Centers of Excellence: Consumer Insights
PSFK co-founder Piers Fawkes was a keynote at our recent Digital Shopper Marketing Summit in September. Today he moderated a Google hangout that focused on trends for 2013. Lots of good stuff discussed. No analysis here, just highlighting a few things that stood out to me.
In addition to Piers, the hangout included:
- Aziz Ali (PSFK contributor)
- Rachel Schectman (Story)
- David Polinchock (AT&T Adworks Lab)
- Chase Jarvis (Creative Live)
- Jonathan Ford (Pearlfisher)
- Ari Kuschnir (mssgpeces)
- Traditional e-commerce sites opening physical stores.
- Metrics change from sales/square foot to community and experience
- People shopping both channels
- Older brands innovating the in-store experience. Ex: Banana Republic & Gap offering a coffee shop or manicure. Time is biggest luxury
Retail remained in focus as Google’s Tim Reis presented A New Look at Retailers & Shoppers in the Digital Age.
Here are a few tips:
1. Optimize your site! 79% of sites do not have mobile optimized landing pages!
2. Leverage local and mobile commerce. Mobile represents $1 trillion in commerce while one in three searches has local intent. Mobile is not a tool, it’s an obsession.
3. Employ mobile at all points in the funnel. 50% of U.S. subscribers have smartphones; usually less than 3 feet away. 79% of them shop with it.
4. Embrace the multiple screen. 40% of smartphone tablet owners multitask by using mobile and watching television.
5. Embrace social everywhere. Google how Google does social to learn more.
Time for lunch and Terra Cycle’s Albe Zakes.
This is how Google saw the year that was, based on search queries.
Hat tip: Chris Brogan
Disclosure: Google is a member of PMA’s board.
Experiential activations continue to grow as marketers embrace the idea of one-to-one consumer marketing. What many agencies and clients have been doing thus far is experimenting in order to find out what works, and in the process, some have had spectacular successes and also some notable “we’re not going to do that again” moments.
At IMI International, we’ve been measuring activations in and around experiential marketing for over 20 years. As a result, a database of over 1,500 consumer measurement initiatives has been complied in order to find out exactly what initiatives are working and those which need to be reconsidered.
Measuring experiential marketing is a three-step process:
1. First, it’s critical to isolate the experiential impact of the activation. This means that you are able to remove the other elements that can be driving impact in the marketplace, such as television ads, retail offers etc., and instead, simply focus on the activation on the streets, at festivals, sports events and other areas. This allows for a “clean read” on the activation and for you truly know how it is working.
2. Second, use consistent measures since they are extremely helpful. Specifically, we leverage three types of measures in order to evaluate a campaign and its ROI. These include:
- Efficiency, meaning how successful was the activation in terms of reaching your target market;
- Effectiveness, namely how impactful the message was in making your target consumer learn new brand info, change an attitude or behavior (to have them do/buy/say what your campaign wants them to do; and finally,
- Cost effectiveness, or how much of an investment was required in order to make the activation work.
Used together, these consistent measures allow you to compare all experiential marketing activations using the same ruler in order to compare results, whether different events, tactic s or objectives for the same campaign, or different campaigns across an activity calendar.
3. Third, compare your results, not just to each other in one-off campaigns, but to a much larger, more robust database, allows you to understand a more “absolute” level of performance across like-type initiatives and brands in the marketplace. For instance, if 42% of consumers are more likely to buy your product as a result of an experiential campaign, is that good or bad? Being able to compare against a large set of similar programs with actual in-market linkage (like IMI’s database) allows for context to be provided and to ensure your program is breaking through above and beyond its local competitors. If you only compare to your own programs you may never find the optimal level for your programs.
Standardized measurement is important since it allows for true understanding of the impact of your marketing program. Measurement gives you credibility and protection against having to defend your budget for next year’s experiential campaign since you can prove its effectiveness. Most importantly, it allows you to understand where your brand currently is performing and how you can optimize it for future incremental gains.
For more information, please visit IMI International’s website for more experiential topics.
We just announced our 2011 Call for Papers & Presenters yesterday. This call is in conjunction with our upcoming Annual Conference–Game Changer: The Marketing Conference of Big Wins and Bold Thinking–which will be in Chicago on April 5-6, 2011. This event is super special because it kicks off our Centennial Celebration. That’s right: The PMA turns 100 in 2011!
We are looking for educational, insight-filled papers that explore new trends and research in any area connected to integrated promotion marketing. Focus areas might include (and this isn’t an exhaustive list):
- Promotion Tools & Tactics
- Shopper Marketing
- Multicultural/Target Marketing
- Consumer Insights
- Social Media & Digital Marketing
- Sports, Entertainment and Sponsorship
- Green, Cause and CSR
- Mobile, geo-targeting/location-based services, as well as their impact on the above areas
- Measurement/ROI for any of the above areas