Sunday is the day where fans are most likely to engage with a brand on social media, research by Socialbakers has found.
Fast moving consumer goods (FMCG) and telecoms particularly fit this, with telecoms up from an average of 7% engagement during the week to 11% engagement.
Jan Rezab, CEO of Socialbaker, said: “To maximise fan engagement, brands need to tailor social media updates according to their audiences browsing habits. Whilst they must maintain engagement throughout the week, they should consider posting their most compelling content at times of peak engagement to ensure the greatest online brand buzz.”
More at: http://www.thedrum.co.uk/news/2012/04/04/sunday-most-engaging-day-brands-social-media
BlackBerry-maker Research in Motion (RIM) is to exit most consumer markets and focus on its business customers after reporting a net loss, caused by a slump in smartphone sales.
BlackBerry PlayBook: tablet attracts disappointing salesThe newly appointed chief executive Thorsten Heins has unveiled a turnaround strategy for the business, which will refocus on enterprise business at the core of its offering.
RIM has been hit by the rise in popularity of smartphones such as Apple’s iPhone and handsets that use Google’s Android software.
Thorsten isquoted in a report on the BBC as saying BlackBerry “cannot succeed” if it “tried to be everybody’s darling and all things to all people.”
The company reported a net loss of $125m (£78m) for the fourth quarter ended 3 March 2012, compared to a profit of $934m for the same quarter the previous year.
Revenue was $4.2bn, down 25%, from the previous year when it was $5.2bn.
Blackberry smartphone shipments were 11.1 million, down 21% compared to the previous quarter.
List of company name etymologies - Wikipedia, the free encyclopedia.
More at: http://en.wikipedia.org/wiki/List_of_company_name_etymologies
The ever-present coffee chain is expanding its dominant position on the market by offering a range of beer and wine to its customers, alongside a wider choice of savoury nibbles such as flatbreads and cheese plates.
The move is intended to draw in a larger proportion of evening customers looking to relax after work.
Starbucks is currently testing the initiative at a series of select stores in Spain and the US, where Burger King is already experimenting with the sale of in-store alcohol.
There are no plans as yet to bring alcohol to UK shops, although it may be on the cards if schemes in other countries are successful.
More at: http://www.stylist.co.uk/life/starbucks-to-sell-wine#image-rotator-1
Lynx, the Unilever-owned male grooming brand, is launching a women’s body spray in the UK today (23 January), for the first time in the brand’s history.
Lynx: rolls out women’s fragranceThe body spray is part of the new Attract range, which is mainly aimed at men and is being backed by a £7.2m marketing push.
Attract For Her is being marketed as a limited edition while the men’s products, including a body spray, antiperspirant and a shower gel are permanent.
Selina Sykes, Lynx marketing manager at Unilever, told Marketing that the Lynx brand is established enough to have the permission to launch a women’s fragrance.
She said: “As a brand, Lynx has got to constantly find new ways to entertain guys with a new variant that tops the previous year’s.
“Lynx is about surprising and entertaining consumers to generate conversation around the brand.”
Lynx will not be marketing the women’s Attract fragrance directly to women. Sykes said Lynx already has a high “spontaneous awareness” of the brand within the female deodorant market, which means the brand “doesn’t need to market to girls”.
The women’s fragrance is being marketed as a limited edition product to encourage consumers to engage with the Attract variant, she said, emphasising “when it’s gone, it’s gone”.
More at: http://www.marketingmagazine.co.uk/news/rss/1113295/Girls-Lynx-effect/
Any parent can tell you that understanding why a teen behaves as they do prepares you to influence their decisions. The same is true of marketers and consumers. For marketers, unraveling the complexities of customer decisions can mean the difference between marketing success and failure. That’s why we try to frame research objectives in terms of understanding consumer choices.
Consumers Are Terrible at Explaining Their Choices
- What is the consideration set?
- What are the decision drivers?
- How do those drivers relate to the person’s core values?
- What advantages (equities) does the brand offer that can be connected with those drivers?
It doesn’t help that consumers are often inarticulate when it comes to analyzing their own decisions. They often find it hard to say why they chose one option over others. When they do provide a rationale, we’ve learned to take what they say with caution — the consumer may not even be aware of his or her motivations. This is particularly true in low involvement categories where there is little time, money or ego at stake.
