Y&R consumer guru John Gerzema says spending should be quite healthy this holiday season. He expects "less mindless spending" on gadgets and more "mindful" spending on higher quality, luxury goods. It's quality over quantity this year, Gerzema predicts. Here's a few of his predictions.
- Brands like ETSY, offering alternatives in 'handmade Christmas' gifts including digital and artisinal choices, will be hot this season, as 65% of Americans are more interested in learning new skills since the recession, so they can do more themselves and rely less on others;
- Look for Zappos.com to win the online shoe retailing war with its celebrated customer service, while brands like Foot Locker decline (down 20% in usage). Even though Black Friday shoppers are deal-oriented, 72% of American shoppers are now willing to pay more for products/services offered by companies with solid customer service reputations;
- Premium brands expect a surge, i.e., Burberry up 15% in brand strength; Theory up 59% in usage and Whole Foods up 10% in usage;
- Mass market mainstays may find decline, i.e., Old Navy (down 15% in usage); Safeway (down 23% in usage), and Nestle (down 17% in usage);
- Expect Walmart to exceed expectations this Black Friday. Why? In part because 65% of American shoppers are now willing to pay a premium for companies that contribute to their local community -- the success of Wal-Mart's locally grown food initiative and independent brands is proof.
A survey, conducted earlier this year by Intellimon, in partnership with the University of Bradford, polled over 4000 online businesses.
The study's findings aren't exactly comforting to businesses considering the use of Facebook and Twitter for certain aspects of their marketing:
- While 67% of respondents use social media platform Facebook to promote their business, an average of only 29% find the platform effective in any way for driving traffic to their business website.
- Popular micro-blogging platform Twitter faired equally badly - only 27.2% saying they found it effective for generating website traffic to their business website. [One must remember, traffic to a website is but a tiny aspect of marketing success]
- The typical age of people doing business online is higher than you might have thought. Of the thousands of respondents, 62% were 50 years of age or older. [Why is this a bad thing?]
The Interactive Advertising Bureau and PwC US have released the IAB Internet Advertising Revenue Report for the first half of 2010. Internet advertising revenues in the U.S. were at $12.1 billion during that period, setting a new half-year record that represents an 11.3 percent increase over the first half of 2009. This is also the highest second-quarter revenue on record, up 13.9 percent over the same period of 2009.
Display-related advertising - which includes banner ads, rich media, digital video and sponsorships - totaled more than $4.4 billion in the first six months of 2010, showing a significant increase of close to 16 percent over the same period in 2009. Digital video grew as well, this year achieving the highest half-year performance ever and up 31 percent over first half 2009. Search advertising remains the largest percentage of overall interactive spend at 47 percent, representing more than $5.7 billion for the first six months of 2010, up 11.6 percent from the same period in 2009.
In a survey of Adrants readers, 88 percent answered, no, they do not like the new Gap logo. The survey supports widespread sentiment regarding the brand's debut of its first logo change in 20 years.
Defending the change, a Gap statement read, "The company's statement about the logo change is this: "Thanks for everyone's input on the new logo! We've had the same logo for 20+ years, and this is just one of the things we're changing. We know this logo created a lot of buzz and we're thrilled to see passionate debates unfolding! "
Passionate debates? More like vindictive vitriol.
We're going to keep this unbiased and simple. Do you like the new Gap logo? Yes or no.
In a recent study of online advertising executives, TagMan, a online ad tag management, found almost all (99%) faced problems with ad pixel/tag implementation and management. Nearly nine in ten (86%) of respondents have had tags implemented incorrectly on the sites they manage and three quarters (75%) had seen delays in the implementation of tags due to website development cycles.
The implications of tag management issues among respondents included loss of campaign performance data (65%), delays in launch of a new campaign (63%), delays in use of a new marketing technology (58%), loss of website traffic (31%), loss of website sales (28%). Only 1% said they never faced tag management issues.
In a survey conducted by IZEA 2,800 social media publishers/users were asked about their habits on advertiser engagement, compensation practices and publisher preferences and earnings, resulting in the following key findings:
- 88.3 percent of social media publishers monetize social media in some way.
- 87.4 percent of social media publishers have or would create sponsored content.
- The average social media publisher spends $711 per year on hosting, education, conferences and related social media costs.
- Twitter users earn 298 percent more in SMS for their blog than non-twitter users.
- 35 percent of PR, social media and marketing professionals are not aware of the FTC guidelines on endorsements in social media.
Check out the full report here.
Moms Who Need Wine, a website and fan page started by Boston-based mom (and former agency co-worker of ours) Marile Borden has just seen it's number of "likes" surpass the 250,000 mark, making it one of the largest online cocktail parties for moms on Facebook.
Second only to Fans of Being a Mom, MWNW's fan base has surpassed traditional publishers on Facebook, including Parenting.com (27,000), Real Simple (41,000) and O Magazine (21,000). Other metrics are impressive as well with .56% engagement on MWNW over the course of 10 recent posts - compared with fan response on heavy hitter publisher pages such as The New York Times (.036%) and The Huffington Post (.07%).
Borden recognized the growing popularity of Facebook for moms so she put her efforts into a Facebook publishing model as a way to deliver content to her readers, rather than the traditional e-newsletter model she used with her first online venture, Momicillin.com.
So all those ads depicting men as girl magnets just because they use AXE? True! All true! A recent study across six college campuses conducted by AXE and the Sports and Leisure Research Group found 81 percent of girls said they'd be more willing to shower at a guy's apartment if he had AXE Shower Gel in his shower as opposed to bar soap.
And guys who use AXE Shower Gel and AXE Detailer Shoer Tool were seven times more likely to hook up.
It seems the stuff really does work. Full study results after the jump.
- And for some really screwed up fashion advertising, look no further than Patrizia Pepe's Fall/Winter campaign.
- Can't get enough Old Spice? Check out the Old Spice Voice Mail Generator.
- If you're a fan of the MINI and you just can't get enough of their commercials, well, now there's an app for that.
- PSFK is out with its Future of Health report. It will be used together with a brief presented to teams of creatives to develop a new UNICEF design.
- Here's the story behind that Paul Arden New Directors Showcase presentation in Cannes.