Collaborative Analytics

Much has been said about of the ability of social media as enablers for brands to connect with consumers in a “two way dialogue”. But to entice the consumers into this engagement is largely through traditional marketing tactics like discounts and promotions.  What's really going on is that companies and brands are amassing followers by offering coupons, freebies and access to exclusive deals. So it’s not so much about passion for a brand or brand’s values but about deals.

But is that something to worry about?

Continue reading "Is Engagement about deals or more?" »

Posted by Amrita Prasad at 07:23 PM | Permalink | Comments (0) | TrackBacks (0)

Unilever was recently in news for sacking Lowe, London, as the ad agency for its Peperami snack brand in favor of an inclusive strategy where the key lies in involving the consumers in the process of generating ad ideas. Although not a startlingly bold or original concept, it is interesting to see large CPG companies experiment with such emerging technologies and the new digital marketing mix.

The term ‘crowdsourcing’ coined by Jeff Howe’s June 2006 Wired Article “The Rise of Crowdsourcing” is now extended and being used by savvy marketers to describe the concept of ‘crowdsourcing’ as a means to connect their brands with customers right from its innovation stage. Crowdsourcing provides clients with a relatively inexpensive, yet abundant check on ideas and helps garner insights from community thinking that may have been missed.

Continue reading "New Addition In Digital Marketing Mix" »

Posted by Amrita Prasad at 05:49 PM | Permalink | Comments (0) | TrackBacks (0)

As the consumer is becoming more and more engaged in the digital world, the industry is finally getting serious about digital media. Leading companies have cut measured U.S. media spending overall last quarter, while spending on internet display ads has more than doubled, according to data from TNS. It is a great way to connect with consumers and really have much deeper ongoing relationships with them.  Ability to see a measurable impact on sales has allowed them to justify even more spending on digital down the road. The Interactive Advertising Bureau, estimated that CPG digital spending shot up more than 60% last year to $1.5 billion, increasing its still-modest share of all digital media spending by two percentage points in a year to 6%.

Continue reading "New Age Marketing – The Digital Paradigm" »

Posted by Jayalakshmi Subramanian at 02:14 PM | Permalink | Comments (0) | TrackBacks (0)