Archivo de la etiqueta: Consumer

New research shows that 70% of mobile searchers call a business directly from search results – Thnz Caro Bertoni @MinervaZ


Thnz Caro Bertoni @MinervaZ

Working with Ipsos Research, we surveyed 3,000 mobile searchers who had recently made purchases across different industries to understand the role that click to call – from paid or organic search results – played in the purchase process. We found that calls are not only an important channel for research and transaction, but also the presence of a phone number in search results can strongly influence the perception of a business’s brand.

Click to call is important to consumers across all verticals.

Across all seven of the verticals we researched (Travel, Restaurant, Auto, Local Services, Retail, Finance, Technology) click to call was an important feature for people looking to find information and make purchases.

  • 62% of consumers searching for auto parts and services would be very likely to use click to call, and 57% would use click to call to compare pricing.
  • 60% of those searching for car rental information on their phone would use click to call, and 44% would call to make a reservation.
  • Within local services, 76% would use call features to schedule an appointment for professional services.
  • 61% of people searching for financial services on their smartphones are likely to use click to call to make changes to their bank accounts.

Consumers rely on calls for research and transacting. Sigue leyendo

“The Definition of Advertising Has Never Been More Unclear” @Adweek CC/ @r2rothenberg


…Source of both opportunity and crisis

For most of the past 100 years, if a marketer said he needed a new advertising campaign, everybody knew what that meant. The machine turned on. The marketer called the agency of record’s account team. The account team composed a brief capturing the strategy and called in the wild and wooly creatives to bring it to life.

The writers and designers applied their art to one or more of these four finite canvases: the television commercial, full-page print ad, radio ad or billboard. Maybe they would sprinkle in a few coupons. The public played along, too; with no ad blockers or DVRs, they just consumed advertising (or ignored it) en masse. It all just worked.

But it doesn’t anymore. Now, there is no machine or even consensus on the basic definition of advertising. And that is the source of both opportunity and crisis.

Today’s media landscape keeps getting more diverse—it’s broadcast, cable and streaming; it’s online, tablet and smartphone; it’s video, rich media, social media, branded content, banners, apps, in-app advertising and interactive technology products like Sherwin-Williams’ Chip It! It’s even physical interactive gear, like Nike+ Fuelband. Pushed an inch farther, the new Google Chromecast dongle could fit under that marketing classification, and the smart watches on the horizon will be yet another platform. Sigue leyendo

Think Insights – thnxz @ThinkwithGoogle


http://google.com/think

KEY STATS

Brand Love – The Social Way of Performing Customer Research // Via @socialbakers all credit and thanks!!


Brand Love - The Social Way of Performing Customer Research image

The research also provides us with an industry overview of how consumers feel towards a particular vertical, for e.g. if consumers have a stronger connection with airlines or brands from the FMCG industry. Check out the latest results below!

@socialbakers | socialbakers.com

Social Media Report 2012: Top Trends SMBs Need to Know


Nielsen’s State of the Media: The Social Media Report 2012 reflects on various social media trends of 2012, as well as the potential impact they will have on the coming year. There is no denying that social media is more popular than ever with consumers, and that having a social media presence is critical for SMBs’ online marketing strategies in 2013.  Here are a few highlights from the report.

Mobile Usage Is Not Slowing Down

As you might have guessed, the amount of time consumers spent on PCs and Smartphones increased between July 2011 and July 2012.  Time spent on these devices grew by 21%, while time on apps rose 120% in that same period.  While PCs still remain our primary source of Internet access, the usage of mobile Web and apps are increasing at a significant rate. Small businesses can’t afford to ignore mobile any longer, and should invest in mobile-friendly advertising and sites to reach this growing audience.

Time Spent on Social Networks Grew 37%.

From July 2011 to July 2012, the time consumers spent on social media sites grew from 88.4B minutes to a whopping 121.1B minutes. Nielsen attributes this substantial growth in part to the rise of mobile apps, which enable us to stay connected to our favorite sites while on the go. In fact, we spent seven times more minutes on apps than on the mobile Web. Time spent on these sites means social media access is not only on the rise, but also that we are more engaged when we do visit them. For small businesses, this means being active on social media is more important than ever in order to reach consumers spending a large portion of their time there.

Consumers Value Social Customer Service Sigue leyendo

Advertising on Social Media via Nielsen


 

The Nielsen 2012 State of Social Media report was released earlier last week. I previously went over the report’s findings about the largest social networks of 2012. The report also contains some interesting information about advertising on social media and what it means for consumers.

Consumer Sentiment towards Social Media Advertising

Nielsen found a surprising statistic about consumer sentiment towards social media advertising. Nearly one-third of users believe that ads on social media sites are more annoying than other ads online. Social media isn’t supposed to be annoying. It’s supposed to be meaningful.

There are a few things this statistic tells me. Number one is social integration. In an attempt to make advertising more social, many social networking sites “hide” advertising within other content. An example of this is promoted trends on Twitter. These ad units are tied into other trends and tweets on Twitter. To some consumers, this might appear to be deceptive. The result is an annoyance and distrust of the brand advertising, when it should in fact be upon the social network.

This number also tells me some businesses aren’t using social media advertising correctly. Many social media platforms offer robust targeting options to their advertising. The goal is to display the right ads to the right people. Many businesses fail at this, and the result is irrelevant and sometimes irritating ads. It becomes frustrating when you see an ad in a language you don’t speak, an area you don’t live in (I’ve had ads for NYC bars in Facebook), and when the ads surely shouldn’t be targeting someone your age. Businesses can avoid this frustration by developing targeting strategies that make sense.

Finally, there is the aspect of spam and quality businesses advertising. For example, I have noticed a big drop in quality brands advertising on Facebook. The more lesser quality businesses advertising on a site, the less likely consumers will find these ads trustworthy and relate able. The result is a drop in engagement and an increase in frustration. It’s up to social media sites to develop ways to increase the quality of ads being served on their own sites.

Consumer Actions after Seeing Social Media Advertising Sigue leyendo

The Top Ten Mobile Landing Page Best Practices | by Sally Lowery


ioninteractive.com

According to a recent Gomez study, 74% of consumers will wait 5 seconds for a web page to load on their mobile device before abandoning the site.  Even more staggering, the same study found 46% of consumers are unlikely to return to a mobile site if it didn’t work properly during their last visit. Sigue leyendo

2012 Digital Music Sales on Pace to Break Record



So far this year, digital album sales in the U.S. are up 15 percent from the same period last year. And Americans have already purchased one billion digital tracks, a pace that is set to break 2011’s record of 1.3 billion sold, according to Nielsen.  A look back at music sales over the past few years found that the explosion of devices on the market– such as smartphones and tablets– and their increasing role in consumers’ everyday lives has played a major factor in the growth of digital music.

Digital Music Timeline v1 (1) Sigue leyendo

Strategy: know your customer, release early, listen and learn | thedrum.com


The Drum takes a look at the key ingredients for creating a successful app strategy that will deliver.

Top tips for applying app strategy: know your customer, release early, listen and learnTop tips for applying app strategy: know your customer, release early,

With the exponential growth of mobile comes the wealth of opportunity for brands to enhance consumers’ lives by providing useful or relevant information, entertainment, or simply enabling them to complete concurrent tasks more seamlessly. This is where apps come in.

But with over 700,000 apps in Apple’s app store alone, and apps to inform, educate and entertain, it can be difficult for brands to understand how to implement an effective app strategy. Here, The Drum speaks to individuals from the app development sector to determine their top tips for applying apps successfully.

KNOW YOUR CUSTOMER

At the heart of an app is its user, therefore it is crucial for brands to understand their customers. “As with all marketing, it’s essential that the consumer is always at the heart of the creative idea,” says Mark Hadfield, senior planner, Weapon7. “This ensures relevancy and gives the app a real role in their lives.”
Kevin Galway, business development manager, bss digital, stresses the importance of understanding customers. “What do your customers want and what technologies do they use? Will they be prepared to pay for the app or do you need to deliver a native app and a web app to reach more users? Ultimately an app needs to be useful, enjoyable and informative to the customer – this is paramount to keep them coming back for more.”

Grapple CSO Adam Levene also emphasises the importance of harnessing the potential of mobile to make their lives easier. “It’s all too easy to borrow from what a brand is doing online. The smartphone is the most personal device in the world, always with customers and always on. As such, brands must get into the mindset of providing a first-class experience that provides ongoing value, solves customers’ pain points and makes their lives easier. More than any other channel, mobile has the potential to build deeper connections between a brand and consumers.” Sigue leyendo

QR codes can be highly practical when you know how to use them


qrcodepress.com

QR codes

Though marketers continually debate their value, these barcodes can be very useful.

This year has seen a massive use of QR codes by marketers, but consumers have been slow to catch on to what these digital barcodes are and how they can be used.

While some say the technology’s time is up, others say it is just about to take off.

The reason that there are so many marketers, brands, and companies still hanging on to the hope that QR codes will soon become commonly used among consumers, is that they are exceptionally inexpensive and simple to produce, and can be highly practical when they have been properly implemented.

QR codes have already been shown to be useful for brands and consumers alike.

Some examples of situations where this technology has been successfully used and where consumers have consistently participated include the following:• Temporary tattoos for children – Parents are always concerned about having their children go missing when they are out in public. Whether they are at the mall or at a busy theme park or festival, it can be very easy for a child to wander off within a matter of seconds. When the child has temporary tattoos of QR codes, it means that they can provide good Samaritans and staffers with the ability to scan the code and obtain the parents’ contact information, such as a cell phone number. Sigue leyendo

Multiscreen Consumers Research and Engage Brands Digitally


iabresearchbuy585.jpgmarketingcharts.com | bit.ly/LFGuyR

Not surprisingly, the more screens a consumer uses, the more likely he or she is to discover and research products online, versus offline. While 75% of two-screen (2SCRN) consumers list offline sources like word-of-mouth, catalogs and television as their primary way of discovering new products, that percentage drops to 63% for 4SCRN consumers. And, the more screens consumers use, the more likely they are to welcome digital engagement by marketers post-purchase, according to [pdf] a May 2012 report called “The Multiscreen Marketer,” conducted by eConsultancy on behalf of the the Internet Advertising Bureau (IAB).

In an attempt to explore how the multi-screen affects shopping, if at all, consumers were asked to list their top three sources (both online or offline) for becoming aware of new products, researching products and finally, for being kept in touch with by brands.

First Impressions Are Offline Sigue leyendo

Why People Should Chill Out About Targeted Advertising


The other day, I was reading a news article when a skyscraper banner ad to the right of the story caught my eye. It was for a particular bass guitar, which was for sale on Amazon. I happen to be in the market for a new bass, and this model looked like one that I might like. So I clicked on the ad to take a closer look and then and browsed through a few other options.

I didn’t end up buying anything, only because I have more a little research to do before I make a decision. But I will make a purchase within the next few weeks. Maybe I’ll get one through Amazon. Either way, I couldn’t help but notice something rather incredible about the aforementioned experience: I actually clicked on a banner ad on a website.

This was probably the second or third time I have ever done this in my life, despite being served probably millions of ad impressions since I first encountered the Internet via a dial-up-connected AOL account. I’ve clicked on text ads in Google search results and on the occasional Facebook ad, but like most Web users, display banner ads have always fallen into my blind spot while I’m browsing. I rarely even notice them.

This phenomenon is by no means limited to the digital world in which we now live. As a teenager, I would bemoan the number of full-page ads in the magazines I’d pick up, as I flipped through the cologne stench in search of articles to read. To this day, I can’t bear to sit through a television commercial. Most of them are weirdly manipulative and completely irrelevant to my life.

amazon-personalized-ads.png

The Value For ConsumersSigue leyendo

FLAWSOME


FLAWSOME

FLAWSOME definition:

Consumers don’t expect brands to be flawless. In fact, consumers will embrace brands that are FLAWSOME*: brands that are still brilliant despite having flaws; even being flawed (and being open about it) can be awesome. Brands that show some empathy, generosity, humility, flexibility, maturity, humor, and (dare we say it) some character and humanity.

Two key drivers are fueling the FLAWSOME trend:

  • HUMAN BRANDS: Everything from disgust at business to the influence of online culture (with its honesty and immediacy), is driving consumers away from bland, boring brands in favor of brands with some personality.
  • TRANSPARENCY TRIUMPH: Consumers are benefiting from almost total and utter transparency (and thus are finding out about flaws anyway), as a result of the torrent of readily available reviews, leaks and ratings.

* Yup, FLAWSOME is by far our most cringeworthy trend name. But we bet you’ll remember it ;-)

HUMAN BRANDS

FLAWSOME sits as part of a bigger trend towards HUMAN BRANDS, something that we’ve touched upon in many previous Trend Briefings: RANDOM ACTS OF KINDNESSBRAND BUTLERSGENERATION G, and so on.

So, while HUMAN BRANDS might not be a ‘new’ theme, four currents are now converging to make consumers more focused on brand attitude and behavior than ever before:

“human nature dictates that people have a hard time genuinely connectingwith, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes”

  1. Consumers’ disillusionment at corporate behavior has (finally) spilled over into outright disgust. As a result, any brand that can show business in a new light will be (deservedly) welcomed with open arms.
    • Nearly 85% of consumers worldwide expect companies to become actively involved in promoting individual and collective wellbeing; an increase of 15% from 2010 (Source: Havas Media, November 2011).
    • Yet only 28% of people think that companies are working hard to solve the big social and environmental challenges (Source: Havas Media, November 2011).
  2. Consumers are more and more aware that personality and profit can be compatible (think Zappos, Patagonia, Tom’s, Ben & Jerry’s, Michel et Augustin, Zalandoand more). With every business that succeeds while remaining reasonable, helpful, fun or even somewhat ‘human’, consumers will become increasingly disenchanted when dealing with traditional, boring, impersonal brands.
    • Most people would not care if 70% of brands ceased to exist (Source: Havas Media, November 2011).
  3. Online culture is the culture, and inflexible, bland ‘corporate’ façades jar with consumers who live online where communication is immediate, open and raw (also see MATURIALISM). What’s more, people openly broadcast and share their lives online – flaws and all – and thus brands are increasingly expected to do the same.
  4. Last but not least: human nature dictates that people have a hard time genuinely connecting with, being close to, or really trusting other humans who (pretend to) have no weaknesses, flaws, or mistakes – don’t assume brands are any different. Sigue leyendo

The company behind the brand: in reputation we trust


http://www.webershandwick.es | Weber Shandwick es el líder mundial de las agencias de comunicación RETHINKING

CORPORATE REPUTATION

Brand

Monumental shifts in the reputation landscape today are transforming how and what companies communicate. Radical changes caused by the internet, globalisation, NGOs/third parties, diminishing returns on traditional media, a more demanding general public and increasing social activism have created a new dynamic where the company behind the brand is becoming as or more important than individual brands themselves.

As consumers around the world have greater online access to a brand’s lineage, the influence of the brand “parent” or company behind the brand matters even more. In this uncertain climate, consumers expect more from leading companies and have no trouble boycotting those that fail to live up to new standards.

At the same time, leaders need to know how to do business in an environment where consumers are not just purchasing their products or services on their own merits, but are also shopping by company reputation. The mounting convergence of brand and corporate reputation revealed in our study ushers in a new era of marketing communications.

http://www.webershandwick.es/web/app/public/reports/InRepWeTrust_r12.pdf

 

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