For Marketing Leadership Professionals

Marketing Leaders: Make Marketing Innovation A Mandate

Seed And Source Innovation From Within, Based On A Plan

by Mary Beth Kemp, October 16, 2009

Consumers, and the marketing strategies to engage with them, change with every technology twist. Although many marketers dabble in new marketing initiatives, most don't approach experimentation and innovation on a consistent basis. CMOs must tie experimentation . . .

For Marketing Leadership Professionals

How To Reach Middle-Aged Dutch Consumers

by Mary Beth Kemp, September 24, 2009

Middle-aged consumers account for one-third of the Dutch population. They are well-connected and avid media users. They are also careful researchers and tend not to trust advertising. So talking them into buying a product or a service can be quite a challenge. . . .

For Marketing Leadership Professionals

How Has The Recession Changed European Consumers' Attitudes Toward Brands?

by Mary Beth Kemp, September 24, 2009

Europeans are more pessimistic than North Americans about the evolution of their national economies. And they are feeling restrained personally too — 40% find themselves worse off than last year. But marketing leaders must resist the temptation to chase . . .

For Marketing Leadership Professionals

The Right Media Mix To Reach UK Moms

by Mary Beth Kemp, August 5, 2009

Moms, as influential household decision-makers, have always been desirable targets for many advertisers. Yet, they're not that easy to reach. They do favor television in their spare time but also tend to demonstrate rather complex media behaviors. To . . .

For Marketing Leadership Professionals

How To Reach High-Income Consumers In France

by Mary Beth Kemp, August 5, 2009

High-income earners only account for a small portion of the French population. That makes it challenging for marketing leaders to reach this desirable group of consumers. To assess the most relevant media combination to engage with these French high-income . . .

For Marketing Leadership Professionals

Marketing Teams Need Business Skills

How CMOs Can Develop More Strategic Marketing Teams

by Mary Beth Kemp, July 22, 2009

As marketing teams are getting smaller due to layoffs and budgets are getting tighter, it is more important than ever for marketers to nurture their remaining talent and strengthen the marketing team to be in a position to help the organization weather . . .

For Marketing Leadership Professionals

Social Computing Strategies For Luxury Brands

The Key Is To Balance Accessibility And Exclusivity

by Mary Beth Kemp, June 11, 2009

European luxury consumers enthusiastically use the Internet, often to talk about the brands they love. But luxury brands keep both the Internet and these consumers at arm's length. CMOs directing luxury brands can no longer ignore the online conversations . . .

For Marketing Leadership Professionals

Match Word-Of-Mouth Marketing To How European Consumers Share Opinions

by Mary Beth Kemp, May 5, 2009

Most European consumers discuss interests and brands with friends and family and in an offline context. Only then do they open the conversation to both a larger group of contacts and online channels. Thus, encouraging word of mouth among the first level . . .

For Marketing Leadership Professionals

Can Marketing Deliver Growth In The Downturn?

by Mary Beth Kemp, December 9, 2008

Two in three CMOs are confident that marketing contributes to the firm's growth. But on how they can drive their companies' success, marketing leaders have different views. And even if CMOs know what drives growth, many don't put their money where their . . .

For Marketing Leadership Professionals

The Social Technographics® Profile Of European Parents

by Mary Beth Kemp, October 10, 2008

Today's parents are a little behind the curve in Social Computing adoption. That said, moms are keen Joiners and dads are absorbed Spectators. Brands looking to connect to parents should begin to plan their social media strategy. Why? Parents are an interesting . . .

For Marketing Leadership Professionals

CDI: Defined But Not Adopted

Consumers Are Not Involved Enough In Product Innovation

by Mary Beth Kemp, August 27, 2008

Consumers are still left out of new product development — despite two facts: 1) An estimated 80% of new products still fail, and 2) digital technologies present an open door to learning what consumers want and need. Marketers must take the lead on integrating . . .

For Marketing Leadership Professionals

Ubiquitous Marketing

The Art Of Connecting With Consumers Through Emerging Media . . . Everywhere

by Mary Beth Kemp, July 17, 2008

Like in all good games of cat and mouse, consumers elude advertising while smart media and technology types come up with ever more ways to reach them. New and personal means of communications and marketing follow consumers wherever they go. The power . . .

For Marketing Leadership Professionals

Social Computing: Some Americans Do It All

One-Third Of Actives Will Have The Highest Social Value

by Mary Beth Kemp, June 12, 2008

Consumers rely on other consumers when building their brand preferences and making their purchase decisions. That's why marketers should take into account a customer's or prospect's influence or social value. Consumers who participate in more than one . . .

For Marketing Leadership Professionals

Social Multitaskers Have The Highest Social Value

Consumers Engaged In Four Or Five Social Roles Are The Most Influential

by Mary Beth Kemp, April 24, 2008

Influential consumers drive purchase decisions and influence how others feel about a brand. Because of the importance of consumer-to-consumer communications, marketers should now take into account the social value of their customers and prospects. And . . .

For Marketing Leadership Professionals

Collaborate With WOM Youth

Marketers Should Prototype Their Social Marketing

by Mary Beth Kemp, March 10, 2008

Young online consumers — those ages 12 to 24 — wield and embrace peer influence even more than adults when choosing what products to buy. And young word-of-mouth (WOM) consumers offer a particularly potent mix of social influence and brand interest. Marketers . . .

For Marketing Leadership Professionals

Redefining High-Value Customers

The Value Of Influencers In A Connected World

by Mary Beth Kemp, February 27, 2008

Many firms value customers primarily based on how much they spend with them. However, in this super-connected world of Social Computing, influential consumers drive purchase decisions and have an enormous value for a brand. Marketers should now include . . .

For Marketing Leadership Professionals

The Connected Agency

Marketers: Partner With An Agency That Listens Instead Of Shouts

by Mary Beth Kemp, Peter Kim, February 8, 2008

Today's agencies fail to help marketers engage with consumers, who, as a result, are becoming less brand-loyal and more trusting of each other. To turn the tide, marketers will move to the Connected Agency — one that shifts: from making messages to nurturing . . .

For Interactive Marketing Professionals

Social Computing Comes Of Age

Long-Time Net Users Are Europe's Social Computing Opportunity

by Mary Beth Kemp, September 4, 2007

Two seemingly opposing forces seem to influence Social Computing adoption among European consumers: age and the number of years online. Even today, the longer a consumer is online, the more he or she adopts Social Computing activities. Toward 2012, the . . .

For Interactive Marketing Professionals

Europe's Search Engine Marketing Investment Exceeds €8 Billion In 2012

Search Will Continue To Capture Half Of All Online Marketing Spend

by Mary Beth Kemp, September 4, 2007

Search spending will soar with 80% growth in the next five years as marketers use search marketing to alter their customers' buying decisions. In 2012, Forrester expects search investment in Europe to top €8.1 billion, up from today's spend of €4.5 billion. . . .

For Interactive Marketing Professionals

European Online Display Advertising Spend Will Double By 2012

The Market Will Build To €5.6 Billion In Five Years

by Mary Beth Kemp, August 3, 2007

In 2012, the European market for online display advertising — banners, buttons, and sponsorships — will grow to €5.6 billion, outpacing offline ad growth. Marketers will continue to follow consumers online as the Internet market matures. In five years, . . .

For Interactive Marketing Professionals

Europeans Have Adopted Social Computing Differently

Start Here To Align Your Social Media Activities With Your Markets

by Mary Beth Kemp, June 11, 2007

European consumers haven't adopted Social Computing equally. Different stages of Internet adoption, varying access speeds, and cultural differences help create a unique profile for each nation. Interactive marketers devising European Social Computing . . .

For Customer Intelligence Professionals

What The Long Tail Does For Relationship Marketing

by Mary Beth Kemp, May 9, 2007

"The Long Tail" heralds niche markets and opens opportunities for relationship marketers. Niche marketing is challenging to marketers today as data-driven activities are not yet the norm. Direct marketers can help by infusing their customer-focused approach . . .

For Interactive Marketing Professionals

Marketing Beauty With The Internet Beast

Beauty And Fashion Connect With Women Online

by Mary Beth Kemp, April 5, 2007

Beauty, cosmetics, and fashion brands should align online brand activities with those of female consumers. Beauty buyers are actively using the Internet to evaluate products, make purchase decisions, and to tell friends or family what they've found. This . . .

For Interactive Marketing Professionals

Brands Should Embrace Search Engines And Comparison Web Sites

Savvy, Affluent, And Trusting Shoppers Search Before Buying

by Mary Beth Kemp, March 5, 2007

The Net is the most popular product research medium for online consumers, beating even offline retail stores. Many valuable prospects use search engines and comparison Web sites; brand owners must lure them in with search marketing and advertising, and . . .