How to Redefine Customer Loyalty With Churn Analysis
To brand marketers, fostering brand loyalty is a major objective. It’s a commonly held belief that the loyal customer is a brand’s greatest asset—worth far more than the brand switcher, both in terms of the premium prices that they will pay and the marketer’s ability to maintain a stable sales base. However, often marketers assume that an unchanging share of market implies stability in consumers’ brand purchasing habits....
The Risks and Rewards of Competitive Advertising
When one brand dominates a category, it’s not uncommon for the “wannabes” to take direct shots at the leader. In the mobile device wars, Samsung launched its “The Next Big Thing” ad, which negatively portrays Apple’s products in comparison to Samsung’s. But Samsung isn’t the only one attacking Apple. Microsoft has also jumped on the Apple-bashing bandwagon by featuring ads that pit Cortana, Microsoft’s audio-enabled smartphone...
Super Bowl XLIX: YouTube vs. Television
The Super Bowl is the most-watched television event of the year by far. And, it’s getting even bigger, with last year’s telecast breaking the record for the most-watched TV event ever, with over 111 million viewers. This is not news. Everyone knows how big game day is, especially brands, who shell out upwards of $4 million for a 30-second spot. But, according to a study (conducted by research firm Communicus) and analyzed...
Are Parents Too Busy to Notice Your Ads? Or Actively Solution-Seeking?
Parents are time-constrained, cash-strapped and trying-to-do-it-all, and are one of the most highly sought after group by a variety of brands. Brands ranging from diapers to food products to cars to financial institutions, target parents with family-filled advertising images and benefit propositions aimed at making their life just a little easier…
Are Super Bowl Ads Worth the Price? Newcastle Says No
Newcastle’s new pre-Super Bowl ad campaign encourages small brands to band together to create a game day commercial that will rival those of larger brands with bigger ad spend. Newcastle, a British beer company, has released a new pre-Super Bowl ad that jokingly challenges the efficacy-to-cost ratio of Super Bowl ads and invites smaller brands to “crowdfund” a more cost-effective solution. The spot features...