Word of mouth, or buzz, simply refers to consumers talking about brands. It is one of the most important factors influencing consumers’ decisions to purchase products or services. New technologies like the internet have increased the speed at which buzz spreads, and the distance it travels, often in a public and trackable manner.

I was at my sister’s lake house this past week with my siblings and their children. Their six and my two made for a loud weekend. So I went fishing. When I returned I had apparently missed several calls on my cell phone -- all but one from the same large advertiser.

According to new data released by Integrated Media Measurement Inc. (IMMI) at The Advertising Research Foundation’s Audience Measurement
conference, advertising on multiple platforms results in a significant increase in a campaign’s conversion rate – the percentage of consumers exposed to ads who actually purchase the product or service being advertised. This is in addition to an increase in the exposure and frequency of a campaign.

In a first of its kind study comparing word of mouth (WOM) in online and offline venues, the Keller Fay Group and media agency OMD find that offline WOM is
more positive and more likely to be judged highly credible than online talk.

Study results include:

New research from MTV Networks (MTVN) and Harris Interactive, reveals a critical companion metric to measuring audience size, pioneering a new way for advertising brands to target the most engaged and valuable audiences. This research study finds that not all programming viewers are created equal and that the value of television advertising grows as viewers connect with marketing messages across screens.

Energy savings appeal to much of the US online population.

Like many marketers, purveyors of environmentally focused products and services tend to concentrate on youth demographics. After all, these younger generations are growing up in a culture steeped in environmental awareness.

A core behavioral targeting element is the classic marketing technique of customer segmentation—taking a plethora of data events and shaping them into coherent groups that both attract marketers and pinpoint the audience correctly.

Trends that Marketers Need to Know for 2009 Strategy Planning

A study last year by the Pew Hispanic Center and the Pew Forum on Religion revealed some surprises regarding Latinos and religion, including the growing number of Latinos leaving the Catholic Church and joining various evangelical movements.

This spiritual exodus dispels the naïve yet popular marketing notion that Latinos are abnormally loyal consumers. This shift should force some brands to pay attention, as there are some lessons for them.

By Roberto Ramos, President/CEO & Co-Founder, The Vox Collective. To view El Blog CLICK above.

After consistently leading the US in advertising spending, the automotive sector has dropped into the number two spot behind retail. Ad spending in the sector is going in reverse—except on the Internet.

Why isn’t behavioral targeting a hit with advertisers?

A recent automotive marketing report from Experian Research Services and KMR Group suggests that cross platform media planning and buying should incorporate ad technology and consumer media engagement dimensions, from life-enhancing to trustworthiness, in addition to traditional buying tactics.

I get continually caught up in the complicated world of online marketing, looking for all the hooks and ties to a customer experience and what really drives what. In many respects this can be a meaningful exercise, but in the world of most email marketers it's a daunting challenge.

One of the most surprising discoveries, especially with regard to the eldest Boomers, who turn 62 in 2008, is that the catch-all marketing image of the Aging Free-Love Commune Psychedelic Hippie Radical, while convenient and often amusing, doesn't actually apply. So what does, you ask?

Hardly a day goes by without some mention of sustainability in the media. Coverage is not always positive, but it is certainly more widespread. Big business and brands are in the thick of it launching campaigns, commitments and sustainability programs at breakneck speed. But is any of this real or any good? What's genuine leadership and what's 'greenwash'?

Pages