U.S. demographics more multi-cultural than ever…
March 12, 2010
Recently Nielsen released a study on “changing U.S. Demographics”. This study identifies significant cultural shifts accompanied by great marketing opportunities. As per the study, by 2050, more than half of the U.S. population will be non-white (African-American, Asian, Hispanic). By that same 2050 milestone, the economic opportunity for brands in the multicultural CPG space is projected to exceed $500B.
Here is the topline multicultural buying insights
When compared to the general population, on average…
Hispanic Shoppers
- Tend to spend more on categories for babies and children — (Hispanic households represent 11.8% of CPG total spending, but 16.6% of disposable diaper sales.)
- Tend to spend more in traditional mass merchandise and warehouse clubs
- Tend to spend more on food consumed at home
African American Shoppers
- Tend to spend more on health and beauty products, like fragrance (African Americans represent 11.0% of CPG total spending, but 20.3% of dollars spent in beauty supply stores.)
- Tend to spend more in drug and dollar stores
- Tend to spend more on ingredients used to cook from scratch
- Tend to buy fewer items on deals or with coupons
- Tend to spend more on food consumed at home
Asian American Shoppers
- Tend to spend more in club stores (Asian Americans represent 3.0% of CPG total spending, but 5.5% of dollars spent in warehouse clubs.)
- Tend to spend more on categories for babies and children
- Are more likely to eat outside of the home
Topline Multicultural Media Insights
Hispanic Media Consumers
- Strong following of Telenovelas
- On average, watch more broadcast and satellite TV
- Display higher usage of mobile internet
African American Media Consumers
- Have the highest TV usage of any demographic at nearly 80 hours a week per household
- Have a higher percentage of multi-set households
- Display higher usage of mobile internet
Asian American Media Consumers
- More likely to have newer technology (DVD, HD, Digital Cable)
- Tend to watch less TV
See when Foursquare raced past Gowalla!
March 12, 2010
For smart phone users location-based gaming is a new fav! Be it Foursquare, Gowalla or MyTown… people are increasingly using these services for various reasons. This morning I just felt like checking out Compete.com to see how Foursquare & Gowalla are doing (I have no hatred towards MyTown, but as it is not on Android yet… I did not feel like including that. By the way, I use FourSquare right now).
As you can see this is just for fun exercise and by no means a scientific experiment. The screen shot suggests that Foursquare really push the gas pedal some time in August 2009 and raced past Gowalla.
Note: This exercise was mainly to satisfy my curiosity.
Insights about consumer shopping behavior
March 12, 2010
A month back I stumbled upon a very interesting report based on a very comprehensive study conducted by GMA, Shespeaks & Booz & Co. titled Shopper Marketing: Unleashing the next wave of value. This is a quick snapshot of that insightful study. Hope this quick snapshot version helps.
Augmented Reality in seven slides or less…
November 24, 2009
An In-Depth Look Inside the Twitter World
August 18, 2009
In no time Twitter has become an integral part of millions. It is only through Twitter I got hold of this detailed analysis of the Twitter World! Thanks @sysomos for sharing this analysis with me. Click here for the report.
This is just wooooowww!
August 11, 2009
Click & drag on the video & see the magic!!!
“By using a Google Streetview-like camera, a system with six lenses, not as a photo but as a video camera, an all-encompassing picture is captured. […]
From the point where the images were recorded, the viewer can look in any direction, let his eyes wander through the crowd, or stare at the ground or the air, which makes viewing a video an experience without boundaries.” – Yellow Bird press release
What I love the most about marketing?
August 8, 2009
The uncertainty attached with it!
In my point of view, action in marketing can never be successfully predicted. This visual can also be explained by saying that “marketing is (a+b)c” wherein,
- a= all the efforts a marketers takes to understand & connect with the consumers
- b= the product or service
- c= to the reaction of consumers which is absolutely variable.
10 things about “Newspaper 2.0″
August 8, 2009
Newspaper, as defined by dictionary.com… is a publication issued at regular and usually close intervals, esp. daily or weekly, and commonly containing news, comment, features, and advertising.
There is no doubt that newspapers were an integral part of our lives few years back. Newspapers have lost its relevance & value in our lives. I support the newspaper industry because millions of lives are attached to it & I want newspapers to succeed. But newspapers need to change its current form & rejuvenate its offerings – probably as a Newspaper 2.0?
For example… few hours back, a helicopter & small plane collided over the Hudson river. First to ring bell for me was “CNN – Breaking News email Alert” and not surprisingly, minutes after that it was among the most trending topic on Twitter! Today there are unthinkable amount of sources through which we can be updated about the activities happening around us.
What do you have to say about this, Mr. Newspaper? Now the same news which most of us have already read and reacted upon will be on newspapers tomorrow. The point I am trying to make is, News currently being covered in a newspaper is outdated! Who wants to read stale news? It’s a huge waste of time & other resources. Newspaper industry should understand this… more importantly work upon creating a new product benefit.
Even though I may not please a loyal newspaper reader, let me be very clear that I believe newspapers are here to stay, one big reason for that is the ubiquity surrounding the online media. There is huge amount of information overload & duplication on internet, while print is about selective display (perhaps more refined). To me (for newspapers), it looks like just replacing the old wardrobe with the more trendier wardrobe of offerings that are even relevant for tomorrow. Following mentioned are few things I would love to see in Newspaper 2.0 (or the newspapers of the future)…
1. Shed the heavy focus on general news: Most of us through some way or other get to know about what’s happening in the world. We don’t need to re-read it in the newspaper.
2. Get hyper-local: Be more specific, cater to the local audience who care about their immediate surroundings like no one else. Probably on street-to-street basis. Invite user-generated content, create local searchable database on the website, induce people to share stories on the website and showcase selected content in the print edition. The idea here is to induce greater interactivity with the audience to make newspaper more relevant to the reader.
3. How about a team of mobile journalists? This team looks out for ultra local news stories, filing several a day for the newspaper’s web site and often for the print edition too. I strongly believe that there are numerous important things that are going around in our areas that still go unnoticed.
Apart from hired journalist, Newspaper 2.0 should also be more about user-generated news. People like to be heard, like to share stories and fell important about. Why limit this? This is the era of user generated content, each newsprint should include content specifically created by the readers.
4. Increase integration with the new media: Analyze trending topics on new media, share comments from new media in the newspaper, top blog posts of the day, most commented topics, recommend websites & tools to make life easier, etc. Wouldn’t it be cool to read user reviews about local businesses & events? Consumer / expert reviews about some hot gadgets or seasonal items will be good to keep a tab on.
This should also extend to a point where, people can select the topic of news for the next day! Going through same content becomes boring after a point of time, let users decide the topic to read for the next day. After all, they are the ones who will read it.
5. Text Alerts: May be at a very nominal fee offer local text alerts based on individual’s interests. Be in news about events and promotions on a specific street, or online promotional deals at a store nearby…
6. Frequency of news: According to The State of the News Media, “As has been the case for several years, newspaper readership continued to steadily decline in 2008. Across all demographic groups fewer people across the board are picking up daily and Sunday newspapers.” According to me, How about offering news in following options:
- a. Newspaper_Small: Good for quick read during the busy weekday, more focused for the younger demographics. Still covers necessary updates, but in a very brief manner.
- b. Newspaper_Regular: Your daily newspaper with comprehensive round up, targeted more for the 40+ demographics.
- c. Newspaper_Large: Comprehensive round up of stories & hot topics during the week across all digital platforms. Contains heavier emphasis on user-generated stories too.
7. QR Codes: Now this may sound too much for a newspaper to implement, but this may be a great tool for cross promotions, don’t you think so? Probably works best with my proposal for “Newspaper_Small” (for younger audience). This should be simple for the readers too! If a reader has a camera-equipped phone and has the right software he could scan a QR Code using that mobile phone to get various type of information: coupons, in-dept information, re-tweet some local info (may be), links directed to videos! etc.
8. Loyalty program: This is connected to the above idea of using QR Codes with the newspaper. Why not let a user scan a QR Code daily & earn some points. These points get accumulated to an online account that is a part of larger community of that particular newspaper. Say after accumulating certain points you earn some cool prizes from the rooster of available prizes at that level of points, more points you collect or more you delay redeeming your points… better & bigger gift you get! Sounds cool, again tilted towards younger demographic – but don’t you think even elder age group can use this too? especially given the rate of adoption of Facebook, I am certain this idea will be easier to adopt across the age groups.
The local community I was talking about, is nothing but a place for readers to know the other reader of the newspaper. Integrating geo-mashups with the community will be a cool option! Preferably local meet-ups and events related to some hot news content will be good to discuss over a cup of coffee. What say? This may even give possibility for newspapers to partner with some local coffee shops, may be something better than that. E.g. There was a recent topic in the newspaper about the launch of a new game for XBOX 360, why not arrange a local meet-up arranged by the newspaper to experience this new game for the interested readers? ( This is the first example I could think of, certainly there could have been many more interesting examples. This community can also foster interactivity among the readers, which is absolutely missing today… readers can comment on stories, pictures, etc. submitted by other readers. We all understand the power of a community, there are limitless possibilities.
9. Archive the content: With online, you get what you want.. no matter how old it is, a click & you get it. But wouldn’t it be good to have a copy of content related to interested categories archived based on time-line at your disposal. Probably a monthly archive of the news organized as per categories, it is your news – the news you like it & at your disposal as an small widget and even in a digital form. A year book based on the similar concept can also be made available, probably free (with advertisements) or at a cost.
10. Hyper-disposable news: Now this may sound very vague, but I request your patience here. How about a compilation of numerous headlines related to various topics of interests on a napkin roll or a tissue roll 
bus shelters, buses, trains, washrooms in public places, etc will be a good place to quickly browse through headlines. Newspapers can use the space for a couple of ads too & generate revenue. I know it sounds super weird, but just trying to apply my creative juice to help the newspapers realize their full potential
Thanks for keeping up with me on this post! I am sure to have missed out on few important points & you have many better ideas for the “Newspaper 2.0″. Will surely look forward to hear from you.
Take this… traditional media!
August 8, 2009
Media/advertising world and the impact to the traditional models brought about by the accelerating migration to digital. This is a masterpiece created by L. McDuff. This is super hilarious & simply amazing video, I bet you cannot stop laughing!
Curiosity is the key to engagement
August 8, 2009
A month ago I was glued to ABC’s hit series, Lost. 
I just could not stop watching it. I completed the whole 5 seasons in just a weeks time! I know, it’s insane… but just could not control my inquisitive nature. The twists and turns in every episode just left me so curious that I could not wait to get the answer from the next episode.
This lead me to think that, instead of considering ‘ad placement’ as the scape goat for a unsuccessful piece of communication… may be it is got to do more with the content. I tried to recollect my online behavior (yea, that’s where I spend most of my time) pertaining to advertisements. I reacted and engaged more with the ads or messages that made me learn more about it. I may have even spent time with messages that were just not related to me in any way… but the message ignited enough curiosity to demand some time from my busy life.
I am sure if you rewind a bit & think about what you have just read – you will find some similarities.
The point I am trying to make here is…
- Curiosity is the quintessential element in the communication
- Content should be relevant, arose curiosity and creative (Don’t think curiosity can be generated without being creative)
- More than just ad space, it’s also about the message
- Curiosity acts as an incentive for the people to look or react to the content
Hyper-Local targeting is now possible!
August 6, 2009
Now micro-targeted ads is a reality with a cool new business unit called “GEOMENTUM” launched by Mediabrands! Companies can now measure the results of an ad right down to the city block! Isn’t that super cool?
In a bid to help marketers execute highly-targeted strategies across the fragmented media landscape, Interpublic Group’s Mediabrands has launched a practice called Geomentum.
The new unit offers consulting, research, planning and activation for traditional and emerging channels in the so-called “hyper-local” sector. Basically, hyper-local media include all outlets that allow clients to target customers in regions smaller than a Nielsen TV market (DMA). Specific zip codes, city blocks or even individual households come into play, with ad messages delivered via interactive TV, zoned editions of newspapers, Yellow Pages, outdoor media and local search.
In a simple example… a company selling drugstore makeup for Asian women ought to advertise in neighborhoods where lots of Asian women live, and not bother pitching its products in neighborhoods heavy on white men. Once Geomentum narrowed down where Asian women lived, it would then analyze how a billboard in the neighborhood performed, versus a newspaper ad, versus a dollar-off coupon, by writing a long equation that linked store traffic and local product sales with all those variables.
Geomentum is about analyzing which specific households are more likely to respond to an ad. “Now we can market all the way down to address,” said Mike Hayes, the chief strategy, operations and development officer for Geomentum. (read full article from NYT)
Outdoor advertising still going strong
August 5, 2009
Click here for video
Here’s a quick bite on the outdoor advertising! Abby Johnson from Small Business Newz explains how outdoor advertising is targeted, cost-effective, and highly visible. According to the Outdoor Advertising Market Report: 2009 Edition from Aarkstore Entreprise, outdoor advertising is also the second fastest growing ad medium and is expected to grow in coming years.
