Archives for User Behavior

Should you advertise with Amazon? Social Media partner with programmatic platforms to power new ways to target advertising

Ad platforms aren’t just for advertising networks anymore.. The social media giants have awoken to the power of their own databases are are partnering with Demand Side Platforms (DSPs) to deliver custom networks to advertisers. Amazon has launched the Amazon Advertising Platform, Facebook Audience Network is booming, and Quora is jumping in. Here’s what you need to know. Back up
Read More

Trend Convergence For the Food Marketing Industry

We see three threads coming together that could spell opportunity for food marketers. First, IRI MarketPulse Survey Q4, 2014 came up with this prediction for 2015 CPG shoppers: 43% of Shoppers plan to buy large packages to get the lowest price per serving. 43% is a big number, but so what, you say? Bulk is nothing new to the likes
Read More

Focus Groups in the Digital Age

A conversation with Anne Brown, moderator with JSC Consumer Insights, Inc. AC:  Clients often ask us for help choosing the right type of research – and new methods are coming out all the time.  Our recent qualitative work with you and JSC led to significant changes in marketing strategy – and tangible successes.  So why does it sometimes feel old-fashioned
Read More

Budgeting for Small Brand Marketers needs Marketing Effectiveness

2015 is coming.  Time for ambitious brands with limited budgets to make really tough choices.  We’ve just won our second award for Marketing Effectiveness, for a project that came in under $350,000.  So we hope you’ll find this helpful: Two things to know about changes in Social Media Be aware that an algorithmic change will drastically reduce your Facebook exposure:  Facebook
Read More

Food Marketers for CPGs Seeking the Secret Weapon – News from the Food Aisle

Part of our job (the fun part) as food marketers is to keep up with digital and mobile innovations.   Some clever solutions are in beta with major brands, and if they can train consumers to use them, they’ll do magic: enhance the shopping experience and help brands make noise at point of purchase. Overcoming Point Of Purchase Block Point of
Read More

The Fifth “P”: Selling in the Era of the Maximizing Mindset

You built your brand on the four P’s – product, place, price, and promotion.  Now you need to think about how your company approaches the fifth ‘P’ – Personhood. Anyone who’s read Groundswell, the seminal text on how social media changed business forever, is familiar with the new reality – that the ‘fourth wall’ has come down.  Corporations used to
Read More

Where to Coupon for Maximum Response

Given the multiple ways consumers can get coupons – through events, in-store sampling, store affinity card programs, etc…we are always curious about what’s most effective for redemption. We discussed it with Associate Professor Leonard Lee of the Columbia Business School, who, as it happens, did his dissertation on “Shopping Goals, Goal Concreteness, and Conditional Promotions.”  The findings are fascinating.
Read More

When Shopper Marketing Backfires…Or Does it?

Brands spend hundreds of thousands of dollars on in-store promotions, often with results that are hard to measure. The provocative title of a new study out of Columbia University suggests that those efforts may not only be ineffective, but actually have a dampening effect on sales.  In the study, titled When Shopper Marketing Backfires, the team coined their findings the
Read More