Marketing Pilgrim's "Research" Channel

Sponsor Marketing Pilgrim's Research Channel today! Get in front of some of the most influential readers in the Internet and social media marketing industry. Contact us today!

Apple Knocks Coca-Cola Out of the Top Spot for Best Global Brand

After thirteen years as the #1 Best Global Brand, Coca-Cola has been dethroned by not one, but two technology companies.

This year, Interbrand put Apple in the number one spot with Google as number two.

They came up with those placements by evaluating three key areas:

  • The financial performance of the branded products or service
  • The role the brand plays in influencing consumer choice
  • The strength the brand has to command a premium price, or secure earnings for the company

best global top two

 

Apple first hit the charts in 2000, coming in with a  brand value of USD $6.6 billion. Now they’re at $98.3 billion which could easily be described as a “meteoric rise.” Interbrand says it’s Apple’s ability to anticipate and act on consumer needs that pushed them higher than ever before.

Are B2B Marketers Getting Over Saturated With Options?

A recent study conducted by the Sagefrog Marketing Group as reported by eMarketer shows that while B2B marketers are using all forms of marketing, there may be some evidence that the numerous options available could be diluting efforts.

The following chart is interesting for the simple reason that from 2012 to 2013 most of the percentages of who is using what form of marketing is dipping slightly. Is it a trend? Of course, not. It’s one instance of research looking at a small time frame. What it does make you think though is that with so many options and so few available resources to most, this kind of result makes sense.

B2B Marketers Techniques

One number that caught my eye was the increase in telemarketing efforts. Normally, I would want to shout “Really?!?! Telemarketing?!?!” but that’s actually an ignorant reaction. Why? Because telemarketing is about as unsexy as anything in marketing can be but guess what? It still works in the right amount and the right circumstance.

One in Three Amercians Are ‘Always On’

power-980810-mRelationship, Diversion, Learning, Progression, and Recognition. UM’s Wave 7 report says these are the five key needs underpinning all consumer interaction including those on social media.

UM has been producing the Wave report since 2006 with the goal of documenting the way we use social media and how it impacts human interaction all around the world. To build the report, they studied more than 1 billion active internet users in 65 countries and what they found is a growing dependence on social media as a means of communication. No one is growing tired of the internet yet. In fact, thanks in part to mobile, we’ve seen an increase in the “always on” mentality – more of the world is now more connected, more often.

Face the Facts:

What Do Youth Expect from Brands in Social Media?

A report from Forrester called “The Facebook Factor: American Youth Online“tells marketers what they probably already know. You need to treat youth online differently that the rest of the world.

Born and raised in the Internet Age where there was nothing to ‘learn’ because it is all they have ever known, this group is the first generation that has grown up in the Internet era. They don’t know what a fax is and the idea of a desktop computer is almost laughable.

The Forrester report looks at many facets of today’s youth. The following information talks to the attitude’ of this group towards brands.

What US Youth Expect from Companies and Social Media

Since every generation is the ‘me generation’ it’s no surprise that the expectations of what brands deliver to this group is high.

Twitter Can’t Touch This: Stop! TV Commercial Time!

Commercial TimeThe new fall TV season is underway and that means a whole new selection of official accounts, fan accounts and hashtags (#TCDFW). Actors will be Tweeting for fun and under studio mandates. Producers and writers will keep fans guessing and if anyone wants to count, we’ll probably see more LIVE Tweeting events than ever before.

I’ll go out on a thin antenna here and say that the 2013-2014 TV season will be the most Twitter-ific season ever.

So here’s a fun fact from Nielsen: 70% of all TV Tweets are sent out during program time.

Think about that. It’s counter-intuitive. If I’m really into a show, I want to keep my eyes on the screen. Then, when the show breaks for commercial, I whip out my phone and post my thoughts.

Retail Ads on Mobile Climb 413 Percent Year-Over-Year

MillennialMedia-Vertical-Q2-2013We expect retail advertising to come on strong in the fourth quarter, but according to the new Millennial Media S.M.A.R.T. report, retailers are already swinging for the fences. In Q2 of 2013, retail mobile advertising on Millennial Media’s platform grew 413% year-over-year.

What kind of crazy number is that? Looks like retailers are truly embracing the mobile shopper.

What’s even more amazing is that seven different verticals spent more than 100% over what they spent the prior year.

Non-Profits went all-in with huge growth in spend, but they still didn’t crack the top 10 chart. On the other hand, Government Services made the top ten spend list for the first time. Much of the messaging was related to local issues such as safety and weather warnings.

Advertising Gains Trust Over the Years

Nielsen’s latest Trust in Advertising research shows that while we sound skeptical about advertising we aren’t acting like it.

Take a look at this chart from the survey.

Nielsen Trust in Advertising

The only form of advertising showing a negative trend is newspapers. This might be the final nail in that coffin. Text, banner and search ads all show significant uptick in the trust placed in them by consumers.

So let’s get this straight here. The world complains about being advertised to too much. This research, however, tells a story that consumers are more trusting of ads than they were some 5 years ago.

Yeah, that makes sense.

What’s your take?