Category Marketing
The Brand Says It All
According to a recent study by the Custom Content Council in partnership with ContentWise, branded content initiatives are considered by marketers to be more effective than any other leading form of advertising and marketing. The study shows that content spending is the second highest ever per company. Print represented 43% of the total spending, while electronic and other accounted for 35% and 12%, respectively. The number one reason for using branded content is customer education and retention, says the report. Keith Sedlak, Chair of the Custom Content Council, says that “… the 2010 numbers illustrate a spending level that is nearly 100% above 2008… 68% of companies surveyed continue to shift their ad dollars to branded content… there was a 20% increase in companies surveyed this year versus last year that plan to grow their branded content budgets.”
Reason for Using Branded Content and Its Effectiveness:
* 66% of marketers think branded content is superior to direct mail and 63% think it is superior to public relations
* The primary reason to deploy branded content initiatives is to educate customers, according to 54% of the companies surveyed, followed by customer retention (23%)
* The leading secondary reasons were customer retention (35%) and educating customers (27%), though brand loyalty factored in at 26%.
Spending as Part of the Media Mix:
* 29% of the average overall marketing, advertising and communications budget funds were dedicated to branded content. This is the second greatest ever (first was 32% in 2009).
Posted by eBrand Media Research Department in Marketing on December 15th, 2010
“Super Cookies” – New Web Code Draws Concern Over Privacy Risks
By TANZINA VEGA
In the next few years, a powerful new suite of capabilities will become available to Web developers that could give marketers and advertisers access to many more details about computer users’ online activities. Nearly everyone who uses the Internet will face the privacy risks that come with those capabilities, which are an integral part of the Web language that will soon power the Internet: HTML 5.
The new Web code, the fifth version of Hypertext Markup Language used to create Web pages, is already in limited use, and it promises to usher in a new era of Internet browsing within the next few years. It will make it easier for users to view multimedia content without downloading extra software; check e-mail offline; or find a favorite restaurant or shop on a smartphone.
Most users will clearly welcome the additional features that come with the new Web language.
Posted by eBrand Media Research Department in Marketing, Trend Tracker on October 11th, 2010
Proven Halloween Promos: 6 Ideas for Campaigns
by Adam T. Sutton, Senior Reporter
Halloween is coming up! Children will be marching up and down your block dressed as ghouls and goblins in a matter of weeks. You should start receiving party invitations anytime now.
For marketers, the lead-up to the haunting holiday can boost sales before the year-end crunch. And for the last two years the dark day has been a bright spot in a spooky economy.
Halloween retail sales reached a record-breaking projection of $6 billion in 2009, up 4.2% from $5.77 billion in 2008, according to industry market researcher IBISWorld.
Do you have any Halloween promotions planned for your email marketing? Take a look at six proven ideas we’ve pulled from MarketingSherpa case studies and how-to articles for some inspiration.
Posted by eBrand Media Research Department in Marketing on September 30th, 2010
Slow, But Some, Advancement In Consumer Indices
According to The Consumer Reports Index for July, by the Consumer Reports National Research Center, the economy is showing broad improvements in the condition, behavior and expectations of consumers. Though showing improvement, problems remain, including the proportion 16% of Americans that were unable to afford medical bill or medications, or 8.9% who have lost or have reduced health care coverage, well above levels seen in 2009. A worrisome development is a rise in Americans’ homes going into foreclosure in the past 30 days.
The Consumer Reports Employment Index numbers show job creation increased to 51.1, its highest level since April 2009. The Employment Index has pointed to employment growth in three of the last four months. In July 7.8% of Americans started a new job versus 5.7% that lost their job.
Consumer spending across index categories rose in July, particularly in the area of personal electronics and major home appliances. Per capita retail spending was up slightly for July ($274), reflecting June activity, from the prior month ($234).
Posted by eBrand Media Research Department in Marketing, The Economy on August 5th, 2010