food marketing in the digital age: emerging trends and research priorities
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Food Marketing in the Digital Age: Emerging Trends and Research Priorities . Kathryn C. Montgomery, PhD American University Jeff Chester, MSW Center for Digital Democracy. Digital Display Advertising Expenditures 2009. Coca-Cola: $20,954,000 - up 163% - PowerPoint PPT PresentationTRANSCRIPT
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Food Marketing in the Digital Age: Emerging Trends and Research Priorities
Kathryn C. Montgomery, PhDAmerican University
Jeff Chester, MSWCenter for Digital Democracy
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Digital Display Advertising Expenditures2009
Coca-Cola: $20,954,000 - up 163%General Mills: $39,535,000 – up
105.6%Dr. Pepper: $4,997,000 – up 427.9%Kellogg’s: $51,720,000 – up 225.3%McDonald’s: $26,662,000 – up 47.4%Nestle: $44,197,000 – up 174.9%Pepsi: $30,254,000 – up 68.6%Wendy’s: $12,804,000 – up 355.7%
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•S
Social Media & MarketingMobile MarketingPlace-based & Experiential Retail MarketingDigital Video & Gaming
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The growth of digital media has fundamentally transformed food marketing.
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Key Concepts – Research ImplicationsUbiquitous connectivity – synergistic, cross-platform
- difficult to isolate “medium” or “message”Engagement - beyond “exposure” – need to
understand interactions, emotional connectionsUser-generated – ads not just directed at youth, but
also created and distributed by them Personalization – targeting individuals, based on
data collection - behavioral and psychological profiles
Social graph – seeding “influencers,” activating networks, distributing virally
Immersive environments – subjective, “flow,” play, unconscious
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New Metrics“Real-time optimization”“Influencer identification”“Virality of spread”Engagement measures – e.g., “dwell
rate” Facebook - “sentiment research”
“mood targeting”Smart phones – “taps” & “tap-
through rate”
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Rethinking the Research ParadigmTheoretical frameworks - beyond
cognitive – social, emotional, unconscious, implicit, etc.
New methods – qualitative & quantitative, informed by industry research and metrics
Interdisciplinary field building – new-media scholars, tech experts, information scientists, market analysts, etc.
Short-term, high visibility, agenda setting studies
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Critical issues – gaps in research
Adolescents Multicultural youthIdentity formation - socializationImpulsivity and addictive behaviorsResearch to inform policy –
problematic practices, new legal theories