Internet trends: marketing research & predictions

American Brands Continue to Dominate in Times of Global Recession: 2006-2009 Global Brands Equity

September 22nd, 2009 by

Interbrand recently published “Best Global Brands 2009“, their annual brand equity report.
TrendsSpotting examined the data and totaled the top American brands for the years 2006-2009.
It seems that neither the recession, nor other economic forces, are affecting American brands’ global influence. As can be seen in the following table, American brands have reached the top 10, 50, and 100 among global brands, in a stable pattern over the years (in fact, in the last two years, eight out of ten global brands were American (up from seven out of ten for the years 2007 and 2006).

 American Brands Continue to Dominate in Times of Global Recession: 2006 2009 Global Brands Equity

Interviewed on the effect of the recession, Andy Bateman, CEO of Interbrand, said “Stock market declines and earnings declines have contributed 10% and 30% to overall decline in brand value among all brands, but for the top 100 brands the overall decline was only 4%”.

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Twitter’s shopping list: most common “must buy” tweets

August 15th, 2009 by

Many of us perceive Twitter as a tool to monitor consumer behavior. As Twitter reflects the live streaming thoughts and needs of consumers – what can be more insightful for marketers than following the “must buy” products Twitter users tweet about.
We have generated a tag cloud for 24 hours cycle of tweets containing the actionable words “must have”. We have worked hard to clean irrelevant words and came up with the following shopping list:

 Twitters shopping list: most common must buy  tweets

You can see Twitter users tweet about their urge to buy tickets, books and games.  On the brands list we see:  iPhone, Ikea, Dell, Wii and iTunes. Most common products discussed are black and pink color.

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Apple is Risking its Brand Image

July 29th, 2009 by

 Apple is Risking its Brand Image

Just as Apple succeeded to light consumers’ enthusiasm once again with Apple’s tablet (Twitter tweets:  trend volume, mostly positive sentiments), Apple seems to be risking its well known reputation.

Since the launch of the iPhone, the Apple brand was influenced by negative attitudes towards AT&T, mostly for issues of connectivity and costs. Only thanks to its brands strength (high involvement among Apple’s fans, high emotional engagement, design and innovation credits) Apple’s brand image was protected.

It seems today this status quo might change as Google Voice service is getting pulled from Apple’s App Store. Reading the extremely negative posts and tweets (see some of the sentiments analysis here) I wonder if Apple is not risking too much.

Will social pressure work on Apple as it did for Facebook? or Digg?

Blocking Google seems a risky game even for Apple’s fans. Don’t you think?

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Digital Consumers are Brand Minded Targets

June 29th, 2009 by

Millward Brown research was conducted on WPP’s BrandZ brand equity global database. Findings show that, on average, digital* consumers have a 15 percent stronger relationship with brands than non-digital consumers.

Strongest brand relationship was found for the airline brands where digital consumers’ brand relationships were nearly twice as strong as those of their offline counterparts.

Other key categories where digital consumers had stronger relationships than non-digital consumers included IT hardware and software (48 percent stronger), credit cards (33 percent stronger) and fragrances (29 percent stronger).

 Digital Consumers are Brand Minded Targets

The digital advantage was found throughout the world, with correlations to internet penetration (Japan and Taiwan (+ 36%) scored the highest average digital relationship differences).

 Digital Consumers are Brand Minded Targets

* Digital consumers were defined as those who have bought from or searched for information about an individual category online.

** Millward Brown report was compiled using 2008 BrandZ data – a total of over 100,000 consumer interviews and over 8,000 brand measurements. These interviews covered 24 countries and an average of 15 categories per country.

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QR Codes and Real Time Marketing – Trends Review

June 20th, 2009 by

 QR Codes and Real Time Marketing   Trends Review

Introduction:

QR codes used as mobile tagging has started in Japan (2003) and since are  implemented in several fields of mobile marketing world wide. As marketing applications their uniqueness stems from their Quick Response orientation which allows customers to access real time information.

The QR code process:

Mobile users, taking a picture of the code or reading it with their cameras,  trigger an action leading to content download, a message or link.

mobile tagging QR Codes and Real Time Marketing   Trends Review

QR Codes – Trends Review:

QR codes are offering endless marketing opportunities. Today – with the remarkable growth of mobile and smart phones – this potential can be easily implemented.

Follow the trend as it grow: see the rise in interest through Google search – world wide (since 2007) and in the US (since mid 2008).

Taking advantage of local targeting, mobile users (provided with a good motivation) can be directed to your brand ads and messages. You can bring your targets to a remarkable real time action, engaging with the brand and leading them to purchase. Moreover, QR codes embedded on packaged goods can provide information previously limited by space (ingredients, features,  recommendations etc.) As such it is an excellent real time marketing tool for retail.

 QR Codes and Real Time Marketing   Trends ReviewBrands utilize QR codes in their marketing campaigns:

December 2005: Northwest Airlines advertising campaign (Tokyo’s streets and subways)

June 2008:  Adidas

November 2008:  Pepsi Max

May 2009: Coca-Cola Japan QR Code promotion (at vending machines)

June 2009: Speed Stick

 QR Codes and Real Time Marketing   Trends ReviewGames:

Many games are using the QR codes to achieve a connection between location and information (location based games). In this direction, many urban games are being developed (for example: QR-Kill)

 QR Codes and Real Time Marketing   Trends ReviewTelevision and movies:

 QR Codes and Real Time Marketing   Trends ReviewMusic:

 QR Codes and Real Time Marketing   Trends ReviewFashion:

 QR Codes and Real Time Marketing   Trends ReviewTourism:

The local information demand holds a promise for tourist initiatives. Have a look at Japan’s & Paris tourist maps, American Airlines boarding passes, playing cards as an aid for tourists in planning their tour (Japan).

 QR Codes and Real Time Marketing   Trends ReviewQR codes and Education:

QR codes technology was already adopted for education purposes as teaching the periodic table of chemical elements, acquaintance with materials etc.

qr codes future QR Codes and Real Time Marketing   Trends ReviewThe Future of QR Codes:

TrendsSpotting believes that QR codes, as any other technology to trigger  information solutions for real time demand, will become popular and mainstream as the traditional bar code. Brands investigating this potential will learn the importance of location based needs and real time information. Here, sky is the limit.

————————————–

To follow QR code news – we recommend 2d-code.co.uk. Also – have a look at Set (Japanese design agency specializing in QR codes branding).

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Are cell phones the 2009 “lipstick”?

May 7th, 2009 by

Continuing our earlier recession coverage, a new survey from Pew Research Center indicates that the recession has forced Americans to reevaluate many items that used to be seen as necessities. Comparing the outcome with 2006 survey of luxuries & necessities, Pew found the following :

pew survey on necessity trendsspotting Are cell phones the 2009 lipstick?
  • Car is a must have: A vast majority of Americans (88%) see car as an essential, edging 3% down from 2006.
  • Home appliances are more discretionary: Appliances such as a dishwasher or clothes dryer declines in importance & are now considered more discretionary. Just 21% (down from 35%) say a dishwasher is a necessity, & 66% say the same for a dryer (down from 83%). 47% say a microwave is a necessity (down from 68%) & 54% say the same for an AC (down from 70%).
  • Going online + high speed internet are necessity: Half of Americans believe PC is a necessity, roughly the same as in 2006. However high-speed Internet grows in importance (31% in 2009, up from 29% in 2006).
    Broadband users’ monthly bills have dropped nearly 16% from 2006, according to the Pew Internet & American Life Project. Broadband service cost an average $34.50 per month last year & monthly DSL charges dropped from $32 to $31.50, according to Pew.
  • Fewer consider TV a necessity: 52% of Americans (down from 64%) think of their TV as a necessity. Cable or satellite TV loses importance (23% in 2009, down from 33% in 2006). 24% of respondents indicating that they have reduced or cancelled cable or satellite TV subscription. Trend is undoubtedly digital wherein by canceling your cable subscription you save around $60-a-month bill at the same time with high speed internet at home you can watch full episodes of more than 300 shows from NBC Universal & Fox stations at Hulu.
  • Cellphones, iPods are necessity: Americans’ opinions about cellular phones remains unchanged. 49% see cell phones as necessary, roughly the same as in 2006. However 22% have changed to less expensive plan or canceled services. iPod ranks last in list with 4% claiming it a necessity, roughly the same as in 2006.

Additional findings from the survey :

  • 57% bought less expensive brands or shopped more at discount stores.
  • 28% have cut cut back spending on alcohol & cigarettes.
  • 21% have made plan to plant vegetable garden.
  • 20% started doing home repairs on their own.

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Web Trends Visualization: 2009 – 2007 “Web Trend Maps”

April 7th, 2009 by

A new exciting Web Trend Map version was recently released by Information Architect.

You can view the map on Flickr and a play with the zoomable version on zoomorama.com.

The current map is based on categorization of the web according to 13 trend categories, while the 3d visualization captures brands stability (width) and success (height). Trendsetters were added to the map as well. Influencers have indeed become powerful web brands.
TrendsSpotting has been suggesting the 3d features since the earlier versions of Web Trend Maps. Ranking brand’s strength is an important step for an initiative as this. Though, we are not sure if IS has done what it takes to present the power of the web brands.

We suggest that to accurately present brands strength and influence on the web, objective web measures (versus the subjective ones suggested by IE) as search volume, blog and media citation, as well as social involvement measures should be incorporated. Moreover, we have already suggested that a better differentiation between the trend routes (lines) should be considered. I find the Opinion line, Sharing line, Identity line for instance, too similar.
I do believe that a web trend map should be very sensitive to the categorization of web industries as well as to the design features (excellent job design wise).

We present you with the development of Web Trend Maps 2007-2009:

Web Trend Map – 2009 version

trendmap 4 Web Trends Visualization: 2009   2007 Web Trend Maps
Web Trend Map 2009 – Trend lines:

  • application line
  • publishing line
  • opinion line
  • news line
  • identity line
  • creative line
  • consumption line
  • broadcasting line
  • knowledge line
  • advertisement
  • sharing line
  • entertainment line
  • filter line

Web Trend Map 2009 – Trend lines and brands’ ranking:

trendmap 4 3d1 Web Trends Visualization: 2009   2007 Web Trend Maps

Web Trend Map – 2008 version

trendmap 3 Web Trends Visualization: 2009   2007 Web Trend Maps

In the 2008 version 3d features reflected brands ranking (brands were  subjectively rated by IE based on user experience and brand management (usability, user value, and interface (simplicity, character, feedback)).

Web Trend Map – 2007 version

web map trend  2007 Web Trends Visualization: 2009   2007 Web Trend Maps

Web Trend Map 2007  – Trend lines:
1.    Sharing
2.    Tools
3.    Technology
4.    Knowhow
5.    Moneymaker
6.    News
7.    Social News
8.    Community
9.    Design
10.    Movies
11.    Music
12.    Chinese line

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New @ TrendsSpotting: Syndicated Trend Reports

March 3rd, 2009 by

TrendsSpotting research insights have been much valued by our avid readers coming from the different business fields. During the last few years we have conducted customized Trends Research using unique research 2.0 techniques according to needs.
Today, we are pleased to offer Trend Reports on topics of interest in a new stage, to the benefit of all. We will present Trend Reports which deserve your attention, selected from our extensive research on upcoming trends. We would be happy to receive your suggestions for additional topics we should review. Please submit those here.
Enjoy!
TrendsSpotting Research Team.

TrendsSpotting Report:

Five Dominating Advertising Approaches
Dealing with Recession

small n New @ TrendsSpotting: Syndicated Trend Reports
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

> READ MORE

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Syndicated Trend Reports

February 28th, 2009 by

Trends and Innovation in Mobile Accessories

small mobile acc02 Syndicated Trend Reports

Based on exploration of over 2000 new accessories released since 2011 (+CES 2012) and a market analysis of major market trends characterizing this growing market of mobile accessories– TrendsSpotting Trends Research company has identified about 150 recent released products that can reflect new emerging trends in mobile accessories.
The report analyzes the major consumer trends and design characteristics represented by the product innovations.
TrendsSpotting has profiled the market according to 4 categories: Protective solutions, Charging solutions, Entertainment and Smart solutions integrating apps with hardware.
The innovations explored in this new report “Trends and Innovations in Mobile Accessories” are each profiled according to Product Categories and their subcategories, Consumer Trends Classification and User Experience Classifications.
At the end of the report you can find Market Research Review (major players, market statistics), Consumer & Design Trend review.

The report is presented in 100-designed PPT slides illustrating the major trends. Each trend’s slide includes product images, names of brands and companies, and current consumer prices.

> READ MORE
payments mobile acc 13.8 Syndicated Trend Reports

TrendsSpotting’s Online Country Reports

We have recently completed an extensive research series exploring internet and mobile behavior in 16 countries, the most intriguing markets – internet wise.

Europe – Germany, Belgium, France, Poland, UK, Turkey, Greece

Asia – China, India, Hong Kong, Vietnam, South Korea, Taiwan, Singapore, Indonesia

Central and S. America – Mexico (more to come..)

Each country report includes an updated research review on the following topics:

1. Internet Behavior and Online Market Trends

2. Social Media Behavior, Top Social Networks

3. Mobile Behavior

4. Traditional Media versus New Media

5. Youth: Internet Trends and Social Media Behavior

Contact us here to get the latest issue.

 

<strong>TrendsSpotting’s Online Country Reports</strong>
We have recently completed an extensive research series exploring internet and mobile behavior in 16 countries, the most intriguing markets – internet wise.
Europe – Germany, Belgium, France, Poland, UK, Turkey, Greece
Asia – China, India, Hong Kong, Vietnam, South Korea, Taiwan, Singapore, Indonesia
Central and S. America: Mexico (more to come..)
Each country report includes an updated research review on the following topics:
1. Internet Behavior and Online Market Trends
2. Social Media Behavior, Top Social Networks
3. Mobile Behavior
4. Traditional Media versus New Media
5. Youth: Internet Trends and Social Media Behavior

Consumer and Market Trends during Recession: Cross–Industry Research Report By TrendsSpotting.com

small Syndicated Trend Reports
Quoting Bloomberg “The worst U.S. recession in five decades probably eased in the second quarter  as trade and government stimulus mitigated the damage from declines in housing, inventories and consumer and business spending”.
President Obama is similarly optimistic declaring that “the worst may be over in the economic crisis”.

Is it really? Are there signs of consumer recovery?

In this TrendsSpotting report we follow the main consumer markets and consumers’ behavior indications for the year 2009. To better understand how Americans are adjusting their buying habits during the recession we have collected consumers’ spending statistics, data provided by recognized market research companies. TrendsSpotting’s unique consumer insights derive from marketing research expertise along with experienced use of web metrics tools such as Search Trends and Social Media monitoring. Utilizing these tools to “listen” to consumer interactions and follow their search trends provides indications on consumer interests and intentions. TrendsSpotting presents web metrics findings in each industry reviewed.

The fifty page report “Consumer and Market Trends During Recession” offers a comprehensive review of the U.S. market in the following consumer industries: Food and Beverage, Apparel, Media and Electronics, Travel, Health, Automobiles, Education and Pets. It provides a broad perspective on consumers’ changing behavior during the current economic downturn.

> READ MORE
payments Syndicated Trend Reports

Five Dominating Advertising Approaches
Dealing with Recession

small Syndicated Trend Reports
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

> READ MORE
payments 550 Syndicated Trend Reports

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Five Dominating Advertising Approaches Dealing with Recession

February 21st, 2009 by

big 550 Five Dominating Advertising Approaches Dealing with Recession
TrendsSpotting research presented in this report was conducted on advertising campaigns featuring throughout year 2008 until 2009 Super Bowl.
By analyzing many brand promise approaches – TrendsSpotting has profiled five main strategies dealing with recession.
In this report we present the actual campaigns falling under each strategy and discuss their advantages and risks. Introducing research on past recessions, and the views of distinguished marketing analysts will allow a deep understanding of the challenges advertising is facing today.
In the Report “Five Dominating Advertising Approaches Dealing with Recession” TrendsSpotting provides business insights for advertising strategists seeking an optimal approach to manage brands in times of recession.

The Report by Chapters:

1. Recession’s Influence on Advertising 2008-2009:
Introducing Five Dominant Advertising Approaches Dealing with Recession 2008-2009

2. What’s next? What should be considered while dealing with recession in the coming months?

3. Market shares and advertising budgets spent during recessions:
* Independent studies on advertising spent during recessions
* Marketing analysts views on advertising during recession
* Recession success stories

4. Advertising during the Great Depression: Historic Overview

5. References: Studies on advertising during recession; Recession effect on advertising messages world wide

Case-studies presented in this report:

Allstate Insurance, American Express, Brooks Brothers, Bud Light, CareerBuilder.com, Chevrolet, Chrysler, Coca-Cola, Coors Light, Denny’s, Dunkin’ Donuts, Fidelity, HBO, Hyundai, Jif, Kellogg’s, Kraft, Oscar Mayer, Pepsi, Pizza Hut, Starbucks, Taco Bell, Target, Travelocity, Wal-Mart, Western Union.


Trendsspotting.com

TrendsSpotting.com is a Trends Research company. Using unique research 2.0 methodologies we identify key industry trends and compile them to marketing insights. TrendsSpotting.com offers dedicated Trend Research Reports according to need and publishes syndicated Trend Reports.
read more on TrendsSpotting.com

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