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Brand Engagement Takes Marketing Gold at 2012 OlympicsThe 2012 Olympic Games are a brand-heavy event. It doesn’t matter where you live or what you do, it’s likely that you’ve come into contact with some form of Olympics-related marketing from brands in recent months. Now, that the Games have started, it appears that brands are taking the concept of event sponsorship to a new level and reaping the rewards. Read more
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Shared Data Plans Survey: Customers With Unlimited Data More Satisfied Than OthersAT&T recently announced that it will offer shared data plans for smartphones, tablets, and similar devices. Similar to a plan that Verizon already uses, the shared data plans will allow all of a household’s devices to use one allotment of data per month. Customers that use this plan will then get unlimited voice minutes and texts rather than a set amount of minutes per month. What do smartphone consumers think about the new shared data plans? And how many use data plans and voice minutes?
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The Slow Death of Demographic SegmentationIn 2007, I wrote an article for Drew McLellan’s popular Marketing Minute blog called Is Demographic Segmentation Dead? Fast forward five years and the debate over the lifespan of demographic segmentation is still going on. Market segmentation is more complex than ever and the “old rules” are continually questioned. The “new rules” of segmentation have yet to be fully defined. In fact, it’s a constantly moving target, and marketers have to be more flexible and intuitive than ever. Read more
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Organic Food Survey: Organic Food Eaters More Likely to VolunteerMore and more Americans have been switching over to organic food for a number of different reasons. Some of those consumers claim moral reasons for buying organic. However, a recent study shared by Harvard Business Review’s ‘The Daily Stat’ found that those who viewed organic food labels were not only more likely to judge others’ moral behavior more harshly, but also less likely to spend time helping others. Can eating organic food make people feel better about their moral character? And could it actually affect people’s other moral activities?
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Brand Review Basics – Part 4External Primary Market Research So far in the Brand Review Basics series, you’ve learned what a brand review is and about the secondary research and internal primary market research you should conduct as part of a comprehensive brand review. Now, it’s time to learn about the external primary market research that is essential to a successful brand audit. Remember, you can’t assume that you understand how consumers perceive your brand and what’s important to them. You have to ask them. Read more
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