Management Blog

Brands matter more than ever: survey

Brand reputation is more important than ever with consumers anchoring their trust in companies they like and going online to tell of poor experiences, a new global research project has found.

According to Marketing, a study by PR network Weber Shandwick suggests consumers are taking their thoughts about brands online with 43 per cent likely to discuss a corporate scandal via new media.

When it comes to purchasing products it appears reputation plays a vital role with around 70% of survey respondents saying they avoid buying products from companies they don't like.

The survey found unknown commodities are also a problem for consumers with 56 per cent saying they hesitate to buy a product if they cannot tell which company made it.

But it's not all bad news. The study found online media is used by 37 per cent of consumers to mention good corporate deeds.

The survey also offered some interesting results on advertising effectiveness.

Researchers claim 86 per cent of brand executives believed advertising influenced a brand's reputation while only 56 per cent of consumers said it affected how they saw a product or service.

2011's top experiential marketing campaigns

Experiential marketing campaigns continued to gain traction in 2011 as an alternative to expensive and often easily ignored mass media campaigns.

A recent Marketing magazine article claims experiential marketing has the ability to attract attention and result in deep and lasting associations that are driven by word of mouth.

To back its argument, the article offers its list of the top 10 experiential campaigns of 2011. In summary, these include:

• Lipton Ice Tea – offered a refreshing 'misting station' that cooled down overheated pedestrians
• Corona – the beer brand's 'Save the Beach Hotel' campaign aimed to draw attention to the littering problem at European beaches
• T-Mobile – this phone company set up a life-sized version of the popular Angry Birds smartphone game to win cool points
• MINI – the car maker asked Tokyo residents to track down a hidden MINI using a GPS enabled smartphone game app

More top campaigns and YouTube clips that illustrate their prowess can be found here.

Australian marketers are avoiding mobile technologies: study

A new survey indicates only 21 per cent of Australian companies are embracing digital marketing despite growing consumer use of mobile internet devices, Marketing reports.

The Acxiom study found the most popular marketing technology is email with 62 per cent of companies using this channel; 61 per cent communicate via a website and 53 per cent send direct mail.

Researchers say one of the key reasons why organisations are hesitating in their use of mobile device marketing is the difficulty in measuring return on investment.

The study also found many organisations are having trouble merging online and offline marketing activities with 51 per cent of businesses yet to develop an integrated marketing strategy.

It's claimed the reasons behind the avoidance of comprehensive online strategies include a lack of budget, organisational silos and a lack of skills in support integration.

Australians keen on online corporate videos: study

New research by the Australian Media and Communications Authority indicates an increasing number of Australians are open to the idea of viewing online corporate videos.

Smart Company reports that 33 per cent of AMCA survey respondents currently watch video content that has been uploaded onto sharing sites like YouTube.

And while 54 per cent of respondents watched mainly user-generated content, 46 per cent watched professionally produced content or said they would be willing to watch these videos.

The researchers say the study proves that businesses should consider the possibilities of developing videos that are capable of engaging their markets and potentially increasing revenue.

It's claimed funny videos, such as the Will It Blend series, are a popular approach, however practical videos, like product tutorials or case studies, can also help businesses connect with target markets.

The changing role of the CMO

A new global study on the roles undertaken by chief marketing officers indicates the position goes well beyond the key responsibilities marketers were taught at university.

The IBM study says marketing chiefs are more involved with technology than their predecessors and are increasingly taking on the role of transforming data into knowledge within an organisation.

According to Forbes, the three key trends uncovered by the study are:

• CMOs need to have an intricate knowledge of communication technology such as social media in order to guide strategic action and drive revenue
• CMOs are now 'outside-in' translators who must be aware of consumer trends and competitor activities, and to make external developments clear to other senior managers
• CMOs aren't just expected to understand the masses of data that organisations collect, they are also being asked to translate it into knowledge for the organisation to act on

Coke gets personal with edgy marketing

In another sign the mass customisation trend is taking off, beverage maker Coca Cola has started rebranding its bottled products to feature the first names of its drinkers, The Australian reports.

According to the article, Coke has spent $5 million on a campaign that will see its bottles emblazoned with 150 of the most popular names in Australia like Jess, Sam, Kevin and Edward.

And to ensure no one feels left out, people whose names aren't in the 'most popular' category will be able to purchase personalised Cokes at special shopping centre kiosks.

Coca Cola says the quirky summer campaign is focused on connecting with people in both the real world and via digital channels.

Another element of the campaign allows people to create and upload their name-related Coke advertisements onto the brand's YouTube and Facebook pages.

The marketing opportunities of Instagram

iPhone photo sharing app Instagram is receiving a lot of buzz in marketing and advertising circles thanks to its ability to add a visual element to social media relationships, clickz.com reports.

It's claimed brands including National Geographic, NBC, Gucci, Levi's and Starbucks are engaging with Instagram's seven million users by sharing images that tell stories about their brands.

While Instagram images won't ever replace formal press photos or print ads, it's suggested the app offers an opportunity to send an immediate 'postcard' to social media fans.

Here are some possible tactics:

• Preview shots – using social photo sharing gives followers a sneak peek of new products without using a professional photographer
• Invite participation – ask your followers to upload photos that respond to your brand to create a viral buzz
• Extend the conversation – think of ways a still image may complement your non-social media marketing campaigns

Bright ideas for mini-marketing campaigns

The ability to make a big marketing splash without spending a huge amount of money is well within the reach of every business, according to a recent Inc article on mini-marketing campaigns.

After collecting the thoughts of marketing gurus from across the US, the article offers a series of quick, uncomplicated and largely inexpensive ways of gaining attention. Here are a few:

• Consider secondary audiences – most of the time marketers focus on core target audiences, but are you missing an opportunity to conduct small, targeted campaigns aimed at secondary audiences?
• Hold a 'pop-up' event – go where your contacts or customers gather to hold an 'pop-up' event that communicates the benefits of your offering; a great way to collect new leads
• Start a conversation – comment on topics that relate to your business via social media channels to connect with customers, but be wary of turning a conversation into a hard sell
• Reintroduce yourself – re-connect with clients or customers you are out of touch with; you know they have been interested in you at some point, so it's worth re-pitching

Return of the telegram

Some might consider the humble telegram to be outdated technology but an Australian entrepreneur is confident the medium is ready to make a comeback, The Age reports.   

Since its launch three years ago telegramstop.com has sent more than 22,000 telegrams to letterboxes around the world.

The company behind the website, Madewell Enterprises, says the most popular market for telegrams is the US followed by Britain and Australia.

Popular reasons for sending a telegram include weddings, births and birthdays; they are also used regularly to send special messages to soldiers serving across the globe.

To send a telegram users fill in an online form, pay a fee and can then expect to have their message delivered in four to six days time.

According to the article the service is also being used as a promotional vehicle with jeweler Tiffany and the makers of the film Cowboys and Aliens using telegrams to attract attention.

Women seek 'trust and loyalty' from brands: study

A new study suggests women take a similar approach to choosing men as they do new brands, Marketing magazine reports.

Nielsen's Women of Tomorrow Report claims women in developed countries desire loyalty and trust in both the men in their life and the brands they choose.

In other findings, researchers claim women tend to follow more brands on social networks than men and are more likely to engage with media channels that can improve their lives.

Proving the importance of digital word of mouth, the study says personal recommendations from friends and family are the most trusted source of information for women.

The study indicates 69 per cent of women are using social media, but only 10 per cent believe advertising on the medium influences their behaviour.