Category Archives: Media Research

Predictive Analytics – A Better Way of Understanding Buying Behaviors

Great article on predictive analytics from the MediaReset blog

Yeah, sure — Big Data. We get it, right? We all know that the digital age is producing huge amounts of data about consumers and their behavior. And, sure, we know that anybody who’s in the marketing and advertising business — like local media companies — needs to get good at it. Right? Not that […]

via The next media disruption tool: Predictive analytics — MediaReset

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We are witnessing “the end of advertising as we’ve known it”

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We are witnessing “the end of advertising as we’ve known it”.

I came across an insightful read on the INMA website featuring a blog authored by Steve Gray, a former exec at the American Press Institute (API).  Steve blogs about disruption in the media, and this particular post is chock full of data on why media companies need to quickly change/adapt sales strategies to conform to current and future media trends.  In his post Steve focuses on newspapers, print and on-line.

But don’t be mislead…this is not about discounting the value of newspaper readership at all. In fact, newspaper readership is holding its own…check out newspaper trends with our northern neighbors (Canada) and you’ll see what I mean…we need to examine the trends and levearge the value of both mediums…Enjoy!

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Filed under Advertising, Marketing, Media, Media Research, Newspapers, online newspapers

MediaPost Publications Don’t You Know Who I Am? 09/13/2013

@davedejesus

We all know that customization is the trend and it is what our audiences expect. However, it is even more critical in the area of health and wellness. We need to move from “hitting them” at the right place, at the right time, with the right message to understanding what that consumers needs at the specific time and join them in the moment. 

read more…MediaPost Publications Don’t You Know Who I Am? 09/13/2013.

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7 Reasons Your Creative Sucks

Came across this great blog piece in HuffPo on producing great creative.  I’m sharing because I recently pitched a creative idea which floundered a bit…these guidelines would have been very useful for me…so I pass these nuggets onto you! 

Amil Husain

Digital strategist and content creator

Posted: 03/27/2013 11:44 am

7 Reasons Your Creative Sucks

There are a lot of horrible creative ideas out there. The kinds that make you wonder, “Who the hell approved that?” Whether you’re an agency developing creative for a client or a company looking to refresh a new product, new ideas aren’t just nice to have, they’re essential to winning in today’s world. Here are a few top-level ways you might be doing creative wrong.

 

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Where Does Multicultural Targeting Fit in a Diverse World?

Much is being discussed regarding President Obama’s campaign strategy in winning the election.  According to news reports, Blacks, Latinos, women and the youth vote propelled President Obama back into the White House.  If this rings true, and it does, then it should re-energize the discussions on how important demographic targeting is versus behavorial targeting.  

I thought I would re-post this piece from Ad Age (May 30, 2011).  Robert Groves, U.S. Census Bureau Director states “The delivering of a message about a product or a service is best done when the advertiser understands the lens through which a consumer is viewing both the culture they’re in … and how their own experiences map onto it”.

Race, Ethnicity Important in Reaching Socially Savvy Consumers, but Not as Much as You Might Think

By: Matt Carmichael Published: May 30, 2011

Advertisers on Facebook can single out profiles of married men who love cats, but what they can’t target is Hispanics. Or blacks. Or Asians.

That’s not to say social networks can’t still arrive at certain conclusions.

When Andrew Speyer got engaged, he and his fiancee didn’t change their relationship statuses on Facebook. But after friends started congratulating them with wall posts, ads began popping up offering the services of rabbis that perform interfaith ceremonies. Somehow, Facebook discerned that, unlike him, his fiancee was Jewish, although that wasn’t explicit in her profile.

Mr. Speyer, VP-head of strategy at Wing, a Hispanic marketing agency owned by Grey Advertising, feels his experience isn’t uncommon. Mention a brand in a status update and watch it appear as a page you might “like.” Facebook enables marketers to reach huge population swaths or a segment of fewer than 50 profiles — about 0.000008% of Facebook users. All planners have to do is toggle through a list of demographic and behavioral variables and watch the pie slice get thinner.

But think about this for a moment: An ad platform created by a millennial originally for other millennials — the most diverse U.S. generation ever — accounts for nearly one in three online ad impressions and spans all demographics, but it doesn’t ask for your race or ethnicity on your profile. It therefore can’t explicitly target in this key way. Nor can MySpace, or LinkedIn or Twitter.

While that might suggest race and ethnicity are no longer important when it comes to targeting a young, socially savvy consumer, that’s not exactly true.

 

 

 

 

Robert Groves

But demographic targeting in general is under renewed assault from several directions. Nielsen and CBS recently partnered on a research project aiming to replace age and gender targeting for TV, claiming higher correlation of purchasing intent using behavioral data.

Meanwhile, JD Power and Associates just released a white paper formalizing an opinion it had held for years: that targeting based on buyer profiles of its 28 vehicle segments was more effective than targeting the demographic profile most likely to buy a certain type of car.

So do demographics still fit into the marketing landscape?

“The delivering of a message about a product or a service is best done when the advertiser understands the lens through which a consumer is viewing both the culture they’re in … and how their own experiences map onto it,” said U.S. Census Bureau Director Robert Groves.

While behavioral targeting can be critical, the more data you have on the consumer, the better picture you can draw. “We tend to want to simplify and specify and people are outstanding at having simultaneous identities,”said Wing’s Mr. Speyer.

In addition, the younger consumers don’t necessarily use the same identity frameworks marketers are used to dealing with. Multiracial children are the fastest-growing youth demographic according to the 2010 Census. “The need to look at demographics might be growing instead of shrinking,” said Kevin Brockenbrough, VP-associate director of account planning at African-American-focused agency Burrell, Chicago. “Unless you look at what’s motivating behavior, I’m not sure you’re taking full advantage of it. And what motivates it might be tied back to demographics.”

So it can be short-sighted to ignore large demographic cohorts. “There’s often a gap between the share of the population and the share held by a brand,” said Gustavo Razzetti, chief strategy and engagement officer at Grupo Gallegos. “If you want to grow your brand, [Hispanics are] the market that is growing.”

But it’s also dangerous to overgeneralize. “Grouping Hispanics together and making statements about them ignores a huge variation on all sorts of attributes,” said Mr. Groves.

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Filed under Advertising, African American, Diversity, Hispanic Marketing, Marketing, Media, Media Research, Multi Cultural Targeting

Diversity Matters, MediaPost Publications, July 6, 2012

I came across this interesting piece on marketing to the Millennial segment.  According to this MediaPost blog, Millennials are one of the most ethnically diverse adult population segment.  The article states that “Millennials are more likely than Gen Xers or Baby Boomers to interact with people who have a different ethnic or cultural background than themselves…”

What this is also saying is that Millennials reflect a broader definition of diversity which goes farther than ethnicity and includes gender, sexual orientation, age, religion, political affiliation.  Consequently, they also want to see diversity reflected in the media they consume.

Read more: http://www.mediapost.com/publications/article/178032/diversity-matters.html#reply#ixzz27oNDZQfq

An important component of marketing is understanding that it is a social process, and diversity elements are important in any marketing plan addressing population subgroups.  An important fact to consider in branding and marketing strategies.  This article by Sharalyn Hartwell aptly points this out…check it out…

davedejesus

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Filed under Advertising, African American, Diversity, Hispanic Marketing, Marketing, Media, Media Research, Multi Cultural Targeting

Women Be Dominatin’ Social Media

MediaPost Publications Women Be Dominatin’ Social Media 07/06/2012.

According to MediaPost blog, The Social Graf, women are way more social than men in usage of social media.  They dominate Facebook and Twitter, making up 58% and 64% of their memberships respectively….impressive numbers….see article link for more interesting stats.

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Filed under Advertising, Diversity, Marketing, Media, Media Research, Social Media