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Posts Tagged ‘Public Relations’

ImageAccording to single source studies, 50-70% of advertising effect on propensity to purchase is generated after the first exposure. Each subsequent exposure has a rapidly diminishing return on investment. This is a really scary statistic for any marketer still developing 5-8 plus media plans. So what’s happening?

The answer seems to be that in today’s bite sized, twitter headline world, we’re looking for ‘news’. Once we’ve received it, we are becoming increasingly skilled at shutting out unnecessary repetition.

This insight has potentially a profound impact on how future marketing campaigns should be devised. If news rules and pushing the repeat button on advertising copy is no longer enough, marketers need to start thinking about how they can generate more. How can they build more newsworthiness into the DNA of their products and their communications plans. This will impact NPD processes (think Apple), brand narratives (think Yeo Valley) and brand activities (think Red Bull)

The move to a more news orienatated agenda will also have an impact on the way clients buy services from their agencies. Increasingly, as we do at Good Relations, clients will want Brand Newsrooms set up to support the generation of a constant flow of authentic stories and content, for online and traditional channel consumption.

A ‘Brand News’ strategy requires broad company alignment and support to run effectively. Authenticity is a key component in it’s success. It does however have the potential to enhance the return on investment on traditional marketing plans.

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Who cares if your customers say they will recommend your brand… if they never get round to doing so. Realising the potential of advocacy requires active advocates, but can you influence this? This was the question we set out to answer in our research project ‘Leading by recommendation’. We studied 120 brands in the UK and 4000 customers. We found significant differences in activation levels between brands in the same sectors. We also found striking similarities in the way these brands approached their marketing. We distilled these findings into a model, the 4C’s of advocacy activation. A model which can be applied to build advocacy, build activation and build the momentum of brands.
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Research by Harris recently showed that 45% of people claimed they are influenced by who they follow online, with almost a fifth saying they are more likely to buy products from companies they have “liked” on Facebook. Indeed Facebook itself demonstrated that the number of Facebook fans a candidate had in the US mid term elections was a good predictor of election night results.
Tweets have also been shown to correlate neatly to sales. Research by Hewlett Packard showed that tweet volume was a very good predicter of box office success in the film industry. Indiana University demonstrated that tweet sentiment on a given day could predict the direction of changes on the Dow Jones three days later with an accuracy of 86.7%.
Recent TNS data shows that 30% of peoples leisure time is now spent online. In volume terms it overtook email in 2009! 90% of mobile traffic is still however just voice….yet those who access social networks via mobile do so at twice the rate as their non mobile counterparts.
Who isn’t going to own a Smartphone or device in the next few years? Who isn’t going to put Facebook and Twitter at the centre of their marketing?

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I’m off to Venice for the weekend. It’s an important wedding anniversary and I thought I would get into the “good books” of you know who.

Have you used TripAdvisor recently? In a moment of boredom I’ve just checked out the hotel I’ve booked. Helpfully this is the review…

Don’t waste your money..try a 2 star hotel instead. Customer service equated to 0% the place lacks any soul and warmth and actually was exhausting to stay in, the breakfast was medocre for the rating and found all of the staff extremely unfriendly, our air con was not working requested 4 times for it to be looked at with no avail, was ignored when asking about the internet facility

Hmmm…..what to believe?

Social media advocacy was of course supposed to be the dawn of true power people, allowing us to cut through others agendas and get us directly to the facts. Unfortunately as this weeks Marketing magazine highlights it’s not yet quite as perfect as we had hoped.

Marketing reports that several hundred hoteliers have given strong indications that they are planning a group defamation action against TripAdvisor after less than flattering reviews. One included  “owners dog urinating on grotty carpet as we checked in’. Their point being that many of these reviews are malicious. Ebay of course have had the same problems.

Advocacy is clearly coming of age. Today most reviews are still filled in by honest good intentioned people who want to help others. There are clearly a few out there however who have other intentions. As with the traditional media environment these individuals have to be tackled, there must be the right of reply and wherever possible the true intentions of these individuals should be exposed.

The advice to anybody looking at customer reviews is to look at average scores rather than the extremes. The advice to companies or individuals that have been unfairly criticised is to answer this criticism and where possible tackle the intentions behind the reviews.

Thankfully my Venice hotel has a five star average rating …. but let me get back to you on the reality!

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ClarksonAlan Mitchell has written a thought-provoking piece in this weeks Marketing Magazine where he asks whether the Marketers role of influencing the consumers decision making process has actually corrupted the marketing landscape we see today. He quotes research showing that consumers trust independent online sources of information (such as search, peer review or comparisons) far more than retailers or brands. More than three-quarters of consumers (77%) say their online research has changed what they have bought; 88% say it has changed where they bought from.

He is obviously right, it has. We trust other people far more than commercial messages today and the digital world has made this first hand experience accessible to all of us. But the changes go beyond the influence of the buyer. The power and influence of independent media reviews has also been transformed in recent years. If you are thinking of buying a phone, car, holiday or even visit a restaurant, the chances are you will search out the review section in your favourite paper or magazine before you go in store (there is a reason why “product of the year awards” are becoming such money spinners for magazines).

Some sectors, such as FMCG products, have been somewhat insulated from this revolution, but this also will soon change. As mobiles are transformed into barcode readers and new mobile review sites are created, it will only be a matter of time before even the birth place of modern marketing will have to reinvent it’s approach to market.

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Giraffe

Watched a video on line recently? Figures from the US show that on line video viewing has increased by 130% year on year. Video is the future of the web. It’s easier to consume than words and now easy to make with the growth of video enabled mobile phones.

Recommended your employer recently? Now there are no excuses. Glassdoor let’s you find out what a potential employer is really like to work for. Anonymous entries tell you whether they pay well, what the atmosphere is like and whether the CEO is a real A*!e.

Another great site is VIMO . This let’s you rate your Doctor. Is he good with breathing problems or got bad breath. All can be disclosed here.

Neither sites use video (yet) and neither feature a Giraffe. What a shame.

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Latest research by Universal McCann into social media habits suggests usage may have peaked in the UK? Video watchers, Blog readers and Blog writers are in decline according to the research (although still at high levels). Only those managing or reading social network profiles are in growth.

 

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