December 2012 Archives

"Copytesting Coming to Digital Marketing"

| No Comments

Marketers are now investing more in digital with copytesting.

Opposition to copytesting:
-Bland ads
-Can copytests for tv translate to digital?

P&G is one company that has evaluated the effectiveness of copytesting and found it to predict sales impact from ads.
One agency reported that nearly 75% of its clients routinely test ads during development stages.

Single most important question to ask a consumer: "Would you like to see the ad again?"

"Digital is not a single advertising medium, but rather an accumulation of media and should be addressed as such," accoridng to Ratna Ralkowski, research director of Ameritest.

Social Media Trends

| No Comments

Below is a link to a video similar to the one my research news group presented in class for our social media analytics presentation. It provides an overview of the power of social media. It also offers shocking comparisons and statistics of how the media is constantly changing the way businesses connect with consumers.

Social media icons.jpg

In 2009, John Kembel wrote an article on how to better reach customer needs and preferences during a recession. "Customers are real people. Their needs concerns, and motivations are dynamic and likely changing rapidly in this climate as a result of layoffs, budget cuts, and general worries about the state of the economy."

In response to the hard economic times, companies emphasized importance on market research. The researchers needed to understand how to connect with customers as welll as observe how the economy decline has affected their consumer decisions. In this year, there was a steady increase in the use of social media to gather and test new ideas.
Researchers began implementing three methods in order to better understand online communities:
1.Using the community to observe and understand (understand voice of consumer, unstructured discussions)
2.Using the community to generate new ideas (cost-effective, brainstorming)
3. Using the community to validate and refine ideas (develop and refine, expose audience to new products)

Engaging with a target audience will give a company a competitive advantage!

This article reminded me of the article assigned in class called "Research With Legs". This article stressed the importance of working backwards from marketing decisions. The author claimed that research often fails because it concentrates on data acquisition, not on the application.

The following article I describe is somewhat similar to the previous. The author mentions 7 stages of marketing including know, like, trust, try, buy, repeat, and refer. "One must intentionally plan products, services, processes, and touches that logically move prospects along each step in a chain."

The ultimate goal is to turn customers into committed partners. In order to reach this goal, one should look at existing products and completely reverse this process. The first step is to ask, "what is the customer feeling about our product or service 180 days after they make the purchase?". From this point, a market researcher should make his/her way through the timeline back to the customer's initial contact/awareness with the product.

Twitter Study Stats

| No Comments

A study conducted by Beevolve analyzed various user preferences on Twitter including background color and number of followers based on gender. The study surveyed 36 million Twitter profiles.

The charts below demonstrate some of the study findings.
Finding highlights:
-Majority of Twitter users have less than 50 followers
-Majority of users also follow less than 50 people
-Female profile color choice is purple



About this Archive

This page is an archive of entries from December 2012 listed from newest to oldest.

November 2012 is the previous archive.

Find recent content on the main index or look in the archives to find all content.