News You Can Use

A weekly round-up of the industry’s top stories and research curated by the ARF.

New Product Launch Plans Impacted by Social Media

  • Posted: April 20, 2015

Joan Schneider, CEO of Schneider Associates, discusses the impact that social media has had on the launch of new products, services, businesses, and communities in a Harvard Business Review article.

Based on research published by Schneider Associates, the 2014 Most Memorable New Product Launch Survey, the media plan for a new product launch must carefully consider the target market.  Each generation has a unique media profile.

In general, consumers now seek information from six or more sources before purchasing a new product.  According to the Schneider survey, TV commercials are the most used source for new product launches, followed by Facebook.

Schneider provides ten tips for brand and marketing managers:

-Use social media as a supporting character, not the star performer.

-Use social media to leverage and support an in-person launch event.

-Use social media to build or capitalize on a consumer’s emotional connection to a brand.

-Use social media to support a launch by knowing the target demographic and their social media

preferences.

-Use social media to host contests that foster loyalty and reward brand.

-Use a blogger outreach strategy to help launch the product.

-Use a hashtag to create, ignite, and track the conversation on social media.

-Use visual social media to give people an inside look at a B2B company.

-Use social media to let consumers create the new product.

-To maximize effectiveness of a social media campaign, always stay ahead of “the next big thing.”

  

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Should Spanish or English Be Used in Social Media Campaigns Targeting the Hispanic Consumer?

  • Posted: April 20, 2015

Susan Kuchinskas writing for Portada Online considers the viewpoints of marketers targeting Hispanics via social media. Among her conclusions are that marketers must understand the levels of acculturation and the influencers when making the decision on language for the campaign.

Among the points made by the marketers in this article:

-Bilingual many not mean equally fluent in both English and Spanish.

-For American-born Hispanics, English with culturally relevant messaging might be a good approach.

-Context is an important factor in making the decision on language for the campaign.

 

 

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Instagram Content Helps Brands Maintain Strong Engagement

  • Posted: April 20, 2015

L2 examines the Instagram activity of 250 major brands in nine categories in its second annual Instagram Intelligence Report.  This report reveals that Instagram content, rather than audience size or posting frequency helps brands to maintain strong engagement with consumers.

Factors which contribute to stronger engagement include:

-Posting a variety of content, such as lifestyle photography and celebrities photos

-Attaching the brand to an influencer, which can be a person or an event

Posting more frequently actually has an inverse relationship with engagement.

Automotive brands and sportswear brands have high engagement rates.  Companies with the strongest correlation between audience and engagement often share a combination of Millennial popularity, strong lifestyle branding, and iconic visuals.

 

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Omnichannel Marketing

  • Posted: April 20, 2015

Perry Simpson, Digital Content Coordinator at the Direct Marketing News, provides clarification between the marketing concepts: cross-channel, integrated, multichannel and omnichannel.

While omnichannel marketing is the preferred approach for marketing campaigns, often the campaigns are not truly omnichannel.  Omnichannel campaign require a customer-centric approach to marketing, and the customer data must provide insights into each customer transversing the brand’s channels.

Often, multichannel campaigns consist of the use of multiple channels, often without a consistent or integrated approach.  This approach is characterized by being marketer-centric.

Cross-channel campaigns also involve a campaign with a marketer-centric approach. Cross-channel campaigns better understand the brand’s customers as they move from one channel to another during their buying journey.

Integrated marketing seeks to synchronize marketing across traditional and digital media channels, but it lacks a customer-centric focus.

The advantage of the omnichannel approach is marketing campaigns which are cohesive, targeted and relevant from the customer’s point of view.

  

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Understanding and Countering Ad Avoidance

  • Posted: April 13, 2015

Duane Varan, Ph.D., CEO of MediaScience presented the Ad Receptivity framework.  He emphasized that the need to understand ad receptivity is increasing in importance. Environmental factors that impact how consumers experience an ad require more attention. Read more »

Winning World Cup 2014 Engagement

  • Posted: April 13, 2015

Gabriel Aleixo, Managing Director at BrainJuicer, Latin America, and Flavio Marcondes, Knowledge & Insights Team Lead at Coca-Cola, Brazil, described how Coca-Cola was able achieve the highest level of emotional engagement and become the top brand associated with the FIFA World Cup.   Read more »

Stop Targeting a Screen — Start Targeting a Journey

  • Posted: April 13, 2015

Neha Bhargava, Manager of Advertising Research at Facebook, and Dan Chapsky, Data Scientist at Facebook, discussed consumer online purchasing behavior.  Cross-device behavior frequently occurred, which underscored the importance of understanding such behavior when creating and measuring marketing campaigns.   Read more »

Who Doesn’t Need a Good CPA?

  • Posted: April 6, 2015

David Poltrack, Chief Research Officer at CBS Corporation, President of CBS Vision and ARF Board Chair presented the Campaign Performance Audit (CPA) program, which is built around the elements of an ad campaign: Read more »

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