Political operatives aren’t the only ones trying to learn the lessons of Donald Trump’s victory. Marketers are also assessing whether they, too, may be misreading consumer signals, including traditional market research, to tap into what drives the nation’s consumers. According to a recent article about the advertising industry in the New York Times, “when Mr. Trump won the election last week, an industry that prides itself on always knowing what motivates and excites the American public was in a state of shock. Marketers now find themselves asking serious questions about how they study consumers, use data and quantify the value of facts – questions about the fundamental nature of their business.” Edelman CEO Richard Edelman astutely points to the need for brand marketers to tap the power of peer-to-peer communications,
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We often hear that soda is bad for us. Especially regular soft drinks, which are packed with 120+ calories per can. So it is worth pointing out that – as far as consumer conversations are concerned – Pepsi is doing a better job fostering positive online Volume and Brand Sharing than its sister, Diet Pepsi. Engagement Labs took a deep dive into the TotalSocial™ scores of Pepsi and Diet Pepsi to uncover those online and offline attributes that are differentiating the brands. We are zeroing in on these sister brands because their positioning is unique: a recent analysis of our TotalSocial data ranked Pepsi as one of the top three non-alcoholic beverage brands, but Diet Pepsi as one of the bottom two. We were intrigued – so we decided to
It’s been a year since Chipotle’s E.coli crisis, and the brand continues to be talked about negatively by consumers. We analyzed our TotalSocial consumer conversation data for Chipotle during the past year, examining in-depth the restaurant chain’s performance in the “Sentiment” category. Sentiment is a measurement of how positive the conversation is around a brand, both in online social media and offline face-to-face conversations. According to TotalSocial, Chipotle has not regained positive standing among consumers. Pre-crisis, Chipotle’s Offline Sentiment score was 70, putting the brand among the top quartile on a scale of 0 to 100. As of September, Chipotle was at just 42, well below average. While the brand is gradually coming back on this measure, it still has much to go to regain the sentiment it lost among
“Nothing influences people more than a recommendation from a trusted friend,” Mark Zuckerberg once famously said. “A trusted referral is the Holy Grail of advertising.” Many brands have conducted customer research that confirms word of mouth recommendations are the #1 way people to decide to use their product. As a brand or marketing manager, can you have confidence that consumer conversations drive revenue? Or is the impact of buzz something softer than that, a metric that perhaps demonstrates the brand has consumer relevance but not something that you would want to take to your CMO or CFO? The answer is that word of mouth (WOM) is a hard metric that truly drives revenue. And if you don’t know how it works for your brand and your category, you’re missing out
Back-to-school means student shopping sprees for impressive first day of school outfits. In honor of the ‘dress to impress’ season upon us, here at Engagement Labs we released our TotalSocialTM rankings of the most social retail apparel brands based on online and offline conversation. The rankings had many in the retail industry buzzing, but particularly caught the attention of Women’s Wear Daily (WWD). Our Chief Research Officer, Brad Fay, sat down with WWD to discuss the rankings, how athleisure brands like Adidas, Nike and Reebok secured their top rankings and what these rankings can teach retailers. What were some insights from WWD’s talk with our CRO? They were really interested in the heavy hitters – athletic brands such as Adidas, Nike and Reebok. Of the top five retailers, Victoria’s
August 16, 2016 by Steve Olenski, Oracle – Modern Marketing Blog Last week I told CMOs what they need to know about back-to-school shoppers. This week, it’s a lesson that transcends all CMOs, be they B2C or B2B. Let’s get started. You in the back, sit up straight. I see you back there. I realize it’s your first day back to school and I realize you’ve been chief marketing officer’ing for a while now and you thought you were done with school and all that. But the fact is all of us — CMOs or not, should always be learning. So seeing this is back-to-school season for many around the country and world, I figured what better time for a lesson. Perhaps this lesson is more of a reminder for some. That’s
It’s official… Here at Engagement Labs we have launched our new and groundbreaking TotalSocialTM measurement solution in the US and the UK! We’re thrilled to share with you the world’s first ever measurement solution to measure ALL consumer conversations – both online AND offline. And we’re not the only ones excited for the launch of TotalSocial. Adweek was extremely interested to hear about our new product and what it can offer marketers and brands. Our President, Ed Keller, sat down with Adweek to discuss how offline conversation is a huge driver of sales and the importance for brands to track both online and offline conversation to have a TotalSocial perspective. READ THE EXCLUSIVE ARTICLE HERE For more information on TotalSocial™ or to request a demo, visit https://totalsocial.engagementlabs.com/ For sales contact us
Providing First Ever Integrated Metrics of Online + Offline Brand Conversations ESPN, Amazon and Nordstrom Rank Among the Top TotalSocial Brands in the U.S. TORONTO, ON – August 9, 2016 – Consumer conversation is a proven driver of sales. In fact, word of mouth conversation is responsible for $6 trillion in annual consumer spending and is a key driver of marketing ROI. Of that, one third of the sales impact is from online conversation, while two thirds is attributed to offline conversation. Only by looking at online and offline together can you get a true picture of what consumers are saying and how it is helping or hurting a brand. To help marketers tap into the full power of consumer conversation, regardless of where they occur, technology and data company
Innovative Measurement Solution to Measure the Totality of All Brand Conversations Adidas, Boots and Netflix Rank Among the Top TotalSocial Brands in the UK LONDON, UK – August 9, 2016 – Consumer conversation — both in-person and online — is a proven driver of sales. In fact, word-of-mouth conversation is responsible for a huge amount of annual consumer spending. In the U.S., around one third of the sales impact is from online conversation, while two thirds are attributed to offline conversation (i.e. word of mouth), and all evidence suggests the UK pattern is similar. Many marketers today overweigh the perceived value of online conversation, when in reality, examining both online and offline together reveals the entire picture of how consumer conversation actually impacts a brand. To help marketers better understand
How would you feel if we told you there was a single tool that measures ALL consumer conversations about your brand? Don’t believe us? Introducing TotalSocial – Make every conversation countTM – the world’s first measurement solution that integrates all consumer conversations. An Industry First: Measuring Online and Offline Conversation Research shows word of mouth conversations drive 13% of consumers sales, but only one third of that comes from online activity. If your brand is focusing only on online buzz, you’re actually missing a big piece of the puzzle – two thirds to be exact! The TotalSocialTM measurement solution is an industry first, bringing together ALL conversations – online and offline – into a single tool that your brand can leverage to tap into the power of social influence.
NEWS & INSIGHTS
- Word-of-mouth/offline marketing doesn’t always ...
What do Palmolive, Corona, RCA and PayPal have in Common? They are All “Social Misfits” According to a New Report from Engagement LabsNew TotalSocial™ Analysis Profiles Brands that ...
- Political operatives aren’t the only ones...