ipsissima verba integra ted marketing · " c omparing prices and products between retailers is...

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1 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved There are few retail operations in the world that compare to Macy!s. Brian Leinbach, SVP at Macy!s stated “90% of our customers research online at least occa- sionally before purchasing in a store.” Certainly, retail web- sites are powerful platforms where potential customers can research product infor- mation, read peer reviews and plan their offline shop- ping trip. More and more are using convenient eCommerce directly and shop on the site. Retail advertising is a force in influencing consumers and driving them towards purchase. The retail websites enable advertisers to speak with consumers on a one-to-one basis. What must we be aware of when measuring performance? To maximize ROI within this channel, we need to converse with our target in the most relevant context possible. While this may sound obvious, it actually doesn!t happen as frequently as you would believe. Most websites are built around optimizing content consump- tion, the retailer!s entire existence is about conver- sion...from customer research to sales. If you don!t convert, you won!t be in business. If you want to measure retail advertising without negatively impacting retail conversion, your measure- ment strategy must center on understanding consumers context and its impact on conversion. In contrast, both radio and TV are great ways to reach large-scale audiences, but there is no direct purchase corollary that can be used for brand measurement in this environment. There is no way to measure direct sales driven from a TV commercial, especially when most brands are sending consumers to their Facebook page, which is even higher up in the purchase funnel. To truly measure the ROI of purchased media, you have to have a direct tie into the purchase funnel. Online retail provides that. For brands, through mobile and digital access to their eCommerce enabled web- sites, you can do just that. Impact can be measured directly by the influence on sales. Go ahead. Push the envelope. Make the decision to measure your ad results. Canons Page 2 Turn Your Showroom Into A Modern Floor Page 3 ADVANCED TV NBC #1 On Election Tues Page 4 SOCIAL MEDIA New Media Played A Part In The Election Page 5 LEGACY MEDIA Brands Want Your Undivided Attention Page 6 CINEMA NOW Page 7 MOBILEFIRST Smartphone Penetration Milestone INTEGRATEDMARKETING November 14, 2012 Media Notes Canonical ipsissima verba Media Notes Vol #640 Giving Credit Where Credit Is Due: Based on an article in iMedia connection 110512 by Jake Bailey with additional thoughts by Lance FOCUS ON the advancement of new media continues... read MNC Briefs blog @ http://sophis1234.tumblr.com / MEASURING RETAIL ADVERTISING the alternative is not being in business

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Page 1: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

1 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

! There are few retail operations in the world that compare to Macy!s. Brian Leinbach, SVP at Macy!s stated “90% of our customers research online at least occa-sionally before purchasing in a store.” Certainly, retail web-sites are powerful platforms

where potential customers can research product infor-mation, read peer reviews and plan their offline shop-ping trip. More and more are using convenient eCommerce

directly and shop on the site.

" Retail advertising is a force in influencing consumers and driving them

towards purchase. The retail websites enable advertisers to speak with consumers on a one-to-one basis. What must we be aware of when

measuring performance?

" To maximize ROI

within this channel, we need to converse with our target in the most relevant context possible. While this may sound obvious, it actually doesn!t happen as frequently as you would believe. Most websites are built around optimizing content consump-tion, the retailer!s entire existence is about conver-sion...from customer research to sales. If you don!t convert, you won!t be in business.

" If you want to measure retail advertising without negatively impacting retail conversion, your measure-ment strategy must center on understanding consumers context and its impact on conversion. In contrast, both radio and TV are great ways to reach large-scale audiences, but there is no

direct purchase corollary that can be used for brand measurement in this environment. There is no way to measure direct sales driven from a TV commercial, especially when most brands are sending consumers to their Facebook page, which is even higher up in the purchase funnel. "

" To truly measure the ROI of purchased media, you have to have a direct tie into the purchase funnel. Online retail provides that. For

brands, through mobile and digital access to their eCommerce enabled web-sites, you can do just that.

Impact can be measured directly by the influence on sales.

" Go ahead. Push the envelope. Make the decision to measure your ad results.

Canons

Page 2 Turn Your Showroom Into A Modern Floor

Page 3 ADVANCED TV NBC #1 On Election Tues

Page 4 SOCIAL MEDIA New Media Played A Part In The Election

Page 5 LEGACY MEDIA Brands Want Your Undivided Attention ! !

Page 6

CINEMA NOW

Page 7 MOBILEFIRST Smartphone Penetration Milestone

INTEGRATEDMARKETING

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Media Notes Canonical ipsissima verba

Media Notes Vol #640

Giving Credit Where Credit Is Due:Based on an article in iMedia connection 110512 by Jake Baileywith additional thoughts by Lance

FOCUS ON

the advancement of new media continues... read MNC Briefs blog @ http://sophis1234.tumblr.com/

MEASURING RETAIL ADVERTISINGthe alternative is not being in business

Page 2: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

2 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

TURN YOUR SHOWROOM INTO A MODERN SELLING FLOOR. SHOWROOMING EXISTS.

! According to Prosper Mobile Insights, mobile activities while shopping in a store this holiday season by your target audience are: #1-They will compare prices with another physical store (66.0%); #2-Compare prices with an online retailer (59.7%); #3-Read product reviews to decide between products (48.1%); #4-”Check in” for a discount (40.3%); #5-Scan a QR Code to get more information about a product (39.9%) and #6-Request a price match (37.9%). But guess what? This isn!t just what!s happening during the holiday shopping season, it is what is happening now, everyday, in your stores. How are you going to deal with this? " Comparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep their spending in check. It is up to the retailers to provide shoppers with value propositions they can!t resist, turning the showroom into a selling floor.

“To be persuasive we must be believable; to be believable we must be credible; to be credible we must be truthful.” Edward R. Murrow "

" " " " " " " The majority of consumers use digital and mobile devices (smartphones and tablets) to research stores and brands. Of all the advice one can give, this may be the most important: 2 in 5 plan to purchase via mobile. That is according to Prosper Mobile Insights Mobile Survey (conducted 10.12.12). Forty (40%) percent of them will purchase via mobile. " You have to make your digital and real showrooms sparkle with value and #can!t- resist! products and/or services. That!s up front and center, not hidden in the back, left hand corner of your store. " You have to have signage that is of today, not yesterday. They should be mobile screens, with QR codes on them, to give the customer maximum information. No more printed hang tags. That!s yesterday. Today its all about screens. " Think MOBILEFirst.

Bits & Pieces Week of 102912

Weekly Average Ratings BROADCAST MORNING NEWS SHOWS ABC: #GMA# 5.50 million + 0.07 NBC: #Today# 5.27 million + 0.87 CBS: #Early Show# 3.18 million + 0.58 BROADCAST LATE-NIGHT SHOWS ABC: #Nightline# 4.88 million - 0.16 NBC: #Tonight# 3.68 million + 0.84 CBS: #Late Show# 3.18 million + 0.24 Week of 102212

BROADCAST EVENING NEWS +/- lastNBC: #Brian Williams! 8.03 million + 0.18 ABC: #Diane Sawer# 7.59 million+ 0.54 CBS: #Scott Pelley# 6.37 million+ 0.31

Sunday 102812

BROADCAST SUNDAY AM NEWS CBS: #Sunday Morning# 5.54 millionCBS: #Face The Nation! 3.23 million - 0.56 NBC: #Meet The Press# 3.23 million- 0.18 ABC: #This Week# 2.87 million + 0.07 FOX: #News Sunday# 1.57 million+ 0.10 UNI: #Al Punto# 0.77 million- 0.02 "

" " "

“Why would you wait for anything to come to you.”" Herman Globbops famed master of thought and wisdom

" " " "

MNC are not printed. They are only released digitally.

“When in doubt remember: It’s all about baseball.” Lance For more baseball, go to: http://overtheshouldermlb.wordpress.com/

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! “Right or wrong the customer is always right.” Marshall Field

On your smartphone, scan with

any QR reader.

Media Notes Canonical Vol #640

Giving Credit Where Credit Is Due: From an article by Phil Rist, Prosper Mobile Insights 110612 and thoughts & observationsof Lance.

Funnies: Brevity by Guy and Rodd and Dan

Page 3: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

3 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

NBC #1 FOR ELECTION COVERAGE peacock network also #1 to call the winner

MONDAY 11.05.12 Sweeps ABC #Dancing with the Stars#

13.48 million viewers 9.0/13HH

TUESDAY 11.06.12 Sweeps

13 Nets Presidential Elections

71.47 million viewers 41.5/57HH

WEDNESDAY 11.07.12 Sweeps

ABC #Modern Family#

12.43 million viewers 7.3/11 HH

THURSDAY 11.08.12 Sweeps

CBS #Big Bang Theory!

16.54 million viewers 10.4/16 HH

FRIDAY 11.09.12 Sweeps

CBS #Blue Bloods#

11.20 million viewers 7.3/13 HH

SATURDAY 11.10.12 Sweeps

CBS !48 Hours#

6.02 million viewers 3.9/7 HH

SUNDAY 11.11.12 Sweeps

NBC #Sunday Night Football# 18.69 million viewers 11.6/17 HH NOTE: Season average ratings are “Most Current” measurements which are Live+7 day DVR viewing when available (2+ weeks after airdate), combined with Live, Same Day DVR viewing for the most recent 2 weeks. Source: The Nielsen Company.

NBC finished #1 on

election night by pulling in

12.56 million viewers, well

ahead of ABC (11.15 million);

CNN (8.84 million); FOX

News Channel (8.71 million);

CBS (8.42 million) & FOX

(4.93 million); MSNBC (4.60

million) on broadcast and

cable channels. The

Comcast owned Peacock

Network came ahead of its

rival Disney owned ABC,

that finished #1 in 2008

election returns. Combined,

17.16 million watch the

NBC branded channels for

election results. The FOX

branded channels finished

with a combined audience

of 13.66 million viewers.

" In total, 13 networks

in the U.S. covered the

election returns including

ABC, CBS, NBC, FOX,

Univision, Telemundo, BBC

America, BET, CNBC, CNN,

FOX News Channel,

MCNBC, Current TV & TV

One.

" NBC was the first

news organization to call

the race for President

Barack Obama. For the

record, there were 31 million

election related tweets on

Thursday evening.

" Univision beat out

rival Telemundo, but it was

down 20% from 2008!s

coverage. Telemundo saw a

30% gain.

" For the record: there

was no mention of who

gave the first concession

speech. It was Stephen

Douglas when he urged

slave states to accept

Lincoln!s victory in 1860.

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ADVANCED TELEVISION

Giving Credit Where Credit Is Due: From thoughts by Lance

Television ratings from The Nielsen

Co.

Image credit:

William Jennings Bryan was the first defeated candidate for the Presidency to directly contact the victor on election night. He telegrammed William McKinley in 1896. Al Smith was the first to broadcast his concession remarks on radio in 1928. Adlai Stevenson was the first to concede on television in 1952.

If you like Media Notes give us a LIKE on our facebook page... at www.facebook.com/CNASophis. We’d appreciate it very much.

“This instrument can teach, it can illuminate; yes, and it can even inspire."But it can do so only to the extent that humans are

determined to use it to those ends. "Otherwise it’s nothing but wires and lights in a box.” Edward R. Murrow October 15, 1958.

Networks ranked by total viewership

November Sweeps Period Began on Wednesday 10.25.12

Page 4: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

4 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

President Obama:

Website viewers: Oct: 8.6 million Facebook Fans: 31 million Twitter Followers: 21.7 million YouTube Viewers: 257,471 YouTube Views: 262.3 million. Percentage of Tweets: 58% Negative Tweets: 45% Online Investment: $52 million Share of Display-impression volume Sept 12-Oct 12: 93.3%. Creatives Deployed: 497 creatives deployed online. Search engine marketing: $6,000/day on Google Display Google Search spend: $4.4-$13.1k/day. Appeared on The View: Yes.

Television Advertising Invest: President Obama $2.60 for every $1 invested by Mr. Romney!s campaign. (NOTE: Interest groups supporting Mr. Romney actually ran more TV ads than the Romney campaign itself (per Ace Metrix report). According to the Wesleyan Media Project, 14% of ads were positive. 62% were attack ads.

Mr. Romney:

" Website viewers: " Oct: 2.6 million " Facebook Fans: " 11 million " Twitter Followers: " 1.6 million " YouTube Viewers: " 28,579 YouTube Views: 29.3 million. Percentage of Tweets: 42% Negative Tweets: 58% Online Investment: $26.3 million Share of Display-impression volume Sept 12-Oct 12: 6.7%. Creatives Deployed: 90 creatives deployed online. Search engine marketing: $$2,600/day on Google Display. Google Search spend: $3.4-$6.3k/day. Appeared on The View: No

Media Notes Canonical Vol #638

Giving Credit Where Credit Is Due:Based on

with an additional thought by Lance Credit for image: marketing charts.com

ITS A WHOLE NEW WORLD You have to make sure that your message is in the media forms THEY USE, not the ones you think

are important.

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SOCIAL MEDIA NOW

“Social Networking accounts for 1 of every 6 minutes spent online.” comScore

HOW

NEW

MEDIA

PLAYED A

KEY ROLE

IN THE

ELECTION Romney

“Genius is talent set on fire by courage.” Henry van Dyke American author, educator & clergyman

Media Notes Canonical Vol #640

Giving Credit Where Credit Is Due:Based on a article in marketing charts.com with additional thought by Lance

Credit for image: Slate.com

Page 5: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

5 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

Media Notes Canonical Vol #640

Giving Credit Where Credit Is Due: From an article in adotas.com by Richard L. Tso 110712and comments by Lance # #

Photo credit: adotas.com

The average Facebook post lifetime is 22 hrs, 51 min. Thus, you probably shouldn’t post more than once a day.

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“Success is often just an idea away.” Frank Tyger American cartoonist and humorist

LEGACY MEDIA NOWITS A WHOLE NEW YEAR ON TV to continue to get what you’ve got, then continue to do what you are doing.

.

BRANDS WANT YOUR UNDIVIDED ATTENTION THE RISE OF MULTI SCREEN AD CAMPAIGNS

LEGACY MEDIA NOWLEGACY MEDIA NOW

How about the Game of the Night?

" Advertising is about reaching people across dif-ferent devices and channels, like online, print, mobile, social, cinema, radio and

television. Second screen applications are popping up

everywhere. They allow people to interact with com-panies and brands as they switch from one device to an-other.$On average, people are spending 17 minutes

each day on their mobile devices (this number is expected to grow rapidly), 30 minutes on tablets, 39 minutes on desktop devices and 43 minutes in front of the TV.

" Brands that are nimble enough to test and adapt to a fast-changing, multi-screen world will reap the rewards and gain valu-able insights along the way while others are baffled by the rapid shifts of the multi-

screener flock. Multi-screen advertising will rise in popularity throughout 2013 and some agencies are already doing this, but with mixed results. There still exists barriers to adoption, one being that consumers may not want to have brand messages following them everywhere they are spending their time.

" Online video is not a standard television commer-cial. Each of the screens that we need to use in a multi-verse world, demands that the message on each must be looked at as a stand-alone. It is not a one-size-fits-all cookie-cutter approach. Each screen should complement one another as each has a unique set of benefits and challenges. The emergence of mobile devices now gives the marketer an exceptional opportunity.

" Considerable analysis must be given to each platform. Attributes such as screen size, creative design, engagement levels/types, bandwidth and interaction time all vary depending on the platform and must be dealt with appropriately to insure success.

Page 6: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

6 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

" Product placement in “Skyfall” is expected to be a windfall for marketers. Brands who have their products placed in the film are expected to receive over $7.6 million in exposure as the film plays in theaters this past weekend, according to research firm Front Row Analytics. Marketers with the most on screen presence include Heineken, Audi, Sony, Adidas, Omega and Aston Martin. FRA did not

cite Coca-Cola, which is one of the film!s primary promotional partners. Audi, Adidas and Aston Martin are not spending around the film!s release. In addition to fees companies pay to appear in the film, marketers pony up more than $45 million combined on high-profile marketing campaigns around the world. " This just shows how far we have come (with product integration) from E.T. chasing after Reese!s Pieces in Elliot!s backyard, to a Wilson volleyball in #Castaway! to now having 007 switching his drink of choice to Heineken.

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The average Facebook post lifetime is 22 hrs, 51 min. Thus, you probably shouldn’t post more than once a day.

CINEMA NOW

Media Notes Canonical Vol #640

Giving Credit Where Credit Is Due: From an article in Variety by Marc Graser 110912 and in Cinemablend.comand comments by Lance Photo credit: Cinemablend

CINEMA NOW THE 1ST SCREEN

‘BOND‘ james bond brings in the big product placement $

#The Twilight Saga: Breaking Dawn Part 2! IS COMING TO THE U.S. NOVEMBER 16th. Will your brand be on the big screen?

‘Skyfall’ #1 domestically with $90.0 million. ‘Skyfall’ was #1 overseas this past weekend with $89.0 million. It is now the largest grossing Bond of all time with $518.6M worldwide.

Page 7: ipsissima verba INTEGRA TED MARKETING · " C omparing prices and products between retailers is just another of those smart shopping strategies that consumers have adopted to keep

7 [email protected] Follow @CNASophis CNASophis © CNA | Sophis 2012 all rights reserved

" More than half of US

mobile devices users now own

a smartphone, according to the

latest comScore MobiLens data.

During the 3 month average end-

ing in September 2012, 51% of

the 234 million Americans aged

13 and older using a mobile

device owned a smartphone

(119.3 million). That!s the result

of steady linear growth over the

previous 12 months: In October

2011, 38.5% of the mobile

market (or 90 million) owned a

smartphone.

" Android and Apple

have been the chief

beneficiaries of the growth in

smartphone penetration over

those 12 months. For example,

in October 2011, Android and

Apple devices combined to

control 74.4% of the smart-

phone market (46.3% Android;

28.1% Apple). By September of

this year, they collectively

commanded 86.6% share of

the market (52.5% Android;

34.3% Apple). The big loser

has been RIM, which has seen

its market share sliced in half

from 17.2% to 8.4%. Android

now holds a command-ing

global share of 75% worldwide

shipments.

" As smartphone

ownership grows, use of

smartphone-type activities on

mobile phones has also increas-

ed. Compared to a year earlier,

use of downloaded apps via

mobile is up 10.2% points (54%

vs 43.8%), browser use rose

8.6% points (52.6% v 44%), and

social networking via sites or

blogs has grown by 6.7% points

(39% v 32.3%). Other activities,

texting (75.5% v 71.8%); playing

games (34.4% v 29.2%); and

listening to music (28.6% v

21.2%)

" Think MOBILEFirst.

The more you know about mobile, the better chance you have of reaching her.

Media Notes Canonical Vol #640

Giving Credit Where Credit Is Due: From an article in marketing charts.com 110512 and additional thought by Lance photo credit: marketing charts.com

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SMARTPHONE PENETRATION CROSSES MAJORITY THRESHOLD OF US MOBILE MARKET

“I am always doing that which I cannot do, in order that I may learn how to do it.” Pablo Picasso

Check out my blog at http://sophis1234.tumblr.com/

This week

features

“Finding

Retail

Growth.”

Check it out

today.

MOBILE FIRST

“This is not a trend but a fundamental shift in how we consume media. There is a mobile component to everything your

audience does and you need to plan accordingly.” Rachel Pasqua