The Digital Marketing Down Under - AustraliaRyan Bonnici
The document discusses a study conducted by ExactTarget on Australian consumers' usage of email, Facebook, and Twitter. Some key findings from the study include:
- Australians are more likely to "like" brands on Facebook (55% of Australian Facebook users) compared to consumers in the US and UK.
- Young adults ages 18-24 are more likely to interact with brands via social media, with 68% being Facebook fans and 11% being Twitter followers.
- The vast majority (96%) of online Australian consumers of all ages receive at least one commercial email per day.
- Australians are most likely to check their email first thing in the morning (71%) and email also remains a popular last check
This document summarizes findings from a study on how online consumers in France interact with email, Facebook, and Twitter. Some key findings include:
- Email is the most widely used and consistent channel, with 90% of French online consumers receiving emails daily. Younger consumers are more likely to use social media.
- Facebook and Twitter usage is skewed towards younger consumers, similar to other countries studied. 60% of French consumers use Facebook compared to 69% in Australia.
- French consumers are more cautious online than other countries, and value is important for gaining subscribers, fans, and followers across channels.
- Email is the most effective direct marketing channel, while social media has less impact on direct purchases
The document outlines a Facebook strategy to promote 3M's Pink Hard Hat initiative for breast cancer awareness. It recommends posting 3-5 times per week, including serious posts about breast cancer and awareness as well as fun posts. It also suggests running a giveaway and adding tabs for breast cancer info, photos of people wearing pink hats, and ordering info. Metrics like likes, shares, comments will measure success. A growth strategy includes ads to boost reach among utility workers. An exit strategy is also outlined should the campaign end.
India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A N...India Social
India Social Media Report, Edition 2, is compiled from responses of 444 brands/ organisations and Agencies, who participated in a detailed online survey conducted in November 2010, to understand the nature and level of social media usage by businesses and brands in India. The report presents actionable insights on social media trends and spends for brands and organisations. Copies can be ordered by writing to report@blogworks.in.
Fitness apps users habits around the world Elife Brasil
1) The document analyzes data from fitness app users' social media to build consumer profiles and identify marketing opportunities.
2) It finds that most fitness app users are men, many are married, and they commonly mention being parents, coaches/instructors, or living in cities like London and various places in the United States.
3) The most popular fitness app was Nike+, and analysis of users' tweets found most runs occurred in the morning in New York and afternoon in London.
The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) :
1/ do content sites generate conversations, and which factors drive the conversation
2/ what drives those conversations with Belgian visitors
3/what do these powerful conversations mean for brands ???
This white paper discusses findings from a new nationwide measurement system called TalkTrack that measures word-of-mouth conversations. Some key findings include:
1. Consumers have an average of 78 brand-related conversations per week, mostly positive in nature, with food/dining and media/entertainment brands most discussed.
2. 70% of conversations occur face-to-face, with home, work, and others' homes the most common venues. Family, friends, and partners are frequent conversation partners.
3. 48% of conversations reference marketing/media like TV ads, websites, and print, showing their influence. Customer experience also drives word-of-mouth.
4.
The Digital Marketing Down Under - AustraliaRyan Bonnici
The document discusses a study conducted by ExactTarget on Australian consumers' usage of email, Facebook, and Twitter. Some key findings from the study include:
- Australians are more likely to "like" brands on Facebook (55% of Australian Facebook users) compared to consumers in the US and UK.
- Young adults ages 18-24 are more likely to interact with brands via social media, with 68% being Facebook fans and 11% being Twitter followers.
- The vast majority (96%) of online Australian consumers of all ages receive at least one commercial email per day.
- Australians are most likely to check their email first thing in the morning (71%) and email also remains a popular last check
This document summarizes findings from a study on how online consumers in France interact with email, Facebook, and Twitter. Some key findings include:
- Email is the most widely used and consistent channel, with 90% of French online consumers receiving emails daily. Younger consumers are more likely to use social media.
- Facebook and Twitter usage is skewed towards younger consumers, similar to other countries studied. 60% of French consumers use Facebook compared to 69% in Australia.
- French consumers are more cautious online than other countries, and value is important for gaining subscribers, fans, and followers across channels.
- Email is the most effective direct marketing channel, while social media has less impact on direct purchases
The document outlines a Facebook strategy to promote 3M's Pink Hard Hat initiative for breast cancer awareness. It recommends posting 3-5 times per week, including serious posts about breast cancer and awareness as well as fun posts. It also suggests running a giveaway and adding tabs for breast cancer info, photos of people wearing pink hats, and ordering info. Metrics like likes, shares, comments will measure success. A growth strategy includes ads to boost reach among utility workers. An exit strategy is also outlined should the campaign end.
India Social Media Report Edition 2 by Blogworks in assoc with NM Incite (A N...India Social
India Social Media Report, Edition 2, is compiled from responses of 444 brands/ organisations and Agencies, who participated in a detailed online survey conducted in November 2010, to understand the nature and level of social media usage by businesses and brands in India. The report presents actionable insights on social media trends and spends for brands and organisations. Copies can be ordered by writing to report@blogworks.in.
Fitness apps users habits around the world Elife Brasil
1) The document analyzes data from fitness app users' social media to build consumer profiles and identify marketing opportunities.
2) It finds that most fitness app users are men, many are married, and they commonly mention being parents, coaches/instructors, or living in cities like London and various places in the United States.
3) The most popular fitness app was Nike+, and analysis of users' tweets found most runs occurred in the morning in New York and afternoon in London.
The OPPA Brand Buzz Survey investigates the relationship between brand conversations and content sites (sites of magazines, newspapers, TV channels) :
1/ do content sites generate conversations, and which factors drive the conversation
2/ what drives those conversations with Belgian visitors
3/what do these powerful conversations mean for brands ???
This white paper discusses findings from a new nationwide measurement system called TalkTrack that measures word-of-mouth conversations. Some key findings include:
1. Consumers have an average of 78 brand-related conversations per week, mostly positive in nature, with food/dining and media/entertainment brands most discussed.
2. 70% of conversations occur face-to-face, with home, work, and others' homes the most common venues. Family, friends, and partners are frequent conversation partners.
3. 48% of conversations reference marketing/media like TV ads, websites, and print, showing their influence. Customer experience also drives word-of-mouth.
4.
This document provides guidance on using Facebook effectively to increase retail sales. It discusses planning a Facebook strategy, getting Facebook fans to visit a retail website, gathering customer data from Facebook, nurturing fans into loyal customers, and closing the marketing loop on Facebook. The key recommendations are to quantify goals, understand the target audience, create a seamless online and in-store branding experience, and use compelling calls to action to move Facebook fans to a retail website and towards making purchases.
The document discusses whether companies need a social media strategy. It argues that having millions of followers or fans on social media does not constitute an effective strategy on its own. An effective social media strategy requires understanding business objectives and aligning social media activities with the overall business strategy. The strategy should also identify key stakeholders, audiences, processes and motivations to engage audiences in a meaningful way.
SingTel: Finding fans and keeping them loyalMiguel Bernas
I was invited to speak at the Malaysian Media Conference 2012 in Kuala Lumpur, Malaysia. In the last 12 months, SingTel's Facebook community has grown from about 8,000 fans to over 108,000 fans in a year's time. In addition, we maintain high engagement with our community with over 50% of the fan base visiting the Facebook page every week.
Last December, SingTel also launched its Youtube channel with a weekly made-for-Youtube programme, TGIS. The show has found its own audience with some episodes exceeding 230,000 views.
The marketing plan outlines launching Aston Martin's new DBX electric car in Canada, which is aimed at high-powered professional women. Various marketing techniques will be used, including sponsorships, PR, product placement, and celebrity endorsements, to promote the DBX to this new target segment of female customers.
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyFashion's Collective
Originally presented by Tamar Koifman at the Luxury Interactive conference in London on May 25, 2011.
Having a Facebook or Twitter presence is not an end onto itself, it must provide an ongoing value to the audience in order to be successful. This presentation outlines easy and affordable ways to develop content for social media fans and followers.
This document examines how consumers spend their mornings online and the implications for marketers. Some key points:
1. 58% of online consumers check email first in the morning, followed by 11% checking Facebook.
2. Consumers who check email tend to be more task-oriented and motivated by deals, while those checking Facebook first are more socially-motivated.
3. Marketers should understand consumers' morning online habits to identify the best channels and tones for marketing messages. Balancing entertainment, information and deals across channels is important.
Integrando Facebook, Twitter y el E-Mail en las estrategias de Marketing DigitalCésar Zamorano Valenzuela
This document discusses how consumers communicate across email, Facebook, and Twitter and don't isolate one channel from the others. It notes that consumers treat friends differently than marketers and want marketing to respect those differences. The document analyzes key differences between email subscribers, Facebook fans, and Twitter followers in terms of motivations, reach, and effectiveness for retention and acquisition. It advocates for an integrated strategy across channels rather than isolating them, to better meet consumer preferences for consistency across platforms.
This section relates to social media. Why businesses should not avoid social media for marketing their business. There are certain ways to improve the branding of your organization.
This document summarizes social media trends in 2013, including:
1) Smartphone adoption in the US reached half the population, leading to increased mobile usage and e-commerce.
2) Content marketing continues to be very effective, especially social updates, emails, and articles.
3) While Facebook remains dominant for user numbers and time spent, more users are noticing branded content in their news feeds and on platforms like Twitter, which is gaining popularity despite smaller user numbers.
Our Rival Spark Research Report for Q2 2022, featuring three spark trends: The Pufferfish Challenger, A Shift to Branded Community & The Great Covid Crunch.
Each spark is an opportunity for brands to become successful challengers & Rivals to the category.
This document discusses 12 distinct online personas identified in a research study by ExactTarget. It provides details on two of the personas:
1) The "Inner Circle" persona represents consumers who are interested in maintaining existing relationships through social media. They are mostly female and tend to be teens, seniors, or have children. They are heavy Facebook users but less engaged on Twitter.
2) The "Cautious" persona includes consumers who are very selective about what information they share online and who they interact with. They have fewer social media connections and follow brands anonymously. They are most concerned with privacy and security. If brands establish trust, Cautious consumers may provide their email.
This document discusses how social media popularity can drive brand success in the digital age. It provides examples of how brands like Amazon, Best Buy, Target and Starbucks saw increased sales and purchases from their social media fans and influencers. The document also presents two use cases for brands to engage customers and crowd-source content through social media to build engagement and visibility. It proposes that improving brand perceptions through social media should increase positive online posts, traffic, search placements and ultimately sales.
The document discusses key marketing trends to watch in 2013, including increased media fragmentation with customers using multiple devices, smartphone adoption reaching half the US population, and content marketing remaining important. It also notes that Facebook continues to be dominant but users are seeing more branded content, while Twitter is becoming more popular despite lower usage. Marketers must adapt to reach customers across many platforms and devices with compelling content.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
The 2012 Channel Marketing Preference SurveyRyan Bonnici
This document summarizes the key findings of a research report about consumers' preferences for different communication channels. The report studied consumers' use of channels like direct mail, email, Facebook, text messaging, and others. It found that while the number of devices people use has increased, email remains the most preferred channel for marketing messages. Younger consumers, in particular teens, have different channel preferences than older groups. The report also provides analysis on which channels are best for different types of common marketing communications like promotions, alerts, receipts and customer service.
1. Consumers have different preferences for personal communications versus marketing communications from brands. While text messaging and social networks are most popular for personal use, email and direct mail are preferred for receiving promotional messages from brands.
2. Six key factors influence a consumer's choice of communication channel: content, immediacy, accessibility, privacy, formality, and who initiated the communication. These factors help explain why channels like email and direct mail are preferred for marketing over texting or social media.
3. Just because a channel is widely used personally does not mean consumers want marketing messages through that channel. Marketers should focus communication efforts on channels consumers indicate they want to receive messages through rather than assuming personal channel preferences translate to
This document provides an overview and summary of a research report on consumer preferences for different communication channels. It finds that consumers have more communication options today across multiple devices. While email was previously the preferred channel, consumer preferences are now more fragmented across many channels. The report analyzes survey results from over 1,400 consumers on their usage of and attitudes towards channels like direct mail, email, social media, mobile apps and SMS. It provides rankings of preferred channels for different types of marketing messages and scenarios. The full report contains further individual analysis of each channel.
Coca-Cola has built a massive social media audience of over 82 million followers across multiple channels. They achieved this through regular posting of engaging content, understanding their current audience, and targeting similar potential followers. The document provides best practices for social media marketing, including analyzing which content and posting times perform best, defining target audiences, and using different channels to build a cross-platform community.
Search and social play an important role throughout the customer life cycle, according to a Forrester Consulting study.
Search is the dominant channel for customers during discovery, consideration/purchase, and engagement stages. Over 90% of customers use search during each stage. While social doesn't match the volume of search, over 85% of customers use social for discovery/consideration or purchase. The study found that search is highly trusted by customers and is a primary tool for researching brands and products, with over 90% using search during the exploration and purchase stages. Social drives deeper engagement, though to a lesser volume than search. Customers who use both search and social are more valuable to brands as they are likely to spend more and advocate for
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
This document provides guidance on using Facebook effectively to increase retail sales. It discusses planning a Facebook strategy, getting Facebook fans to visit a retail website, gathering customer data from Facebook, nurturing fans into loyal customers, and closing the marketing loop on Facebook. The key recommendations are to quantify goals, understand the target audience, create a seamless online and in-store branding experience, and use compelling calls to action to move Facebook fans to a retail website and towards making purchases.
The document discusses whether companies need a social media strategy. It argues that having millions of followers or fans on social media does not constitute an effective strategy on its own. An effective social media strategy requires understanding business objectives and aligning social media activities with the overall business strategy. The strategy should also identify key stakeholders, audiences, processes and motivations to engage audiences in a meaningful way.
SingTel: Finding fans and keeping them loyalMiguel Bernas
I was invited to speak at the Malaysian Media Conference 2012 in Kuala Lumpur, Malaysia. In the last 12 months, SingTel's Facebook community has grown from about 8,000 fans to over 108,000 fans in a year's time. In addition, we maintain high engagement with our community with over 50% of the fan base visiting the Facebook page every week.
Last December, SingTel also launched its Youtube channel with a weekly made-for-Youtube programme, TGIS. The show has found its own audience with some episodes exceeding 230,000 views.
The marketing plan outlines launching Aston Martin's new DBX electric car in Canada, which is aimed at high-powered professional women. Various marketing techniques will be used, including sponsorships, PR, product placement, and celebrity endorsements, to promote the DBX to this new target segment of female customers.
9 Ways to Create an Engaging, Easy, and Affordable Content StrategyFashion's Collective
Originally presented by Tamar Koifman at the Luxury Interactive conference in London on May 25, 2011.
Having a Facebook or Twitter presence is not an end onto itself, it must provide an ongoing value to the audience in order to be successful. This presentation outlines easy and affordable ways to develop content for social media fans and followers.
This document examines how consumers spend their mornings online and the implications for marketers. Some key points:
1. 58% of online consumers check email first in the morning, followed by 11% checking Facebook.
2. Consumers who check email tend to be more task-oriented and motivated by deals, while those checking Facebook first are more socially-motivated.
3. Marketers should understand consumers' morning online habits to identify the best channels and tones for marketing messages. Balancing entertainment, information and deals across channels is important.
Integrando Facebook, Twitter y el E-Mail en las estrategias de Marketing DigitalCésar Zamorano Valenzuela
This document discusses how consumers communicate across email, Facebook, and Twitter and don't isolate one channel from the others. It notes that consumers treat friends differently than marketers and want marketing to respect those differences. The document analyzes key differences between email subscribers, Facebook fans, and Twitter followers in terms of motivations, reach, and effectiveness for retention and acquisition. It advocates for an integrated strategy across channels rather than isolating them, to better meet consumer preferences for consistency across platforms.
This section relates to social media. Why businesses should not avoid social media for marketing their business. There are certain ways to improve the branding of your organization.
This document summarizes social media trends in 2013, including:
1) Smartphone adoption in the US reached half the population, leading to increased mobile usage and e-commerce.
2) Content marketing continues to be very effective, especially social updates, emails, and articles.
3) While Facebook remains dominant for user numbers and time spent, more users are noticing branded content in their news feeds and on platforms like Twitter, which is gaining popularity despite smaller user numbers.
Our Rival Spark Research Report for Q2 2022, featuring three spark trends: The Pufferfish Challenger, A Shift to Branded Community & The Great Covid Crunch.
Each spark is an opportunity for brands to become successful challengers & Rivals to the category.
This document discusses 12 distinct online personas identified in a research study by ExactTarget. It provides details on two of the personas:
1) The "Inner Circle" persona represents consumers who are interested in maintaining existing relationships through social media. They are mostly female and tend to be teens, seniors, or have children. They are heavy Facebook users but less engaged on Twitter.
2) The "Cautious" persona includes consumers who are very selective about what information they share online and who they interact with. They have fewer social media connections and follow brands anonymously. They are most concerned with privacy and security. If brands establish trust, Cautious consumers may provide their email.
This document discusses how social media popularity can drive brand success in the digital age. It provides examples of how brands like Amazon, Best Buy, Target and Starbucks saw increased sales and purchases from their social media fans and influencers. The document also presents two use cases for brands to engage customers and crowd-source content through social media to build engagement and visibility. It proposes that improving brand perceptions through social media should increase positive online posts, traffic, search placements and ultimately sales.
The document discusses key marketing trends to watch in 2013, including increased media fragmentation with customers using multiple devices, smartphone adoption reaching half the US population, and content marketing remaining important. It also notes that Facebook continues to be dominant but users are seeing more branded content, while Twitter is becoming more popular despite lower usage. Marketers must adapt to reach customers across many platforms and devices with compelling content.
Amplify your social media with great visualsElon iMedia
It's a fact that social media posts with pictures and other visual elements get more engagement. Learn best practices with this white paper from Elon University's Masters in Interactive Media
The 2012 Channel Marketing Preference SurveyRyan Bonnici
This document summarizes the key findings of a research report about consumers' preferences for different communication channels. The report studied consumers' use of channels like direct mail, email, Facebook, text messaging, and others. It found that while the number of devices people use has increased, email remains the most preferred channel for marketing messages. Younger consumers, in particular teens, have different channel preferences than older groups. The report also provides analysis on which channels are best for different types of common marketing communications like promotions, alerts, receipts and customer service.
1. Consumers have different preferences for personal communications versus marketing communications from brands. While text messaging and social networks are most popular for personal use, email and direct mail are preferred for receiving promotional messages from brands.
2. Six key factors influence a consumer's choice of communication channel: content, immediacy, accessibility, privacy, formality, and who initiated the communication. These factors help explain why channels like email and direct mail are preferred for marketing over texting or social media.
3. Just because a channel is widely used personally does not mean consumers want marketing messages through that channel. Marketers should focus communication efforts on channels consumers indicate they want to receive messages through rather than assuming personal channel preferences translate to
This document provides an overview and summary of a research report on consumer preferences for different communication channels. It finds that consumers have more communication options today across multiple devices. While email was previously the preferred channel, consumer preferences are now more fragmented across many channels. The report analyzes survey results from over 1,400 consumers on their usage of and attitudes towards channels like direct mail, email, social media, mobile apps and SMS. It provides rankings of preferred channels for different types of marketing messages and scenarios. The full report contains further individual analysis of each channel.
Coca-Cola has built a massive social media audience of over 82 million followers across multiple channels. They achieved this through regular posting of engaging content, understanding their current audience, and targeting similar potential followers. The document provides best practices for social media marketing, including analyzing which content and posting times perform best, defining target audiences, and using different channels to build a cross-platform community.
Search and social play an important role throughout the customer life cycle, according to a Forrester Consulting study.
Search is the dominant channel for customers during discovery, consideration/purchase, and engagement stages. Over 90% of customers use search during each stage. While social doesn't match the volume of search, over 85% of customers use social for discovery/consideration or purchase. The study found that search is highly trusted by customers and is a primary tool for researching brands and products, with over 90% using search during the exploration and purchase stages. Social drives deeper engagement, though to a lesser volume than search. Customers who use both search and social are more valuable to brands as they are likely to spend more and advocate for
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
UK FMCG Consumers' Perspectives on Brand Content | New Research from Me.jpmhMe.jpmh
A summary of highlight findings from a 2014 consumer study including:
Levels of Consumer Trust in Brand Content
Influence on Purchase Decision Making
Comparative Impact versus Advertising
Content Preferences by Product Category
Content Preferences by Platform
Brand Voice for Brand Content
(1) The consumer decision journey has evolved from a linear to a non-linear process with multiple touchpoints and influences. Consumers are actively seeking information from various sources rather than passively receiving marketing messages.
(2) Marketers must align their efforts across all touchpoints of the consumer journey, including consideration, evaluation, purchase and post-purchase. They need to engage in two-way conversations and build loyalty through the customer experience.
(3) The proliferation of digital channels has created more "noise" that marketers must break through. They need new ways to get their brands considered initially and then systematically manage word-of-mouth.
1. The document discusses how the classic economic model of consumer behavior as rational actors seeking to maximize benefits is an oversimplification and does not account for variability and irrationality in consumer decision making.
2. It then outlines the traditional linear consumer purchase process model involving problem recognition, information search, evaluation of alternatives, purchase, and post-purchase evaluation.
3. However, it notes that the modern consumer decision journey is non-linear with multiple touchpoints of influence from various sources, requiring marketers to engage consumers throughout the process through two-way conversations to build loyalty.
This document analyzes the quality of advertising impact for premium and luxury brands campaigns across different media. It finds that magazines, both print and digital, are the most engaging media and create the highest quality impact. Advertising in magazines is found to motivate more consumer actions like purchases, website visits, and discussions compared to other media like TV, newspapers, outdoor, and internet. The document also finds that high-end magazine readers pay more attention to ads and are more motivated to purchase advertised products than mass-market magazine readers. Overall, the study concludes that magazines, especially high-end titles, provide the best context and environment for premium/luxury brands to communicate with their high quality, engaging advertising.
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