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    TV Channels in Us

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    The average u.s. Home receives 118. Channels - and tuned to16, or 13% of available channels. Social Media Consumption is up - - 83% watch video clips, up from 62% in the last study in June - 59% weekly 78% read blogs with 48% reading weekly 57% of Internet users are now members of a social network RSS consumption is growing rapidly up from 15% to 39% Podcasts are now mainstream digital content, listened to by 48%.

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    TV Channels in Us

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    api-6784453
    106 views77 pages
    The average u.s. Home receives 118. Channels - and tuned to16, or 13% of available channels. Social Media Consumption is up - - 83% watch video clips, up from 62% in the last study in June - 59% weekly 78% read blogs with 48% reading weekly 57% of Internet users are now members of a social network RSS consumption is growing rapidly up from 15% to 39% Podcasts are now mainstream digital content, listened to by 48%.

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    Tv Channels in Us

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    The average u.s. Home receives 118. Channels - and tuned to16, or 13% of available channels. Social Media Consumption is up - - 83% watch video clips, up from 62% in the last study in June - 59% weekly 78% read blogs with 48% reading weekly 57% of Internet users are now members of a social network RSS consumption is growing rapidly up from 15% to 39% Podcasts are now mainstream digital content, listened to by 48%.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF or read online from Scribd
    Download as pdf
    106 views77 pages

    TV Channels in Us

    Uploaded by

    api-6784453
    The average u.s. Home receives 118. Channels - and tuned to16, or 13% of available channels. Social Media Consumption is up - - 83% watch video clips, up from 62% in the last study in June - 59% weekly 78% read blogs with 48% reading weekly 57% of Internet users are now members of a social network RSS consumption is growing rapidly up from 15% to 39% Podcasts are now mainstream digital content, listened to by 48%.

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    The Customer in Control

    Derek Brown
    January 20, 2009
    AMCHAM Marketing Committee

    © Derek Brown 2008


    Seeing
    Awareness
    “Whatever can be done,
    will be done. The only
    question is will it be
    done by you or to you.
    Just don’t think it won’t
    be done.”
    Social Media Consumption - Global
    • Blog Readership among internet users…
    – South Korea - 77% read each week compared to 58% reading mainstream press
    – Globally - 73% of internet users reading blogs with 48% reading weekly
    • Across 29 countries surveyed social media consumption is up
    – 83% watch video clips, up from 62% in the last study in June – 59% weekly
    – 78% read blogs, up from 66%
    – 57% of internet users are now members of a social network
    – RSS consumption is growing rapidly up from 15% to 39%
    – Podcasts are now mainstream digital content, listened to by 48%
    • Social media is a global phenomenon – Top Markets…
    – Blogging - China 70%, Philippines 66% and Mexico 60%
    – Social Networking - Philippines 83%, Hungary 76% and Poland 76%

    By Universal McCann, Brand Republic 24-Apr-08


    But it’s bigger than that…
    Mega-Trends
    “To find something comparable,
    you have to go back 500 years
    to the invention of the printing
    press, the birth of mass media”
    Rupert Murdoch

    Fragmentation of Attention
    A little history…
    Tracking the Untracked…

    300+ digital TV channels on a typical US platform


    and of those
    only 40 are actually measured by Nielson

    “The thing that we found out is that actually


    40% of the audience is actually watching those
    channels that weren’t even measured,”
    Vincent Dureau, the head of television technology at Google
    Google research from millions of set-top boxes:
    Trying to Reach Mass Markets
    • #1 TV Show watched regularly by households
    – 1970: „All in the Family‟ 60% of households
    – 2007: „American Idol ‟ 17% of households (Source: OMD)
    • TV spots to reach 85% of the UK population
    – Late 1980‟s 3 spots
    – Today 180 spots (Source: Campaign 2005)
    • Nielsen US data (2007)
    – The average U.S. home receives 118.6 channels
    – And tuned to16, or 13% of available channels
    • At least 10 minutes per week
    The Tidal Wave of Messages

    Consumers exposed to 3,000+ ad messages a day


    50+ different types of in-store communication (POPAI)

    Research indicated that shoppers passes 1.6 items


    every second. In a 30 minute shop that would mean they
    pass 2592 pieces of communication.
    “Heaviest TV Viewers
    Are Also Heaviest Users of Internet;
    30% of In-Home Online Activity Takes Place
    While Simultaneously Watching TV”
    Your customer isn’t paying
    attention like the old days…
    The Long Tail
    Long Tail Example

    Amazon gets ½ their revenue from titles that


    Barnes and Noble doesn’t even carry.
    Everything else
    is the top selling product
    Filters
    November 2008 American Stats
    • 146 million people watched 12.6 billion
    video clips - doubled in 20 months
    • Conducted nearly 2.8 billion searches on
    YouTube, about 200 million more than on
    Yahoo
    Source NYT & comScore
    Changing Reader Patterns:
    The Power of Links
    • Discovering new blog content
    • 38% - blog links
    • 34% - web search
    • 11% - search engines
    • 39% blog links = trusted recommendation from a person
    • Blogs are not consumed in isolation
    • 49% of blog readers and 71% of frequent readers read
    more than one blog per session

    http://www.retailerdaily.com/entry/blog-influence-on-consumer-purchases-surpasses-social-networks/
    This is an algorithm or
    consumer driven process
    that is largely
    out of your control
    The Changing Customer
    Customer 1.0
    • 1950 through 1960‟s
    • Dutiful Consumers
    – Introduction of Mass Production and Mass Media
    – Opening of National and Global markets
    – One-size-fits-all
    • Retail Channel
    – Rise of department store and catalogs
    • Demand outstripped Supply
    – Newly affluent consumers with a limited range or brands
    and products
    Customer 2.0
    • 1970 - 2000
    • Manufactures expand choice
    • Retail Expands, malls become destinations
    – Category Killers; Walmart, Warehouse Clubs
    – Ultra-niche channels and Specialized Catalogs
    • Online appears and Retail builds new channels
    – Consumer Buying patterns change, more fickle
    – Customer service, returns, 24/7, online/off-line
    • Consumers expectations change
    Customer 3.0
    • Massive variety of channels
    • Infinite array of options
    • Consumers Dictate how they purchase and consume
    • Using community-based tools for decisions
    • Uncontrolled conversation between consumers
    Your customer is always one
    click away from goodbye
    So where does this leave us?
    Exploding
    Media
    Channels

    Business &
    Marketing Fragmented
    driven to Consumers
    change
    The Internet,
    Digital Content,
    Web Services
    and eCommerce
    Social
    Everything
    Networking
    Else is selling
    connects
    more than
    across
    ever
    boundaries

    UGC
    Customer
    takes control
    The Perfect Storm
    meets FMCG
    Social Media Ad Pain
    We then ran those numbers through our Salience product to extract entities which included quotes
    about #Motrinmoms, twitter names, places, companies, etc. From there we could see who had
    more than 1% of the tweets, which we plotted as being positive or negative. This was a feel for
    influencers. From that information we determined if tweets were more negative or
    neutral/positive in regard to #MotrinMoms and saw that if you pulled out all of the neutral tweets
    (those with a sentiment of zero) we ended up with 58% negative tweets and 42% positive
    tweets. But whereas most campaigns are measured as neutral/positive vs. negative, that
    overwhelmingly shows that this session would have been 65% positive/neutral vs 35% negative
    Was this a time for
    PR Crisis Management
    or an opportunity
    to engage and excite?
    Marketing 101
    Old 4Ps Marketing

    Customer
    Value Creator

    Product

    Place

    Price
    4Ps

    Promotion
    WEB2.0 Marketing

    Customer

    Content
    Product (WEB2.0 Brand) Creator

    Place (online, offline)

    Price ($, time, ease)

    5Ps
    Promotion (Integrated Marketing)

    Participation Publisher
    (Conversations)

    Online Visitor
    Research

    Listening
    Emerging Methods
    •

    del.icio.us
    Your Homework
    Try a search…
    • “your company/product sucks”
    • “your company/product problem”

    Are you listening


    to what people are saying?
    Marketing

    Talking
    TALKING
    TALKING
    ROI Impact
    • Consumer tends to stick with their early brand
    • $5 per month x 40 years = $2,400
    • Profit Margin 20% = $480 LTV

    • Site costs worldwide = $3M


    • Breakeven = 6,250 girls become consumers
    • 1% of site traffic conversion
    Sales

    Energizing
    And why do this?
    • eBags: 76% of purchasers used the online reviews
    – Forester Research ROI:
    $200K investment = $400K Profit first year
    • Petco : customers who browsed by rating were 49%
    more likely to buy
    • Less than 25% of ecommerce sites have reviews but
    96% who have them rate as effective
    Support

    Supporting
    Development

    Embracing
    The Conversation
    before the sale
    “We think the future of advertising is great products
    that have marketing embedded in them.”
    Jeff Hicks
    CEO
    Crispin Porter + Bogusky
    October 2006

    Source: DMNews - http://www.dmnews.com/Embed-marketing-in-products-Crispin-Porter--Bogusky-CEO/article/93204/


    “Something remarkable is worth talking
    about. Worth noticing. Exceptional. New.
    Interesting. It‟s a Purple Cow. Boring stuff
    is invisible. It‟s a brown cow. …
    Remarkable marketing is the art of
    building things worth noticing right into
    your product or service.”

    Seth Godin
    Author / Speaker / Marketing Expert

    Source: Purple Cow / Seth Godin / Page 3


    PRODUCT

    PACKAGING

    DISTRIBUTION

    CRM

    ADVERTISING

    CONSUMER

    Old Marketing
    PRODUCT

    PACKAGING

    DISTRIBUTION

    CRM

    ADVERTISING

    CONSUMER

    Modern Marketing
    When it all comes
    together
    Thank You – Q&A

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