For our thinking to stay sharp it's vital to stay informed. So we're forever updating ourselves on the diverse world of marketing trends and news. And we thought we'd share some of our more fascinating finds with you. But knowing what a busy lot you are we've condensed them for you into little bite size pieces. Every month expect the latest developments, the highs and lows and a whole lot of interesting insights, from our own point of view.
Issue 4
Issue 3
Clients don't get digital
Aha, that got your attention! Possibly your back up, a little? If so, let us set the scene straight. Not all clients don't get digital. And certainly, not all agencies get it. In fact, many clients could teach us agency folk a thing or two. Well not us, of course (blush, blush). But here is an eye-opening study of how digital integrates into communications and where the potential barriers lie. And if agencies continue to lament on client's ignorance on how customers use digital, then perhaps its up to us and our peers to help educate, improve metrics and alleviate those barriers.
Search me...
Google is easy to use, we get it, everybody gets it. That's why it is so successful and enjoys 85% share of the search market. To ensure its continued one-upmanship, it has launched four new products including Google Options, which presents a whole new set of guidelines to search marketers and web site owners. At the same time, the new semantic web resource tool Wolfram Alpha is being heralded as web 2.0 or a new search engine by some media sources. It is neither. And just around the corner there's the imminent launch of Microsoft's BING (which stands for “But Its Not Google” – nice!). With the increasing use of long-tailed keywords, innovation in search is essential but it would be a shame to see misunderstanding and technical barriers arising from the emergence of all these new offerings get in the way of websites' success, from small and big companies alike.
The twitter quitters
People are flocking, literally flocking, in their droves to get signed up to Twitter. But let's look a like more microscopically at the surge in microblogging. Nielsen recently reported that over 60% of Twitters becoming quitters after just 1 month. Facebook and MySpace meanwhile enjoy a retention rate of 70%. So its perhaps less of a surprise to learn that the top 10% of Twitter users, lets call them Tweetaholics, are responsible for 90% of all tweeting. On one hand you have to congratulate Twitter in getting their brand so widespread an interest but it begs the question of how long they can sustain on replacing drop-offs with new unique users?
Is it just oldies who are all a-twittering?
99% of Gen Y consumers have at least one profile on social networking websites. Wonder what the 1% web 2.0 agnostics of this 18-24 age group are doing and with whom? And despite Twitter's world media domination, only 22% of this generation have a profile on said platform. More (one in four actually) of them have an iPhone or iTouch and are very into their apps. Twitter founder says this lack of take up is a great opportunity for marketers. We say Gen Y are pretty genned up when it comes to all things social media and maybe, just maybe they just don't see the appeal of Twitter, as it currently stands.
One face that will surely have a smile on it
Ten web brands account for 45% of all of our online time, which is a whopping 48 billion minutes in total - up 34% compared with this time last year. (We're all clearly too broke to go out just now.) And top of the web pops is Facebook, with 12.7% share of our time and 76% uplift. In fact (we like facts, you may have noticed…) one in every five minutes of total time spent by us Brits online is given in our dedicated web worship to Facebook or MSN/Windows.
Spam is a complete waste...
This will be fuel to all those spam-haters out there. Not only is it regarded as a complete waste of all our time (what in the world can a Martian do with Viagra?) but a recent study has now attributed it to energy waste too. Big time. And by big we mean 17 million tons of CO2 every year just because of spam being sent and deleted. That's enough to power more than 2.4 million homes. Believe it or not the first spam message is traced back to 1978 and today Microsoft estimate that more than 97% of all email is spam. For marketers aiming to send genuinely useful communications by email, this is a huge barrier to overcome and requires sharpened strategies and new tactics to ensure success. And let us assure you that any email enquiries on how we can help you in this area will not be treated as Spam.
The great out-of-home-doors
In the media landscape, we largely spend our time at home, at work (or school) and somewhere in-between the two – coined ‘out of home'. This was always our time to gaze out the window, read our book or paper, relax. But increasingly we're using this time to text, to chat online, surf the net, listen to music or watch a movie. As we watch traditional outdoor sites fall by the roadside, the digital out of home media market is set to quadruple in the next four to five years. Accelerated by technology advances from Bluetooth enabled posters (not new but still not fully utilised) and the brand new iPhone enabled LCD screens by CBS, initiatives which open up a wealth of cross-media creative opportunities. Could this change Out Of Home media to OOH media?
If music be the food of brands
Music can make or break a commercial. We all remember Coke's blockbuster hilltop harmoneeeeee. People called radio stations to ask them to play the commercial and The New Seekers recorded version of the world famous soundtrack went onto sell 12 million copies. Then there was Nike's inspiring use of Beatles' Revolution, bought for a cool $250k but which led to a 2 year battle with Apple Records. It can also be commercially successful for bands. Downloads of Os Mutante's “A Minha Menina” climbed 1,638% after McDonalds used it in their “Victory” ad. But there's been some clangers too. Here's a list of the worst and the best music commercial soundtracks, as compiled by panel of heavyweight industry experts.
Mobile adds up
Let's look at some numbers. In 2009, mobile marketing is expected to reach $1.7 billion. By 2010, this will increase to an estimated $2.16 billion. And by 2014, Forrester report that interactive ad spend will top $50 billion, attributed in no small way to social and mobile marketing. 66% of marketers are reported to be using SMS to reach consumers, 53% are using mobile websites and 33% email campaigns. Currently mobile accounts for less than 2% of most marketer budgets but with figures like these being touted, we encourage you to investigate this growing trend now – if you're not already doing so - and assuming you want your brand to stay mobile. Start by reading this, then give us a call.
A premier tie-up?
With our expertise in strategic partnerships, we can spot a strong alliance a mile away. And as soon as their eyes met over a crowded pitch, the NBA clearly fell head over heels for The English Premier League. Miles separate them, there are huge cultural differences to overcome and they have very distinct relations with their independent media. But when you want to be popular worldwide, what better way to rise to global fame and acclaim than to partner with the self-promotion gurus of the international sporting arena. Its early days but this is one premier tie-up that could have a sporting chance.
Diva me!
Our industry is known for having its fair share of divas. After all, marketing is not for the faint hearted. So have you ever wanted to be release that inner Arnie or perhaps you know of a Susan Boyle lurking in your office? If so, Yoostar is a new technology due to launch in July that allows you to artfully dump the lead and replace it with yours truly. A whole new take on family charades and a wealth of “YoostarTube” entertainment coming our way, this is a best seller if ever we saw one. Scouts watch out. That's the talent ones, not the dib dib dibbers.
How not to be social
Full marks to ex-head of urban marketing at MySpace who has launched a social media course for secondary schools. And this is not just life skills but could help future employers. Despite the best intentions, not all companies get it right as this zdnet article demonstrates. Its not news that Pizza Hut are currently recruiting a “Twitternship”. They mean well but in doing so, in the manner they did, they have showed a lack of the subtlety and strategy needed to fully utilise social media to engage consumers. Perhaps there is indeed a lot for companies to learn from both current and future social marketing gurus alike. Perhaps these kids intuitively know better than anyone that we can't just “bang” our ad in the middle of someone's conversation. It just ain't welcome.
Sign up, sign up
“Ask me nicely and well I might, just might give it to you.” Could this be the voice of a consumer when being asked for their email address? Is Joe Public becoming increasingly aware of their electronic worth and playing a little hard to get? Or is it more of a classic case of “if you don't ask you don't get”. Recent research suggests the latter in that 69% of UK existing brand consumers would happily give their email address, if asked. However a mere 10% of consumers said a retailer had requested their email details in a catalogue order form and even less via DM. But surely not all customers are that easy. Nope. Prevalent, especially amongst 18-34 age bracket is the WIIFM factor – What's In It For Me? When it comes to data gathering there is a clearly a need to extol the benefits and provide incentives but most of all, let's not forget to just ask.
I love you, I love you not
The old childhood rhyme is a sweet one but when the child pulling the petals is a consumer and the flower is a brand, it suddenly becomes a sour analogy. Unfortunately, that's the crux of new research out from Experian. In their latest Insight Report they forecast that as we climb out of the recession we are going to witness more and more flighty consumers whose affection and loyalty will have to be won and re-won every day. Demands on brands will never be higher. Even now, more than half of consumers are shopping around because they're not getting the level of service they feel they deserve. Guys, we have our work cut out for us in capturing customers' hearts, minds and wallets. But fortunately, we've always been a “roll up the sleeves” bunch.
Bond talks about Big Mother
That's Andy Bond of Asda, not James of 007 fame. And as for Big Mother, why that would be you, Mr or Ms Retailer. The view stated here stems from shops, big and small, forming a core part of our communities and as such being the perfect environment to help educate and inform shoppers on lifestyle and health issues. But as this article cleverly points out, as shoppers do we really want our places of commerce to ”nannify” us? And would this not cause conflict over free distribution of goods and stocking of certain brands / products? We admire the sentiment Mr Bond but worry about taking this too far.
My phones smarter than yours!
Gloves off. The phone wars are really starting to pick up. Hot off the press is the much anticipated Palm Pre (with its emphasis on social networking) going head to head with Apple's latest iPhone - available in a sexy white number and able to record video. Joining these super-smartphones and soon to vie for our attention is Nokia's uber smart N97 complete with QWERTY keyboard, T-mobile's next gen Google Android, Toshiba's TG01 debut, unveiling of LG's very cool watch-phone, Sony Ericsson's “green” phone, while the new Twitter phone by INQ getting ready for its Xmas launch. And don't expect Samsung, Motorola and Verizon to be quiet. Don't know about you but our heads are already ringing. Watch out for some fierce competition and smart marketing tactics.
Online ads on the money
Spearheaded by retail and finance brands, Nielsen has reported a 21% increase in the number of online advertisers in first 4 months of 2009. Thanks to M&S, Tesco, HSBC, Barclays and pals, online revenues were up 17.3%. Not bad, when you consider last year saw almost 4% fall in ad spend overall (and we can expect a bigger revenue decline this year). Meanwhile, Carlsberg is getting into bed with LoveFilm to promote its first ever online ad campaign (Probably the best night in…) at reported spend of £1m. The economy may still well be in the doldrums but for now, a word to all online publishers and media owners: enjoy your moment.
Shopper marketing - what's that all about then?
Shopper marketing is here to stay. Not to be confused with point of sale - that's merely a communication tool – shopper marketing is about understanding how consumers behave as shoppers. Then fully utilising retailers and retail environments to effectively reach the shoppers of your products, who as we know are not always the consumers. Unfortunately for many of us brand loyalty is on the wane and to augment the interesting facts cited in this article championing shopper marketing, here's a couple more. 68% of buying decisions are unplanned, on average a shopper spends 2.5 seconds looking at each section, P&G invest at least $500 million dollars in said art and overall investment in shopper marketing is growing by more than 20% annually. Get it right and talk to shoppers where and when it counts, and you'll see genuine sales uplift.
We say YES!
My how a brand can change. Remember the man from Del Monte? All panama hats and white trews, and so very refined. Well the sharp orange squooshers have moved on a bit since then. And got quite juicy in their marketing. From its “Fruit undressed” campaign last year to the very clever idea of making Mr Bond into a smoothie lolly as part of National Ice Cream Week. Wonder if they'll bring out an Angelicka Lolie next for the boys?
A moorish beer?
A thirst quencher of a different sort that makes Stella look like a poor man's brew. Now we all know the Aussie's like their beer but at £300 for a case of 24 bottles, Moorilla's Moo Brew Imperial Stout is not for guzzling. Instead, the limited release is being marketed more like a fine wine. Intrigued, we did a little research and, apparently, their beers are the vector for choice, an expression of artistic and iconoclastic drive, seeking to leave a lasting impression on the mindscape of beer lovers. Aim high guys, aim high. Love the packaging, by the way. Meanwhile the most expensive beer in the world is (probably…) still Carlsberg's Vintage No. 2 at a mere £238 a pop.
Bad news for brands, new and old
In the FMCG space, good brand management requires marketers to carefully examine their portfolio and continually seek out opportunities to meet new consumer needs. The term “fast-moving” is there for a reason and to remain competitive brands just cannot afford to stand still. So it is disheartening to learn that in this downturn consumers are shying away from trial of new products, particularly in beauty sector, and prepared to sacrifice their preferred brand for a lower priced alternative. With these challenging barriers to purchase, perhaps now more than ever is the right time to consider new marketing routes and fresh thinking to effectively reach your customers. And with our stalwart FMCG experience, Clayton Graham may just be the very people to help you.
Retro puds are back
As we tighten our belts in one way, we may also find ourselves loosening them in another, as good old fashioned British desserts make a comeback. As a nation we are increasingly by-passing the chiller cabinets to embrace the feel-good, affordable delights of our childhood such as jelly, rice pudding and artic roll. And its not just retro desserts and confectionery that we are seeing popping up. A quick look on our supermarket shelves will see Mellow Bird's coffee, ham and salad cream sannies and Fray Bentos pies. So will this trend towards value for money, longer shelf life ‘blasts from the past' see the return of SodaStream, Creamola Foam, TAB and Vesta Curries? Can't wait!
Big brother knows when you will quit
Don't worry, we're not talking Davina here but Big Bro of the Internet. The espying eyes at Google HQ have worked out a mathematical formula that tells it which of its 20,000 staff are most likely to quit their jobs. According to their head HR chap, it helps the company “get inside people's (opps sorry, should that be “human capital”) heads even before they know they might leave.” They call it Pure Google. We call it Pure Invasion. Me-thinks HR might stand for Highly Robotic in Google-land. Informed decisions are one thing but to be so heavily reliant on an amalgamation of algorithms begs the question of whether we will eventually forget how to think for ourselves.