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IBM Global Study Shows What Matters to Millennial Shoppers

Posted by brandchannel on November 18, 2014 06:36 PM

The following is a guest post by Jill Puleri, Vice President and Global Industry Leader of Retail and Consumer Products for IBM Global Business Services


Conventional wisdom suggests that brand loyalty is on the decline. But, a new IBM study suggests otherwise.

Marketers who blame declining brand loyalty for lackluster sales need to rethink how they understand their consumers.

In today’s digital, social, and mobile world, brand loyalty (or a shopper’s propensity to buy the same product over and over again) is only a fraction of the equation. What’s missing is engagement, and, according to a new IBM Institute for Business Value (IBV) study, a new metric is needed: brand enthusiasm.

A new class of “power consumers,” called Brand Enthusiasts, are leading the pack in terms of consumer-brand engagement. They have a strong preference for one-to-one interactions, are very willing to share personal data, and are passionate about contributing to new product development.Continue reading...

movers and shakers

Music-Loving PTTOW! Brings More Brands to the Millennial Marketing Party

Posted by Sheila Shayon on November 17, 2014 02:41 PM

Music is the Pied Piper of marketing to millennials, and it's hard to think of a brand these days that isn't courting youths with the promise of sweet beats, live entertainment and other forms of melodic wooing in the hopes of spurring buzz, engagement—with a side order of loyalty, growth and revenue. 

Cue PTTOW!, an invite-only network of CEOs, CMOs and cultural leaders whose companies and brands represent $68 billion in annual media spending. As a group sharing best practices and inspiration, it's hoping to transform music-marketing collaborations as new technologies and social platforms change consumer behavior. 

PTTOW! launched almost eight years ago, with the goal of being a "business accelerator for larger companies" that engage directly with the next generation of consumers (ages 14-34), Forbes notes. The unusual monkier comes straight out of a teenager's bedroom, where PTTOW! is comic book lingo for a punch in the face, and more formally stands for Plan To Take On the World.

After seven years of hosting major annual events and a handful of smaller events, PTTOW! has booked its biggest gig to date: PTTOW! Music, a series of members-only events and think tank sessions culminating in the organization's first music summit on February 4 in Los Angeles—better known in the industry as Grammy Awards week.Continue reading...

media brands

Vice Grows Up by Hiring a Sheryl Sandberg of its Own

Posted by Sheila Shayon on November 17, 2014 11:36 AM

Facebook CEO Mark Zuckerberg has admitted that hiring Sheryl Sandberg as COO helped the company grow up. Now Vice Media CEO Shane Smith is hoping to do the same.

Vice Media has hired former White House Deputy Chief of Staff Alyssa Mastromonaco as COO, starting in the job in January.

“We operate on a kind of free-flowing-quasi-hierarchical-non-traditional-management structure that just sort of happened over the year," stated Vice co-founder and CEO Shane Smith. "It's essentially a cult, and thus a nightmare for most status-quo managers.” 

Vice, which started life as a free street magazine with a punkish attitude in Canada, is a clear leader in global youth media and online video content and their digital channels cover all the bases of pop culture including Noisey, a music discovery channel; The Creators Project, dedicated to arts and creativity with backing from Intel; a new digital content platform with Live Nation; and an Emmy award-winning series with HBO that made headlines by bringing Dennis Rodman to North Korea. Continue reading...

social media watch

From Cradle to Grave, Social Media Changes the Circle of Life

Posted by Catherine Straut on November 14, 2014 05:13 PM

These days, brands will do almost anything to catch the attention of millennials, the most coveted demographic bar none. But as these digital natives become full-fledged adults—bank accounts, babies, buying homes, oh my!—they might not realize just how much they are indoctrinating their social media habits into their legacies. 

Take, for example, their kids: This generation of newborns is the first to be brought up by parents who grew up with Facebook—hence the overload of baby photos and videos that’s probably taking up your newsfeed this very moment. 

Whether you find it annoying or cute, it’s certainly a fascinating phenomenon, and as the young Dutch designer Laura Cornet found out, one that’s easily capitalized upon.

As part of an art experiment for her graduate thesis, Cornet created four baby toys, including one that lets a baby take selfies and post status updates immediately to Facebook, as well as tiny fitness-tracker booties. Her "line" is called "New Born Fame.”Continue reading...


Brand Speak: Yahoo Insights Guru Lauren Weinberg on Engaging Millennials

Posted by brandchannel staff on November 11, 2014 05:05 PM

The following is a guest post by Lauren Weinberg, Vice President, Strategic Insights and Research, Yahoo

Capture the Hearts and Minds of Millennials with Creative Content

It’s no surprise that millennials are so popular among digital marketers. This group of highly connected individuals makes up 27 percent of the U.S. population. They spend 18 hours a day consuming media and check their smartphone 43 times a day. And, most importantly, they have buying power. According to a recent Mintel report, millennials in the U.S. will have more than $1.4 trillion to spend by 2020.

While millennials may be the ideal digital consumers, the way marketers reach them needs to be carefully considered. That’s especially true when it comes to content marketing, which can be a highly effective channel for reaching this group. In fact, according to a Crowdtap report, millennials find content marketing 35 percent more memorable than other sources of information.

The fact that millennials are more open to content marketing means that brands already have a foot in the door, but that shouldn’t be taken for granted. Millennials have distinct expectations when it comes to the ads they engage with and share, raising the bar for marketers. Reaching millennials through content marketing hinges on understanding their values and their daily habits.Continue reading...

corporate citizenship

Unilever Gives Youths a Global Soap Box to Address Hunger

Posted by Sheila Shayon on November 10, 2014 03:26 PM

Twitter founder Biz Stone coined the phrase, "Philanthropy is the new marketing." Unilever appears to agree.

In a branding move that reinforces its mission of a brighter tomorrow, the consumer packaged goods giant has launched a video series, #BrightFuture Speeches, highlighting youths' ideas on how to address one critical barrier to achieving that goal: food poverty.

Over the next five weeks, the series will follow a group of young activists as they campaign against hunger and food poverty in various parts of the world, including Indonesia, the UK and North America. Continue reading...

bc q&a

5 Questions: Leslie Gaines-Ross on the Price of Brand Incivility

Posted by Sheila Shayon on October 30, 2014 02:44 PM

The fifth annual Civility in America study from Weber Shandwick finds that America has a decorum deficit—and there are implications for brands.

Millennials (born post-1980) and Gen X (born between 1965 and 1980) blame the Internet and social media for worsening attitudes and increasingly negative interactions, while Boomers (1945-65) and the Silent Generation (pre-1945) mostly blame politicians and politics. 

This year's study, conducted with Powell Tate and KRC Research, has flagged findings for brands pursuing engagement with millennials, seen by many marketers as the most influential and financially important segment that is empowered and poised to make good on their beliefs.

As the study reveals, millennials are the most likely to stop buying from a company that treats them uncivilly, and will advise others to do the same. Professional and college sports are losing fans, as 24% of millennials have stopped attending sporting events because of uncivil behavior on the field or in the crowd. 

brandchannel spoke with Leslie Gaines-Ross, chief reputation strategist at Weber Shandwick, about the report's insights into the opportunity for brands to engage millennials in a more civil, authentic manner. Continue reading...

mobile marketing

GE Goes Loco for Yo App

Posted by Sheila Shayon on October 29, 2014 11:42 AM

GE is promoting predictive maintenance and optimization services for more than $1 trillion worth of connected industrial equipment, including locomotives, medical equipment and jet engines. Impressive figure but not a very sexy subject, you might think, to generate buzz and conversation about the Internet of things.

That's why GE CMO Beth Comstock has been praised for her ability to use human connections to power B2B corporate storytelling (credit all those hours in-flight for having time to spark her imagination) and willingness to test leading-edge social and tech channels.

Case in point: GE's new tie-in with Yo, the head-scratching app that features a single word that marketers have been trying to figure out.Continue reading...

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