Text 100 Gobal Blogger Survey 2009 - Hong Kong ReportText100HongKong
Text 100 announced the results of its Global Blogger Survey on 25 June, 2009. Believed to be the first of its kind; this survey examines the preferred communication techniques from the point of view of technology, business and lifestyle bloggers across the globe.
This presentation focuses specifically on the results from bloggers surveyed in Hong Kong.
The survey indicates a “mainstreaming’ of blogging in Hong, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that use of micro-blogging services such as Twitter is high among Hong Kong bloggers - 96% of surveyed bloggers reported using it.
Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
The document discusses three papers on the impact of online media. First, it examines how online media can influence public opinion politically and affect foreign policy decisions. Second, it analyzes the relationship between social media factors and consumer purchase intentions. Third, it investigates how interactivity and relevance of online ads influence customer attitudes, challenging traditional views of repetitive advertising. The document provides an overview of the purpose, methodology, findings and limitations of each paper.
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
What motivates an audience to tune in to a new TV show? At a time when people have more choice than ever but feel like they’ve never had less time, viewers carefully consider a show’s many dimensions before committing. Understanding a show’s plot or storyline is the biggest factor in deciding whether to watch. This study looks at the decision journey of a thousand viewers to help marketers understand how online — and online video in particular — helps build viewers’ confidence in a new show.
=> http://www.thinkwithgoogle.com/research-studies/how-digital-drives-viewers-to-new-tv-shows.html
Revista Streaming Media Unisphere Research, juntamente com o patrocinador e parceiro de pesquisa, propõe-se a avaliar o Estado de CDN Serviços. Pedimos aos entrevistados para fornecer detalhes de ambos os seus hábitos televisivos, bem como a sua avaliação dos serviços CDN, tanto em termos de terabytes esperados servidores e características CDN. Nossa pesquisa centrada em especialistas da indústria, engenheiros de mídia e gestão executiva, por isso pedimos perguntas que forneceram introspecção em ambos os usos reais e pretendidas de serviços CDN. Nós encontramos três resultados principais: Os nossos tomadores de pesquisa tendem a ser fragmentado quando se trata de consumo de mídia primária dispositivos, tendem a trabalhar para as empresas que querem entregar menos de 1 TB ou mais de 100TB de conteúdos on-line por mês, e são quase igualmente preocupado com os preços em modelos de serviço CDN, com a necessidade de manter a entrega multi-screen para e dispositivos de consumo de mídia emergente. Ao longo do caminho, nós também olhamos várias áreas-chave onde respostas diferem pela geografia, ajudando a pintar um retrato de tendências emergentes nas regiões distintas na Europa e America.
The document discusses the results of an audience survey conducted to provide feedback on a music video production. Some key findings:
- 98% of respondents felt the music video conformed to generic hip hop productions.
- 77.55% felt the video differentiated in certain ways from other hip hop videos, particularly through its lighting, artist presentation, and editing.
- Over 97.96% of respondents felt the video used enough conventions to be identified as a hip hop music video.
- The majority felt the ancillary promotional materials like a magazine poster and digital pack successfully advertised the main video and were clearly linked to the same production.
The document discusses the results of a global Nielsen survey on consumers' willingness to pay for online content. Some key findings include:
1) The vast majority (85%) of consumers surveyed prefer that content remain free online, though willingness to pay varies by content type.
2) Consumers are most willing to pay for content they normally pay for offline like movies, music, games and TV shows. They are least willing to pay for user-generated content.
3) For content to be paid for online, consumers believe it must be significantly better than free alternatives and that payment systems must be easy to use.
4) There is no consensus on the best payment model, but many consumers favor
Influence of electronic word of mouth on Consumers Purchase IntentionNasif Chowdhury
This document presents a research study on the influence of electronic word of mouth on consumer purchase intention. The study examines how social factors like social capital, tie strength, trust, and interpersonal influence impact the relationship between electronic word of mouth shared on social media and consumers' purchase decisions. The researcher developed hypotheses about these relationships and proposed a conceptual framework. A survey methodology was designed to collect data to analyze the hypotheses using regression and correlation analyses. The results found support for most hypotheses except the relationship between homophily and purchase intention. The study provides recommendations for marketers on leveraging electronic word of mouth on social media.
Text 100 Gobal Blogger Survey 2009 - Hong Kong ReportText100HongKong
Text 100 announced the results of its Global Blogger Survey on 25 June, 2009. Believed to be the first of its kind; this survey examines the preferred communication techniques from the point of view of technology, business and lifestyle bloggers across the globe.
This presentation focuses specifically on the results from bloggers surveyed in Hong Kong.
The survey indicates a “mainstreaming’ of blogging in Hong, with many bloggers reporting increased contact from PR professionals or corporate communicators. It also highlights that use of micro-blogging services such as Twitter is high among Hong Kong bloggers - 96% of surveyed bloggers reported using it.
Importantly for companies wanting to engage, the survey indicates there is significant opportunity for deeper relationships with this increasingly influential community.
The document discusses three papers on the impact of online media. First, it examines how online media can influence public opinion politically and affect foreign policy decisions. Second, it analyzes the relationship between social media factors and consumer purchase intentions. Third, it investigates how interactivity and relevance of online ads influence customer attitudes, challenging traditional views of repetitive advertising. The document provides an overview of the purpose, methodology, findings and limitations of each paper.
Measuring the Effectiveness of your Media StrategyLars Voedisch
Do you need to determine the journalists covering specific subject matter to pitch and prepare an executive for an interview?
Do you know your Competitive share of voice in the different lines of business?
Are you entering into new segments and markets and want a media pulse?
Dow Jones take on how to get quick answers to these pressing questions.
What motivates an audience to tune in to a new TV show? At a time when people have more choice than ever but feel like they’ve never had less time, viewers carefully consider a show’s many dimensions before committing. Understanding a show’s plot or storyline is the biggest factor in deciding whether to watch. This study looks at the decision journey of a thousand viewers to help marketers understand how online — and online video in particular — helps build viewers’ confidence in a new show.
=> http://www.thinkwithgoogle.com/research-studies/how-digital-drives-viewers-to-new-tv-shows.html
Revista Streaming Media Unisphere Research, juntamente com o patrocinador e parceiro de pesquisa, propõe-se a avaliar o Estado de CDN Serviços. Pedimos aos entrevistados para fornecer detalhes de ambos os seus hábitos televisivos, bem como a sua avaliação dos serviços CDN, tanto em termos de terabytes esperados servidores e características CDN. Nossa pesquisa centrada em especialistas da indústria, engenheiros de mídia e gestão executiva, por isso pedimos perguntas que forneceram introspecção em ambos os usos reais e pretendidas de serviços CDN. Nós encontramos três resultados principais: Os nossos tomadores de pesquisa tendem a ser fragmentado quando se trata de consumo de mídia primária dispositivos, tendem a trabalhar para as empresas que querem entregar menos de 1 TB ou mais de 100TB de conteúdos on-line por mês, e são quase igualmente preocupado com os preços em modelos de serviço CDN, com a necessidade de manter a entrega multi-screen para e dispositivos de consumo de mídia emergente. Ao longo do caminho, nós também olhamos várias áreas-chave onde respostas diferem pela geografia, ajudando a pintar um retrato de tendências emergentes nas regiões distintas na Europa e America.
The document discusses the results of an audience survey conducted to provide feedback on a music video production. Some key findings:
- 98% of respondents felt the music video conformed to generic hip hop productions.
- 77.55% felt the video differentiated in certain ways from other hip hop videos, particularly through its lighting, artist presentation, and editing.
- Over 97.96% of respondents felt the video used enough conventions to be identified as a hip hop music video.
- The majority felt the ancillary promotional materials like a magazine poster and digital pack successfully advertised the main video and were clearly linked to the same production.
The document discusses the results of a global Nielsen survey on consumers' willingness to pay for online content. Some key findings include:
1) The vast majority (85%) of consumers surveyed prefer that content remain free online, though willingness to pay varies by content type.
2) Consumers are most willing to pay for content they normally pay for offline like movies, music, games and TV shows. They are least willing to pay for user-generated content.
3) For content to be paid for online, consumers believe it must be significantly better than free alternatives and that payment systems must be easy to use.
4) There is no consensus on the best payment model, but many consumers favor
Influence of electronic word of mouth on Consumers Purchase IntentionNasif Chowdhury
This document presents a research study on the influence of electronic word of mouth on consumer purchase intention. The study examines how social factors like social capital, tie strength, trust, and interpersonal influence impact the relationship between electronic word of mouth shared on social media and consumers' purchase decisions. The researcher developed hypotheses about these relationships and proposed a conceptual framework. A survey methodology was designed to collect data to analyze the hypotheses using regression and correlation analyses. The results found support for most hypotheses except the relationship between homophily and purchase intention. The study provides recommendations for marketers on leveraging electronic word of mouth on social media.
Raymond James 2013 Internet Outlook Symposium - SurveyMonkey (01-13)Brent Chudoba
The document discusses how SurveyMonkey's Audience platform can be used by Raymond James analysts to augment their investment research with proprietary survey data. It provides examples of topics that could be surveyed, such as Netflix subscriber churn rates and reasons for cancellation. The document also showcases Audience's capabilities like tracking consumer sentiments monthly and targeting specific age groups. It emphasizes that Audience can generate high-quality, customized data faster than traditional surveys. Finally, it presents an Q&A section and appendix with example use cases for companies like OpenTable, Yelp, TripAdvisor and Netflix.
Netflix aims to increase awareness of its original content by 5% among its 85 million subscribers. It will target college students aged 18-24 using social media, television, and on-campus promotions. Effectiveness will be measured by recognition of original series and increased viewership of episodes. The budget uses a continuous advertising approach to promote shows throughout the year as new seasons are released.
1) The document summarizes research on millennials' consumption of TV and movies. It outlines research questions about what content millennials consume, which platforms they use, and the impact of social media and word of mouth.
2) The findings show that Netflix is the most popular streaming service among millennials, with 50% of respondents using it. Hulu is second most popular at 23%.
3) The conclusions are that Netflix dominates streaming, traditional viewing is decreasing, and word of mouth and social media influence consumption choices.
Cause We Care - Design Thinking Project Final ReportMatthew Stuckings
This is the final report for my group Design Thinking project. It shows qualitative and quantitative data and their tests for our hypotheses, design tools and MVP.
Team: Em, Kris, Marc, Adrian, Goran and Me
Enjoy.
Matt
This document discusses Google's strategy to expand its advertising platform beyond search and websites to other media such as television and video. It notes key trends in audience behavior and media consumption that are driving this strategy, including audiences fragmenting across more content sources and an increasing shift to video. The document outlines Google's goal of following users across various media through expanding its advertising solutions to new areas while maintaining features advertisers expect from its existing search advertising platform like measurability, targeting, and automation. It proposes Google will connect with consumers through three "apertures" - search, the content network, and additional products - to provide a complete advertising platform.
Ravioli is an online platform that provides recommendations for audio and video streaming content across different services. It analyzes user behavior to provide personalized recommendations to easily find content. Ravioli's vision is to be the leading content recommendation engine by linking users to both ad-supported and subscription services for streaming media. It will generate revenue through a $5.99 monthly subscription fee as well as commissions from media streams and referrals through partner services.
This document discusses mobile advertising and presents a solution called THE Model. It begins with an overview of the growth of mobile devices and opportunities for mobile advertising. It then analyzes the mobile advertising industry using Porter's Five Forces framework. The document recommends a "reward-centric" mobile advertising model where users receive rewards for viewing full-length ads. It proposes a solution called THE Model that would use location-based technology to deliver relevant ads and rewards to users in real-time via mobile apps. The document addresses challenges in implementing this solution and gaining adoption from advertisers and app developers.
Netflix is looking to enter the Chinese market and is analyzing the potential. Some key points:
- China has a large potential market that is growing with increased internet and mobile adoption.
- Netflix would focus on creating original Chinese content and partnering with local production teams to appeal to Chinese audiences.
- They would face competition from established players like iQiyi, Tencent, and Alibaba in China.
- Netflix would need to comply with China's censorship laws and cultural differences compared to other markets.
- A strategic partnership or direct investment would allow Netflix more control but be more expensive than just licensing content.
- Their budget for entering China would be $2 billion focused on content creation and marketing
The role-of-digital-in-tv articles (1) (1)Greg Sterling
Digital platforms like YouTube and Google Search are changing how people experience television. People are using these platforms to research shows, engage as fans, and access TV content beyond traditional viewing windows. Research shows growth in TV-related searches and videos online. Fans actively discuss and create new content about shows on YouTube, with high levels of engagement. Viewers also use digital to catch up on past seasons and episodes through time-shifting and on-demand streaming.
This document provides information about YouTube, the largest video sharing platform. It notes that YouTube has over 800 million unique users per month who can view, upload and share videos. It then discusses YouTube's various user demographics and segments, including details on how much time users spend watching videos and interacting with others on the site. The document concludes by outlining various metrics that YouTube provides to understand viewer engagement and how to best utilize those metrics to improve content and marketing strategies.
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...Tinuiti
YouTube is one of the most used platforms and has become even more popular with changing consumption patterns during the past two years. But, while diversifying across your marketing portfolio is critical, getting apples-to-apples measurements across video marketing is key to quantifying your success from advertising efforts.
In this webinar, our experts at Tinuiti and our Streaming agency, Bliss Point Media, with guest global market research company, Forrester, will dive into everything you need to know about YouTube, including measurement and how it fits into your online video (OLV strategy), plus research data on what we’re expecting in 2023.
The document discusses a study on the impact of social media on consumer buying behavior. The study aimed to understand how social media influences consumers' purchasing decisions and identify the key factors that motivate online purchases. A questionnaire was distributed through social media platforms and data analysis identified five key factors: referral, trust, awareness, communication, and convenience. Regression analysis found referral, trust, awareness, and convenience significantly impacted consumer buying behavior, but communication did not. Cross-tab analysis showed Instagram most influenced younger age groups while Facebook and YouTube impacted older groups, and preferences varied by occupation. In conclusion, the study identified the major social media factors driving online consumer purchasing decisions.
A comprehensive project report On Impact of Media Communication on IDEA cellularGaurav Mehta
This document provides a summary of a project report on the impact of media communication on Idea Cellular. It outlines the objectives and importance of studying Idea Cellular's media strategies. It reviews literature on customer satisfaction and service quality in the telecommunications industry. The methodology describes a survey of 100 respondents in Rajkot, India. Key findings indicate that most respondents are aware of Idea Cellular and like their advertisements, but over half were not willing to purchase additional connections based on ads alone, suggesting room for service improvements.
TVtailmedia is a proposed business that would create targeted interactive television advertisements and deliver them during TV programming in a minimally intrusive format using the cable remote control. Viewers could interact with ads to purchase products, receive coupons or information. The business would analyze viewing data to improve ad targeting and measure effectiveness. Its goal is to engage commercial-skipping viewers by advertising within programming in an interactive opt-in format.
This document discusses the impact of television advertisements on children's behavior. It begins by acknowledging those who helped with the project. It then provides an introduction stating that advertisements play an important role in persuading customers. The document discusses how advertisements aim to attract different market segments and how appealing to children's interests can influence their purchase requests to parents. It describes the research methodology used to study the relationship between advertisements and children's purchasing behavior, including collecting data from children of different ages across various schools. The document also reviews literature on the topic and discusses the relevance and rationale of the study.
More info http://shuanliu.net
Objective:
Planning a social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and share their cinema experience.
Challenge:
Teenagers choose cheaper online platform to watch plenty of films.
Solution:
Together is better.
Using the popular app “Musical.ly” makes interesting videos with summer films for teen’s competition.
Motorola was founded in 1928 and divided into two companies in 2011. It faced problems with its marketing mix including product, price, promotion, and place. The research objectives were to understand customer dissatisfaction, problems competing with other brands, and factors affecting consumption patterns. The research studied variables like age and brand awareness that influence problems faced by consumers. A sample of 47 respondents of various ages and incomes were surveyed, finding those aged 18-30 use mobile phones most. The conclusion was that Motorola had strong brand preference compared to competitors and dealers influenced customers through various promotional schemes.
A CRITICAL STUDY ON CONSUMER BEHAVIOUR AND CONSUMER LOYALTY POST JIO’s CARP...Harshit nagar
The purpose of the study is to understand consumer behavior of telecom customers in India and to check the loyalty of the customers post Jio‘s entry into the market. The paper also focuses on various counter actions that are being taken by other telecom providers to sustain in the market. The segment of study is mainly the youth (aging from 18-30). The study is conducted primarily in Punjab and partly in Delhi and Indore. The study also analyses the customer satisfaction of different telecom providers in India. The study involves analyzing these factors from the respondents with the help of Random sampling technique. The paper also discusses the marketing concept of Carpet Bombing and how it is being used by Jio.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Raymond James 2013 Internet Outlook Symposium - SurveyMonkey (01-13)Brent Chudoba
The document discusses how SurveyMonkey's Audience platform can be used by Raymond James analysts to augment their investment research with proprietary survey data. It provides examples of topics that could be surveyed, such as Netflix subscriber churn rates and reasons for cancellation. The document also showcases Audience's capabilities like tracking consumer sentiments monthly and targeting specific age groups. It emphasizes that Audience can generate high-quality, customized data faster than traditional surveys. Finally, it presents an Q&A section and appendix with example use cases for companies like OpenTable, Yelp, TripAdvisor and Netflix.
Netflix aims to increase awareness of its original content by 5% among its 85 million subscribers. It will target college students aged 18-24 using social media, television, and on-campus promotions. Effectiveness will be measured by recognition of original series and increased viewership of episodes. The budget uses a continuous advertising approach to promote shows throughout the year as new seasons are released.
1) The document summarizes research on millennials' consumption of TV and movies. It outlines research questions about what content millennials consume, which platforms they use, and the impact of social media and word of mouth.
2) The findings show that Netflix is the most popular streaming service among millennials, with 50% of respondents using it. Hulu is second most popular at 23%.
3) The conclusions are that Netflix dominates streaming, traditional viewing is decreasing, and word of mouth and social media influence consumption choices.
Cause We Care - Design Thinking Project Final ReportMatthew Stuckings
This is the final report for my group Design Thinking project. It shows qualitative and quantitative data and their tests for our hypotheses, design tools and MVP.
Team: Em, Kris, Marc, Adrian, Goran and Me
Enjoy.
Matt
This document discusses Google's strategy to expand its advertising platform beyond search and websites to other media such as television and video. It notes key trends in audience behavior and media consumption that are driving this strategy, including audiences fragmenting across more content sources and an increasing shift to video. The document outlines Google's goal of following users across various media through expanding its advertising solutions to new areas while maintaining features advertisers expect from its existing search advertising platform like measurability, targeting, and automation. It proposes Google will connect with consumers through three "apertures" - search, the content network, and additional products - to provide a complete advertising platform.
Ravioli is an online platform that provides recommendations for audio and video streaming content across different services. It analyzes user behavior to provide personalized recommendations to easily find content. Ravioli's vision is to be the leading content recommendation engine by linking users to both ad-supported and subscription services for streaming media. It will generate revenue through a $5.99 monthly subscription fee as well as commissions from media streams and referrals through partner services.
This document discusses mobile advertising and presents a solution called THE Model. It begins with an overview of the growth of mobile devices and opportunities for mobile advertising. It then analyzes the mobile advertising industry using Porter's Five Forces framework. The document recommends a "reward-centric" mobile advertising model where users receive rewards for viewing full-length ads. It proposes a solution called THE Model that would use location-based technology to deliver relevant ads and rewards to users in real-time via mobile apps. The document addresses challenges in implementing this solution and gaining adoption from advertisers and app developers.
Netflix is looking to enter the Chinese market and is analyzing the potential. Some key points:
- China has a large potential market that is growing with increased internet and mobile adoption.
- Netflix would focus on creating original Chinese content and partnering with local production teams to appeal to Chinese audiences.
- They would face competition from established players like iQiyi, Tencent, and Alibaba in China.
- Netflix would need to comply with China's censorship laws and cultural differences compared to other markets.
- A strategic partnership or direct investment would allow Netflix more control but be more expensive than just licensing content.
- Their budget for entering China would be $2 billion focused on content creation and marketing
The role-of-digital-in-tv articles (1) (1)Greg Sterling
Digital platforms like YouTube and Google Search are changing how people experience television. People are using these platforms to research shows, engage as fans, and access TV content beyond traditional viewing windows. Research shows growth in TV-related searches and videos online. Fans actively discuss and create new content about shows on YouTube, with high levels of engagement. Viewers also use digital to catch up on past seasons and episodes through time-shifting and on-demand streaming.
This document provides information about YouTube, the largest video sharing platform. It notes that YouTube has over 800 million unique users per month who can view, upload and share videos. It then discusses YouTube's various user demographics and segments, including details on how much time users spend watching videos and interacting with others on the site. The document concludes by outlining various metrics that YouTube provides to understand viewer engagement and how to best utilize those metrics to improve content and marketing strategies.
YouTube Measurement: Proving Out Performance on the World’s Second Most Visit...Tinuiti
YouTube is one of the most used platforms and has become even more popular with changing consumption patterns during the past two years. But, while diversifying across your marketing portfolio is critical, getting apples-to-apples measurements across video marketing is key to quantifying your success from advertising efforts.
In this webinar, our experts at Tinuiti and our Streaming agency, Bliss Point Media, with guest global market research company, Forrester, will dive into everything you need to know about YouTube, including measurement and how it fits into your online video (OLV strategy), plus research data on what we’re expecting in 2023.
The document discusses a study on the impact of social media on consumer buying behavior. The study aimed to understand how social media influences consumers' purchasing decisions and identify the key factors that motivate online purchases. A questionnaire was distributed through social media platforms and data analysis identified five key factors: referral, trust, awareness, communication, and convenience. Regression analysis found referral, trust, awareness, and convenience significantly impacted consumer buying behavior, but communication did not. Cross-tab analysis showed Instagram most influenced younger age groups while Facebook and YouTube impacted older groups, and preferences varied by occupation. In conclusion, the study identified the major social media factors driving online consumer purchasing decisions.
A comprehensive project report On Impact of Media Communication on IDEA cellularGaurav Mehta
This document provides a summary of a project report on the impact of media communication on Idea Cellular. It outlines the objectives and importance of studying Idea Cellular's media strategies. It reviews literature on customer satisfaction and service quality in the telecommunications industry. The methodology describes a survey of 100 respondents in Rajkot, India. Key findings indicate that most respondents are aware of Idea Cellular and like their advertisements, but over half were not willing to purchase additional connections based on ads alone, suggesting room for service improvements.
TVtailmedia is a proposed business that would create targeted interactive television advertisements and deliver them during TV programming in a minimally intrusive format using the cable remote control. Viewers could interact with ads to purchase products, receive coupons or information. The business would analyze viewing data to improve ad targeting and measure effectiveness. Its goal is to engage commercial-skipping viewers by advertising within programming in an interactive opt-in format.
This document discusses the impact of television advertisements on children's behavior. It begins by acknowledging those who helped with the project. It then provides an introduction stating that advertisements play an important role in persuading customers. The document discusses how advertisements aim to attract different market segments and how appealing to children's interests can influence their purchase requests to parents. It describes the research methodology used to study the relationship between advertisements and children's purchasing behavior, including collecting data from children of different ages across various schools. The document also reviews literature on the topic and discusses the relevance and rationale of the study.
More info http://shuanliu.net
Objective:
Planning a social media campaign of 7 weeks in summer for 13-17 year olds who go to cinema and share their cinema experience.
Challenge:
Teenagers choose cheaper online platform to watch plenty of films.
Solution:
Together is better.
Using the popular app “Musical.ly” makes interesting videos with summer films for teen’s competition.
Motorola was founded in 1928 and divided into two companies in 2011. It faced problems with its marketing mix including product, price, promotion, and place. The research objectives were to understand customer dissatisfaction, problems competing with other brands, and factors affecting consumption patterns. The research studied variables like age and brand awareness that influence problems faced by consumers. A sample of 47 respondents of various ages and incomes were surveyed, finding those aged 18-30 use mobile phones most. The conclusion was that Motorola had strong brand preference compared to competitors and dealers influenced customers through various promotional schemes.
A CRITICAL STUDY ON CONSUMER BEHAVIOUR AND CONSUMER LOYALTY POST JIO’s CARP...Harshit nagar
The purpose of the study is to understand consumer behavior of telecom customers in India and to check the loyalty of the customers post Jio‘s entry into the market. The paper also focuses on various counter actions that are being taken by other telecom providers to sustain in the market. The segment of study is mainly the youth (aging from 18-30). The study is conducted primarily in Punjab and partly in Delhi and Indore. The study also analyses the customer satisfaction of different telecom providers in India. The study involves analyzing these factors from the respondents with the help of Random sampling technique. The paper also discusses the marketing concept of Carpet Bombing and how it is being used by Jio.
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
Google Ads Vs Social Media Ads-A comparative analysisakashrawdot
Explore the differences, advantages, and strategies of using Google Ads vs Social Media Ads for online advertising. This presentation will provide insights into how each platform operates, their unique features, and how they can be leveraged to achieve marketing goals.
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
What’s “In” and “Out” for ABM in 2024: Plays That Help You Grow and Ones to L...Demandbase
Delve into essential ABM ‘plays' that propel success while identifying and leaving behind tactics that no longer yield results. Led by ABM Experts, Jon Barcellos, Head of Solutions at Postal and Tom Keefe, Principal GTM Expert at Demandbase.
Yes, It's Your Fault Book Launch WebinarDemandbase
From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.
Tired of the perpetual tug-of-war between your sales and marketing teams? Come hear Demandbase Chief Marketing Officer, Kelly Hopping and Chief Sales Officer, John Eitel discuss key insights from their new book, “Yes, It’s Your Fault! From Blame to Gain: Achieving Sales and Marketing Alignment to Drive B2B Growth.”
They’ll share their no-nonsense approach to bridging the sales and marketing divide to drive true collaboration — once and for all.
In this webinar, you’ll discover:
The underlying dynamics fueling sales and marketing misalignment
How to implement practical solutions without disrupting day-to-day operations
How to cultivate a culture of collaboration and unity for long-term success
How to align on metrics that matter
Why it’s essential to break down technology and data silos
How ABM can be a powerful unifier
Mastering Local SEO for Service Businesses in the AI Era"" is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Are you struggling to differentiate yourself in a saturated market? Do you find it challenging to attract and retain buyers? Learn how to effectively communicate your expertise using a Free Book Funnel designed to address these challenges and attract premium clients. This session will explore how a well-crafted book can be your most effective marketing tool, enhancing your credibility while significantly increasing your leads and sales while decreasing overall lead cost. Unpacking practical steps to create a magnetic book funnel that not only draws in your ideal customers, but also keeps them engaged. Break through the noise in the marketing world and leave with a blueprint that will transform your sales strategy.
Unlock the secrets to creating a standout trade show booth with our comprehensive guide from Blue Atlas Marketing! This presentation is packed with essential tips and innovative strategies to ensure your booth attracts attention, engages visitors, and drives business success. Whether you're a seasoned exhibitor or a first-timer, these expert insights will help you maximize your impact and make a memorable impression in a crowded exhibition hall. Learn how to:
Design an eye-catching and inviting booth
Incorporate interactive elements that engage visitors
Use effective branding and visuals to reinforce your message
Plan your booth layout for maximum traffic flow
Implement technology to enhance the visitor experience
Create memorable experiences that leave a lasting impression
Transform your trade show presence with these proven tactics and ensure your booth stands out from the competition. Download the PDF now and start planning your next successful exhibit!
The advent of AI offers marketers unprecedented opportunities to craft personalized and engaging customer experiences, evolving customer engagements from one-sided conversations to interactive dialogues. By leveraging AI, companies can now engage in meaningful dialogues with customers, gaining deep insights into their preferences and delivering customized solutions.
Susan will present case studies illustrating AI's application in enhancing customer interactions across diverse sectors. She'll cover a range of AI tools, including chatbots, voice assistants, predictive analytics, and conversational marketing, demonstrating how these technologies can be woven into marketing strategies to foster personalized customer connections.
Participants will learn about the advantages and hurdles of integrating AI in marketing initiatives, along with actionable advice on starting this transformation. They will understand how AI can automate mundane tasks, refine customer data analysis, and offer personalized experiences on a large scale.
Attendees will come away with an understanding of AI's potential to redefine marketing, equipped with the knowledge and tactics to leverage AI in staying competitive. The talk aims to motivate professionals to adopt AI in enhancing their CX, driving greater customer engagement, loyalty, and business success.
Trust Element Assessment: How Your Online Presence Affects Outbound Lead Gene...Martal Group
Learn how your business's online presence affects outbound lead generation and what you can do to improve it with a complimentary 13-Point Trust Element Assessment.
Podcast, The New Marketing Currency - Ozeal Debastos
YouTube Red Presentation
1. Group 4: Melanie Goulet, Devon Hawkinson, Tommy Kusnierz, Jalisa Valladares, Candace
Williams
2. Who
What
When
Where
YouTube Red is a paid streaming subscription service exclusively
for YouTube users and subscribers
● Advertising-free streaming of videos,
shows and movies
● Offline play
● Background playback of videos on
mobile devices
● Ad-free music streaming
● "YouTube Red Original" series and
films
United States, Australia, Mexico, New Zealand and South Korea
Originally launched in November 2014
Relaunched as YouTube Red on October 31st
3. Youtube Red’s Customer Profile
Demographics
● Ages 11 - 35
○ Gen Z & Millennials
■ Allows for a very broad
demographic reach
○ Male & Female Users
■ Base is evenly split
○ Limited Availability
■ United States
■ South Korea
■ New Zealand
■ Australia
■ Mexico
Psychographics
● Viewers who are too busy to
go out to buy films or go to
the movies
● Frequent movie/show renters
● Those who value their money
● Spend more time watching
online
○ Smartphone
○ Tablets
○ Computers
○ Smart Televisions
5. Technological Advances
○ Youtube Red App
○ Offline Music Service
○ Artist pages
○ Youtube “Originals”
■ Competing with Netflix
○ Pays back creators
■ Youtubers who film
■ Creates another form of
employment
■ Gives opportunities to famous
bloggers to act
Situational Analysis
6. SWOT Analysis
Strengths
● YouTube’s strong brand image
● Creators
○ Original content
○ Differentiation
○ Reputation
● Additional service offerings
○ Music/Gaming
Weaknesses
● Little to no promotional efforts
○ other than owned platforms
● Ambiguous service offerings
● Established free content provider
○ Difficult to charge for services
● Advertisement-free service
○ Loss of potential revenue
● Lack of high ratings/reviews for original
content
Opportunities
● Foreign markets
● New genres
● New age demographics
● Technological advancements
● Video becoming the primary content
consumed by web-users
Threats
● Established competitors
○ High perceived switching costs
● Popular shows tied to certain streaming
platforms
○ Game of Thrones
○ Stranger Things
● Fast-cycle, mature industry
7. Marketing Problem
YouTube Red’s poor brand awareness, low global market penetration,
poorly defined services, and new freemium business model are all
factors affecting the streaming service’s ability to attract new customers.
8. How does the lack of brand awareness and promotion impact
YouTube Red’s efforts of attracting new consumers?
Who is the target market for YouTube Red?
Does adding paid services affect consumer behavior
and purchase decisions?
Are consumers adequately informed about service offerings
and benefits of YouTube Red?
Research Questions
How can YouTube Red reach and penetrate a
larger global audience?
9. “Who is the target market for
YouTube Red?”
Ho: Millennials are not more likely
to upgrade their YouTube
subscription to YouTube Red
than older generations.
Ha: Millennials are more likely to
upgrade their YouTube
subscription to YouTube Red
than older generations.
● Currently, YouTube Red’s
target market might primarily
be millennials over any other
age demographic.
● We chose to focus on these
variables to figure out whether
millennials are in fact the right
target market and if not, who
should YouTube Red be
targeting instead?
Hypothesis 1
10. “How does the lack of brand
awareness and promotion impact
YouTube Red’s efforts of attracting
new consumers?”
Ho: YouTube Red’s customer
subscriptions are independent
from their brand awareness.
Ha: YouTube Red’s customer
subscriptions are dependent
upon their brand awareness.
● YouTube Red’s poor brand
awareness and promotional
efforts might be affecting the
gain of new customers and
subsequently subscriptions
○ Trying to figure out if poor
brand awareness is truly a
factor or if it’s something
else
○ Performed an
Independence test to
determine possible
association between
customer subscriptions and
brand awareness
Hypothesis 2
11. “Does adding paid services affect
consumer behavior and purchase
decisions?”
Ho: Paid services are negatively
correlated to YouTube Red’s
subscription rates.
Ha: Paid services are not
correlated to YouTube Red’s
subscription rates.
● There might be a negative
correlation between new
‘freemium’ services and YouTube
Red’s target consumer’s purchase
behavior
○ Trying to figure out if the paid
services are what is affecting
their low subscription rates the
most
○ Performed a correlation
analysis to determine the
strength of the relationship
Hypothesis 3
12. Data Collection Method
Introduction
Detailing the contents and
nature of the Questionnaire.
Screening Questions
Provides analysis of those
familiar with the product
Involving Questions
Scaled questions that help
understand likliness of product
offering
Conclusion
Final wrap up
Demographic Questions
Understanding the sample
05
01
02
03
04
14. Respondent Profile
Sample size
n = 100
[Smaller sample size than actual due to lack
of activeness in the RU group]
Response rate:
(# of people who answered the
survey/sample size * 100)
Actual Group Size:
9313 members in the 2018 RU page
(41/100)*100 = .41%
● Heard of YouTube Red via advertisements
● Even split of male and female
● Millennial
● White
● Single
● YouTube Red doesn’t have appealing offerings
● Perceptions:
○ Content should be free
○ Ad-less viewing can be achieved
through adblocker
● Adverse to paying for online streaming
services or willing to pay between $5.01-$10
● Not likely to subscribe/try the 1-month free trial
● Listening to content w/ mobile screen off
appealed the most
● Undergraduate student
● Employed at an income level of below $15,000
● From NB, NJ
Characteristics of Respondents
15. Results - Secondary Research
● An article entitled “Consumers
with a YouTube or YouTube Red
Subscription in the U.S. 2017, by
Age Group” confirms our
hypothesis and later primary
research results that Millennials
are the most likely to use
YouTube Red
● This also indicates that
Millennials are the appropriate
target market for YouTube Red
16. Results - Secondary Research cont.
● 12% of US consumers would be willing to pay to view exclusive YouTube videos
from their favorite show or stars
○ 5% in Australia
○ Across the 6 countries that were surveyed, 11% of consumers stated they
would pay for this type of service
● Most YouTube users are already paying for nearly all of the characteristics YouTube
Red is offering, just somewhere else
○ TV/film; original shows & series (Netflix, Hulu & Amazon Instant Video )
○ Ad-free music (Spotify / Pandora)
● 34% of YouTubers are using ad-blocking softwares each month and among
younger YouTubers, the figures are even higher (4 in 10 of the youngest active
YouTubers)
○ This means these users are already enjoying the perks of YouTube Red’s new
paid service for free
17. Results - Secondary Research cont.
● In 2016, the top 5 leading countries with the most active users on YouTube
were:
○ United States
○ Brazil
○ Russia
○ Japan
○ India
■ YouTube Red is currently only available in 1 of those 5 (U.S.)
● Consumers are not adequately informed about service offerings and benefits
of YouTube Red
○ Few advertisements on YouTube
○ No commercials or campaigns promoting YouTube Red
○ Few original content promotions
19. Primary Research Results (Frequency Distribution)
● Most respondents were millennials
● 54% of respondents said they would be
somewhat likely to very likely to try the
1-month free trial
● However, only 20% said they would be likely
to subscribe to YouTube Red based on the
offerings
● Most respondents were
millennials
Likely to try the 1-month free trial Likely to pay for YouTube Red after the free trial
20. Primary Research Results (Frequency Distribution)
● There is a tie between
YouTube Red being
slightly appealing and
being highly appealing
● With most responses
falling within the middle
three columns, we can
assert that YouTube red
has relatively appealing
offerings
● Could be more attractive
22. Two-tailed T-test
● P-value is less than 0.1; can reject null hypothesis
● Thus, Millennials are more likely to upgrade their YouTube subscription to
YouTube Red than older generations.
● Test is performed for two unrelated samples; means are compared to
determine if a variable affects the samples differently
23. Chi-squared - Independence Test
● How does the lack of brand awareness and promotion impact YouTube Red’s efforts
of attracting new consumers?
○ Ho:YouTube Red’s customer subscriptions are independent from their brand
awareness.
○ Ha:YouTube Red’s customer subscriptions are dependent from their brand
awareness.
● Calculated Chi-square: 0.604452
● Critical value (1, 0.1): 2.706
○ Cannot reject Ho
● Two variables are statistically independent if knowledge of one would offer no
information as to the identity of the other (i.e. one variable has no influence over the
other)
24. Correlation Analysis
● Paid services are indeed negatively correlated to YouTube Red’s
subscription rates
○ YouTube’s consumers are not used to paying for content on their
platform
26. Conclusions from Primary Research
Hypothesis 1: As a result of the Two-Tailed T-test, we must reject Ho because it
determined that Millennials are in fact the most likely to upgrade their YouTube
subscription to YouTube Red.
Hypothesis 2: Based on the Chi-Square Independence Test, we cannot reject Ho. This
means that YouTube Red’s customer subscriptions are independent of their brand
awareness.
Hypothesis 3: From the Correlation Analysis, we cannot reject Ho and YouTube Red’s
paid services are indeed negatively correlated to their subscription rates.
27. 1. Set the price point
lower
A. Most respondents said they
were against paying for
YouTube Red & most of those
who said they would pay for
a streaming service said
they’d pay between $5.01 -
$10
a. We suggest $5 or less;
offer a college student
discount (Spotify)
2. Offer more
appealing options
A. Create more exciting original
content to compete with shows
such as Stranger Things, Game
of Thrones, Orange is the New
Black, etc.
a. R&D into directors and
producers
b. Offer television shows
and movies other than
YouTube Red original
content
i. Viewers want to be
able to watch their
shows all in one
streaming service
3. Expand to
Different Countries
A. Expand its services into
countries with high
YouTube viewing rates
such as Brazil, Russia,
India, China, etc.
a. Personalize
viewing content
depending on
location
Recommendations
28. Work Cited
● “Consumers with a YouTube or YouTube Red Subscription in the U.S. 2017, by Age Group.” Statista, Mar.
2017, www.statista.com/statistics/698201/youtube-or-youtube-red-subscription-by-age/.
● Contributor, Neustar. “NeustarVoice: The DDoS Attacker Is Gaining Advantage.” Forbes, Forbes
Magazine, 26 June 2017,
www.forbes.com/sites/neustar/2017/06/26/the-ddos-attacker-is-gaining-advantage/#34f8b4c02c36.
● “Leading YouTube Markets 2016 | Statistic.” Statista,
www.statista.com/statistics/280685/number-of-monthly-unique-youtube-users/.
● McAlone, Nathan. “What Your Favorite Streaming Service Says about You - from Netflix to HBO to
Hulu.” Business Insider, Business Insider. 14 Mar. 2017.
● Mulligan, Tim. “How Well Is YouTube Red Really Doing?” MIDia Research, 1 June 2016,
www.midiaresearch.com/blog/how-well-is-youtube-red-really-doing/.
● Perez, Sarah. “Netflix Reaches 75% of US Streaming Service Views, but YouTube is Catching Up.”
TechCrunch, TechCrunch. 10 Apr. 2017.
● “YouTube Red.” Wikipedia, Wikimedia Foundation, 21 Nov. 2017,
en.wikipedia.org/wiki/YouTube_Red#cite_note-1.
● “YouTube Red’s 3 Challenges and Its 1 Big Advantage.” GlobalWebIndex, 13 Apr. 2017.