Generation Y, the segment of the population born roughly between the early 1980s to the late 1990s, has been characterized as a digital demographic. It’s easy to assume that twenty-somethings in 2012 have little use for print directories with the easy access to Internet search on smart-phones, laptops, and tablets. However, looking closer at Generation […]
Recently, several studies about print directory usage have been published with seemingly different results. The most controversial is one executed by Market Authority, a media tracking firm. The study results claim that directory usage is more dominant than digital usage when consumers are searching for business information. They indicated that in the U.S. the perception […]
For the third year, we have conducted proprietary research on the online and offline search habits of Canadians and Americans. This three-wave study includes research from Kantar and comScore. DAC’s research was then divided along regional and country lines to glean a clear perspective on the trends and commonalities throughout each region and country. The […]
“Twitter and Facebook are more important to Virgin Atlantic than TV.” Virgin Atlantic VP of Marketing, Porter Gale’s assessment of Social Media’s advantages over traditional mass media further solidifies how forward-thinking companies are embracing and leveraging engagement media. Virgin cleverly capitalizes on Twitter as a guest-service/customer retention tool. When flights are delayed, Virgin uses Twitter […]
In North America today, the general consensus is that QR codes have a low adoption rate due largely because they are difficult to use. It is thought that if you aren’t tech savvy, the QR code is simply another design element crammed into an already-crammed print ad. Although this may have been true in the […]
The Pew Research Center published their annual ‘State of the News Media’ study earlier this month. One of the big takeaways was that for the first time ever more people are turning to the Internet than to newspapers to get their news. This victory was actually a narrow one for Mr. Internets. At the end […]
comScore and Group M published a report this week about the relationship between search and social media in the purchase cycle of a motivated buyer. This joint study explored how search impacts those who are at the buying stage in their purchase cycle. The findings showed that most people turn to search to help them […]
11:08 – People go cross channel and back and forth in how they search as they go through the purchase cycle 11:10 – Leveraging Consumer search journeys -> re-targeting 11:11 – Step 1 – Research – Social Listening Tools, Competitive Intelligence, Database Sources 11:12 – Develop target persona (demographic / geographic, etc) then map out […]
We know that because digital is incredibly interactive, a brand experience can easily and quickly lead a consumer from awareness through to purchase, and then to recommendation/promotion. No other medium has affected the traditional marketing/purchase process so dramatically. When there was only print, logos were important. With radio, jingles took prominence. With television, the focus […]