awareness
Twitter gains mass awareness but usage remains light
AWARENESS
2010 – 87% awareness
2009 – 24% awareness
2008 – 5% awareness
USAGE
2010
- 1,500 million pageviews per month (71 pageviews per month avg)
- 162 million visits per month (8 visits per month avg)
- 21 million unique visitors per month
Arbitron Figures
2010 – 7% active users (use at least once per month)
2009 – 2% active users
Source: http://www.digidaydaily.com/stories/digital-content-today-arbitron-posts-twitter-numbers
Digital Content Today: Arbitron Posts Twitter Numbers
Media usage tracking company is reporting some surprising numbers on Twitter usage. According to a report in RadioInk, a webinar fromArbitron/Edison Research revealed that 87% of Americans are now aware of Twitter, up from 24% in 2009 and just 5% when the question was first asked, in 2008. But in looking at how many Americans are active users of Twitter — defined as using the service at least once a month — that figure came in at 7%, or about 17 million people, up from 2% in 2009.
Those are huge numbers to be sure, but less that what the blogosphere and assumed ubiquity of Twitter actually seems to be. Edison VP/Strategy & Marketing Tom Webster said awareness of Twitter has soared over a very short period. Webster compared Twitter usage to that of Facebook, the “10-ton gorilla” of social networking, with about six times as many users as Twitter although awareness of the services is roughly equal, and said, “Given that awareness per se is not a constraint, I think the smartest thing you can say about this particular graph is that Twitter has yet to articulate its value to mainstream Americans.”
Arbiron/Edson says that 18% of active Twitter users access the service several times a day and 15 % report they use it at least once a day, while 22% say they’re on Twitter at least once a month. But more than half — 53% — of active Twitter users don’t post tweets themselves and are instead, Webster said, “driven to go there as consumers of broadcast content.”
Other data:
• About 51 % of active Twitter users are white, 24% are African American — about twice the percentage of African Americans in the general population. The study speculated that African Americans may use Twitter more “conversationally” than other users.
• About 19% saying they’re “among the first” to buy or try new products, compared to 10 % of the population as a whole. 25% say they buy or try products before others, but not first.
• They’re also inclined to access the Internet from several locations, and 63% access social networking from a mobile phone, compared to 35 % of all social-network users. And for Twitter users, Webster said, SMS is “pretty much like oxygen”: 92% use SMS, and 73% text multiple times a day.
• About 42% of monthly Twitter users say they use the service to learn about products and services, and 41% use it to post their own opinions about products, while 31 % seek others’ opinions.
Active Twitter users report spending four hours a day online, compared to about two hours for the general population. But, Webster noted, “the other media here aren’t proportionately lower.” Twitterers spend two hours, 41 minutes a day with radio, compared to two hours, five minutes for the general population, and they spend three hours, 22 minutes with TV, compared to three hours, 25 minutes.
ClickZ articles by Augustine Fou, PhD
Dr. Augustine Fou is Group Chief Digital Officer of Omnicom’s Healthcare Consultancy Group. He has nearly 15 years of digital strategy consulting experience and is an expert in data mining, analytics, and consumer insights research, with specific knowledge in the consumer payments, packaged goods, food/beverage, retail/apparel, and healthcare sectors.
Dr. Fou has provided strategic counsel on the use and integration of online marketing to clients such as AT&T, IBM, Intel, ExxonMobil, MasterCard, Unilever, Pepsi, DrPepper, Frito Lay, Taco Bell. KFC. Atari, Conde Nast, Hachette Filipacchi, Victoria’s Secret, Liz Claiborne, and others. He has served as expert witness on online payments for the Federal Reserve Bank of New York, and advised government agencies such as the Norwegian Trade Counsel, the Gouvernement du Quebec, Invest in Sweden Agency, and the Canadian Consulate.
Dr. Fou is an Adjunct Professor at New York University in the Integrated Marketing Department of the School for Continuing and Professional Studies. He also writes a monthly column for ClickZ’s Experts Columns on Integrated Marketing and is a frequent speaker and panelist at online and advertising industry conferences.
He started his career with McKinsey & Company and recently served as SVP, Digital Lead at McCann/MRM Worldwide. Dr. Fou completed his PhD at MIT at the age of 23 in the Department of Materials Science and Chemical Engineering.
Recent articles by Augustine Fou
The 22 Immutable Laws of Marketing No Longer Apply, Part 3
Debunking the laws of singularity, unpredictability, success, failure, hype, acceleration, and resources. Last in a three part (3 comments) Apr 1, 2010
The 22 Immutable Laws of Marketing No Longer Apply, Part 2
Why the laws of duality, the opposite, and others no longer hold true. Second in a three-part (1 comments) Mar 4, 2010
The 22 Immutable Laws of Marketing No Longer Apply
The game has changed as the balance of power shifts away from advertisers to the very people they used to target. First in a three part (14 comments) Feb 4, 2010
10 Commandments of Modern Marketing
A list of the 10 rules every marketer should follow to meet consumer needs in (18 comments) Jan 7, 2010
Is Believing in Behavioral Targeting Like Believing in Santa?
Should we have grown out of our naïve belief in behavioral (25 comments) Dec 17, 2009
What’s Wrong With the Net Promoter Score
Three reasons why the Net Promoter score is a waste of (19 comments) Nov 19, 2009
How to Do Social Marketing in Heavily Regulated Industries
Financial services, pharmaceutical, and healthcare are ripe for social marketing. Here’s (11 comments) Oct 22, 2009
A New Definition of ‘Digital’
Defining ‘digital’ as the collection of habits and expectations of today’s consumers — and what that means to (7 comments) Sep 24, 2009
Metrics, Metrics Everywhere
Thanks to social networks and digital tools, metrics can provide relevant marketing research in real time and reveal new business (3 comments) Aug 27, 2009
Branding Today: Why It’s Ineffective, Irrelevant, Irritating, and Impotent
Brands must act on real-time consumer feedback to continuously develop awesome (51 comments) Jul 31, 2009
Advertising Does Not Create Demand, But…
It may help fulfill demand. Understand the (18 comments) Jul 2, 2009
Consumers Have Changed, So Should Advertisers
Five ways that consumers have irreversibly altered their expectations online and (7 comments) Jun 4, 2009
Social Media Benchmarks: Realities and Myths
Benchmarks to avoid and others to embrace. (5 comments) May 7, 2009
The ROI for Social Media Is Zero
If social marketing’s done right, the potential ROI could be infinite. Five tips to get you (51 comments) Apr 9, 2009
How to Use Search to Calculate the ROI of Awareness Advertising
Planning an awareness campaign in TV or other media? Advertisers can now correlate money spent on that campaign to a lift in sales — and estimate the return on (4 comments) Mar 12, 2009
Social Intensity: A New Measure for Campaign Success?
A look at two metrics that online marketers should pay attention to today. And they are not frequency and (4 comments) Feb 11, 2009
Beyond Targeting in the Age of the Modern Consumer
Three tips for using “missing link” marketing to solve targeting’s Jan 15, 2009
Experiential Marketing
Consumers are savvy and informed; they won’t just take your word on a product. Experiencing the product is more important than (1 comments) Dec 18, 2008
Search Improves All Marketing Aspects
Search is much more than just an opportunity for marketers to push out another Nov 20, 2008
Social Commerce: In Friends We Trust
How to integrate social networks into your marketing (1 comments) Nov 6, 2008
Even Major Sites are Not Yet Benefiting From the Full Power of Search
@glenngabe‘s post on FaceYahoogle – The Impact of Facebook, Yahoo, and Google on Website Traffic inspired me to also look at the search terms driving traffic. Most sites, even major ones have their own brand terms driving traffic. This is OK, but it is taking significantly less advantage of the full power of search.A more ideal scenario for sites is that they have a large number of non-brand terms driving traffic — i.e. the keywords they want to be known for are driving traffic to them. The premise is that if the user already knew the brand or brand name, it would be redundant for the advertiser to spend awareness ad dollars on them. The advertiser wants to get users to their site who do not already know their brand name. This is especially true for pharma drug websites, as you will see in the following examples.
GENERAL SITES
These sites have such a diverse set of products, services, or topics, we don’t expect the top search terms driving traffic to be anything other than their brand terms. But they should have a long tail of thousands of keywords driving traffic (and they are, in the following examples).
NYTimes.com
LinkedIn.com
Weather.com
CATEGORY SPECIFIC SITES
These sites focus on specific product categories, so one would expect that they should have keywords around their product category driving traffic — e.g. clothing, chocolate, wine, etc. But as you can see, most don’t and the total number of keywords driving traffic could be larger than it is now (implying more long tail keywords).
JCrew.com – clothing
Apple.com – computers, consumer electronics, iPod, music
Godiva.com – chocolate
AnnTaylor.com – clothing, women’s
SINGLE NICHE SITES
Such sites should be all over search terms that surround the topic areas that they want to be known for. But as you see from the analytics, most don’t. Instead, the top terms driving traffic are their own brand name. Again, if the user already knew the brand, additional advertising would be wasted on them. The sites need to make efforts to “own” additional keywords (or at least “show up at the party”) so people who don’t know the brand name might still have a chance finding them when they type in other keywords surrounding the specific niche.
Sutent (Pfizer) – cancer drug
Nucynta (J0hnson & Johnson) – pain drug
Spiriva (Boehringer Ingelheim, Pfizer) – COPD drug
NOTE: This is the best of the bunch of drug sites. COPD, the disease area they want to be known for, does actually show up in the first 5 search terms driving traffic, along with emphysema and their product name handihaler. Also, notice they have nearly 10 times the number of keywords driving traffic compared to the other 2 drugs cited (65 vs 7 or 8 )
How to make a viral video – a 5-step guide
1. select a product that is a low consideration product (e.g. a song) whose primary missing link is awareness
2. create a funny and entertaining video that features that product or a key attribute of the product
3. [ contact us for the "secret sauce" of step 3 ]
4. continue to build the momentum and build further social amplification by real people (won’t happen if the content is not funny, entertaining, useful, or unexpected)
5. use analytics to determine how to further optimize the content itself to match what characteristics actually went viral (based on how people talked about it when they passed it along)
Examples of videos whose viral effects were successfully manufactured over time. Obama Girl; Lonelygirl15 Brea Olson; Notice the shape of the stats curve of the more recent lonelygirl15 video from 2008. It is much flatter, which is a characteristic of non-viral videos. This is after they revealed that the original lonelygirl15 was a fake; now they have to support the view count through traditional paid media and continuous PR to accumulate the views.
viral videos that worked – drove sales
Awareness stage
- Smirnoff Tea Partay – white guys rapping; helped drive sales of the new product because it solved the awareness missing link for the product
The generalization that TV ads are more “helpful” than internet ads is simply false and irresponsible
In the following study published by Harris Interactive and Adweek Media, they show a chart which seemingly shows that TV ads are “most helpful” in making a purchase decision. If you were give the following list of choices — TV ads, newspaper ads, search engine ads, radio ads, banner ads, and none — and asked to select which was most helpful to your purchase decision; which would you choose? And would you choose that because it was more familiar to you (e.g. TV), seen more frequently, etc. Or is it that banner ads are generally known to be ignored (eye tracking studies show that most users know not to look at the top and right sides of a web page, knowing that banner ads typcially go there).
Source: http://www.marketingcharts.com/television/tv-ads-most-helpful-web-banners-most-ignored-9645/
More than one-third of Americans (37%) say that TV ads are most helpful to them in making a purchase decision, while nearly half say they ignore internet banner ads, according to (pdf) a poll from AdWeekMedia and Harris Interactive.
In terms of the helpfulness of ads in other media, newspapers rank second behind TV, with 17% reporting that newspaper ads are most helpful, while 14% say the same about internet search-engine ads:
At the other end of the spectrum, Radio ads (3%) and internet banner ads (1%) are not considered helpful by many people. The poll found also that more than one fourth (28%) of Americans say that none of these types of advertisements are helpful to them in the purchase-decision-making process.
Not surprisingly, the types of ads Americans find helpful vary by age and, slightly, by region:
- 50% of people ages 18-34 find TV ads most helpful.
- 31% of those ages 55+ say newspaper ads are most helpful.
- 40% of Southerners find TV ads most helpful, while only one-third (33%) of Midwesterners feel the same.
Banner Ads Most Ignored
Almost half of Americans (46%) say they ignore internet banner ads, according to the study. Much further down the list of ignored items are internet search engine ads (17% of people ignore), television ads (13%), radio ads (9%), and newspaper ads (6%):
One in ten Americans (9%) say they do not ignore any of these types of ads.
Age and regional differences:
- 50% of those ages 35-44 and 51% of Midwesterners say they ignore Internet banner ads compared with 43% of 18-34 year olds as well as Easterners and Southerners.
- 20% of Americans 18-34 years old (20%) say they ignore Internet search engine ads while 20% of those ages 55+ ignore TV ads.
Harris Interactive suggestes that these findings are important because, despite online video and the ability to use a DVR to shift live programming, TV ads remain most helpful to consumers. Conversely, while an internet strategy is essential for a comprehensive ad campaign, banner ads are only considered helpful by a few and are ignored the most, the polling fiirm said.
About the survey: The AdweekMedia/The Harris Poll was conducted online in the US from June 4-8, 2009 among 2,521 adults (ages 18+). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.
The Perfect Babe – Megan Fox (pics)
Megan Fox – The Perfect Babe Product Placement
No, this post is not about Megan Fox. Well, yeah it is. But it’s about the MARKETING of Megan Fox.
Megan Fox has been around in films and TV since 2001 (see filmography below). But it wasn’t until 2007 when she starred in the first Transformers movie that she burst on the scene and became an overnight mega celebrity, especially online (see Google Search Volume chart). If you look at Ford’s search volume during the same period, there was NO lift in search that was detectable — there probably was some lift, but it is simply not detectable.
So Megan Fox went from very very little awareness to not only massive awareness, but also massive demand — people remembered her name and even took action (performed searches on her name). If some product placements would have had only 10% of the success of the “megan fox” product placement, they might actually justify the immense cost a bit better (millions of dollars paid by the advertiser to the movie makers to place products into the storyline of the movie).
And why is she “perfect,” in the marketing sense, of course? Her search volume has not only sustained but also continued to grow. She was not a flash in the pan that went away after the advertising/media dollars stopped or the public interest died off (see the snuggie and etrade search volume charts below).
transformer girl, second girl in transformers, other girl in transformers – Isabel Lucas
Padma Lakshmi makes sweet-and-savory love (pics) to …
My colleagues know I have argued against advertising’s ability to do “demand generation” — create need where there was none before. Instead I have always argued that advertising solves an awareness “missing link” for demand that was already there. In other words, a user has a need. Advertising puts a new product or a product that a particular user was simply not aware of before on his radar screen. And after further research, if the product fulfills that need he buys. Advertising rarely creates NEW demand. For example, we buy 4 quarts of milk per week because we have 2 kids. No amount of milk advertising will make us buy 5 quarts, because we simply don’t need it. Or, we’ve just bought a minivan. No amount of advertising, no matter how cool the family or the kids in the ad, will make us buy another mini van. If we just locked in health insurance this year, we are likely not to buy more or to switch, just because it is such a hassle. Make up more of your own examples.
But, I have to say, Carl Jr’s ad with Padma is really really making me want their bacon, barbecue sauce burger. Or is it just ANY bacon, barbecue sauce burger? Or wait, is there even a Carl Jr around here? hmm ….. I guess I’ll just look at the picture some more… 
Source: AdFreak
Padma devours fast food, Lindsay Lohan goes retro for Fornarina and vampire ads raise the stakes
March 30, 2009
-By Tim Nudd
Carl’s Jr. serves it piping hot.
When we learned in February that Padma Lakshmi was filming a commercial for Hardee’s/Carl’s Jr., it didn’t seem likely that the Top Chef host would make as big a splash as Paris Hilton did with her infamous car-wash spot for the fast-fo.od company in 2005. But Lakshmi has actually put her own impressively suggestive mark on burger advertising with the new ad, in which she makes sweet-and-savory love to a Western-bacon deluxe on the front steps of a city apartment building. Paris Hilton, please pack your knives and go.
read more….
http://www.adweek.com/aw/content_display/news/agency/e3ie96e4a3e8c042db21628ca3995645a52
lift in search due to paid TV advertising
List of 2009 Superbowl spots on AdAge.com
http://adage.com/superbowl09/article?article_id=134136
Lift in search is a great indicator of interest. Modern consumers may be inspired by TV ads, but they usually go online to do more research for themselves, to inform their own purchase decision. The following examples show the lift in search after Superbowl commercials or for launch of products like Subway Footlongs. The use of unique, made-up words makes it easier to detect lift in search (see related post: made up words are great for tracking buzz and search volume ). There is now a correlation between offline paid advertising and online behaviors of modern consumers that can be tracked and ultimately related to sales.
What is harder to do is track lift in search from smaller TV media buys or from terms which are generic — e.g. American Express OPEN, Proctor & Gamble’s TAG (men’s deoorant), etc. And furthermore, people may or may not remember the brand name itself and may type in a more general search query — e.g. “talking baby” instead of” e-Trade” or “dancing lizards” instead of “SoBe LifeWater.” And most people usually forget to type in special URLs specified in the ads. So the opportunity is to 1) use made-up words which can be used to detect lift in search and 2) search-optimize around other more generic terms that people may search for if they remembered the ad, but did not remember the brand name itself.
key learnings include:
1. only the superbowl TV ads generates enough awareness to drive lift in search volume detectable above the noise or normal levels
2. made up words are useful in correlating paid advertising and subsequent online actions (e.g. search) because most users forget or are too lazy to type special URLs
3. is is always better to have real analytics from the site to see when paid campaigns hit; site analytics will also reveal more information about users including demographic information, what they are looking for, and even whether they “convert” to a sale or a desired action — like print off a coupon, etc.
Notice the January spikes for several of the examples below — these are their Superbowl ads in action. But also notice how sharp the spikes are — most of them go back to prior levels within 1 – 3 days (see related post: the ephemerality of the Superbowl halo )
Source: Google Insights for Search
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Recent Articles by Dr. Augustine Fou
- Augustine Fou | ClickZ
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- The ROI for Social Media Is Zero | ClickZ
- A New Definition of 'Digital' | ClickZ
- Social Commerce: In Friends We Trust | ClickZ
- 10 Commandments of Modern Marketing | ClickZ
- Digital is the DNA of All Advertising | ClickZ
- Experiential Marketing | ClickZ
- Social Intensity: A New Measure for Campaign Success? | ClickZ
- Beyond Targeting in the Age of the Modern Consumer | ClickZ
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