Archive for July, 2012

Brands

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Marketers spend hundreds of millions of dollars around their Olympic sponsorships, but consumers often don’t appear to be aware of who has paid to attach their name to the games. Worse yet, they often think that honor belongs to a major rival. In an online survey of 1,034 U.S. consumers last week, 37% of respondents identified Nike as an Olympic sponsor, and just 24% said, correctly, that Adidas is one. That may be partly due to Nike’s success in identifying its brands with serious athletes of all types. Nike is also a master of ambush marketing, breaking a global campaign today — the opening day of the Olympic Games in London — that features ordinary athletes competing around the world in places outside England that happen to be called London. Coca-Cola was cited by 47% of respondents as an Olympic sponsor, more than any other brand, but 28% incorrectly believed that Pepsi is a sponsor. One of the most-cited brands was McDonald’s, correctly named by 40% of respondents, but 19% of those surveyed believed Burger King is an Olympic sponsor. Respondents who identified brands as sponsors, whether correctly or incorrectly, were then asked if that Olympic sponsorship makes them feel more positive about that brand. Some of the highest response rates were for brands that aren’t sponsors — 54% of respondents said Olympic sponsorship made them feel more positively about Nike, 52% said the same about Burger King and 48% about Pepsi.

Content!

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Females say they feel more positively toward brands and publishers alike when shown contextually relevant ads

Advertisers have many means of targeting at their disposal, from contextual to audience-based to behavioral and beyond. While some of those targeting types—notably behavioral—can lead to a negative reaction among internet users when they believe they have been used, web users do agree that relevant ads make them better-disposed toward brands, as well as toward the publishers who run the ads.

In the case of online video ads, the women surveyed said contextual video ads made them feel more favorably toward both the brand (62%) and the site where they saw the ad (56%), making contextual targeting for video a win-win for publishers and advertisers. Half of respondents said their overall browsing experience was more valuable because the ads were perceived as relevant to what they were doing at the time—that is, relevant to the content of the webpage.

Battle of the Sexes

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When it comes to the sexes on social media, there are a few places where the battle lines seem settled. When it comes to the two dominant social networks — Facebook and Twitter — you may be shocked to discover that women are now in the majority on both services. Not only that, but they’re posting far more frequently on Facebook than their male counterparts can manage. Online gaming, once a bastion of men, has fallen to the females as well….60% of those players are women. But take heart, guys. You still comprise 63% of LinkedIn, the professional social network. Want to know more? Call Larry John Wright. We know the facts.

Make it Simple

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In a world where brands are constantly fighting for attention, many marketers are asking themselves a key question:  What is the best way to impact purchase decision and brand loyalty? The answer they are likely arriving at is that they should engage potential and current customers via social media. After all, consumers are all about social media, right? Wrong.

Suveys found that 60-65% of business leaders believe that consumers follow their brands on social media sites because they want to be a part of a community. Only 25-30% of consumers agree. The top reason consumers follow a brand? To get discounts!

On top of trying too hard to engage with consumers via social media, marketers are generally pushing out too much information, causing people to over-think purchase decisions and making them more likely to change their minds about a product, be less confident in their choice and less likely remain loyal to the brand.

So what should marketers do? The answer: Simplify the decision-making process, so much so that consumers actually think less about the decision.

Research showed that when the message was simple, there was a 20 percent increase in results and a 96 percent increase in customer loyalty. It also results in brands being 86 percent more likely to be purchased and 115 percent more likely to be recommended to others.

Don’t you think it’s time to stop overwhelming consumers with marketing information and cut through the clutter? Take an unconventional approach – forget engagement, increase simplicity. Call Larry John Wright. We make it simple!

News Corp.

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News Corp.’s Chairman Rupert Murdoch’s fondness for newspapers won’t be enough for investors to overlook declining profit at the publishing company he plans to spin off. Operating income at the company’s publishing unit, which includes The Wall Street Journal, the New York Post and The Times of London, dropped 32% from fiscal 2008 to 2011, according to data compiled by Bloomberg. A shift to the web has cut industry advertising and circulation revenue, while News Corp.’s entertainment units, including Fox networks and the Twentieth Century Fox film studio, increased profit by 13%. The “Times” they are a changing. And Advertising is changing too. If you want to know how to reach more people more often for less money  in today’s changing times, give Larry John Wright a call. We know!