How Connectivity Influences Global Shopping

Connected devices have become a way of life for many, but shoppers are digitally engaged to varying degrees depending on the products they buy. While e-commerce activity for some consumer packaged goods (CPG) products — especially perishable categories where freshness counts — may not be as transformative as other non-CPG industries — such as books, music and travel — online grocery purchasing power is growing. New findings from a Nielsen online survey of respondents from 56 countries around the world provide insight into the influence digital devices have on grocery-shopping behavior.

More than one-quarter (26%) of global respondents said they planned to purchase food and beverage products via an online connected device in the next three to six months — a jump from 18 percent reported in 2010. Skin care and cosmetics also increased from 22 percent to 25 percent in the latest survey.

One in five global respondents said they planned to purchase electronic books and digital newspaper and magazine subscriptions, a new category added to the Nielsen Global Survey in 2012. The online purchase intent of hard copy books and physical subscriptions declined from 44 percent in 2010, to 33 percent this year. Categories with growing global purchase intent include computer/game software (+18 percentage points), entertainment tickets (+10), computer/game hardware (+6), video/music production (+5), cars/motorcycle and accessories (+4) and apparel/accessories/shoes/jewelry (+1).

• Online shopping intentions for food and beverage categories increased 44 percent in two years
• Six-in-ten global respondents used the Internet for grocery shopping research
• Nearly half (49%) of respondents purchased a product online
• Globally, 46 percent used social media to help make purchase decisions
• 37 percent purchased from online-only stores most frequently

http://blog.nielsen.com/nielsenwire/online_mobile/how-connectivity-influences-global-shopping/

Asian brands limit role of social media

Most firms in Asia Pacific believe social media offers substantial opportunities to drive word of mouth and deliver consumer insights, but less than 5% actively use it to build brands, a study has shown.

Ogilvy & Mather, the advertising agency, and Ipsos, the market research group, polled 153 executives in 14 nations, spanning sectors including food and beverages, financial services and technology.

Exactly 66% of participants reported that "buzz building" was the main purpose for social media, ahead of monitoring online sentiment with 63%. Brand building logged just 2.6% on this metric.

Some 40% of respondents agreed social media had a "primary role" for their business, with Hong Kong, China and Singapore posting over 33% here, falling to around 20% for Indonesia, India and Taiwan.

Marketing teams leveraged social media at 90% of companies, a level of uptake reaching 46% for corporate communications, 34% for customer service, 25% for human resources and sales, and 13% for research and development departments.

In terms of budgets, 60% of interviewees stated that under 5% of their expenditure on marketing and communications was attributed to this channel.

One reason for this may be the comparative novelty of using this medium, as 58% of the featured brand owners had established a presence on such platforms within the last two years.

"Many businesses in Asia missed the first wave of social media because they only saw a consumer fad," said Paul Heath, Chairman, Ogilvy & Mather Asia-Pacific. "Now companies need to understand the strength that social media brings to business, including and beyond marketing."

Indeed, 22% of enterprises had already been "hurt" by social media, as negative buzz aggravated a "crisis" situation. Only half of firms had a plan in place to react to such problems, however.

Additional issues occurred from a lack of in-house co-ordination, given that more than a third of businesses had also seen members of staff set up unauthorised social media properties.

When discussing internal structures, 43% of respondents revealed a single team managed this channel for their whole company, while individuals in different teams did so at 24% of operators.

"Executives in Asia instinctively recognise that social media has changed the behaviour of their customers," said Thomas Crampton, Asia-Pacific Director of Social@Ogilvy. "The difficulty comes in convincing their own organisation to adapt to that change." 

Data sourced from Ogilvy & Mather; additional content by Warc staff, 28 August 2012 
http://www.warc.com/LatestNews/News/EmailNews.news?ID=30293&Origin=WARCNewsEmail

As Facebook Changes, Marketers Must Follow

Timeline, Sponsored Stories and other updated offerings will lead to different strategies on the site

With every adjustment or alteration Facebook makes, marketers who rely on the platform must adapt as well, according to a new eMarketer report, “Facebook Marketing: Reaching Customers in a Changing Environment.”

Facebook has introduced several new marketing tools in the past year, including the Timeline format for brand pages; Sponsored Stories, Reach Generator and other advertising offerings that incorporate regular posts; and metrics that go beyond counting fans, incorporating reach, sharing and engagement into measurements.

Many of these updates improve on Facebook’s free tools. But marketers beware: Subtle changes behind the scenes mean brands will need to incorporate paid advertising in the mix if they want to get much traction using Facebook’s free services. This is critical for many marketers to understand, since 83% of all companies with at least 100 employees will use Facebook for marketing this year, eMarketer estimates. By 2014, that will rise to nearly nine in 10.



As Facebook has rolled Timeline out to all brand pages, it has meant a de-emphasis on tabs, which used to let brands choose their own landing page for Facebook users. In addition, Facebook’s inclusion of ads in the newsfeed that seamlessly fit into organic content on the site are not solely an opportunity for paid media. In fact, in early 2012, during the Facebook Marketing Conference, the company said that when a brand posts an update to Facebook, only 16% of its fans actually see the content.

This is largely due to Facebook’s Edgerank algorithm, which determines what status updates, posts and comments are shown on users’ newsfeeds. The algorithm chokes back the amount of brand content users see as a way to manage the increasing content being posted to Facebook. So, while getting more fans to comment and engage with the post will increase its reach, the easiest way to win higher visibility is now, of course, by paying to integrate posts into the feed.



For marketers looking to keep their visibility and engagement high with Facebook users, the new ad formats require planning and integration between advertising and social media management teams.

“It’s starting with a good page post, a good strategy, and then figuring out how to amplify that and drive persuasion with it,” said Grady Burnett, vice president of global marketing solutions at Facebook. “Paid and earned, when used together, perform best.”

http://www.marketresearchworld.net/index.php?option=com_content&task=view&id=5029&Itemid=76

Survei: Facebook dan Twitter Terbanyak Digunakan oleh Pemasar Brand di Asia

Hasil survei dari Buddy Media menunjukkan meningkatnya kesadaran pemilik brand di Asia untuk menggunakan media sosial sebagai toolpemasaran produk. Kanal media sosial Facebook dan Twitter menjadi pilihan utama yang digunakan oleh para pemasar/marketer. 

Survei tersebut dilakukan oleh Buddy Media terhadap 125 brand dan agensi periklanan dari berbagai industri di 18 negara yang ada di Asia, meliputi Australia, Bangladesh, Kamboja, China, Hong Kong, India, Indonesia, Jepang, Malaysia, Myanmar, Selandia Baru, Filipina, Singapura, Korea Selatan,  Sri Lanka, Taiwan, Thailand, dan Vietnam. Survei online yang dilakukan dari 14- 21 Mei 2012 menunjukkan Facebook (88,8%), Twitter (66,4%), dan YouTube (62,4%) sebagai platform media sosial yang paling banyak digunakan oleh para responden.

Berikutnya, LinkedIn (40%), blog (39,2%), dan Pinterest (20,8%). Sementara itu, Google+ hanya dipilih oleh 12,8% pemasar korporasi di Asia. Responden yang mengguanakan jejaring sosial regional semacam Mixi,QQ, RenRen dan Weibo, jumlahnya hanya kurang dari 10%.

Untuk menangani media sosial, perusahaan-perusahaan di Asia menyerahkannya ke divisi Marketing Department. Meski demikian peran aktif dari divisi Corporate Communications and Public Relations juga sangat diperlukan.Para responden menilai keuntungan terbesar dari pemanfaatan kanal media sosial adalah meningkatnya kesadaran konsumen tentang brand yang mereka promosikan. Selain itu, media sosial juga berperan dalam mendatangkan trafik pengunjung ke situs web perusahaan dan membuka wawasan para konsumen.

Sementara itu, ukuran ROI (return on investment) bagi pemasar brand di media sosial masih bertumpu pada tumbuhnya jumlah fans dan followers. Ukuran ini berada di atas fan engagement atau keterlibatan konsumen dalam pemasaran produk.

Meski pemasaran melalui media sosial sedang berkembang di kawasan Asia Pasifik, para pemilik brand dan agensi menemukan nilai dalam strategi pemasaran mereka melalui kanal media sosial. Sebanyak 75% responden memiliki program pemasaran melalui media sosial di perusahannya untuk jangka waktu lebih dari satu tahun. Hampir 40% responden menyatakan perusahaan mereka telah aktif di media sosial selama lebih dari dua tahun.

Meski demikian masih ada pemilik brand dan agensi yang belum mengadopsi media sosial hingga saat ini. Hasil survei juga menunjukkan lebih dari 10% responden yang tidak memiliki strategi pemasaran melalui media sosial. 

Sumber artikel: Buddy Media, gambar logo: aismedia.com

http://salingsilang.com/baca/survei-facebook-dan-twitter-terbanyak-digunakan-oleh-pemasar-brand-di-asia

Total Media Ad Spending Rising Steadily in Indonesia

Indonesia is a fast-growing market in more ways than one

Several interesting ad spending trends have emerged throughout Asia-Pacific. India, for example, with a huge population and giant consumer potential, remains a slow starter compared to regional rivals like China. But another country is waiting in the wings, ready to break out: Indonesia.

Indonesia has strong domestic economic growth, plentiful foreign direct investment in industries ranging from telecom to natural resource exploitation, and a vibrant consumer economy. As a result, the country is moving up the list of target markets for international brands. eMarketer forecasts that total media ad spending in the country will increase 20% in 2012 to $8.61 billion.

Spending in India, which started with a higher base at the beginning of the forecast period but has experienced slower growth, will reach $7.76 billion this year.

Indonesia is forecast to approach the $10 billion total ad spending threshold in 2013, while India will follow two years later. India, however, with strong influence from Western culture and a shared English language, will remain very attractive to US and UK brands.

http://www.emarketer.com/Article.aspx?R=1009246#wEBVKXMr8SlJuupi.99

Indonesian youth marketing trends for banks

(Youthlab Indo) Indonesian youth marketing trends for banks from youth laboratory indonesia

http://www.slideshare.net/youthlabindo/youthlab-indo-indonesian-youth-marketing-trends-for-banks