Daily Archives: 3 September, 2012
Ofcom recently revealed that nine out of ten UKadults regularly consume some form of local news, information or other content. The same report shows that one in five Brits use community websites at least once a month, with a third visiting such websites more regularly than two years before[i].
With national and international news often easier to access than local news, some newspapers have started to make changes to how news is gathered and reported in an attempt to meet the public’s thirst for news about where they live. For example, the South London Press segmented its coverage into small areas of the South Londondistrict so that individual publications focused on a small area. One month after making this change, sales shot up by 44%[ii]. Read More
Experian have released a new piece research that explores how consumers share data, much of which is generated through social networks, and looks at how marketers can use this data to engage consumers. While younger people are far more comfortable with the idea of sharing data with brands, high numbers of people from all age groups are happy to share information and engage with brands, so long as they trust them.
The research found that as many as 82 per cent of UK consumers are happy to share their information with brands across at least one channel, showing just how much this has become part of our everyday engagement with products and companies.
Unsurprisingly, 18-24 year olds are the demographic who are most likely to share information over three channels, and this increasingly including social channels. This younger age group is also frequently the most engaged with brands. Read More
According to the nationally representative Ipsos MediaCT tech tracker, more than 1 in 10 of the population now has a tablet, ownership being largely driven by younger males.
The “living room” is the most used place highlighting the fact that this is a ‘shared family screen’, often to be used in conjunction with the main shared screen, the TV. Its influence seems so strong that some younger consumers are actually confused by the fact they can’t ‘swipe’ the TV to change content. Read More
The world has changed at warp speed with the advent of social and mobile. We have so many tools that allow us to collaborate and listen. We’re ecstatic about the two-way dialogue we can have with our customers, but the reality is social isn’t about a simple two-way dialogue between the brand and the customer. And it’s certainly not about us.
The role of marketers is changing and we are no longer broadcasters but facilitators of interesting and engaging conversations.
Marketers are now the “party hosts” and it’s our job to get the conversation started between like-minded people. For brands, this means the people that are talking about your brand; and the challenge is not to get them talking to you, but talking to each other. Read More