Archives for 2011

We All Know It is Becoming an Increasingly Social World: comScore Shows Us Exactly How

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Internet marketing research firm, comScore, has just published a new white paper, “It’s a Social World: Top 10 Need-to-Knows About Social Networking and Where It’s Headed” (December 21, 2011).  The report is a free download, although you need to surrender some personal data (name and contact info) to get access.  The research cited in the report really shows how prominent social networking has become in the online experience — all across the globe:  “Social networking is the most popular online activity worldwide accounting for nearly 1 in every 5 minutes spent online in October 2011, and reaches 82 percent of the world’s Internet population, representing 1.2 billion users around the globe.”

I have copied a couple of charts from the report below.  The first shows that usage is high (basically 80-85%) across all age groups — and growing.  The second chart shows the average number of hours per month per visitor.  Download the report for more information.

“The 10 Most Watched Ads of 2011 on YouTube”

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The title of this article from Adweek says it all “The 10 Most Watched Ads of 2011 on YouTube” (December 21, 2011).  We featured several of these on Teach the 4 Ps. This might give you something entertaining to watch over break.  I am sure you will find something new and interesting to entertain your class next semester.  Also posted at Learn the 4 Ps.

Vicks Combines Google Data and Mobile to Sell New Thermometer

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This article, “Using Google’s Data to Reach Consumers” (New York Times, December 22, 2011) describes a clever campaign Vicks used for its new Behind Ear Thermometer.  To identify a target market Vicks’ marketing managers first looked to smartphone users who were more likely to buy the $40 thermometer.   They ran ads on popular apps like Pandora, which also allowed them to target demographic characteristics, including gender and whether a user was a parent.  Next, it turned to Google Flu Trends an online database that shows which parts of the country have greater flu activity.  Vicks targeted parents in high flu incidence areas who received banner ads stating:  “Flu levels in your area are high, be prepared with Vicks revolutionary Behind Ear Thermometer.”  If they tapped the ad, location services told them of the nearest retailer carrying the thermometer.

This case study is one of the best examples of digital advertising I have read lately.  A nice example of using analytics to identify a target market and a great use of mobile advertising.

More Retailer Analytics

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Wow, I guess this is suddenly the hot topic.  Yesterday I posted a couple of stories on retail analytics.  I wasn’t sure I wanted to tell you about a third, but Holly Finn’s story, “Spying on Your Buying” (Wall Street Journal, December 17, 2011, non-subscribers may need to click here and click “view original” in upper right corner if a white screen shows up) and interview in the Wall Street Journal, but she provides a more optimistic view of these analytics with much less fear of the privacy implications.  Plus the video might add some visual effects that might help in the classroom.

Lego targets girls — again

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Lego is the world’s most admired toy company.  It hasn’t always been that way — back in 2004, the company teetered on the brink of bankruptcy as it lost a million dollars a day.  In Basic Marketing we have a great chapter opening case scenario that uses Lego.  This was one of my favorite openers to write.  Bloomberg Businessweek‘s cover story “Lego is for Girls” (December 14, 2011) provides the latest chapter in this story.  The article provides some insights on the development of the latest marketing strategy for Lego.  This one targets girls.  The article includes a bit of history – showing some of the toymaker’s previous failed attempts to appeal to girls.

The article provides some good examples for market segmentation (boys v. girls, differences in play across international markets), market research (researchers “embedded” with families to observe how Lego kids live and play), and product strategy (product design to appeal to girls).  The result is the Lego Friends line of toys.  Lego has put $40 million behind its global marketing effort.  Still it might be a while before we know if this will work.  Lego decided to wait until after the holidays to launch the new line.  Given the importance of Christmas to toy sales, it might be a year or two before we know if Lego has finally cracked the code for the other 50% of the toy market.