Digital channels driving force for growth: Online beats offline in the ‘consumer journey’
Germans love to do research: 90% of German Internet users use the Internet to find information on products. More than two Thirds search the web for a product advertised on TV. About one Third uses a smartphone to look up information on a product while in the store. The importance of social media is also [...]
> Continue reading
PepsiCo and the concept of “digital fitness”
No other brand competition is as fierce as the one between Coca-Cola and Pepsi. Both companies have been vying for the throne of the soft drinks industry since 1898. Coca-Cola was recently awarded ‘Marketer of the Year’ by the ad industry’s mouthpiece AdAge. While the Coca-Cola Company is celebrating its 125th anniversary with a traditional [...]
> Continue reading
Media consumption of kids today defines the sales models of tomorrow
The media consumers of the future, today’s kids and youth, show quite different habits in media consumption than their peers only a decade ago. TV, Internet and mobile phones have become everyday’s tools, to the disadvantage of print media. Thus, media consumption of kids today defines the sales models of tomorrow. A study prepared by [...]
> Continue reading
Budgets for digital advertising continue to grow
When digital marketing exposition dmexco closed its doors last Thursday, quite a number of new records were announced. Germany’s digital business continues to prosper. More and more companies allocate their advertising budget to the area where consumers spent most of their time: the digital realm of online and mobile. Online advertising market grows by 16% [...]
> Continue reading
Google and Facebook’s fight for localized advertising budgets
Big brands spend millions of Dollars for online search engine marketing. Smaller, localized companies think twice before they spend their bucks. Why should a small bicycle shop spend a huge amount of money for online advertising? Is there enough time and knowledge available to take responsible care of this? In future, online search engine marketing [...]
> Continue reading
Digital IQ: A ticket for more revenue for the travel industry
It has just been a matter of time until the equivalent of the human IQ will appear for the digital world: The Digital IQ is an index, which measures the digital prowess of companies from the travel industry. A research study titled ‘Digital IQ Index: Travel’ conducted by US marketing researchers at L2 in cooperation with [...]
> Continue reading
Brand Ranking: Digital Power
Apple is the new shining star among international brands: According to the BrandZ Top 100 brand ranking compiled by US company Milward Brown, Apple kicked search engine giant Google from the throne in the ranking for the world’s most valuable companies. The brand’s market value has increased by 84% to US$153.3 bn. This growth was [...]
> Continue reading
The F-Factor: Do Friends, Fans and Followers have an influence on consumer behavior?
The sheer amount of articles, research studies and conferences clearly shows that the topic social media is hot in 2011. Looking at the debates of the past few months, it seems that a number of marketing strategies are only centered around Facebook and alike websites. However, to evaluate the potentials of social media for one’s [...]
> Continue reading
Playground Internet: The Boom of Digital Gaming
In the past year, every one out of four Germans older than 10 years used the Internet for playing games. In comparison to the previous year, the number of Internet gamers increased by 17% reaching 14.5 million. These are the results of a recent survey conducted by the German Society for Consumer Research (GfK) on [...]
> Continue reading
Spending for digital media still does not match the time spent with it
Digital advertising in the US reached a turning point at the end of last year, when US companies reportedly invested more Dollars of their media budget in online advertising than in newspaper ads for the first time in history. However, we can still see a yawning gap between the usage of digital media and digital [...]
> Continue reading
