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Hook - The Consumer Engagement Blog

Paula Martin's avatar

Radio Reaching More Adults Daily

Smart phones, social media and the internet may be high on many marketers' lists of how to reach potential customers. However, research shows that radio reaches more adults on a daily basis than the internet, newspapers and magazines--added together!

Taking into account the cost effectiveness of radio (compared to television, newspaper and magazines), and its reach, radio proves to be a winner for finding potential consumers.

And, many radio stations can now incorporate aspects social media into a campaign. See the results for yourself of the Nielsen analysis of a Council for Research Excellence study at http://bit.ly/gTcdQA

Paula Martin's avatar

Where the Babes Are

Marketers need to find more consumers for their products--that's our job. Most consider the fastest growing metro areas found in states such as California, Florida and Texas. But you might be surprised which states complete the fastest growing markets...North and South Carolina and Utah.

Even more surprising, Utah stands out as a state with a larger number of married households, families and moms giving birth. Statistics can be fun, even for the non-geeky! Ponder these interesting growth stats in this Ad Age article http://bit.ly/aT0o3K

Paula Martin's avatar

Being Heard or Only a Part of the Herd?

Technology provides us with so much data on potential consumers...but has technology made brands too much alike?

As brands add features, it can result in mediocrity, not uniqueness. Features should set a brand apart, not make it like all the others. This "contrarian" article from The HUB weighs in on the new marketing book Different: Escaping the Competitive Herd by marketing prof Youngme Moon.

What sets your brand apart and does it speak volumes? Find out at http://bit.ly/9WDdo3

Paula Martin's avatar

Email Wins over Other Social Media

Email is still the preferred vehicle for sharing content online (especially for consumers over the age of 35). More than half of all referrals through the "Tell-a-Friend" widget used email to share content.

"But", cries the marketer, "we get more click throughs on Facebook and Twitter!" True, but the secret lies in the fact that emails sent through the "Tell-a-Friend" widget include the full message, so there is no need for the recipient to do a click through.

Email also leads to more engagement, more pages viewed and more conversions. This recent study by Chadwick Martin Bailey backs up an August study conducted by Social Twist with the same results. Check out this eMarketer article for the facts http://bit.ly/9Da3Th

Paula Martin's avatar

What do Women Say About You (and Your Product)?

You don't have to be a rocket scientist to know that women talk...about everything! And, the savvy marketer knows that women talk to each other about their experiences with products, both the good and the bad.

In spite of technological gains, women still prefer to give/receive information face-to-face (92%) rather than doing so online. Harbinger and Ipsos recently conducted the study that discovered that lifestage and product category weighed heavily on how and why women communicated with each other. To understand the complexities of women's communication see the press release yourself at http://bit.ly/ag4HHW

Paula Martin's avatar

Social Media: The New Whisper Game?

Remember the child's game of "Whisper"? Someone started with a sentence and whispered it to their neighbor...by the time the message got to the last person, it wasn't even remotely like the original message.

Social Media (blogs in particular) continue the tradition of the whisper game. e-Marketer chronicles a new report that finds that message distortion creates huge problems for companies. Message distortion is less a problem in traditional media streams, but as blogging continues to grow, companies need to take advantage of their own content.

As companies release creative content over social networks, there is less chance of message distortion. Check out the full article at: http://bit.ly/cwBWqv

Paula Martin's avatar

Experience Strikes User Confusion

Web analytics can show the traffic drop-off on a website, but that is just a partial picture. To fully understand what is happening on the website, you need User Experience (UX) information. 

FeedBlitz' online marketing blog recommends six ways to combine Web Analytics and User Experience to recognize potential problems and changes to avert them. Start with the landing page...use analytics to look at bounce rate and conversion rate, but then integrate user experience for non-conversion. Look at your site navigation, what's the top content? And from the users perspective, how to you get there? Put your website to the test with this FeedBlitz article at http://bit.ly/aleqI2


Paula Martin's avatar

Reaching the Buying Brain


Are there really differences in how marketers should sell to Boomers, Men, Women and Moms? In his new book, "The Buying Brain: Secrets for Selling to the Subconscious Mind" author A. K. Pradeep takes readers through the studies and metrics that neuromarketers use. He also gives marketing advice based on the data accumulated by NeuroFocus, the largest neuromarketing service. Case studies are used to investigate common problems faced by marketing professionals. Pradeep devotes an entire chapter to new moms. Research indicates that women who become moms undergo brain changes that significantly affect how they perceive and respond to advertising messages. This is especially important considering women still control 85% of all household purchases. Learn more about "The Buying Brain" from this neuromarketing blog http://www.neurosciencemarketing.com/blog/articles/buying-brain.htm

Paula Martin's avatar

Brands CAPTCHA Attention Online: Favorable or Unfavorable?


Think about the last time you had to type in a security code while visiting a website, perhaps to make a purchase or just to get through the security of the site.
Those funky fuzzy letters are called CAPTCHA--an acronym for "Completely Automated Public Turing test to tell Computers and Humans Apart". The distorted messages require your undivided attention (and what advertiser doesn't want your undivided attention?). 


Solve Media has figured out a way to allow advertisers to take advantage of the CAPTCHA space. Instead of typing in the fuzzy funky words, users will be asked to type in a brand slogan or phrase. The question left hanging is, will consumers remember the frustration of having to type in a brand slogan on a website, or fondly remember the brand? Ad Ages reports on this new CAPTCHA quandary at http://bit.ly/be8liU


Paula Martin's avatar

twitter success models

So what can twitter do for your products?

Social media doesn't create fans, it connects fans. Craig Arthur, Director of the Wizard of Ads/Australia, observes that successful twitter campaigns begin with a highly desirable product at a low price point. Arthur notes that limited availability of the product increases buzzworthiness with twitter. 

Many businesses will have challenges sustaining any real success with twitter as a marketing vehicle if the business desires to control the message or outcome. Arthur notes, "Two entirely different things are being called social media: One is wild and organic and comes from the customer's experience. The other is calculated and comes from the business owner." Arthur delineates the difference: "Advertising is where the business owner controls the message. Social Media is where the customer controls the message." 

Source: http://www.mondaymorningmemo.com/?ShowMe=Pendulum3

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