Tuesday, March 5, 2013

Info-Currents March Issue Online: New Norms -- Dads As Caregivers, Loyal Customers in Social Media, Internet-only TV Households

Emerging trend: Coparenting is for couples who are together as well. As moms carry on with demanding jobs, dads increasingly take on child-rearing duties.

Implication: Opportunities to market to men expands into different facets of family life, going beyond typical CPG messaging on self-care and home improvement.

Action: Go beyond the classic assumption that women shop for men. Market to men in ways that acknowledge them as able and involved partners and parents. Note what family products and services they consider to be valuable and practical.


Emerging trend: Social data gets connected with post-purchase behavior.

Implication: Engagement is not the only outcome of a social media relationship. Facebook’s partnership with data companies Axciom, Epsilom and Datalogix, suggests marketers can now trace the social profile of a loyal buyer.

Action: Start your analyses with purchasers, instead of those who are just aware or considering. Buyers will reveal most about the role of social in purchasing decisions, as well as up-sell and cross-sell opportunities. 


Emerging trend:  Definition of TV households will include Internet-based and mobile viewing homes as well. Nielsen announced it will include Internet-connected TV viewers in its TV ratings sample households.          

Implication:  Advertisers will get a more comprehensive perspective on audience reach and the impact of ads and branded content on consumers.

Action: Look at the momentum generated by those households canceling cable subscriptions and watching on-demand, online only. Compare the impact of shared (i.e., family living room) and private (e.g., mobile) viewing experiences on brand recognition and likelihood to purchase.



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