Measuring consumers’ subconscious reactions to advertising messages and media is rapidly gaining traction as marketers and media owners seek ever more accurate data to support marketing decisions.
So when out-of-home media owner Ocean Outdoor wanted to understand how their full motion digital out-of-home (DOOH) sites influenced responses to other media, they opted to use brain imaging research carried out by Neuro-Insight to explore the neurological impact of DOOH in priming responses to magazines and mobile devices.
Ocean chose neuro–research as the way to explore impact because it offers a way of looking at people’s emotional subconscious responses which are difficult to assess via traditional research based on asking questions. So how did it work?
The volume of new, ambitious start-ups hasn’t shown any signs of slowing down, 2014 saw the equity financing for European venture-backed companies improve by a cool 25% from 2013 (€6.3bn to €7.9bn if you’re a numbers fan).
There’s a myriad of reasons why start-up ventures are on the rise; the sky rocketing potential of digital commerce from anywhere (on anything) and the massive influx of a young, entrepreneurially driven post-graduate demographic are significant contributing factors.
When you run out of shampoo, washing powder or coffee, the chances are you won’t always have your shopping list handy. It might get wet, for one thing. But we now live in the digital age, and Amazon is continuing to reinvent the way we shop.
Crossing the divide between cyberspace and domestic space is their new ‘Dash Button’. Labelled with the relevant brand’s logo, you stick it up next to your shower, washing machine or Nespresso shrine to press the instant you’ve used the last of your favourite product.
Word of mouth is marketing nirvana for brands. We’re far more likely to buy something if it comes with a friend’s endorsement. According to Nielson, 92% of consumers around the world say they trust recommendations above all other forms of advertising and a recent landmark study by the Word of Mouth Marketing Association (WOMMA) revealed that an offline WOM impression drives at least five times more (up to one hundred times more) sales than a paid impression.
Personal recommendations drive sales, and we know it. Research from the American Marketing Association and WOMMA shows that 64% of marketers believe WOM marketing is ‘more effective than traditional marketing’, yet only 6% are ‘advanced’, so why is this Holy Grail of marketing so hard to grasp?
Consumers made a record 66 million complaints about sub-standard goods and services last year. And with social media rapidly becoming an open forum between customers and businesses,more people than ever are turning to social media to vent their frustrations with companies and products that fail to meet expectations.
These complaints remain visible, online indefinitely and can have a disastrous effect on your business.
But you can turn the tables – just as the complaint is public so is the way you resolve issue – and achieving a resolution that exceeds expectations can be an excellent PR opportunity for your business.
Rumours that McDonald’s has lost that lovin’ feeling, have been greatly exaggerated. Since New Year, the world’s favourite burger chain has re-invested continuously in its long running campaign ‘I’m Lovin’ It’. (Tasty spot Damo).
Starting with a new packaging launch, and marketing around the Super Bowl, then on to the Pay With Lovin’ campaign leading up to Valentine’s Day. The love continued to spread across urban US markets to coincide with Black History Month in February.
In digital marketing, when we talk about the big data helping us to understand consumers better, what we really mean is that if we make sense of it, we can understand consumers better.
Big data is not a solution in any way shape or form. The solution is how we use it.
Some neat examples have included Expedia taking weather feeds and maximising their mobile ad inventory spending in and around airports when weather fronts are closing in; because people in those locations will a) be using their mobiles; and b) be needing to book hotel rooms and/or alternative travel arrangements.
Twitter is now ubiquitous in the social networking world and many of us spend a good portion of our day on it. We even use it simultaneously while we watch TV.
Like most businesses, Twitter needed some element of revenue and so Twitter Ads were created back in April 2000. Initially they were rolled out to select partners but have now been made available to many territories worldwide.
For 67 years, the Land Rover Defender has been the vehicle that’s kept stick-in-the-mud Brits, er, not stuck in the mud. But in December 2015, bogged down by Euro-bureaucracy over emissions, the very last Defender will roll off Land Rover’s Solihull production line.
To mark the passing of this great British icon, Land Rover recently collaborated with fashion designer Paul Smith to produce a special, one-off edition. Inspired by its long-running duties with the British armed forces, the car has been painted using a palette of 27 individual colours. (But no sign of the customary olive drab, as far as we can see).
With viewing figures peaking at 8.8m, The Grand National claimed a 60.3% share of last Saturday’s TV audience in the UK. As such, it was widely discussed on social media for a variety of reasons.
The Social Media Race
Before the race, ShutTheFrontDoor had been way out front in terms of social media mentions, grabbing the media and social media limelight as AP Mcoy’s 20th and final ride in the Crabbie’s Grand National.
But as the race approached, all attention turned to Many Clouds who lead the social media race from beginning to end in real-time.
Did social media know something the bookies didn’t?