This document summarizes new research conducted by JCDecaux Airport into the influence of individuals who travel through airports. The research found that 10% of the population are "Engaged Britons" who shape opinions and are influential because they thoughtfully engage with issues. Airports have the highest concentration of these influential individuals compared to other media. The research also found that Engaged Britons are early adopters, socially connected, and receptive to informative advertising from prestigious global brands at airports. By targeting advertising at these influential individuals in airports, messages can spread more widely as they diffuse the information to their broad social networks.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
This document provides definitions and discussion of key terms related to evaluating digital advertising-based notice plans for class action litigation. It discusses the complexity of digital media compared to traditional media and outlines important factors an evaluator must consider, such as viewability, ad fraud, targeting accuracy, and how reach and frequency calculations should be performed. The summary provides context and definitions for key digital advertising concepts.
Brought to life by Cheryl Hsu, Kaitlyn Whelan and Rachel Noonan, this strategic foresight project endeavours to understand the current trends and drivers in open media, and through scenario-building and experience-based storytelling extrapolate how the internet might shape the future.
The goal of strategic foresight is to pluralize the possible futures in open media in order to better understand and anticipate drivers of change. The research and information in this dossier is an open resource that can be used to help multi-sector stakeholders develop anticipatory strategies that are more resilient in the face of uncertain futures.
[Free Guide} How to Do Public Relations in 2016Business Wire
Business Wire's Complete Guide to Modern Public Relations was written for professors and students, features tactics, using multimedia and across multiple platforms, that today's PR students must know to reach modern audiences
“The interest in public relations by today's students is stronger than ever,” notes Scott Fedonchik, vice president of marketing. “With more than 11,000 students currently participating in educational associations such as Public Relations Student Society of America (PRSSA), we know there is a real desire to learn how to create effective communications for our fast-evolving industry. Our new guide provides students with real-world information that will help prepare them for a successful career in public relations.”
Click here to share news of this guide with your Twitter followers: http://ctt.ec/fkxwv
Member report - Kantar Millward Brown - AdReaction: Engaging Gen X, Y and ZIAB Europe
AdReaction: Engaging Gen X, Y and Z is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations and how to effectively engage them.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
This document provides guidance on using social media in public relations and marketing. It discusses how social media has impacted consumers, media and stakeholders. It outlines how to develop an online communications strategy, including auditing the online environment, tools, tactics, targets and teams. It also discusses measuring social media efforts and provides a detailed review of common online communications tools.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
Integrating social media with mobile, online and other marketing channelsIntelligencia Limited
While the traditional model of blasting messages to customers and potential customers is fading, a new model has emerged. The same customers who are tuning out the formulaic advertising messages of yesterday are now tuning in to their own personal world of social media for product and marketing advice. Being ‘social’ means being available for real-time marketing, real-time customer service and real-time user analytics. The combination of mobile and social media marketing is powerful because it represents an interactive cross-media channel that allows consumers to move instantly from ad placement to point of sale, anytime, anywhere. Together, mobile and social technology are not only transforming how people communicate with each other but also how advertisers and marketers are communicating with them. By mining conversations across multiple social channels, sentiment analysis can help create strategies and engage new customers, while also revealing important insights into a company and its products. This new reality offers a great opportunity to any company willing to step into the world of mobile and social media marketing.
This document provides definitions and discussion of key terms related to evaluating digital advertising-based notice plans for class action litigation. It discusses the complexity of digital media compared to traditional media and outlines important factors an evaluator must consider, such as viewability, ad fraud, targeting accuracy, and how reach and frequency calculations should be performed. The summary provides context and definitions for key digital advertising concepts.
Brought to life by Cheryl Hsu, Kaitlyn Whelan and Rachel Noonan, this strategic foresight project endeavours to understand the current trends and drivers in open media, and through scenario-building and experience-based storytelling extrapolate how the internet might shape the future.
The goal of strategic foresight is to pluralize the possible futures in open media in order to better understand and anticipate drivers of change. The research and information in this dossier is an open resource that can be used to help multi-sector stakeholders develop anticipatory strategies that are more resilient in the face of uncertain futures.
[Free Guide} How to Do Public Relations in 2016Business Wire
Business Wire's Complete Guide to Modern Public Relations was written for professors and students, features tactics, using multimedia and across multiple platforms, that today's PR students must know to reach modern audiences
“The interest in public relations by today's students is stronger than ever,” notes Scott Fedonchik, vice president of marketing. “With more than 11,000 students currently participating in educational associations such as Public Relations Student Society of America (PRSSA), we know there is a real desire to learn how to create effective communications for our fast-evolving industry. Our new guide provides students with real-world information that will help prepare them for a successful career in public relations.”
Click here to share news of this guide with your Twitter followers: http://ctt.ec/fkxwv
Member report - Kantar Millward Brown - AdReaction: Engaging Gen X, Y and ZIAB Europe
AdReaction: Engaging Gen X, Y and Z is the first global study to reveal Gen Z’s behaviours, attitudes and responses to advertising to help marketers understand the similarities and differences between the generations and how to effectively engage them.
Information's role in disruption cycles and the exploitation of tipping pointsMark Albala
“The Tipping Point”, written in 2000 prior to the digital economy, described a means for forging disruptions through the exploitation of information. Having a keen understanding of the information you have at your disposal and a keen awareness of the attempted disruptions through viral social media and other means is critical for survival in the digital economy. This writing will go over what the tipping point is, how information aligns to the tipping point in the digital economy and what organizations must do now to survive disruptive attempts to dethrone their products and services in the digital economy.
This document provides guidance on using social media in public relations and marketing. It discusses how social media has impacted consumers, media and stakeholders. It outlines how to develop an online communications strategy, including auditing the online environment, tools, tactics, targets and teams. It also discusses measuring social media efforts and provides a detailed review of common online communications tools.
How to-domesticate-the-multichannel-monster 27.11.2012STIinnsbruck
This document discusses the challenges organizations face with communicating through the growing number of online communication channels, which the authors call "the multi-channel monster". It proposes a semantic communication architecture called SCEI that separates content from channels and uses semantic technologies to disseminate content across multiple channels. The architecture provides workflow assistance, implements communication patterns, and integrates crowdsourcing to enable one-click publishing to many marketing channels. It discusses applying this approach to collaboration applications like advertising, customer relationship management, and opportunities/challenges in eTourism.
How Social Media is Changing the World of Business by Dean Russell, Fleishman...Fleishman-Hillard
Social media is changing the agency landscape with the roles of advertising, marketing and PR increasingly merging. This presentation looks at the challenges of of the concept of social business and how social media will increasingly play a role in organisations that goes deeper than sales and marketing alone.
Careers360 quick guide to mass communicationkonnektify
This document provides an overview of courses and careers in mass communication. It discusses the eligibility requirements for a Bachelor of Journalism and Mass Communication degree, which typically requires a 10+2 qualification in any stream. The 3-year BJMC course trains students in print, television, online media, advertising, and public relations. Graduates can find jobs in these fields or pursue further education. Careers in mass communication span journalism, public relations, advertising, radio, and television.
This was an assignment for my course: Fundamentals of Public Relations at Full Sail University.
The objectives for the assignment are:
-Apply the function of public relations for an organization
-Identify the tools and tactics used in a public-relations campaign and demonstrate the appropiate use of each tool
-Apply strategic communications in the creation of a PR campaign
-Create a public-relations campaign and implement communications strategies and tactics
This document proposes a content marketing system for the Houston Health Department to improve public awareness, perception, and engagement through strategic content development, production, distribution, and monitoring. The system would leverage various digital tools and platforms like social media, mobile apps, and websites to curate and deliver health-related content to the public in a consistent brand voice. It outlines assumptions around timelines, outcomes, and leveraging existing resources to maximize impact while controlling costs. The overall goal is to transform how the department communicates and interacts with the community.
The document discusses three major geopolitical risks to business reputation in 2021: 1) Supply chain geopolitics as countries push companies to reshore manufacturing for economic and national security reasons, exposing companies to public scrutiny over their supply chain operations. 2) Technology competition as countries view technology dominance as important for national security and economic interests, requiring companies in emerging technologies to consider national stakeholder interests. 3) Disinformation as an ongoing communications risk, with countries using information campaigns to undermine economic competitors and companies unprepared to address this emerging threat. The document argues communications leaders must help companies navigate these geopolitical issues and protect reputation in this new era of great power competition.
This is a project on the role of advertising agent in today's environment. This project is made with a view to understand the role of advertising agents for selling product / service in the market.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
This document provides a case study of WXII-TV12, an NBC affiliate in Winston-Salem, North Carolina. It discusses how the station's president and general manager, Hank Price, led a turnaround that transformed WXII from last place in the ratings to the #1 ranked station. Key aspects of the turnaround included investing over $7 million to upgrade infrastructure, hiring additional staff, focusing strategy on "winning the big story" and weather, and empowering staff to take risks and have fun. The case study also profiles a new initiative called High School Playbook that connects an entire high school community through TV, mobile and online platforms, engaging a new teenage audience.
Word of mouth advocacy and conversations about brands sparked by advertising are increasingly important drivers of sales and advertising effectiveness. Research shows that most brand conversations occur offline between friends and family, and that positive word of mouth from these conversations strongly influences purchase decisions. Advertisers are designing campaigns to spark conversations that create brand awareness and persuasion, with some finding that over 10% of their sales are directly attributed to word of mouth generated by their ads. Research also indicates that 20% of word of mouth discussions reference paid advertising, and these advertising-influenced conversations are more likely to involve product recommendations.
Out of home advertising in the 21st centurygenycaloisi
Digital out of home (DOOH) advertising using screens and billboards has grown significantly in major cities around the world. DOOH advertising is more effective than traditional static posters because it can include animation and video. DOOH advertising also allows audiences to interact through technologies like QR codes and image recognition on their mobile devices. Research has shown that DOOH campaigns in locations like airports can be very effective for certain products since people have more time to browse in those environments. Neuroscience research also indicates that campaigns which require more cognitive effort from the audience, such as puzzles or stories, are more likely to be remembered by consumers in the long term.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
Senior Project Research Paper: Interactive Media Marketingaewebb
Interactive media marketing has evolved from minimal use before 1980 to becoming a dominant form of advertising today. It began with early developments in two-way communication through TVs and computers in 1994. By 2004, interactive media marketing sales reached $110 billion, far surpassing traditional advertising sales. Currently, the internet allows advertisers to target specific audiences efficiently and track user behavior. Interactive media has also become crucial for companies during economic downturns as it provides a low-cost alternative to traditional marketing. Looking to the future, interactive media marketing is predicted to influence 80% of consumer spending by 2015 as internet usage continues to grow globally.
This document summarizes the author's experience planning and managing various events including for non-profits, corporations, and conferences. It provides details on their role in coordinating several high-profile events including the Rotary Lombardi Award ceremony which honored student athletes, T3's Mobile Innovation Series featuring panels on mobile technology, a hackathon competition at SXSW, and an afterparty on rented duck boats. The author's responsibilities encompassed managing sponsor relationships, logistics, production of collateral, and being the primary point of contact.
Introducing thegen-narrators - Good RebelsGood Rebels
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.
The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.
AlmapBBDO Challenges for Free To Air TV 2013 final 11 12-13Brian Crotty
This document discusses opportunities for multi-platform commercialization of television and opportunities presented by connected TVs and smartphones. While television is still dominant, trading desks and data tools are changing how media is bought. Ratings models are also being challenged. Data is changing everything by enabling segmentation at a large scale. Content brands can now be distributed across multiple channels and forms. Twitter drives audience and stakeholder engagement for television programs. Social analytics provide valuable insights around events like the Miley Cyrus VMA performance. Advertisers are looking to optimize how they use perishable inventory across channels using programmatic buying and real-time bidding systems.
The document summarizes research on global shoppers and their purchasing habits while traveling internationally. It finds that shopping is an integral part of global shoppers' travel experiences. They spend on average €225 on cosmetics and fragrances during trips. Purchases include both gifts and personal items. While some purchases are planned, impulse buys account for over half of purchases. Key connection points to target global shoppers include major airports, downtown areas, department stores, and luxury brand stores in popular destination cities. Out-of-home advertising is an effective way to reach these mobile consumers at various stages of their journeys.
This document discusses JCDecaux's approach to innovation. It outlines how JCDecaux has structured its innovation process using both a top-down and bottom-up approach. The top-down approach includes an Innovation Committee that screens ideas and selects projects to prototype. The bottom-up approach gathers ideas from employees through initiatives like internal innovation contests. JCDecaux also recognizes the best innovations through "Corporate Awards" and consults employees on simplifying work processes. The company aims to stimulate innovation by developing collaborative web 2.0 methods for circulating ideas globally.
This document outlines a media schedule and budget for a campaign across various channels including TV, print, online, outdoor and additional fees. It provides details on the planned placements, estimated reach, costs and budgets for each channel over a three month period from February to April. The total budget allocated for the campaign is £8,877,475.
How Social Media is Changing the World of Business by Dean Russell, Fleishman...Fleishman-Hillard
Social media is changing the agency landscape with the roles of advertising, marketing and PR increasingly merging. This presentation looks at the challenges of of the concept of social business and how social media will increasingly play a role in organisations that goes deeper than sales and marketing alone.
Careers360 quick guide to mass communicationkonnektify
This document provides an overview of courses and careers in mass communication. It discusses the eligibility requirements for a Bachelor of Journalism and Mass Communication degree, which typically requires a 10+2 qualification in any stream. The 3-year BJMC course trains students in print, television, online media, advertising, and public relations. Graduates can find jobs in these fields or pursue further education. Careers in mass communication span journalism, public relations, advertising, radio, and television.
This was an assignment for my course: Fundamentals of Public Relations at Full Sail University.
The objectives for the assignment are:
-Apply the function of public relations for an organization
-Identify the tools and tactics used in a public-relations campaign and demonstrate the appropiate use of each tool
-Apply strategic communications in the creation of a PR campaign
-Create a public-relations campaign and implement communications strategies and tactics
This document proposes a content marketing system for the Houston Health Department to improve public awareness, perception, and engagement through strategic content development, production, distribution, and monitoring. The system would leverage various digital tools and platforms like social media, mobile apps, and websites to curate and deliver health-related content to the public in a consistent brand voice. It outlines assumptions around timelines, outcomes, and leveraging existing resources to maximize impact while controlling costs. The overall goal is to transform how the department communicates and interacts with the community.
The document discusses three major geopolitical risks to business reputation in 2021: 1) Supply chain geopolitics as countries push companies to reshore manufacturing for economic and national security reasons, exposing companies to public scrutiny over their supply chain operations. 2) Technology competition as countries view technology dominance as important for national security and economic interests, requiring companies in emerging technologies to consider national stakeholder interests. 3) Disinformation as an ongoing communications risk, with countries using information campaigns to undermine economic competitors and companies unprepared to address this emerging threat. The document argues communications leaders must help companies navigate these geopolitical issues and protect reputation in this new era of great power competition.
This is a project on the role of advertising agent in today's environment. This project is made with a view to understand the role of advertising agents for selling product / service in the market.
FEED: The 2009 Razorfish Digital Brand Experience ReportIN2marcom .com
Razorfish’s annual consumer behavior report that traditionally charts how consumers are adopting new internet technologies and digital services.
This year's focus is on understanding how digital is changing the way that consumers interact with brands.
This document provides a case study of WXII-TV12, an NBC affiliate in Winston-Salem, North Carolina. It discusses how the station's president and general manager, Hank Price, led a turnaround that transformed WXII from last place in the ratings to the #1 ranked station. Key aspects of the turnaround included investing over $7 million to upgrade infrastructure, hiring additional staff, focusing strategy on "winning the big story" and weather, and empowering staff to take risks and have fun. The case study also profiles a new initiative called High School Playbook that connects an entire high school community through TV, mobile and online platforms, engaging a new teenage audience.
Word of mouth advocacy and conversations about brands sparked by advertising are increasingly important drivers of sales and advertising effectiveness. Research shows that most brand conversations occur offline between friends and family, and that positive word of mouth from these conversations strongly influences purchase decisions. Advertisers are designing campaigns to spark conversations that create brand awareness and persuasion, with some finding that over 10% of their sales are directly attributed to word of mouth generated by their ads. Research also indicates that 20% of word of mouth discussions reference paid advertising, and these advertising-influenced conversations are more likely to involve product recommendations.
Out of home advertising in the 21st centurygenycaloisi
Digital out of home (DOOH) advertising using screens and billboards has grown significantly in major cities around the world. DOOH advertising is more effective than traditional static posters because it can include animation and video. DOOH advertising also allows audiences to interact through technologies like QR codes and image recognition on their mobile devices. Research has shown that DOOH campaigns in locations like airports can be very effective for certain products since people have more time to browse in those environments. Neuroscience research also indicates that campaigns which require more cognitive effort from the audience, such as puzzles or stories, are more likely to be remembered by consumers in the long term.
The document discusses how brands need to adapt their strategies and marketing approaches to be successful in a digital world where conversations have replaced campaigns and content is king. Specifically, it recommends that brands optimize their use of media and networks, focus on producing high-quality content to drive conversations, make conversations an essential part of their strategies, and ensure digital is integrated into every aspect of their overall strategies.
Senior Project Research Paper: Interactive Media Marketingaewebb
Interactive media marketing has evolved from minimal use before 1980 to becoming a dominant form of advertising today. It began with early developments in two-way communication through TVs and computers in 1994. By 2004, interactive media marketing sales reached $110 billion, far surpassing traditional advertising sales. Currently, the internet allows advertisers to target specific audiences efficiently and track user behavior. Interactive media has also become crucial for companies during economic downturns as it provides a low-cost alternative to traditional marketing. Looking to the future, interactive media marketing is predicted to influence 80% of consumer spending by 2015 as internet usage continues to grow globally.
This document summarizes the author's experience planning and managing various events including for non-profits, corporations, and conferences. It provides details on their role in coordinating several high-profile events including the Rotary Lombardi Award ceremony which honored student athletes, T3's Mobile Innovation Series featuring panels on mobile technology, a hackathon competition at SXSW, and an afterparty on rented duck boats. The author's responsibilities encompassed managing sponsor relationships, logistics, production of collateral, and being the primary point of contact.
Introducing thegen-narrators - Good RebelsGood Rebels
The Millennial generation will have a bigger impact on the future of media over the next five years than any other demographic group. But a new Economist Group study finds many misconceptions about this group when it comes to their attitudes, media habits and their understanding of the relationship between media and marketing.
The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.
AlmapBBDO Challenges for Free To Air TV 2013 final 11 12-13Brian Crotty
This document discusses opportunities for multi-platform commercialization of television and opportunities presented by connected TVs and smartphones. While television is still dominant, trading desks and data tools are changing how media is bought. Ratings models are also being challenged. Data is changing everything by enabling segmentation at a large scale. Content brands can now be distributed across multiple channels and forms. Twitter drives audience and stakeholder engagement for television programs. Social analytics provide valuable insights around events like the Miley Cyrus VMA performance. Advertisers are looking to optimize how they use perishable inventory across channels using programmatic buying and real-time bidding systems.
The document summarizes research on global shoppers and their purchasing habits while traveling internationally. It finds that shopping is an integral part of global shoppers' travel experiences. They spend on average €225 on cosmetics and fragrances during trips. Purchases include both gifts and personal items. While some purchases are planned, impulse buys account for over half of purchases. Key connection points to target global shoppers include major airports, downtown areas, department stores, and luxury brand stores in popular destination cities. Out-of-home advertising is an effective way to reach these mobile consumers at various stages of their journeys.
This document discusses JCDecaux's approach to innovation. It outlines how JCDecaux has structured its innovation process using both a top-down and bottom-up approach. The top-down approach includes an Innovation Committee that screens ideas and selects projects to prototype. The bottom-up approach gathers ideas from employees through initiatives like internal innovation contests. JCDecaux also recognizes the best innovations through "Corporate Awards" and consults employees on simplifying work processes. The company aims to stimulate innovation by developing collaborative web 2.0 methods for circulating ideas globally.
This document outlines a media schedule and budget for a campaign across various channels including TV, print, online, outdoor and additional fees. It provides details on the planned placements, estimated reach, costs and budgets for each channel over a three month period from February to April. The total budget allocated for the campaign is £8,877,475.
Tapping into current trends in PublicRelationsBolaji Okusaga
This document discusses how small businesses can tap into current trends in public relations. It outlines how public relations has shifted from mass media messaging to more targeted "you media". The proliferation of new media platforms has empowered stakeholders to become more involved in the communication process. Rather than a one-size-fits-all approach, small businesses need to engage stakeholders through personalized messaging on various new media channels to build relationships.
This document discusses outdoor advertising and its influence on the public. It begins by providing background on the history of advertising in general and how outdoor advertising was one of the earliest forms. It then discusses how outdoor advertising utilizes various mediums like billboards, hoardings, banners and digital displays to communicate messages to large audiences. The document notes that outdoor advertising is effective because people spend a lot of time outdoors commuting and are involuntarily exposed to these advertisements. It also provides advantages of outdoor advertising like low costs, high frequency of exposure, and ability to create brand recognition.
This document summarizes a literature review on how social media influencers have replaced traditional spokespeople in cosmetics advertising targeted at millennials. It discusses how media-multitasking, electronic word of mouth, and self-performance on social media platforms like YouTube, Instagram and Snapchat have influenced advertising strategies. Social media influencers are everyday consumers who shape attitudes through their social media content. They have helped bridge the gap between advertisers and millennials by providing a more personal and trusted endorsement compared to celebrity spokespeople. As the use of these influencers increases, it could significantly impact millennials' purchasing habits over the next ten years by empowering them as more educated consumers.
MAdTech : qu'est-ce que ça change ? - White PaperIpsos France
Technology is fundamentally reshaping the advertising and media landscapes. Media, advertising, and technology now intersect, altering how consumers engage with content. This intersection, known as MAdTech, means brands must adapt to meet the demands of empowered consumers. While data is abundant, actionable insights remain scarce. Ultimately, understanding human behavior and decision-making is key to success in this changing environment.
CUSTOMER PERCEPTION TOWARDS SOCIAL MEDIA ADVERTISINGSuyash Jain
This document is a literature review and research methodology for a study on customer perception of social media advertising. The objectives are to study the time spent on social networks, the influence of demographics on ad selection, and the effect of social media ads on purchase decisions. The research will use a questionnaire for primary data collection through convenience sampling of consumers in Dehradun. Chi-square tests will be used to analyze relationships between variables. The literature review covers past studies on attitudes toward mobile, email and social media advertising.
This document announces the 4th Annual Leaders in Communications Half-Day Conference and Networking Drinks event on November 5, 2015 in London. The event will feature a half-day program of sessions on communications strategies and leadership, followed by a drinks reception. Sessions will address the recent UK election results, reputation management, using new media and driving consumer lifestyles, and how communications professionals can gain influence at the board level. The event is intended for senior communications professionals and will be held under Chatham House Rule to encourage open debate.
Key conclusions from the report: We have become focused on efficiency rather than effectiveness. Programmatic practices have led to an emphasis on delivery costs and rapid results. Context presents untapped value that delivers business outcomes. Industry headlines about brand safety mean now is the moment to re-evaluate context, look at the evidence and provide an argument for re-investment in high quality environments such as published media.
All media is in a battle for attention and multi-media consumption has become the norm. Consumers are, however, still prepared to give published media their undivided attention, they see the value that advertisers are perhaps neglecting to fully exploit.
This document discusses the design elements of transmedia branding. Transmedia branding is defined as a communication process where brand information is distributed across multiple media channels to create an interactive brand experience. Some key elements of transmedia branding include harnessing collective intelligence, promoting participation as a brand value, and generating spreadability. An example discussed is Old Spice's 2010 "The Man Your Man Could Smell Like" campaign, which saw great commercial success through its creative use of multiple media channels.
A look at client-agency relationships. Mark Linder
A look at how the business partnership between client and agency has been more shaped by the media and business model, than advertising proposition. Keynote at National eMedia Conference, Helsinki, 2007 Mark Linder, WPP
The role of the media towards building a critical mass of young entrepreneursMy Beautiful Africa
How the Media can shape our Brands in our Entrepreneurial Journey. This is to take into consideration, the need to adopt media early in business to enable us have an edge over competition
The document discusses the changing communications landscape and what agencies must do to succeed. Specifically:
- The marketing world has become more dynamic with new technologies and empowered consumers. Agencies must constantly adapt to remain relevant.
- Only the best agencies will survive as brands gain new capabilities. To thrive, agencies need tools to monitor real-time conversations, control broad communication channels, and efficiently produce quality content.
- Key factors for agency success include having measurement tools, owning publication relationships, and developing a newsroom or freelancer model to produce large volumes of responsive content.
A media planner is responsible for planning media campaigns across various channels to maximize brand exposure and effectiveness. This involves developing a strategic plan, identifying target audiences, selecting appropriate channels, negotiating deals, monitoring performance, and reporting results. While digital media can be planned separately, an integrated approach that leverages different channels together is often most effective at reaching audiences across many contact points.
This document summarizes a discussion on the future of the communications industry. Key themes from the discussion include:
- The rise of social media has accelerated the need for speed in communications and increased competition from citizen journalists and everyday people.
- Communications is shifting from a focus on art and passion to science and strategy, from one mass audience to many niche audiences, from limited platforms to multiple platforms, and from personalities to brands.
- Fact checking is now done more by the public rather than just professionals. Speed and being first is prioritized over accuracy.
- While the environment is changing, good communications still requires clarity, honesty, brevity and understanding what matters most to different audiences. Adapting strategies
How to modernise a public relations agency or communications teamStephen Waddington
This paper tackles the opportunities and challenges for our profession as we face up to modernity and the role of public relations in organisational management leadership.
There is much said at conferences and events, and written on blogs and in traditional media, about the fundamental shifts taking place in the media and the impact on the business of public relations.
These conversations focus on who (practitioners, agencies and communication teams), what (modernise public relations), why (media change and opportunity) and when (now) but very rarely how. This paper explores the how.
It started out as a blog post ahead of speaking opportunities at the World PR Forum in Madrid, and the PRSA International Conference in Washington.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
This document provides an overview of a research paper on the impact of internet advertising on consumer buying behavior towards mobile phones. The paper includes 10 chapters that discuss topics such as the concept of online advertising, the growth of internet and mobile phone users in India, the objectives and scope of the research, a literature review on related topics, the research methodology, data analysis and findings, a SWOT analysis, challenges faced by the online advertising industry in India, and conclusions and recommendations. The research aims to study the effectiveness, reliability and relationship between internet advertising and purchase decisions for mobile phones. A survey was conducted of 100 respondents to collect primary data on their experiences with internet advertising.
1. A study found that media professionals who make advertising spending decisions have significantly different media consumption habits than the general population. They watch less TV and read fewer newspapers.
2. Two UK studies found that those working in advertising overestimate how much time the general public spends consuming media digitally and on multiple devices. For example, they estimated half of TV viewing involves additional screen use, when the actual number is close to 2%.
3. The document suggests that due to having different behaviors and perspectives than most people, those in the advertising industry may misjudge the general public's media consumption and incorrectly base major spending decisions around their own atypical behaviors.
Taking cues from the customer omnichannel and the drive for audience engagementAidelisa Gutierrez
This document provides an overview of omnichannel marketing strategies. It defines omnichannel as developing a customer-centered promotional approach through continuous communication across all communication channels to optimize long-term customer relationships. The document reports that interest in omnichannel strategies is surging as they are seen to drive real value. It identifies several competencies needed for marketers and publishers to succeed with omnichannel, including customer analytics, rich cross-platform content, and operational infrastructure aligned with customer engagement.
Winterbury Group / IAB: Omnichannel Audience Engagement June 2013Brian Crotty
This document provides an overview of omnichannel marketing strategies. It defines omnichannel as developing a customer-centered promotional approach through continuous communication across all communication channels to optimize long-term customer relationships. The document reports that interest in omnichannel strategies is surging as they are seen to drive real value. It identifies several competencies needed for marketers and publishers to succeed with omnichannel, including customer analytics, rich cross-platform content, and operational infrastructure aligned with customer engagement.
Digital Immersion: What's Next for Social Media MarketingAndy Hunter
Social Media Evolution. An Open Thinking Exchange long form, digital immerson report on the state of social media for marketers.
Report curated and written with Graham Saxton, Ipsos Open Thinking Exchange - Global Insights..
From the Ipsos The Open Thinking Exchange, the innovation center of Ipsos, an independent company which ranks fifth among global research firms. Our mission: to challenge convention, take risks and use our collective intelligence in the service of our clients to foster innovation.
Digital Immersion: What's Next for Social Media Marketing
The Power of Influence
1.
2. Influence is a key factor in
successful advertising. The
influence of the message,
and the influence of the
individuals to whom it is
exposed. We spent much of
last year investigating how
influence works, and how
best to use advertising to
reach the influential. We’ve
obviously focused on our own
airport environments, but, in
the process, we’ve learned a
lot about how messages are
diffused, and how all media
have a propensity to drive this
to a greater or lesser degree.
Steve Cox, JCDecaux Airport, Marketing Director
3. “THE CAPACITY OR
POWER OF PERSONS
OR THINGS TO BE A
COMPELLING FORCE
ON OR PRODUCE
EFFECTS ON THE
ACTIONS, BEHAVIOUR
AND OPINIONS OF
OTHERS.” (Dictionary.com)
It’s clear that for advertising to
be effective it needs to influence
consumers. Over time it has
been proven that outdoor panels
and screens are effective at
providing a platform to do this,
but advances in social media
and technology have highlighted
new and innovative channels
for this influence to continue
with the target individuals well
beyond the location of the initial
media contact.
It’s now widely accepted that the
influence of the individual within
their peer group is as important,
if not more so, than the initial
influence of the advertising.
4. In previous research, JCDecaux Airport has
investigated and proven the effectiveness of
the airport as a highly influential location to
advertise in and around.
For example, our Airport Ethnographic
studies (AER) revealed that levels of mental
alertness are consistently high in the
airport environment, but also that they
fluctuate at varying stages of the journey.
Hence we should target consumers with
different types of panel or screen known
to be effective at different stages of the
journey. Our Eyetracker research proved how
movement and colour in digital advertising
coupled with scientific placement of screens
maximises visibility and engagement with
the consumer. Airport Stories showed
us how airport advertising is globally
proven to enhance brand perceptions and
drive sales amongst frequent flyers. Our
Business Traveller project revealed business
passengers to be key decision makers in their
company. They’re an affluent and desirable
audience, they believe global brands fit
the airport’s international profile, and it’s
appropriate for them to advertise there.
The Airport as an
influential location
Airport Ethnographic Research Airport Stories Business Traveller
5. The Airport
and Influential
Consumers
Our new groundbreaking research
What we hadn’t yet investigated however was the INFLUENCE of the individuals travelling through the airport.
We now have new and powerful research that augments and complements our prior findings on the value of
our airport portfolio as an excellent advertising platform.
Our aim was to identify these individuals and find out more about them and their influence in terms of
propagating advertisers’ messages beyond the effect at the airport. We wanted to understand how they as
influential people themselves then spread brand messages to a global audience beyond the airport through
their social and professional networks.
6. How we did it
In order to better understand the
concept of influence we commissioned
Work Research, in partnership with
Bournemouth University, to conduct an
in-depth academic review of current
global thinking on the subject of influence
in relation to advertising. This research
revealed a model that explains how
influence works. It is known as the PID
model which stands for Persuasion.
Identification. Diffusion. It explains
the process through which people
are exposed to a persuasive piece of
communication and tracks whether they
then identify with it and are sufficiently
motivated to see themselves using a
product or service. Once persuaded, some
of these individuals i.e. the influentials,
will then go on to diffuse the message to
others within their peer group.
The
Academic
Theory
PERSUASION IDENTIFICATION DIFFUSION
AN INDIVIDUAL EXPERIENCE INDIVIDUAL’S INFLUENCE ON OTHERS
PERSUASIVE COMMUNICATION
MOTIVATED TO PROCESS?
ABILITY TO PROCESS?
BEHAVIOUR SHIFT?
POSITIVE/NEGATIVE ATTITUDE CHANGE
EXTERNAL FACTORS CHANGE?
RETAIN INITIAL ATTITUDE
INFLUENTIAL?
RETAIN INFORMATION
7. The diffusion model
How certain
individuals
spread brand
messages
From this model it was the diffusion
element that really interested us as we
learnt that certain types of people are
more likely to diffuse and propagate
advertising messages. The most important
are known as early adopters, meaning they
are likely to be the first amongst their
social group to acquire new products and
services. They are also more likely to be
knowledgeable and socially connected. We
also learnt how individuals are connected
through different types of hubs.
EXPERT REGULAR SOCIAL MEGA
HUBS HUBS HUBS HUBS
8. Airports are
a great place
to reach
influentials
Work Research also confirmed that
airports in particular are a great
location in which to advertise to
these influential people, who can
then diffuse the brand message,
but we wanted to substantiate our
theory that they are more likely to
be reached in the airport than via
any other media.
To test this hypothesis we
approached Populus, having learnt
that they had devised a means of
accessing this powerful consumer
group of influentials.
9. Our new
research
on Engaged
Britons
JCDecaux Airport’s hypothesis rang
true with Populus. They had recently
identified this influential group of
people and invented the term ‘Engaged
Britons’ to describe them. Populus
were able to offer us the opportunity
to question Engaged Britons online
about their influence on others, and
their response to advertising. From
their existing knowledge we quickly
learnt that the airport was likely to be
a highly effective location in which to
reach this select group.
Engaged Britons General Public
Last
12months
Last
6months
Last
3months
64%
46%
32%
26%
14%
8%
Engaged Britons & JCDecaux Airport
Populus Profiling Data
Percentage of people who have used one of
JCDecaux’s transport venues in…
10. So who
exactly are
Engaged
Britons?
Engaged Britons make up 10% of the
population and they shape opinions
rather than follow them. They take
time to engage with issues and think
them through. They act on their
judgement and are influential because
of who they are, not what they are.
Essentially they are the gateway
to the rest of the population.
Shape
rather
than
follow
opinions
Act
on their
judgements
Who,
not what
they are
Engage
with + think
through
issues
10%
of the
population
11. What
Engaged
Britons
mean for
advertisers
If you can’t win these people over with an advertising
message it’s likely that the rest of the target market will
remain unconvinced. In fact, Engaged Britons are a near
perfect fit for Malcolm Gladwell’s Law of the Few from his
celebrated book The Tipping Point. He said:
“Success is heavily dependent on the involvement
of people with a particular and rare set of social gifts.
Simply, certain people are good at spreading ideas –
without these people on board, the idea won’t spread.”
Connectors
(Active and involved)
Mavens
(Knowledgeable advice
givers & seekers)
Sales people
(Trusted and respected)
12. Rethinking a media plan
to target Engaged Britons
Many advertisers want to target mainly ABs, but it is worth considering that in just targeting
ABs a campaign would fail to reach almost 2/3 of Engaged Britons and therefore restrict the
effect of the advertising message. By targeting Engaged Britons with a media message an
advertiser can achieve disproportionate value for money via the likelihood of them spreading
the message further.
Populus also learnt that airports deliver a higher concentration of Engaged Britons than any
other media platform, meaning potentially less wastage in terms of media campaign spend.
AIRPORT has
HIGHEST CONCENTRATION
vs any other media
Airport
(Used in last 3 months)
Airport
(Used in last 6 months)
FinancialTimes
Politics Show
TheTimes
The Guardian
The Independent
NewsnightThe DailyTelegraph
Radio 4
The DailyMirror
The Sun
The DailyMail
BBCOne NewsRadio 5 Live
QuestionTime
400
380
329
288
260
260
255
229
225
217
208
187
186
152
140
122
Index of Engaged Britons
against the national average
13. Digging
further
Our survey of
Engaged
Britons and
JCDecaux
Airports
We then asked Populus to
survey 250 Engaged Britons
who had been through
one of our airports or
international rail stations
in the previous 6 months.
These individuals were asked
to complete a further online
questionnaire to reveal and
reinforce the true value of
targeting advertising at this
influential group.
14. Our Engaged Britons are well informed, early adopters and advice givers and seekers. For example 44% of Engaged Britons already own a tablet compared
to only 9% of the national average.
Q: Which of the following personal technology
products do you own? Q: Do you have a LinkedIn/Twitter/Facebook account?
They are very social media savvy with 86% using a Facebook account, 59% Twitter and 63% LinkedIn, well above the UK average.
Digging further
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Laptop
Smartphone
PC
MP3 player
HDTV
Game console
Tablet
PVR technology
E-Reader
Roaming Wi-Fi
Subscription
Netbook
3DTV 3D
JCDA Engaged Britons UK Average
EARLYADOPTERS
rather than INNOVATORS
60% 70% 80% 90% 100%
JCDA Engaged Britons UK Average
EARLYADOPTERS
rather than INNOVATORS
Engaged Britons
UK average
63% 59% 86%
16% 32% 77%
Y N
Source: GB TGI 2012 Source: UK Av, www.umpf.co.uk/blog/social-media/social-media-usage-in-the-uk-the-findings
15. Engaged Britons expect to see advertising from global, prestigious brands at the airport.
Digging further
Internatio
nal
7
1%
Luxury
64%
Prestigio
us
6
0%
Local
18%
Eve
ryday brands
19
%
Modern
44%
M
a
rketLeaders
50
%
Well-known
59%
They want to be targeted with informative advertising. For Engaged Britons advertising doesn’t have to be ‘entertaining’ and ‘simple’, it is better
received when it is informative and relevant, and this is something they get from airport advertising. It’s partly this thirst for knowledge that makes
them influential.
JCDA Engaged Britons
66%
72%
INFORMATIVE
59%
44%
RELEVANTTO ME
54%
49%
ENTERTAINING
46%
40%
SIMPLE
17%
34%
SURPRISING
14%
28%
ASPIRATIONAL
14%
22%
fit into the SURROUNDINGS
8%
17%
SPECTACULAR
4%
15%
LUXURIOUS
11%
14%
EASY to IGNORE
6%
12%
ESCAPIST
General Public
JCDAEngaged Britons
Q: What would you like your advertising to be like?
Source: Populus, General Public (2,014)
Q: What sort of brands would you most
expect to see advertised at airports?
16. Implications
for advertisers
In this brief summary we’ve merely touched on the headline
findings of our new research into the Power of Influence.
We’ve seen how it both enhances the effectiveness of
advertising in our environments and continues to propagate
this as travellers spread the message onwards.
And the following graphic really embodies the true value
of taking a closer look at the people who see an airport
advertising campaign. These people are not at the margins
of a brand’s fringe consumers (Fig 1). They sit right here,
at the centre (Fig 2). They’re the key consumers, the
influentials (Fig 3), the people who really make a difference.
So, an airport advertising campaign will hammer home the
message with the most important brand consumers, the
brand champions, the influentials. And, once influenced,
these individuals will then propagate the message
throughout the rest of the consumer base, amplifying
the effect of the advertising campaign through the most
persuasive medium of all – word of mouth (Fig 4).
For this reason the airport should be an essential part of
your media schedule – first on the plan rather than a “nice
to have” supplement.
1
3
2
4
18. JCDecaux Airport
Capital House
25 Chapel Street
London
NW1 5DH, UK
For more information please contact:
info@jcdecauxairport.co.uk
+44 (0) 207 298 8000