Men are becoming smarter about shopping.
A June 2011 survey by Men’s Health magazine and GfK Roper found that men not only check online for the best prices on products and services in traditionally “male” categories such as auto and tech, but they also do a significant amount of online comparing of prices in more “female” sectors like health/wellness and food/cooking.
Men go even further in their research, too, with over half reading reviews of products and services and nearly as many sharing positive research results with friends. Over half of men have even “liked” a Facebook page from a brand in one of the top product categories. When they went to the actual store, they used smartphones to make decisions, such as calling a friend for their opinion on a purchase.
MPA Conference Shows Tablets Dominating, Publishers Adapting: Social integration said vital to tablet magazine experience
“Digital is more than just a replacement for print.” Eleven percent of the total U.S. population used iPads and various other tablet devices last year. By 2014, that percentage is estimated to rise to 27.7 percent—more than one quarter of the total population, or about 89.5 million people.
Tablets are changing the game: fellow panelist David Carey, president of Hearst Magazines, said he strove for Hearst’s tablet editions to be equally supported by revenue from consumer and advertisers, versus ad-driven ink-on-paper magazines. “That’s what these devices have done, is finally allow us to monetize our content digitally,” he said.
At MPA Digital: Swipe Conference, it was evident that publishers spending more money in digital, and that social media is essential in maintaining your customer base. Another focus was that there should be an increased focus on personalization, bundling media as a way to introduce new brands, and avoiding “irritating ads.” I certainly agree!
When MktSoc can afford to get 8 boxes of (delicious but) pricey Patsy's pizza, you know the event is going to be something special, and today was no exception!
Melanie Hamilton (Sales Lead of New Advertising Products at Google+) came in to talk to us about what she does and how Google+ hopes to fully integrate Social and the Search, leading to a better experience for the user.
In Melanie's presentation she discussed four issues that marketers are struggling with in the digital realm and how Google+ can help address these issues.
First, Melanie brought up how Circles can help brands connect better with their fans. She showed us an example of how Intel had users +1 pictures of circles labeled "IT Experts," "Trends," etc. The users were then manually added to the corresponding circle by Intel, who could now share appropriate content with the right people! I thought it was a clever way for a brand to use Circles to their full potential.
Another complaint that people often have is that comments are not as meaningful as conversations. This is where Hangouts, Google+'s group-video-conferencing feature, comes in. She showed us this cool video of Will.i.am using Hangout to interact with fans:
After this, she talked about how recommendations made on social media lack staying power. To address this issue, Google introduced the +1 button, which you might have seen popping up around the internet within the last year or so, next to the "share on facebook" or "tweet" buttons. An interesting fact: +1 annotations (both friends' and general) in search results have been show to increase click-through rate 5-10%! That's huge!!!
Finally, Melanie addressed how marketing is fragmented. This is why Google is trying to integrate social elements into all of its efforts. Only when it was pointed out to me did I realize that this allows brands to build relationships with the world's larges audience--Google Search users (read: everyone with an internet connection).
Melanie then opened up the floor to questions, and did a wonderful job answering everyone's questions. In response to one student's question, she demoed Ripples, a Google+ analytics tool that shows how quickly and by whom content gets shared--it was pretty darn cool. Overall, it was a fantastic event, and I look forward to the future of brands on Google+!
For pictures from the event, click here.
BBDO Toronto had a big hit last year with its Skittles Touch campaign (taking home Gold Lions in Film and Cyber at the Cannes ad festival, for one thing). The interactive videos prompt you to place your finger on your computer screen where a Skittle appears—and then your finger becomes, disturbingly, part of the action. (In the most memorable execution last year, a half-man/half-cat stared you down while eagerly licking your finger.)
Now, agency and client are back with five new Touch videos—ratcheting up the weirdness even further. The characters this time around include a cyclops doctor, a werewolf baby, a zombie, a princess and Sasquatch. The campaign is less whimsically weird than its American counterpart and more aggressively gross than anything. After each clip, you'll feel somewhat violated as you trot off to the vending machine.
Click the link below to watch all the videos and experience it for yourself.
VitaminWater has created their latest commercial chock-full of internet memes. This wouldn’t be the first time – remember their commercial with Jennifer Aniston, dancing babies, and double rainbows?
“Ah yes, the splendors of the Internet,” VitaminWater writes in the YouTube video’s description. “Truimphant babies, photobombs, seductive men who strictly play smooth jazz, and of course the cats made of toaster pastry. These days, it’s not unusual to encounter something this unusual. So take a sip of your VitaminWater, grab the proverbial antelope by the horns and check out this commercial. Yeehaw!,” the description said.
Check the commercial out below.
Procter & Gamble is one the biggest advertisers whose continuous optimization approach for digital is fundamentally changing how it creates ads and applies what it learns to other parts of the marketing mix. Pantene is one of its brands that has been working with Smart Media, a system developed with Resource Interactive, to analyze click-through rates and flash surveys on purchase intent for different combinations of their ads and placements. According to Kevin Croaciata, Marketing Director of Pantene, performance has improved for those target metrics from 28% to 90% when using the continuous data gathered to constantly tweak ads compared to when creative pretesting is used alone.
Some interesting things they’ve noticed: white backgrounds don’t do well on Yahoo!, orange works on Facebook, and blonde models get a better response than brunettes on some sites.
Though it has changed the creative process by requiring more options upfront before launching the ads, it is not a drastic shift as it’s simple to develop tens of permutations to test with just a couple variations of key elements.
“If we…find one [element] is working particularly well in the digital space, it’s learning we can apply back to print ads, in-store elements and other places,” said Crociata. It’s clear that companies will soon be able to not only see but measure the lasting effects of changing just a few, seemingly inconsequential details.
Hey guys, Katherine, MktSoc VP here!
This past Friday The Marketing Society hosted its first Community Service event with Nielsen and with Stern Cares. We all headed down to Sara D. Roosevelt Park in LES/Chinatown to help beautify the park. This event provided us a really great opportunity to meet and network with people from Nielsen. Volunteers had the opportunity to mulch, untangle hoses, spread nutrients, and pick up trash. Kathy, the park manager, was also a really amazing person who told us all about the history of the park, information about park maintenance, and all about the types of plants they have in the park.
In the morning, I helped pick up trash in the park on the left-hand side of the park between Hester and Grand Streets. Upon initial glance, I thought it would take maybe 15 minutes to clean up the park, but boy was I wrong! It definitely took me over 2 hours, even with the help of Nielsen volunteer Kate. I had met Kate before at previous Nielsen networking and recruiting events, so it was great to be able to see her again and chat! We talked about topics from marketing to her work at Nielsen and also about The Marketing Society. We also talked about fun stuff too, like cupcakes! One of the interesting things about this type of work was the weird types of trash that we found! Q-tips, floss picks, lotto cards, someone's phone number...Kate and I had a fun time trying to craft a story about the person littering in this park.
Around noon we all took a break and enjoyed some delicious Popeye's, courtesy of Stern Cares. All the volunteers munched on crispy chicken, buttery biscuits, and slurped on some super sweet tea. It was nice to take a break, especially when it was starting to warm up.
In the afternoon I went back to finish up one last patch of the park with Vivian, one of our industry managers, and Reina, another volunteer from Nielsen. We had a great time telling her all about our Stern undergrad experience. We also talked to her about her work on the watch side, which was great, since most of the people I've met at Nielsen work on the buy side. We also got some great advice on getting an MBA since her husband is doing his part-time MBA at Stern.
Everyone finished up their work around 2, and by then it was absolutely gorgeous out! After the event was over, Bonnie, our MktSoc President, was nice enough to treat all the volunteers to Red Mango, which was very very yummy.
Overall, I thought this was a great event for us to start a relationship with Stern Cares and to continue our relationship with Nielsen. Next year, as President of the Marketing Society, one of my goals will be to have more community service opportunities for the club, so having this event was a great start!