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  • Shoppers Making Fewer Trips, Spending Less

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The recession continues to ravage retailers: The downward trend of fewer shopping trips by consumers hit a new low in February 2010 with a 4% year-over-year decline in monthly all-outlet shopping trips, according to the Nielsen Company.

  • Achieve (Compelling) Visual Coherence: Build a Brand Identity Toolkit That's Flexible, Durable, Shareable—and Yours

    Article

    CONTENT TYPE: Article | TOPIC: None

    Creating your visual brand mosaic requires a toolkit different from the one used by earlier corporate ID practitioners––one based more on shared thinking and approaches and less around rules, one that allows you to tune communications for different initiatives and constituencies, and one that can be taught and shared.

  • Brand Language: A 2020 Vision

    Article

    CONTENT TYPE: Article | TOPIC: None

    One has only to scan news reports from the beginning and the end of the past decade to see how much our language has changed in the interim. The usual suspects—technology, consumer culture, politics—were joined by new agents of lexical change: think terrorism, economic instability, and social networking. Here are some language trends to be looking and listening for in the decade ahead.

  • Tap the Power of Customer Feedback

    Article

    CONTENT TYPE: Article | TOPIC: None

    In 2010, there is no excuse for keeping your marketing insight languishing in a silo, away from your core business processes. Thanks to today's Web-based technologies, you have an unprecedented number of opportunities to generate real business value from such insight.

  • Recession-Proof Marketing: From Cutting to Growing Your Budget in a Down Economy

    Article

    CONTENT TYPE: Article | TOPIC: None

    Saving your budget (and keeping your team employed) in a down economy really boils down to one word: profit. If you're not making money, you're losing money—and that's never good for business. And when it comes to profit, ROI (return on investment) is everything.

  • Social Consumers' Opinions More Credible Than Brands'

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Consumer-based word-of-mouth (WOM) information is viewed as the most reliable source of information about brands on social networking sites: 38% of social networking users say posts from other consumers are most credible, followed by posts from brands themselves (32%), according to a survey from InSites Consulting.

  • Online TV Viewers Tolerate Ads Well

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    US Internet users who watch TV content online tolerate 6-7 minutes of online advertising per hour, substantially higher than the roughly four minutes of ads per hour currently delivered online as part of TV content, according to a comScore study of cross-platform TV content viewers.

  • Small Business Owners Sour on Economy

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    America's small business owners say business conditions are getting worse: After some upward trends for most of last summer and into the fall, the Discover Small Business Watch, a monthly index on the pulse of small business owners, measured 75.7 in March, down 9.2 points from February and back to the levels of a year ago, Discover reported.

  • Marketers: Shifting to Digital; Email, Search Perform Best

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Most marketing executives cite email or search marketing as their company's top-performing advertising channel in 2009—39.4% and 23.6%, respectively—and over nine in ten (93.6%) say they plan to increase their budget allocation to digital marketing in the next five years, according to the Fourth Annual Marketing and Media Survey from Datran Media.

  • Ad Spend Forecast Revised Upward

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Marking the beginning of a moderate recovery, worldwide advertising expenditure is forecast to grow 2.9% this year, an upward revision of nearly 2 percentage points from the 1% forecast issued in October 2009, according to Carat.

  • Twitter: 50 Million Sticky Tweets a Day

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Twitter generated steady growth in tweet activity in the four months ended March 25, 2010, especially among consumers outside the US, while maintaining strong retention and stickiness among its new and veteran users, according to a study from Sysomos.

  • Newspaper Ad Revenue Plummeting

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    In the face if a weak economy and declining readership in the print space, the US newspaper industry generated an estimated $27.6 billion in total ad revenue in 2009, down 27.2% from the $37.8 billion recorded a year earlier, according to data issued by the Newspaper Association of America.

  • Consumer Confidence Rebounds in March

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The Conference Board Consumer Confidence Index, which had decreased in February, rebounded in March and now stands at 52.5 (1985=100), up from 46.4 in February, the Conference Board reported.

  • Articulate to Resonate: Crafting and Communicating Messages That Matter

    Article

    CONTENT TYPE: Article | TOPIC: None

    How can you articulate your ideas, qualities, and capabilities in ways that connect to, and engage, your communities? Messaging, or communicating with a rigorous focus on a system of key ideas, is a fundamental activity of strategic brand development and management. Disciplined messaging helps organizations engage in productive dialogues, especially across social media communities.

  • Three B2B Value-Proposition Rules That Create Preference, Not Just Parity

    Article

    CONTENT TYPE: Article | TOPIC: None

    A 2009 survey of 9,000 decision makers in B2B companies found that 86% of the "unique benefits" touted by vendors were not perceived as unique or having enough impact to create preference. Unwittingly, it appears, companies are creating value parity-positions, not value propositions.

  • Direct Digital Marketing: Powerful B2C Tools for B2B Marketers

    Article

    CONTENT TYPE: Article | TOPIC: None

    Direct digital marketing solutions are no longer exclusive to B2C marketers. B2B marketers must demand more from their marketing partnerships because the transference of traditionally B2C marketing approaches to B2B is possible—and direct digital marketing is the key.

  • Social Media for Kids: Moshi Monsters Soars

    Chart

    CONTENT TYPE: Chart | TOPIC: Social Media Marketing

    Visits to the popular children's social media website Moshi Monsters for the week ended March 20, 2010 were 23 times greater than for the equivalent week a year earlier, and the site now accounts for 0.41% of US Internet traffic in the Entertainment-Games category, according to Experian's Hitwise Intelligence.

  • Rethinking Normal: The Newest in Marketing Research From the ARF's Annual Conference

    Infographic

    CONTENT TYPE: Infographic | TOPIC: None

    At a lot of marketing conferences, over-excited pitch people talk a lot about The New Thing that will Change Every Paradigm Forever. So much over-enthusiasm can jade just about anyone, so it was a relief to attend the Advertising Research Federation's (ARF) re:Think 2010 conference taking place in New York City. But even there, among the stodgiest of marketing researchers, there's talk of… a paradigm shift.

  • Behaviorally Targeted Ads More Valuable, Effective

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    Behaviorally targeted (BT) advertising generated on average 2.68 times the revenue per ad as non-targeted run-of-network (RON) advertising in 2009, while average CPMs for behaviorally targeted advertising were over twice (2.08 times) the average of RON CPMs, according to the Network Advertising Initiative (NAI).

  • Recalls Destroying Toyota's Reputation for Quality

    Chart

    CONTENT TYPE: Chart | TOPIC: None

    The recent recalls of Toyota automobiles have undermined the carmakers' reputation: Consumers who have a positive perception of Toyota's commitment to building quality cars fell to 21.8% in March 2010, down 58.2 percentage points from the 80.0% recorded in 2008, according to America's Research Group.