Social network 'super advocates' to influence brand choice
Written by Webmaster
Friday, 18 January 2008
The progress of social networks will lead to the rise of ‘super advocates' who will have the power to make or break a brand's reputation in 2008, according to research by information company Experian. Experian suggests that super advocates, its monicker for highly influential, outspoken figures, will create one of the biggest challenges to companies trying to tap into user-generated content for advertising and marketing purposes. Such figures will
Advertising that stays at the forefront of consumers' minds
Written by Webmaster
Friday, 11 January 2008
Advertisers should be aware that familiarity is not a safe bet when it comes to grabbing the attention of consumers, writes John Hallward, global director of new product development for Ipsos ASI. Repetitive television ads that are aired continuously simply become wallpaper, with people desensitising themselves from the content and thereby disconnecting from the brand and what it stands for. The human brain is programmed to detect, process, evaluate and emotionally tag new stimuli.
Simon Rowland, senior consultant at UffindellWest, suggests a practical plan to capitalise on consumer touchpoints to create excellent customer experience. We all know what it feels like to leave a shop, put down a phone or finish a meeting feeling that we've really achieved something -- done what we've set out to do in an efficient and time-saving way. But whether it's braving sullen and unhelpful shop assistants to trawl for last-minute Christmas presents or receiving another dull Christmas card
Nearly a quarter of 18 to 24-year-olds believe that brands have to work harder to earn their respect, according to a survey of 2,500 people by social networking site MySpace. Entitled MySpace 08, the research found that 22% of respondents said that, to earn their endorsement, brands should provide them with incentives, free downloads/content or feedback opportunities. More than one in ten (11%) said social networks have made them expect more from brands
The progress of social networks will lead to the rise of ‘super advocates' who will have the power to make or break a brand's reputation in 2008, according to research by information company Experian. Experian suggests that super advocates, its monicker for highly influential, outspoken figures, will create one of the biggest challenges to companies trying to tap into user-generated content for advertising and marketing purposes. Such figures will
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Advertisers should be aware that familiarity is not a safe bet when it comes to grabbing the attention of consumers, writes John Hallward, global director of new product development for Ipsos ASI. Repetitive television ads that are aired continuously simply become wallpaper, with people desensitising themselves from the content and thereby disconnecting from the brand and what it stands for. The human brain is programmed to detect, process, evaluate and emotionally tag new stimuli.
.jpg){kind=small}
Simon Rowland, senior consultant at UffindellWest, suggests a practical plan to capitalise on consumer touchpoints to create excellent customer experience. We all know what it feels like to leave a shop, put down a phone or finish a meeting feeling that we've really achieved something -- done what we've set out to do in an efficient and time-saving way. But whether it's braving sullen and unhelpful shop assistants to trawl for last-minute Christmas presents or receiving another dull Christmas card
Nearly a quarter of 18 to 24-year-olds believe that brands have to work harder to earn their respect, according to a survey of 2,500 people by social networking site MySpace. Entitled MySpace 08, the research found that 22% of respondents said that, to earn their endorsement, brands should provide them with incentives, free downloads/content or feedback opportunities. More than one in ten (11%) said social networks have made them expect more from brands
