Tag Archives: 2017

2017 Status of Social Video

5 Jul

Recently, we posted about how to apply video content to the marketing funnel. Today’s post deals with the current state of social video.

 
As reported by Megan O’Neill for Animoto (a video production specialist):

“We surveyed 1,000 consumers and 500 marketers to find out how video is making an impact in today’s golden age of video. How are consumers watching? And what are marketers doing to reach viewers? Here are some highlights:

  • 64% of consumers say watching a marketing video on Facebook has influenced a purchase decision in the last month.
  • 92% of marketers make videos with assets they already have.
  • 81% of marketers are optimizing their social videos for mobile viewership, including 39% that are creating square and/or vertical videos.
  • Marketers feel the most confident about reaching customers with video on Facebook and YouTube. Consumers are still viewing on these platforms, but are also starting to expand the platforms where they’re watching branded video content. The top three channels they’re watching videos from brands are Facebook, Instagram Stories, and Snapchat.”

 
Check out the infographic from Animoto.


 

2017 Trends in the Way People Access News

28 Jun

We know that people access the news (current events) much differently than in the past. So, what is the state of the way that news (current events) is collected, presented, and accessed in 2017?

Annually, Reuters Institute for the Study of Journalism (RISJ) reports on the changing landscape of how news is collected and accessed:

“It explores the changing environment around news across countries. The report is based on a survey of more than 70,000 people in 36 markets, along with additional qualitative research, which together make it the most comprehensive ongoing comparative study of news consumption in the world. A key focus remains in Europe where we have added Slovakia, Croatia, and Romania for the first time – but we have also added four markets in Asia (Taiwan, Hong Kong, Malaysia, and Singapore) along with three additional Latin American countries (Argentina, Chile, and Mexico).”

 

“This year’s report comes against the backdrop of continuing concerns about how to fund journalism and the relations between news organizations and platforms, but also an intensification in news about the news, driven by attacks on the U.S. media and widespread concern about ‘fake news’. We look at issues of truth and falsehood and trust in this year’s report, where we continue to see big differences between countries and regions.”

 

“We have  focused on two areas: (1) the extent to which people are prepared to pay for news or the different ways journalism might be funded in the future, and (2) understanding more about some of the drivers of low (declining) trust in the media. For the first time, we’ve attempted to measure and visualize relative levels of media polarization across countries and identify a link between media polarization and trust. Another focus has been on the media’s relationship with platforms – in particular how news is discovered and consumed within distributed environments such as social media, search, and online aggregators.”

 

Here is a video overview of the 2017 report, followed by a link to the full 136-slide PDF report.

 

 

 

2017 Marketing Hall of Fame Inductee: Jerry Wind

16 Jun

As we noted in our June 14 post, each year, the American Marketing Association New York inducts outstanding marketers into the Marketing Hall of Fame for their significant lifetime achievements: “The Marketing Hall of Fame is the only award which recognizes individual marketers (not companies or campaigns) who have made outstanding contributions to the field of marketing. Individuals are eligible be they corporate CMOs or VPs of Marketing; agency marketers — advertising, branding, research etc.; or academics, journalists, and other marketing experts. Nominees must have been in the marketing profession for at least 10 years and be a current marketing practitioner.”

 

Today’s video is from Jerry Wind’s Hall of Fame induction speech. There are several career and marketing observations in this presentation.

 

2017 Marketing Hall of Fame Inductee: Jon Iwata

15 Jun

As we noted in our June 14 post, each year, the American Marketing Association New York inducts outstanding marketers into the Marketing Hall of Fame for their significant lifetime achievements: “The Marketing Hall of Fame is the only award which recognizes individual marketers (not companies or campaigns) who have made outstanding contributions to the field of marketing. Individuals are eligible be they corporate CMOs or VPs of Marketing; agency marketers — advertising, branding, research etc.; or academics, journalists, and other marketing experts. Nominees must have been in the marketing profession for at least 10 years and be a current marketing practitioner.”

 

Today’s video is from Jon Iwata’s Hall of Fame induction speech. There are several career and marketing observations in this presentation.

 

2017 Marketing Hall of Fame Inductee: Gary Briggs

14 Jun

Each year, the American Marketing Association New York inducts outstanding marketers into the Marketing Hall of Fame for their significant lifetime achievements:

“The Marketing Hall of Fame is the only award which recognizes individual marketers (not companies or campaigns) who have made outstanding contributions to the field of marketing. Individuals are eligible be they corporate CMOs or VPs of Marketing; agency marketers — advertising, branding, research etc.; or  academics, journalists, and other marketing experts. Nominees must have been in the marketing profession for at least 10 years and be a current marketing practitioner. Our primary focus is on, but not limited to, the U.S. The Marketing Hall of Fame Judging Panel is an exclusive group of CEO’s and thought leaders. Judges review and vote on the short list of finalists. We’re pleased to have this distinguished panel of experts involved in the inductee voting process.

“This year’s inductees are Gary Briggs, Vice-President, Chief Marketing Officer, Facebook; Jon Iwata, Senior Vice-President, Marketing and Communications, IBM; Jim Stengel, former Global Marketing Officer, Procter & Gamble and President/CEO, The Jim Stengel Company, and Jerry Wind, Ph.D., Professor of Marketing, The Wharton School.”

 

Today’s video is from Gary Briggs’ Hall of Fame induction speech. There are several career and marketing observations in this presentation.

 

 

Important New Report on 2017 Internet Trends

5 Jun

For more than two decades, Kleiner Perkins Caufield & Byers (KPCB) has produced a comprehensive annual Internet Trends Report.

The latest report was introduced at the Code Conference in Rancho Palos Verdes, California, on May 31, 2017: “The annual report compiles and analyzes data from a wide range of sources, providing insights on the state of the Internet Economy. The slideshow deck covers a broad array of topics, including global Internet user trends, advertising and E-commerce, gaming, online media, digital health, and much, much more. This guide is intended to highlight some of the key topics of discussion in this year’s edition – and to help media navigate the report.”

Thanks to KPCB for making this 355-page slideshow available through Slide Share.
 

 

The Most Popular Athletes in the World

2 Jun

A number of athletes are celebrities and well-known around the globe. Why does matter from a marketing perspective? Companies pay huge endorsement fees to have these athletes promote their products — from sports equipment to sports apparel to energy drinks and to a whole lot more.

There are many interesting questions in terms of the top celebrity athletes, such as: Which sports do they represent? Which countries are their home bases?

Recently, ESPN produced its second annual “ESPN World Fame 100 rankings.” ESPN’s director of analytics, Ben Alamar, came up with a formula that combines endorsement income with social media following and Internet search popularity:

  • Of the top 100 athletes in the world fame ratings, 38 play soccer (known as football outside the U.S.), 13 play basketball, 11 play golf, 10 play tennis, and 8 play American football. Twenty other sports are also represented; but NONE of the top 100 is a baseball player.
  • Thirty-five athletes are from the U.S., 9 from Brazil, 7 from Germany, 5 from England, 4 from India, and 4 from Spain. Thirty-six other countries are also represented in the list.
  • Among the top 100 athletes, 92 are male and 8 are female.
  • The top 5 endorsers each earned at least $36 million in the most recent year studied.

  • Ronaldo, the Portuguese soccer superstar, has more than 260 million followers on social media.

 
Click the image below to see the ESPN top 100 and a lot more interesting data.


 

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