Archive for category Consumer Insights

Advertising People Are Not Normal

Do advertising people really understand consumers who are not from advertising, who are not clients, salespeople or marketers? Well, the article followed by infographic below gives us a point of view. Do we really understand our consumers? Or, are we actually a bit..bias?

Infographic Confirms It: Advertising People Are Not Normal
By: Christine Champagne

A new study shows: Ad people love advertising and social media. Other people, less so. Also, ad people are more likely to behave badly at office parties.

Those who work in advertising often wonder if they live in a sort of bubble. You wonder, are civilians as active on social media and as inclined to pay attention to what brands are doing on Twitter, and is the rest of the world as preoccupied with that award-winning ad campaign that industry types can’t stop talking about?

The unsurprising answer is no, according to a study commissioned by San Francisco-based advertising agency Heat and conducted this past March by iThink, which found that people who work in advertising and marketing are worlds apart from the “normal” people when it comes to how they use social media and how they view social media marketing.

By the way, the survey also revealed that ad professionals tend to engage in more bad behavior at office holiday parties. More on that later.

First, mull these findings on how advertising/marketing professionals use Facebook as compared to the general public:
• 71% of advertising/marketing professionals say they pay attention to brand posts in their Facebook news feed “all of the time” versus 23% of the general population.
• As for Twitter: 92% of advertising/marketing professionals use Twitter to follow brands they like. 33% of the general population does so.

Should brands put more effort into interacting with consumers via social media?
• 63% of advertising/marketing professionals “strongly agree” that they should; 23% of the general population “strongly agree”

Meanwhile, digital marketing campaigns that are endlessly discussed in the advertising industry aren’t so well known in the wider world. Chew on this:
• 70% of advertising/marketing professionals were aware of Burger King’s “Subservient Chicken” digital marketing campaign vs. 8% of the general population; as for the mega-award-winning Jay-Z “Decoded”: 63% of advertising/marketing professionals aware of campaign vs. 9% of the general population.

And the study also seems to suggest that the Mad Men stereotypes aren’t off the mark: Subjects were also asked about how they act at office holiday parties, and it appears that people who work in advertising are more likely to puke from drinking too much (37% vs. 9% of the general public); do drugs (26% vs. 3% of the general public); and hook up with a coworker (26% vs. 8% of the general public). If you work in advertising, these results likely aren’t surprising to you.

Source : fastcocreate.com

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Do People Still Fall For Banner Ads?

“Banner ads first appeared on the web in 1994 and since then they have been used extensively over the Internet. They are made to be eye catching and impressive so that they create an urge in the visitors to click into their business. But, their mass production and misuse has caused viewers to be skeptical and unresponsive to them. After 8 years, do people still fall for this attractive ad?”

Killer Infographics have produced an infographic for Prestige Marketing, looking at who’s clicking, why they click or don’t click, and the top three ways they are used. Check this out below, and scroll to the bottom for an example of one cool implementation of a banner ad:

So.. someone would most likely to survive a plane crash rather than click a banner ads.
But here’s one cool example of a creative banner ads. Do you think you’ll fall for this ad?

source : digitalbuzz, inspiration room

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What Sexes Want According To Social Media

Social media monitoring company NetBase analyzed a year’s worth of online conversations — 27 billion, to be exact. Using natural language processing, they parsed English grammar and gender voice in search of phrases like “I want X.” The data was then analyzed for sentiment, and condensed into a top 10 list for each sex. The fascinating results have been compiled in the punchy infographic below.

You’ll have to scroll down to see the winners. But it’s worth noting that food absolutely dominates social media conversation among both genders.

source : Mashable

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QR Code-Enabled Condoms Let You Check-In When Having ‘Safe Sex’

In an effort to promote safe sex practices, US-based sexual and reproductive health care organization, Planned Parenthood, passed out free condoms with QR codes on the packaging to enable people to share their responsible behaviors as part of its “Where Did You Wear It?” campaign

By scanning the codes using their smartphones, people were directed to a page where they could share basic personal information such as age and sex and check-in to an interactive world map, which showed the approximate location of the couples.

It was reported that more than 55,000 condoms with QR codes were distributed in Washington state alone as part of the campaign. The idea is to overcome the significant barriers that exist in getting people to adopt behaviors that help reduce unintended pregnancy and the spread of sexually transmitted diseases. In effect, by demonstrating how common it is for sexually active people to use protection. Planned Parenthood distributed the condoms to college and university health care centers.

According to Nathan Engebretson of the Great Northwest Coordinator for Planned Parenthood:
“We hope the site promotes discussions within relationships about condoms and helps to remove perceived stigmas that some people may have about condom use. Where Did You Wear It? attempts to create some fun around making responsible decisions”

Not only was the campaign intended to be playful and positive, but it also provides valuable data to the organization about who their message is reaching, perhaps helping them to design more effective marketing. So far, all 50 states in America and six continents have reported check-ins.

via PSFK

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VitaminWater Ad Pays Homage To Internet Memes

This new commercial for VitaminWater by ad agency CP+B pays homage to the internet meme and encourages the viewer to spot all the different viral hits referenced. ‘Grab it by the horns’ packs a lot into its 30 seconds, with a prisoner flash mob, lime head cat, planking and a double rainbow, amongst others. The brand writes:

“ah yes, the splendors of the internet. triumphant babies, photobombs, seductive men who strictly play smooth jazz, and of course the cats made of toaster pastry. these days, it’s not unusual to encounter something this unusual. so take a sip of your vitaminwater, grab the proverbial antelope by the horns, and check out this commercial. yeehaw!”

via PSFK

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Ben & Jerry’s renames ice-cream in support of gay marriage

One of today’s marketing strategy is to have deeper understanding on market’s socio-cultural traits and struggles. Ben & Jerry went as far as changing their product’s name in support of same sex marriage in the UK. Take a look at the article below :

Ben & Jerry’s, the Unilever ice-cream brand, is changing the name of its “Oh My! Apple Pie” ice-cream to “Apple-y Ever After”, in support of the UK’s proposal to legislate in favour of gay marriage.

Ben & Jerry's: rolls out Apple-y Ever After flavour 

Ben & Jerry’s: rolls out Apple-y Ever After flavour. The ice-cream flavour’s packaging has also been redesigned and now features a male couple standing on top of a wedding cake.

The brand has partnered with Stonewall, the charity that campaigns and lobbies for the rights of gay, lesbian and bisexual people.

This week the UK Government is set to open its consultation on how to implement the legislation that will give equal marriage rights to gay people.

Ben & Jerry’s has also launched a Facebook app to encourage consumers to use the #applyeverafter hashtag on Twitter and send in their support for the legislation.

A dedicated part of Ben & Jerry’s UK site, http://www.benjerry.co.uk/our-values/appleyeverafter, displays information about why the brand has changed the name of its apple flavour, a link to the Facebook app and a drafted letter that consumers can use to send to their local MP.

Ben & Jerry’s said it has been an advocate for equal rights, regardless of sexual orientation, since the brand was created.

It ran similar activity in America to celebrate the introduction of gay marriage legislation in the brand’s home state of Vermont and renamed its “Chubby Hubby” ice-cream to “Hubby Hubby”.

Laura Doughty, deputy chief executive, Stonewall, said: “We’re truly moved by Ben and Jerry’s support for same-sex marriage in Britain. All people want is to call their long-term relationship by the same name as everyone else.

“Our strong advice to those who disapprove of same-sex marriage is just not to get married to some-one of the same sex”.

Source : http://www.brandrepublic.com/news/1121819/ben-jerrys-renames-ice-cream-support-gay-marriage/

 

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The Indian Consumer

A nice piece done by Landor in India. Lulu Raghvan takes us through how the Indian consumer has evolved and where they are now by talking to Senior Executives in various agencies and organisations that studied the indian consumer.

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