It’s actually the exact opposite – women are more likely to snub your product if you feature celebs or skinny women in the ad. A recent study has revealed that throwing your item next to an attractive woman doesn’t convince women to buy it, so marketers will have to be more subtle in order to succeed in attracting female shoppers.
Previous studies had shown the exact opposite, but the problem now is that women are having attractive women shoved in their faces all the time – it’s OK to have a pretty woman in the ad; she just needn’t be front and center displaying the product!
So here’s the balance – a pretty woman in an ad with your product says “this will upgrade your status”, but flashing her in the face of women who feel average already will only alienate them. An attractive woman enhances the appeal of your brand to women, but don’t put her ahead of the product!
When the emphasis is on the model instead of the product the female subconscious takes over – the part that defends her from feeling bad about herself, the part that has to tear the model down with her friends so she can make it through the day knowing that isn’t how she looks. Don’t make the ad about the model if you want her to pay attention to the product.
Marketers have to realize that the ideal woman can encourage a woman to buy a product, but if she is the focus of the ad a defensive mechanism will take over. In this instance the test involved exposing women to ads that featured no model, a model on the page next to a product, and a full spread of the model next to the product – these findings were the results of studying those women’s responses.
|No comments||This entry was posted by EIC Social Media Team on April 1, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Men and women do not just take social settings differently in person – this is also an online phenomenon. A recently conducted study shows the differences in how the sexes approach their online relationships. The published paper revealed that many of these differences fall right in line with the way in which men and women treat people offline.
Statistically women have a greater number of people that they communicate with regularly – they also take part in more financial opportunities via social networking. Women tend to stick together online (kind of like how they like to go to the restroom together, and dance together in clubs), and also have more positive interactions. Their online behavior is not as risky, indicating that they like to keep things calm and peaceful online.
What about men? They seek out communication with the most popular individuals, perhaps to attain status. While women seem to friend back just about anyone, men are much more likely to befriend women online – in fact male interaction online tends to lean heavily female, while women tend to stick together but have a “healthier balance.”
The primary way in which the research team gathered data was through multiplayer games online – these games provide a forum for social interaction to be observed. But how could they really know which players were male and which were female? They did take into account the fact that some people may choose to portray themselves as being of the opposite sex when online, thus a 15% leeway was provided for in the study.
This study has the potential to be very useful in the marketing field – the same research team are becoming known for their use of internet gaming as a venue for studying human interaction, and many are looking forward to what their next project will reveal.
|No comments||This entry was posted by EIC Social Media Team on March 25, 2013 at 4:00 pm, and is filed under Internet Research. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
Take a look around at the people who surround you every day – think of what you know about them. Now think about what you really know about the people who you’re advertising to. Very often, marketing seems to be a process involving facts and figures; statistics that show what has worked and what hasn’t – but the human element is frequently left out.
What element is that? Humans want to be happy – they are driven to achieve this. Therefore, when marketing to humans (and let’s face it, we’re the only species on the planet that uses money) we need to figure out what makes people happy, and sell to them in light of that.
Humans get a great deal of satisfaction from the feeling of creating something uniquely our own, something worthwhile – we like it when our efforts produce tangible results. Thus one direction to take is to sell a product by making it the product of an achievement by the purchaser.
People who feel that purchasing a product also means they have expanded their horizons will get great satisfaction out of that acquisition, and make consumers feel like they are part of something bigger than themselves when buying a particular product (i.e. they are creating a better world by this particular brand loyalty).
We also want to belong, to fit in. By creating this sense, it can move individuals to want to continue to buy into a certain company. For example, there are many who are loyal to the Apple brand – marketing has given them a sense of belonging to an elite group who would only use an iPhone, iPad, and iPod. Thus, all advertisers have to do is continue to perpetuate that feeling in order to sell the next generation of products.
Marketing to people also involves engaging them in the process – letting consumers know that they have been heard increases the value of a product in people’s eyes. Hearing that features they have been clamoring for have been recently added is a great motivating factor for consumers, as it reinforces the belief that they can make the product better through feedback and eventually get exactly what they want.
Yes – we need to market to people, and not just do what the numbers tell us to do!
|No comments||This entry was posted by EIC Social Media Team on March 18, 2013 at 4:00 pm, and is filed under Online Personalization. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
80% of the results we achieve in life seem to come from about 20% of the effort – the rest of our efforts only achieve a fraction of the results. When it comes to digital advertising, it’s imperative to find that niche on which you can focus all your efforts in order to achieve the optimal result. How can that be accomplished?
One way is by doing research – a lot of information can be found online about the effectiveness of various types of ads. Using test and control groups, simple studies can be done to see what does and doesn’t work in an ad campaign, allowing advertisers to come up with more effective ads. Since digital publishers need to produce results to maintain campaigns, they must have a high success rate when being evaluated by an agency.
Thus it becomes clear that ad copy must be tested in order to determine its effectiveness before a finished product is released – it is also necessary to see which sites you publish are the most effective ones. Sinking more creative ideas into those sites should continue to increase effectiveness, more so than equally distributing efforts to less productive sites.
Finally, don’t over-advertise – an ad can become a liability if it is being run more frequently than is worthwhile. A certain degree of frequency is needed to ensure the ad is seen enough, but too much advertising ceases to pull in enough interest to justify the additional expense of displaying the ad more frequently.
These are just a few adjustments you can make to your strategy that may result in more effective digital ad campaigns – by making these adjustments you can alleviate the frustration that comes from the disappointment of a poorly performing campaign. It is also a more efficient way to spend your creative energy.
|No comments||This entry was posted by EIC Social Media Team on March 11, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
If you’ve ever had that feeling that you’re being watched while shopping in a clothing store, you might’ve been right… and it may be the mannequins! In a twist that seems to have come straight out of a script from Minority Report or Total Recall, an Italian manufacturer named Almax has designed a new mannequin that keeps an eye on your shopping habits. It’s called the EyeSee, and it can be used to keep tabs on you using video cameras and an internal processing unit.
So what kinds of data do these gawking mannequins acquire? When placed in a storefront window they can use facial recognition to determine various traits about passers-by. They can determine the gender, age and ethnicity of individuals from that facial feature data. It also counts the number of people passing by to determine which hours are the busiest, and it can even keep track of how long someone spends in the store – all very useful information for marketing purposes!
The software can be used to gauge how popular a certain display is, by keeping track of how many people look directly at it. It can be used to ascertain at what times your store is busiest, allowing you to staff accordingly, and you can even determine which parts of the store are busier than others and at what time, allowing for more effective allocation of staff resources.
This will also give you the information you need to run the most effective sales promotions that bring in consumers. Once you have more info about who your consumers are, you can tailor the store to their needs and keep them coming back again and again.
Privacy is naturally a concern with these mannequins, however the manufacturers are reassuring the public that none of the information is transferred as the mannequins themselves process all of the data. With that in mind, someone would literally have to steal the mannequin to gather any private info from it. I guess that’s pretty reassuring… unless you’re still freaked out by that Doctor Who episode with the homicidal mannequins.
|No comments||This entry was posted by EIC Social Media Team on February 25, 2013 at 4:00 pm, and is filed under Technology in Society. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
With a quick internet search, you’ll find numerous articles discussing the brand loyalty of Latinos. While Latinos are paving the way in market trends, it seems that a small amount of experts are addressing this phenomenon, and a consumer study was released accordingly in December with the purpose of identifying these trends.
The study was conducted using a ‘risk vs reward’ module, breaking the average purchase down into four definable categories. The ‘burden’ category includes items that are perceived as being high risk and low reward. Take health insurance, for example – the wrong company may charge you exorbitant rates, but you only see benefits if you have a medical emergency. Other categories include passion (low risk, high reward purchases), routine (low risk, low reward), and entertainment (high risk, high reward).
The study next focused on how Latinos went about making purchasing decisions. It was found that this was done in a great variety of ways. About one fifth simply sought out the lowest price, while another fifth were most likely to get higher quality items at lower prices by taking advantage of sales, coupons, and other means.
The next fifth seemed to purchase old standbys to keep shopping time down to a minimum – they would simply purchase whatever had worked for them in the past. The rest were made up of those who were looking for top quality items and would do research to find them, bargain shoppers who were looking for deals for the fun of it, and those who shop simply because they enjoy the adventure of it and want to see what is in style. This debunks the stereotypical myth that Hispanics are typically just out for a great deal.
Since the Hispanic community is very tight-knit, it makes sense that social networks influence the way Latinos shop. This includes their social and family circle, both online and offline. Latinos are also very hands on – more than half admit they want to hold a product before deciding whether or not to purchase it.
Latinos are also three times more concerned about the environment of a store while shopping, viewing it as part of the experience. This is likely why Latinos are twice as spontaneous in their purchasing as other shoppers.
I’m personally into showrooming – I love to go into stores to actually see and feel a product, then ‘comparison shop’ and often make the final purchase online. This is very common in the Latino community. Furthermore, nearly half of Latino shoppers will watch videos that accompany products while shopping online, and over a third will leave feedback on items they purchase.
The Latino culture is one of the foremost cultures shaping the future of US sales trends. This makes it all the more important for marketers to take Latino shopping behaviors into consideration when developing strategies for mobile advertising.
|No comments||This entry was posted by EIC Social Media Team on February 18, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
It’s a fact that on the worldwide scale, the United States is behind many other countries when it comes to Internet access – both in our connection speed, and in the high cost of access. Nearly a third of the United States can’t afford a broadband internet connection, while in some countries such as Korea more than 9 out of 10 individuals have high speed internet access. Why not make broadband Internet access a public utility so that everyone can benefit from it? Here are some of the reasons why the US is behind when it comes to network connections.
Ultimately it comes down to greed. Sure, there is some expense associated with ensuring the availability of broadband internet across the diverse geography of the United States, but a bigger problem lies in the fact that just a few tech and communications giants control the entire nation’s internet access.
And where is the money from these conglomerates going? Into the pockets of some very wealthy CEOs is one of the main places – in fact, the CEOs from the four largest broadband access providers in the US make between $15 and $30 million a year each.
This is why the average American has less than half the internet speed of the average Korean – we pay more (about $100 per year more) for much less. Meanwhile, the profit margin of ISPs is incredible, with some companies spending as little as 5% of what they take in on providing the access they charge exorbitant rates for. The $100,000’s we spend on internet access is used by these telecommunications giants to ensure that they continue to hold sway in Washington.
Within the next 3 years, it is projected that the average household will use over 50GB’s of data per month. Unfortunately due to corporate policies, it appears as if that data will have to trickle in at just a few MB’s at a time.
|No comments||This entry was posted by EIC Social Media Team on February 11, 2013 at 4:00 pm, and is filed under Technology in Society. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
People often make resolutions to kick off the new calendar year – what should be on the list for mobile marketers? Here are a few things you may look to accomplish in 2013.
The first thing has to be an increase in returns – companies want to see results on the tons of cash they have already sunk into mobile marketing (and they are forecast to spend even more this calendar year). This is the year of showing clients the money.
Another resolution for many is to step up their game. Obviously we want to better ourselves and the quality of our work every year – clients expect that, and we should expect it of ourselves. The mobile market is still evolving, and that means that the market is constantly in flux.
Mediocre results may have been OK last year, but now is the time to root out any issues and clear out any bad business habits your company may have fallen into that are slowing growth – organization of data will be key.
As with any business, we never want to stop learning the trade. This is particularly important in mobile marketing, because once again the playing field is changing on almost a daily basis. Researching the ways that mobile users behave is always a great way to boost your marketing performance, and keeping up to date is going to be key in an industry that thrives on relevancy.
Don’t forget to recycle data – there is such a morass of information out there that marketers can easily become bogged down. Many are trying to take a fresh look at already collected data, saving it for later when it may pay to look again from a different angle. This gives you the opportunity to capitalize on victories over and over again, and also to figure out what you missed when you first made a mistake. We can learn from both our successes and our failures.
Many are also determined to get to know people as individuals. Marketing used to be about the broad spectrum – how do you advertise to stay-at-home moms? What will 18 to 29 year old males be drawn to? But that is the past – we now have access to much more information, and by learning how individuals work a whole new world of marketing opportunities arises.
Finally, the resolution that has to find its way onto everyone’s list is to actually accomplish what you set out to do – don’t be satisfied with resting on your laurels and providing the same service from year to year, because your competition is going to do more.
Set up a plan, stick to it, set reasonable and reachable goals, but also set them high enough to actually make progress – as your client base and bottom line grow, you will be glad that you did.
|No comments||This entry was posted by EIC Social Media Team on February 4, 2013 at 4:00 pm, and is filed under Digital Advertising. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
A decade ago, if you had suggested that the majority of people would be sharing every boring detail of their lives, often publicly on the Internet, you might well have been laughed at. The fact is however that billions of people are updating their Facebook status, posting on Twitter, and uploading pictures of their lunch to Instagram every single day.
Social media is going to be the focus of marketing trends this year. To be ahead of the game and find those individuals that you want to market to, it is necessary to go through the morass of social networking data. You need a way to monitor which videos are hot on YouTube, which hashtags are popular on Twitter and Instagram, and which posts are getting the most likes on Facebook.
This may involve some expensive software tools, but if you are going to engage your audience you need to know where their minds are at right now, especially as trends change from week to week, sometimes daily or even hourly.
When it comes to social media, banner clicks are usually low – they are considered an annoyance to users who are trying to focus on real content, so how do you market to this crowd? You are going to need to create some genuine content, and have legitimate offers available to draw the attention of someone who’s just dropping in to check on their friends and associates – you need to learn what works on each particular site.
Marketing is also about finding people with an audience – one video blogger may have a tremendous following on YouTube, but very few Twitter or Instagram followers. Another socialite may be hot on Pinterest, but behind on their actual blog site. What this ultimately means is that finding different audiences across a number of social media sites will help you to improve your market.
Finally, you need to be able to prove that there are tangible results from what you are doing – if you can prove that your social marketing is resulting in unique hits, you have a marketing plan that will be desirable to businesses. Marketing is about reaching people – and social networking is where people will be in 2013.
|No comments||This entry was posted by EIC Social Media Team on January 28, 2013 at 6:57 pm, and is filed under Social Media. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|
When it comes to search engine optimization, everyone seems to have their own ideas about how to make a business thrive. But let’s consider a few myths and discover the truth about SEO.
The first myth is that rank is everything. The fact is, conversion is where the real importance lies. If you rank number one for a keyword that converts two percent of the time, but are sixth behind five of your biggest competitors on a keyword that converts eight percent of the time, then you are at a serious disadvantage. In this situation, more time has to be spent researching the proper keywords before concentrating on ranking. This brings us to our second myth.
Another myth is that you can just maintain a high ranking on your current keywords and stay on top. Research is necessary. If you want to have your SEO matter, you need to update your research data. That means either having someone to handle your SEO, or using an SEO software package to watch current trends.
The idea that you can ignore social media on behalf of backlinks is also a myth. The fact is that it matters if something is getting liked on Facebook, plussed on Google, retweeted on Twitter, or viewed on YouTube. In fact, many of these sites release annual lists of the hottest trends in various fields. The importance of this cannot be ignored when it comes to digital marketing.
The idea that whatever technology you already use for SEO is enough is another myth. That’s like saying modern retail businesses can thrive without keeping up with the latest technology like creating apps for phones and tablets, and utilizing advertising tools like NFC. The truth is that technology (or lack there of) says a lot about your business. You need to stay ahead of keywords, social signals, website traffic analysis, backlinking, and rankings. It can’t be done with old tech.
Finally, it is time to break away form the idea that monthly SEO data is enough. Weekly is becoming the norm and daily is really what you need to give you a leg up.
|No comments||This entry was posted by EIC Social Media Team on January 21, 2013 at 4:00 pm, and is filed under SEO. Follow any responses to this post through RSS 2.0. You can leave a response or trackback from your own site.|