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Research

STUDY: Young Americans Are Less Emotionally Engaged With Your Brand

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A new survey from marketing agency Momentum Worldwide is an interesting and familiar read, though it probably won’t be too encouraging for those who struggle to establish a connection with followers on social.

Its main conclusions: people in first-world countries feel less attached to the brands they follow than those in developing areas. This is especially true among younger audiences–and the root cause might just be overexposure to brand promo messages.

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Why Does IKEA Need to Know How Often New Yorkers Do Work On the Toilet?

ikea styleIKEA is definitely one brand that you will find in tons of homes around the world. But do they need to be all up in your business too?

IKEA has released the results of its Life At Home study and basically they know everything about everyone everywhere on Earth. The company surveyed 1,000 people in cities including New York, Singapore, Berlin, Mumbai, Moscow and Stockholm. And they did a deep dive into the minutiae of the average person’s morning routine.

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Want To Reach Millennials? ‘Social Dialogue Is Key’

group of millennialsNew research from The McCarthy Group finds that 84 percent of millennials “don’t like or trust all forms of advertising.” (Chances are, there’s a big chunk of other demographics that would say the same.)

When asked to rate how much they trust advertising on a scale of 1 to 5, respondents (136 people, ages 18 to 34) gave an average answer of 2.2.

On the other hand, this group places a great deal of trust in their peers, averaging a trust rating of 4 on that same scale. Millennials also think highly of social and digital media, with 57 percent of respondents answering positively about those channels. Coming in a distant second behind digital technology is television at 20 percent.

So if you can somehow mix a young consumer’s personal social network with digital technology, you might have a winning PR campaign, even if advertising isn’t a millennial’s cup of tea. We asked Tami McCarthy, CEO of The McCarthy Group, for a few suggestions for how to score with this important demographic.

Her tips after the jump.

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STUDY: Consumers Don’t Trust Your SEO, Social Media Marketing

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Is this guy even real?

Want to push your client’s negative reviews down in the search rankings and encourage consumers to leave positive feedback in public?

Of course you do. Unfortunately, consumers know this–and according to a survey released this week by YouGov, Bloomberg and the UK-based Chartered Institute of Marketingthey don’t like it very much:

  • 67% of consumers think using SEO tricks “to hide negative content within search results” is unethical
  • Only 38% of marketers agree

We’ll just say the average Joe on the street has very mixed feelings about some of the most popular digital tactics of the day.

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PR Ranks #4 on ‘Top 10 UK Jobs of 2022′ List

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You won’t be surprised to learn that the best jobs of the future will require an ever-evolving set of increasingly specific skills.

You also probably won’t be surprised to learn that communications ranks near the top of the “best jobs of 2022″ list, according to the CIPR.

The UK’s Institute for Public Policy Research just released a study that–despite being British–should resonate with industry vets, newbies and aspiring students alike.

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‘Homophobia’ and 10 Other Words the Media (and Everyone Else) Abuses

We TV viewers have recently been treated to Jenny McCarthy vaping on her eCigarette, talking about (her betrothed) Donnie Wahlberg’s behind, and trying to resurrect her career during fun-and-yuks on “The View.” For the most part, adding her has been a positive move for the “jumped the shark” all-girl broadcast.

And then came this week.

On the show, she attempted to joke about the rumors that Jennifer Lopez’s boyfriend Casper Smart had been accused of cheating on her with a transgender bikini model. And then she tweeted this…

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While the humor was obviously in poor taste, the word used to attack her made the AP-Nazi in me freak out completely: Transphobic. Why? It reveals a systemic media tendency to misuse and abuse certain words. Repeatedly.

More for my fellow grammarians and logophiles after the jump… Read more

5 Easy Ways to Improve Your Keyword Research

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If you need me, I’ll be doing some research.

If you have been in public relations for any amount of time, you have heard the call from a client or an account director for the wish … list: “Hey, so we really need to find this brand on page one or two of Google. And fast. Any suggestions?”

Oh sure, let me just break out my smartphone and dial up Matt Cutts for a quick bit of insight. Be right back.

Annnnnnnd since that will never happen this side of TMZ stalking … well, me, it’s time to get strategic with your research. However, understand all that time online needs to be spent searching for one thing — keywords. Why? That’s how that brand will be found in the first place.

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Yet Another Study Downplays the Value of Paid Media

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It doesn’t really speak to me.

Yesterday we posted on a Kentico survey revealing that the public, while skeptical, is willing to place some of its invaluable trust in that magic cure-all we call “content marketing.”

Now who does the public not trust? You guessed it: marketers and advertisers!!

Another study released today by research consultancy Insights in Marketing that surveyed nearly 3,500 consumers actually came to some interesting conclusions.

Stick with us here…

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SURVEY: The Public Is Mostly OK with Content Marketing

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So. Much. Content.

Good news for those with a stake in that endlessly evolving practice we call “content marketing”: the public has accepted it. For the most part. With conditions.

As we all know, the average Joe Smith’s trust is a fickle thing, and it can easily be lost. Still:

“74% of the general public trusts content from businesses that aim to educate readers about a particular topic”

A soon-to-be-released survey performed by CMS software producer Kentico tells us more. HINT: the key word in that previous line is “educate”…

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Millennials, Fashion and Brand Loyalty: What Does It All Mean?

Millennial Phones

“Omni-channel engagement & insights platform” maker Punchtab doesn’t just sponsor cool events like the one we attended earlier this month–they also produce their own studies.

The most recent report from the company concerns three things of great  interest to every PR/advertising/marketing pro around: Millennials, their buying habits, and the ways in which to convince them to keep spending money on your brand.

The biggest surprise from the survey of 1,200 young people is that they rely less on social for product recommendations than you might expect, given all the headlines:

60% of young women learn about brands from direct contact/word-of-mouth

They’re also fond of loyalty programs–as long as those programs deliver. More findings and an infographic or two after the jump.

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