For over 50 years, there was only a single "app" for TV viewers. The sole function of that app—the cable or satellite company—was to stream premium video content. The facts of yesterday’s TV viewing no longer hold. There are now many TV viewing apps available. Enter "the appification of TV."
As snack manufacturers look to tailor offerings to deliver snacks that appeal to both the palate and the psyche, knowing what drives a consumer to pick one snack rather than another is vital to stay competitive in the $900 million New Zealand snacking industry.
All established companies must address a key challenge: How to find the next disruptive innovation while reacting to the disruptive innovations of others. To use the language of this year's TIBCO conference, how can one “ride the disruption wave”? Mitch Barns explores three things he's found that can play a big role.
With an improved business outlook, farmers are ready to spend. Be that shelling out on infrastructure or perhaps upgrading to that latest tractor or ute. By understanding their unique lifestyle, retailers and manufacturers can better reach this segment of the population and serve their specific needs.
The problem with brand value is simple: no one agrees on it. The GE brand value, for example, in 2011, was variously estimated to be worth $30.5B, $42.8B, and $50.3B by different valuation services. So if valuations vary so wildly, how can CMOs and CFOs begin to understand the value they deliver with their marketing spending?
Today, a company’s reputation is increasingly recognized as a business asset that is central to maintaining and growing business value. Despite this recognition, however, corporate competencies around reputation measurement often lag. So “How do you measure corporate reputation?”
The ad industry has always been consumed with the latest trends. This should be no surprise, given that marketers and their agencies spend the better part of their days trying to create them. But nothing in advertising has generated more buzz in recent months than programmatic buying. Buying ad inventory more efficiently by applying rules to technology-enabled, automated purchases has marketers salivating.
Most marketers are familiar with the benefits of the different mediums for advertising to reach specific demographics. But what we see now is smart marketers developing a richer profiling of their customers to build a custom view of shoppers in their category.
We are bombarded with thousands of visual advertising cues every day. So it is baffling how few agencies are taking advantage of the opportunity to know - not guess - how their concepts will fare in the real world.
Successful companies in the private sector have gained deep insight into consumer psychology and individual and collective decision-making. Public policy leaders and program managers can make use of these insights to improve significantly the likelihood of success in achieving their policy goals.
Finding ways to grow sales has never been tougher. A handful of companies, however, are still finding growth opportunities within their existing customer bases. By identifying their ‘Super Consumers’ – those consumers that spend a lot and engage a lot, companies are tailoring their marketing and sales efforts to boost incremental sales.
What if you discover your market share has been stagnant for 30 years, and you need to do something drastic to build the business and therefore profits? This was the challenge Farmers Mutual Group (FMG) faced in New Zealand. The rural insurance provider had been applying the same tactics and keeping clients for many years. But it wasn’t growing, and didn’t know what current customers thought of them….if in fact customers cared at all!
While some measure success on the number of their Facebook fans, latest insights highlight how a brand’s social media campaign can resonate with its audience by measuring the number of people visiting the page.
Online shopping has had exceptional growth with more than three times the number of New Zealanders transacting online than 10 years ago. So, what do we know about recent behaviours in shopping via the internet - how and where are we going to buy?
Earlier this week, I had the honor of participating in a panel at the Aspen Ideas Festival. The topic—“Global trends that will affect us all”—hit on the key issues that will shape our economies and cultures for the next 20 years.
Kiwis have well and truly embraced internet shopping. There are now 1.9 million New Zealanders shopping online, 56 percent of the total online population. The number of people shopping online increased by over 100,000, growth of 6.1 percent in the last year. It’s a trend that will continue to grow and with this, online shopping spend will increase substantially.
Corporate social responsibility is practiced by companies dedicated to making a positive social or environmental impact on society.You’d be hard pressed to find a Kiwi who said he or she didn’t care. But does care convert to action when it comes to buying decisions?
Kiwis are expanding their engagement across different sized screens and media platforms; for marketers it's all about keeping up with - and in many cases, staying ahead of - these consumers. Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make however, the speed of change in the world of media and advertising is creating new uncertainties.
We’re passionate about driving, we love it and the three-quarters of Kiwis who own a vehicle need it to get where we want to go. We’re also used car nation, 52% percent of consumers plan to buy a car in the next 2 years with 42% intending to purchase a used vehicle.
Empty nests can equate to shifting household spending priorities. The money we once dedicated to support a young and growing family is often replaced by aging lifestyle changes that can include dietary adjustments, physical constraints, medical considerations and travel challenges. Are industries seizing the opportunity, and rising to meet the needs and challenges of an aging demographic?
Each day, New Zealanders spend over three hours watching television. And if you live in a SKY household you are watching even more. However, last year we saw some shifts in figures for people using television (PUTs).
Shopper research highlights that what shoppers say does not necessarily equal what they do, as 99 percent of their behaviour is subconscious. Observing and demystifying what consumers are really feeling, and translating this to what they are doing in store, was a key focus for a recent effort between Nielsen’s Shopper team and Wrigley – one of the largest manufacturers retailing at the front of store.