Filed under: Consumer Insight, luxury marketing, media, Real Estate, travel/hospitality | Tags: demographics, digital media, international media, international media buying, international media buying strategy, international media planning, international media strategy, luxury media strategy, media buying, media buying agency, media planning and buying agency, media research, media strategy, travel media planning
The first step to developing a media strategy is to define the target audience – and as narrowly as possible to maximize efficiency. This NYT infographic looks at the meaning of the now-controversial term “1%”, and finds new ways to redefine what 1% of the American Population means.
Which 1% do you belong to? FYI: Brand Managers, Advertising Execs, and Media Minds like the folks at Criterion Global are just .07% of the US population according to the Bureau of Labor Statistics. 
Filed under: Higher Education Marketing, media, travel/hospitality | Tags: behavioural targeting travel, digital travel advertising, digital travel marketing, global travel marketing, interactive marketing travel sector, online travel advertising, online travel marketing, online travel marketing firm, travel, travel advertising, travel marketing, travel media buying, travel media planning
A while back, we shared studies on average CPMs paid by various categories of advertisers. Interestingly, travel advertisers paid the highest costs for online advertising, and new evidence suggests travel advertisers may still pay a premium – even to advertise on social platforms which profit from user-generated [read: not always professional/premium/brand-friendly] content.
MyCube compiled CPMs paid on Facebook, broken down by demographic, and CPMs paid on YouTube, broken down by video subject. On YouTube, Travel videos command the highest CPMs, and on Facebook, individuals who are single or married command the highest CPMs – those who are “in a relationship” may be too new to travel together, or looking to stay put to see that relationship blossom.
Who wins in this equation? Facebook and YouTube, who are aggressively looking to monetize users’ content. Who loses? Most likely, travel advertisers, who are paying enormous CPMs for the privilege of advertising adjacent to home videos of an Alaskan cruise, or a Facebook announcement that “It’s Friday, I’m bored” from a married male. Without strategy to capture user attention, paired with aggressive targeting, travel advertisers fall prey to platforms whose self-service systems are designed to spend their budget – as quickly as possible.
Criterion Global has engineered strategies to capitalize on User Generated Content for socially-driven campaigns in clever ways: for case studies of our experience, or to field questions on how to advertise on Facebook and YouTube without wasting your budget, contact us at hello@criterionglobal.com, or visit Criterion Global to learn more.
Filed under: CG, Consumer Insight, luxury marketing, media, Retail | Tags: digital marketing, digital media, digital retail advertising, ecommerce advertising, ecommerce marketing strategy, ecommerce optimisation, international media buying, media buying strategy, retail advertising, retail marketing, retail marketing strategy, retail media buying
Here’s an interesting figure that eMarketer published a couple weeks ago. While year over year ecommerce growth will begin to taper off as the retail industry matures online, it will continue to grow substantially with sites like Groupon incorporating social media functionality. Thereby, directing more retail shoppers to online stores.
Filed under: CG, Consumer Insight, media, Real Estate, Retail, travel/hospitality | Tags: digital marketing, digital media, digital retail advertising, digital travel advertising, Facebook, Facebook advertising, interactive strategy, international media strategy, internet advertising, media buying strategy, online advertising, retail marketing, retail marketing strategy, social media, social media advertising, social media branding
Whether your friend’s three-year old leather couch, 55% off laser hair removal, or a two-for-one three course meal coupon, consumer spending directly connected to social media has increased exponentially throughout 2010. A few sites, most notably Groupon, have taken Costco’s business model, of buy in bulk for discounted prices, to the digital landscape. The great thing about this new wave of technological coupon clipping is that the individual consumer needs not be concerned with taking on the “bulk”. Rather than asking a friend to go halfsies on a five pound box of Apple Jacks, the “bulk” gets filled through an email list serve or creating a buzz by “Liking” a product on Facebook or Twitter. Buyers have an actual interest in telling friends, colleagues, and even distant acquaintances about a certain deal as the deal only works if the bulk order gets filled. Long gone are the days of clipping coupons to get 20 cents off a can of corn. Now, armed with a credit card, anyone with internet access can get 60% off two nights at a posh New York City hotel.
Facebook Places took what Four Square had been doing for a while now and magnified the digital word-of-mouth. The 500 million members on Facebook significantly dwarf the seemingly meager user base of 2 million. When a user checks into Places on their mobile device, the platform gives that person a choice of places to check into. While not directly ecommerce, friends can comment about or “Like” a place that the user checks in on Places. This gives a good amount of added value with possibly thousands of impressions comprised of people who saw the “Like”.
In a New York Times article, Brooke Moreland, co-founder and CEO of Fashism commented, “Getting feedback at the point-of-sale is really powerful. This is a new way to show off inventory that is actually in the store and bringing in new customers.” Fashism, along with competitors ModCloth and GoTryitOn, represents a new slant on social shopping where users can upload outfits and ask other users if it’s hot or not. These sites give users a lot more freedom than Groupon or Facebook by adding the dreaded “hate it” button. While Facebook and Groupon may not want to risk scaring of advertisers by adding the ability for consumers to dislike something, Fashism encourages real feedback from real consumers. Consumer feedback actually affects the product stock on ModCloth. Hopefully this is the future of social shopping where it becomes more of an open conversation between consumers and retail businesses. One “Like” on Fashism could prove more meaningful than several “Likes” on Facebook.
If you’re hoping social shopping becomes a little more anonymous in the coming year, you’re likely in for a huge and very public disappointment. According to an Economist article, the third generation of ecommerce sites, like Swipely, are more for the “digital exhibitionists” than the private consumer. Every user’s credit card purchase is logged, in detail, on the site. Friends can see what, where, and for how much someone bought a specific item. Of course to keep the big brother aspect to a minimum, the user also has the ability to keep private the transactions they don’t want to share.
Even the whole mall experience has been copied and pasted into cyber space. A month ago Facebook launched its Shopping Mall in conjunction with Payvement. Shopping Mall will unify all of the businesses with Payvment storefronts and categorize shopping experiences by seller, items, bestsellers, recommended items, and more. But unlike traditional malls, Payvment’s Shopping Mall will allow users to “like” items that they want, see their friends’ “liked” items, and get recommendations based on their Facebook interests.
While there are plenty of options for a retail business to market their product through social media, finding the right ways to take advantage of this new wave of ecommerce without alienating your consumer base can prove complicated. We at Criterion Global pride ourselves on the work we have done on various ecommerce campaigns for our profitable retail clients.
For more information, call us at +001 646 330 4673, or email hello@criterionglobal.com
Filed under: CG, Consumer Insight, luxury marketing, media, Real Estate, Retail, travel/hospitality | Tags: digital media, digital travel advertising, digital travel marketing, global travel marketing, interactive strategy, online advertising, online marketing, online travel marketing, retail marketing, retail marketing strategy, social media, social media advertising, travel marketing
Here’s an insightful chart on ad interaction on Facebook broken down by business sector:
To learn more about how to incorporate social media into your company’s marketing plan, contact Criterion Global at +001 646 330 4673 or email us at hello@criterionglobal.com
Filed under: CG, Consumer Insight, media, travel/hospitality | Tags: advertising in BRIC nations, attracting business travelers, BRIC marketing, china, chinese consumer marketing, destination marketing, destination marketing organization, destination marketing organizations, marketing in BRIC countries, travel and hospitality, travel marketing
The China Tourism Academy predicts that more than 57 million well to do Chinese tourists will use their passports this year and spend a hefty USD 55 billion. Any destination that can effectively market to China in 2011 only needs to stake claim on a small portion of the predicted spend to get back a fantastic ROI.
Last Year the average outbound Chinese tourist out spent the average inbound tourist nearly 3 to 1.
India is taking the lead in wooing this export tourism with their ‘Namaste India campaign’.
Filed under: Consumer Insight, media, Retail | Tags: community development, retail marketing, retail marketing strategy
There are audible scowls on the faces of many locals over the impending shadow a Walmart superstore is about to cast on New York City. These unhappy consumers see Walmart as a retail bully that will likely put mom and pop shops out of business and take away some of the city’s uniqueness.
Walmart fires back with a radio spot campaign attacking the political front as well as trying to appeal to the cash tight consumer. Steven Restivo, Walmart’s director of community affairs, thinks it’s clear that New York needs more jobs and more affordable grocery options, which he believes Walmart will provide.
On top of the radio campaign, direct mailers are going out to residents in 10 City Council Districts all located in outer boroughs. The mailers will read “Some New Yorkers have plenty of options when it comes to shopping. We think you should too!” Whether or not Walmart actually becomes a positive community presence, New Yorkers will have a hard time saying no to their blue light specials.
