usage in new markets, such as Asia.

‘Every day I tell someone new that Wikipedia is a top five global Web property* – valuable information we would not have known without comScore’ comments Wikipedia founder Jimmy Wales. ‘comScore Media Metrix provides something we can’t – recognized, industry standard, global measurement that helps us understand projects like Wikipedia alongside other major web properties... This will help us support our mission to better understand our global audience of millions of dedicated users and hundreds of thousands of volunteer editors.’

The Wikimedia Foundation and comScore anticipate more collaboration through the coming year and beyond.

Wikimedia Foundation Executive Director Sue Gardner says the initiative will share data with everyone on the planet who wants to know more about how the Internet is growing, how people are learning and what barriers are preventing the free flow of knowledge and information.
Web sites: www.comscore.com and www.wikimedia.org .

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

Source: MRweb.com
MTT insight URL: https://marketingtrendtracker.com/article.aspx?id=4874

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