41% of U.S. Consumers willing to make a Pri-vestment – @eMarketer

Discounts Drive Some US Consumers to Disregard Privacy Concerns – eMarketer.

Recent studies show that consumers are taking extra steps to keep information private.  Perhaps to avoid spam messages, or to reduce all of the noise, from marketers that know nothing about them. This article, from eMarketer and a recent study by TRUSTe reflects the extremes people are willing to go to to protect privacy.

What is interesting…

At the same time, people are also willing to share  a  little more about them, but only with brands that will pay attention.  Brands that offer truly relevant messages, offers and discounts are rewarded with continuous learning. This idea is supported by an October 2013 study by  Etailing Solutions, suggesting an interest in extending privacy in return for better discounts.

“But there is one exception a significant portion of consumers would be OK letting marketers use their personal data for: a good deal on products and services. According to an October 2013 survey from Etailing Solutions, 41% of consumers agreed or strongly agreed that they were willing to let marketers use their personal data to provide discounts on goods and services”

We have recently conducted a great deal of brand and consumer interviews for our startup.  Our findings reinforce a willingness to exchange privacy, in return for a more “worth-it” connection with brands.  On the brand side, they are challenged with the idea of response, but look forward to moving closer to consumers on an individual level. 

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Professionally Produced Video Can No Longer Hold It’s “Marketing” Own! | @comScore report

This study supports our approach with great emphasis on original content.

ComScore explored the “synergy of professionally-produced video content and user-generated product videos” to determine marketing effectiveness.  What I find most compelling is the level of emotional connection and understanding is significantly higher within user-generated videos.

Authenticity and conviction are clearly defined when a brand explores opportunities to celebrate original content at the same level as branded, more professional content. Great study comScore!!!

Original video messages are more emotional and easier to relate to than branded-professional content.

For more…meander through our Focus 2012 Trend Report

Preview: TNS’ Digital Life 2011

TNS Digital Life 2011|The report reflects the Digital Life of 72,000 people across 60 countries and the findings are extraordinary.

TNS will help you to really understand people, their adoption of technology and how “digital” fits into daily life.

A few things to consider when reading this report…

  • Engage is only the first step
  • Sustainable connections need “more”
  • Positioning unique and original content
  • Brands new role – enabling people in the process

For more thoughts| So, We Don’t Want To Engage with Brands  via Social Media

Global Trend Report | Focus 2012

This trend report has been created to help you prepare for, and bring about, a very different approach to business in 2012.  Moving beyond advertising and marketing, we suggest a collaborative business design, one empowered simply by the ability to create sustainable connections.

Social Media…The Pulse of Revolution | Excerpt from @mathewi

A great post by GIGAOM, “Social media, tipping points and revolutions”  supports our idea of “original”, the evolving need for people to be heard and…our trend report cover :o!

Truly emotional, somewhat political, but completely original!

Mathew explores the role of social media within the “Arab Spring” revolutions.  He supports the power of connections via  Jon Elster and his idea that revolution has four “distinct” and essential phases.  Mathew then shares the brilliant perception of Zeynep Tufekci, The University of North Carolina, Sociologist and Social-media researcher who describes social media as “collective action/information cascade”.   (See Below)

“Now or Never”

We agree, Mathew has shared the important elements that have motivated a reformation of the idea of governing.   For instance, have a look at the differences between “The Tea Party” and “Occupy Wall Street”The Tea Party was propelled by a very focused political agenda.  Occupy Wall Street began with one simple demand, but seems to allow for “original” ideas, with flexibility and a diversity of  issues, that address more than a disappointment with government.  The organic nature of various “Occupy” locations and topics is more likely to ensure that people’s interest remains sustainable.

Thoughts from our recent report -

The Ability to Collaborate

One of the key emerging trends is the idea of “Original”.  Original can mean many different things, but  most notably “original’ intensifies the need to collaborate. People are keen to play a stronger role in influencing performance, and absolute in their demand for relevance.

It has been said that Facebook did not start the idea of revolution, and this is true. People took on the role of disruptor in order to gain a voice, and a place within their community and government. Social media simply acted as the connector, an enabler of dialogues and information, and perhaps more important the collective confidence that others share their original ideals.

The Results

Filters are created from shared passion(s) and information. At the same time, authentic connections are not disrupted by  the misrepresentation of traditional channels… People continue to create new and very trusted-original sources.

Please visit GIGAOM for the full article.

Exploring The “Value” of Collaboration| Featuring IBM’s CMO Study and a post by @koertbakker

IBM recently released the IBM Global CMO Study for 2011. The study offers a comprehensive look inside the challenges facing more than 1,700 global CMOs from 64 countries.

In chapter one, IBM challenges CMOs to “Deliver value
to empowered customers”, reflecting the importance of understanding people and using digital media as a source for insight.

IBM asked CMOs to “rank each factor in terms of its expected impact on the marketing function over the next three to five years”.  IBM also considers levels of confidence CMOs feel about managing each factor. 

Figure 4 illustrates the critical issues.

While we completely agree with the critical issues, we are also keen to explore number nine, “Customer Collaboration and Influence”  as a significant part of all the other issues.  Collaborative agendas redefine the process and the multiple dimensions of value. Continue reading

Positioning for A Very Different Approach…via Trends

Need Inspiration? We have created this report to help you visualize trends from both the consumer and the brand perspective.  From mobile to measurement, the  implications found within each trend promise to be inspiring and exceptionally resourceful.

Moving beyond advertising and marketing, we support a collaborative business design.  The report journeys through mobile, convergence across platforms and social media.  We explore engagement and challenge the idea of influence, while offering direction for creating sustainable connections and collaborative agendas. In addition, we share ideas for what is and should be measurable.

The report challenges traditional ideas, by enabling people to play a stronger role in strategy and performance, actively co-creating the future of the brand. More than a trend report, this is an exploration of disruption(s) including; mobile, the adoption of NFC, immersive experiences within 3D projection mapping and the importance of collaboration within innovation.

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