Archive for February, 2015
Source: SAP [download page]
Notes: More than three-quarters of business buyers are concerned with wasting company money, and this counts as easily their single biggest risk among 5 identified in a recent SAP study. Of note, B2B buyers are more concerned with losing credibility internally than wasting their time. That result emphasizes the emotional nature of B2B buying, which has been found in previous studies. For example, a Google study released in 2013 discovered that perceived personal value has twice the impact of perceived business value for buyers across a range of business outcomes, while a study released last year by gyro and FORTUNE found a majority of business decision-makers saying that positive feelings such as ambition, hope, and desire for admiration are the most motivating to decisions in all business contexts.
Source: GfK [pdf]
Notes: 40% of mobile phone users surveyed across 23 countries claim to regularly compare prices while in-store, according to a GfK survey, with this activity slightly more prevalent among men (42%) than women (37%). Among age groups, 20-29-year-olds are the most likely (49%) to report regularly comparing prices using their mobile phones, with the 15-19 and 30-39 age brackets not far behind, each at 45%. Within the US, 37% of respondents claimed to compare price! s in-sto re, slightly behind the global average. › Continue reading
Tablets are popular devices for video viewing and have been for some time, but OTT streaming devices such as Apple TV and Chromecast have moved ahead in digital video monetizatio! n, revea ls FreeWheel in its Q4 2014 Video Monetization Report [download page]. During the quarter, OTT devices accounted for 8% of ad views for professional, rights-managed video content, up from just 2% during the year-earlier period and moving ahead of tablets (7% share) in the process. › Continue reading
Source: Duke University’s CMO Survey [pdf]
Notes: CMOs narrowly give the edge to excellent service (23%) over product quality (22%) and a trusting relationship (21%) when it comes to their customers’ top priorities in the next 12 months, according to the latest edition of the CMO Survey from Duke University’s Fuqua School of Business. Over the past couple of years (analyzing only February editions of the bi-annual study), fewer CMOs have cited low price and brand as their customers’ top priorities.
The smartphone turns the person next to you into a potential publisher of your most private or embarrassing moments. Many app vendors, who know a great deal about you, sell data without proper disclosure; mobile-privacy policies routinely rival “Hamlet” for length. And if leaked documents are correct, GCHQ, Britain’s signals-intelligence agency, has managed to hack a big vendor of SIM cards in order to be able to listen in to people’s calls (see page 23). If spooks in democracies are doing this sort of thing, you can be sure that those in authoritarian regimes will, too. Smartphones will give dictators unprecedented scope to spy on and corral their unwilling subjects.
HSN’s sales are soaring.
The TV shopping network’s sales grew 14% in 2014, compared with 4.1% growth across the retail industry.
HSN’s growth, which is largely driven by its apparel and jewelry business, comes at a time when Americans are increasingly spending money on other categories, like healthcare.
We spoke to HSN Inc. CEO Mindy Grossman on how the retailer is thriving in this challenging environment.
1. Customizing online experience.
About half of the Home Shopping Network’s business is now from online shopping.
HSN has been working to make every customer’s experience different, Grossman said.
The brand tailors product offerings based on the customer’s browsing history and past purchases.
Even marketing is tailored toward what the customer has responded to in the past.
For example, customers who bought something after receiving an email are more likely to get emails from the company in the future.
2. Offering exclusive products.
HSN wants to make sure that other retailers don’t carry its products.
More than 70% of the items the company sells are exclusive.
Grossman said that this approach helps the retailer avoid the promotional strategy that many retailers experience.
“It’s important to ask yourself ‘why would the customer want this product,'” she said. “Offering exclusive products gives you a new value proposition, it can motivate the customer to buy what you’re selling.”
3. Changing the digital experience.
HSN has poured resources into redesigning its website.
The retailer has also created niche online shops for categories like vitamins and closet organization.
“Shoppers can get overwhelmed, so curation is importan! t,” Gros sman said.
HSN also has personalities like Colleen Lopez curate items online for shoppers.
Back in 2012 the Ramnit worm wriggled its way through social networks
If you’re an Android owner, you might start seeing ads in Google’s app store soon.
The company is going to start testing out search ads in the Google Play store. That means that when you search for a kind of app — like “travel” or “coupon” — the top result could be a sponsored suggestion that a developer paid for.
“Search ads on Google Play will enable developers to drive more awareness of their apps and provide consumers new ways to discover apps that they otherwise might have missed,” the company writes in a blog post.
In the next several weeks, a limited set of users will start seeing ads from a select group of advertisers. Google will test out the ads for a few month and look at the results and feedback before deciding on an expansion plan.
Selling ads on Google Play is a big opportunity for Google. The company makes billions of dollars a year from search advertising on web search and YouTube — adding Google Play would just sweeten the pot. Product chief Sundar Pichai told Forbes that the company wants to capitalize on the app store’s growing momentum. As investors and analysts panic about how Google’s revenue growth is slowing because it can’t charge as much for mobile ad clicks as desktop ad clicks, this news offers another avenue for mobile monetization.
Google Play search ads could provide a big revenue boost to Google. !
More than 1 billion people around the world currently use the Android operating system.
The company also reported it’s paid more than $7 billion to developers this year. Apple, which does not have ads in its App Store, paid developers $10 billion.
Cereal sales are declining, and some analysts believe they might never recover.
Kellogg, which owns brands like Frosted Flakes, Rice Krispies, Froot Loops and Special K, saw morning food sales fall 8% this quarter, reports Devin Leonard at Bloomberg Businessweek.
Sales of 19 of the brand’s top 25 cereal brands fell last year, according to Bloomberg.
Here are a few reasons Americans are abandoning cereal.
1. Too busy.
In many households, both parents work and don’t have time to eat a bowl of cereal, according to Businessweek.
Kellogg is responding by offering more healthy cereal bars and snacks.
“We recognize that sometimes consumers don’t have time for a bowl of cereal and milk,” Kellogg vice president Paul Norman said in an earnings call.
2. Fewer children.
People are having fewer children, meaning that they aren’t going through as much sugary cereal.
“The company flourished in the Baby Boom era, when fathers went off to work and mothers stayed behind to tend to three or four children,” Businessweek writes.
The US fertility rate fell to a record low last year, The Washington Examiner reports, citing the National Center for Health Statistics.
Today, the average family has two children.
3. Health-conscious attitudes.
Consumers are increasingly wary of packaged foods and big corporations.
For years, people thought sugary cereals were healthy bec! ause of their low fat content.
But Americans’ dietary guidelines have changed to include fatty foods like eggs. Now, people are encouraged to avoid sugar for their health.
Rather than eating cereal out of a box, many Americans are choosing to make their own bacon and eggs.
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Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
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