Welcome!

Cognitive Computing Authors: William Schmarzo, Elizabeth White, Pat Romanski, Liz McMillan, Yeshim Deniz

News Feed Item

People Want To Get Personal With Brands -- When A "Like" Is Make Or Break For A Brand's Bottom Line

JWT/OgilvyAction and EXPO partner in research study on the importance of digital communication

CHICAGO, Jan. 16, 2013 /PRNewswire/ -- JWT/OgilvyAction, an industry leader in full-spectrum shopper and retail marketing services, and EXPO, the first consumer network focused on creating and distributing high impact user-generated product video, recently partnered to uncover how consumer engagement with brands online can impact overall consumer behavior.

A quantitative study was conducted across the United States via an online survey, with initial findings supported by three separate focus group interviews with consumers from across the country.

The initial findings from the study have shown that 80% of shoppers are digitally engaged with brands in some way. However, some consumers, termed 'Brand Connected Consumers' (BCCs), are more connected than others, and can have a great impact on the public opinion and the potential sales of a brand. 

BCCs are more digitally engaged with brands and represent about one in four consumers. This group is defined by specific online activities that they perform at least once a week including looking for information such as messages, videos or pictures about brands and posting messages about or directly to brands on blogs or websites, and social networks.

"The BCC is truly a 'brand journalist' in the online space," said Jessica Thorpe, Vice President of Marketing at EXPO. "Their ability to share helpful, and often positive, information about a product or service to thousands of peers not only qualifies them as a brand advocate, but also demonstrates the extent of their influence."

"In a landscape of channel blurring and intense competition, the shopping experience can serve as a great point of differentiation for retailers and CPG brands," said Bridget Durica, Manager, Insights & Research, JWT/OgilvyAction. "BCCs are using social media outlets as the new customer service center, voicing their thoughts – good or bad – in a very visible and public way. We see this as another opportunity to extend that experience into the pre- and post-shopping space, to engage at key points throughout the shopper journey."

Previous research has concluded that 129 million Americans or 91% of online adults today, use social media. Brands are quickly learning that consumers' brand interactions can impact buyer behavior. 

The BCC study also concluded the following:

  • When BCCs are satisfied with their digital interaction with a brand, they are significantly more likely to recommend the brand's products or services, with four in ten reporting purchasing more of the brand's products or services.
  • Although the majority of posts are positive, when BCCs do post a negative comment, it goes unanswered by brands more than half (56%) of the time. Seven in ten shoppers report that they stop buying the brand in these cases.
  • Across a variety of categories, BCCs are most likely to seek and post info to/about retailers and Consumer Packaged Goods brands.

"A brand's silence in the social space – specifically the lack of acknowledgement – can be detrimental to future sales success," said Ken Madden, Executive Vice President, Head of Digital, OgilvyAction North America. "In the social space, brands have an opportunity to build rich relationships with consumers and shoppers.  But that comes with certain expectations of engagement.  Brands need to put improving online consumer interaction through give-and-take conversation high on their list of marketing New Year's resolutions."

About JWT/OgilvyAction:

JWT/OgilvyAction was formed in 2010 to bring together the expertise of JWT's shopper marketing company Malone Advertising, with OgilvyAction's experiential marketing capability to form the industry's leading fully-integrated, end-to-end shopper marketing and activation agency. Part of WPP Group, JWT/OgilvyAction gives clients access to the complete range of shopper and retail marketing services.  From strategic planning for shopper, local and direct marketing, to customized media plans for national and local markets, the agency is focused on solutions that build brands and connect with shoppers.  For more information, visit our website at www.jwtaction.com.   

About EXPO:

EXPO (www.expotv.com) is the first consumer network focused on creating and distributing high impact product video to drive engagement and conversion. The company's end-to-end solution captures, manages and publishes persuasive consumer video for leading manufacturers and retailers. Through EXPO's platform, clients can harness their own brand enthusiasts and fans or rely on EXPO's community of consumers to produce authentic video content, such as product reviews, how-tos, demonstrations, recipes and other topics relevant to a client's brand. EXPO guarantees the content's quality and timeliness, allowing brands and agencies to use the video to support campaign messages, communicate new product benefits, capture video SEO, or simply spark engagement on social platforms. Clients can leverage EXPO's proprietary distribution network to ensure the videos are placed on product pages of top retailers, social networks, and across all owned and mobile destinations.

SOURCE JWT/OgilvyAction

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

@ThingsExpo Stories
"Akvelon is a software development company and we also provide consultancy services to folks who are looking to scale or accelerate their engineering roadmaps," explained Jeremiah Mothersell, Marketing Manager at Akvelon, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
In his session at 21st Cloud Expo, Carl J. Levine, Senior Technical Evangelist for NS1, will objectively discuss how DNS is used to solve Digital Transformation challenges in large SaaS applications, CDNs, AdTech platforms, and other demanding use cases. Carl J. Levine is the Senior Technical Evangelist for NS1. A veteran of the Internet Infrastructure space, he has over a decade of experience with startups, networking protocols and Internet infrastructure, combined with the unique ability to it...
"Space Monkey by Vivent Smart Home is a product that is a distributed cloud-based edge storage network. Vivent Smart Home, our parent company, is a smart home provider that places a lot of hard drives across homes in North America," explained JT Olds, Director of Engineering, and Brandon Crowfeather, Product Manager, at Vivint Smart Home, in this SYS-CON.tv interview at @ThingsExpo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Gemini is Yahoo’s native and search advertising platform. To ensure the quality of a complex distributed system that spans multiple products and components and across various desktop websites and mobile app and web experiences – both Yahoo owned and operated and third-party syndication (supply), with complex interaction with more than a billion users and numerous advertisers globally (demand) – it becomes imperative to automate a set of end-to-end tests 24x7 to detect bugs and regression. In th...
"IBM is really all in on blockchain. We take a look at sort of the history of blockchain ledger technologies. It started out with bitcoin, Ethereum, and IBM evaluated these particular blockchain technologies and found they were anonymous and permissionless and that many companies were looking for permissioned blockchain," stated René Bostic, Technical VP of the IBM Cloud Unit in North America, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Conventi...
Large industrial manufacturing organizations are adopting the agile principles of cloud software companies. The industrial manufacturing development process has not scaled over time. Now that design CAD teams are geographically distributed, centralizing their work is key. With large multi-gigabyte projects, outdated tools have stifled industrial team agility, time-to-market milestones, and impacted P&L stakeholders.
"Cloud Academy is an enterprise training platform for the cloud, specifically public clouds. We offer guided learning experiences on AWS, Azure, Google Cloud and all the surrounding methodologies and technologies that you need to know and your teams need to know in order to leverage the full benefits of the cloud," explained Alex Brower, VP of Marketing at Cloud Academy, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clar...
Widespread fragmentation is stalling the growth of the IIoT and making it difficult for partners to work together. The number of software platforms, apps, hardware and connectivity standards is creating paralysis among businesses that are afraid of being locked into a solution. EdgeX Foundry is unifying the community around a common IoT edge framework and an ecosystem of interoperable components.
"MobiDev is a software development company and we do complex, custom software development for everybody from entrepreneurs to large enterprises," explained Alan Winters, U.S. Head of Business Development at MobiDev, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
Coca-Cola’s Google powered digital signage system lays the groundwork for a more valuable connection between Coke and its customers. Digital signs pair software with high-resolution displays so that a message can be changed instantly based on what the operator wants to communicate or sell. In their Day 3 Keynote at 21st Cloud Expo, Greg Chambers, Global Group Director, Digital Innovation, Coca-Cola, and Vidya Nagarajan, a Senior Product Manager at Google, discussed how from store operations and ...
"There's plenty of bandwidth out there but it's never in the right place. So what Cedexis does is uses data to work out the best pathways to get data from the origin to the person who wants to get it," explained Simon Jones, Evangelist and Head of Marketing at Cedexis, in this SYS-CON.tv interview at 21st Cloud Expo, held Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA.
SYS-CON Events announced today that CrowdReviews.com has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5–7, 2018, at the Javits Center in New York City, NY. CrowdReviews.com is a transparent online platform for determining which products and services are the best based on the opinion of the crowd. The crowd consists of Internet users that have experienced products and services first-hand and have an interest in letting other potential buye...
SYS-CON Events announced today that Telecom Reseller has been named “Media Sponsor” of SYS-CON's 22nd International Cloud Expo, which will take place on June 5-7, 2018, at the Javits Center in New York, NY. Telecom Reseller reports on Unified Communications, UCaaS, BPaaS for enterprise and SMBs. They report extensively on both customer premises based solutions such as IP-PBX as well as cloud based and hosted platforms.
It is of utmost importance for the future success of WebRTC to ensure that interoperability is operational between web browsers and any WebRTC-compliant client. To be guaranteed as operational and effective, interoperability must be tested extensively by establishing WebRTC data and media connections between different web browsers running on different devices and operating systems. In his session at WebRTC Summit at @ThingsExpo, Dr. Alex Gouaillard, CEO and Founder of CoSMo Software, presented ...
WebRTC is great technology to build your own communication tools. It will be even more exciting experience it with advanced devices, such as a 360 Camera, 360 microphone, and a depth sensor camera. In his session at @ThingsExpo, Masashi Ganeko, a manager at INFOCOM Corporation, introduced two experimental projects from his team and what they learned from them. "Shotoku Tamago" uses the robot audition software HARK to track speakers in 360 video of a remote party. "Virtual Teleport" uses a multip...
A strange thing is happening along the way to the Internet of Things, namely far too many devices to work with and manage. It has become clear that we'll need much higher efficiency user experiences that can allow us to more easily and scalably work with the thousands of devices that will soon be in each of our lives. Enter the conversational interface revolution, combining bots we can literally talk with, gesture to, and even direct with our thoughts, with embedded artificial intelligence, whic...
SYS-CON Events announced today that Evatronix will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Evatronix SA offers comprehensive solutions in the design and implementation of electronic systems, in CAD / CAM deployment, and also is a designer and manufacturer of advanced 3D scanners for professional applications.
Leading companies, from the Global Fortune 500 to the smallest companies, are adopting hybrid cloud as the path to business advantage. Hybrid cloud depends on cloud services and on-premises infrastructure working in unison. Successful implementations require new levels of data mobility, enabled by an automated and seamless flow across on-premises and cloud resources. In his general session at 21st Cloud Expo, Greg Tevis, an IBM Storage Software Technical Strategist and Customer Solution Architec...
To get the most out of their data, successful companies are not focusing on queries and data lakes, they are actively integrating analytics into their operations with a data-first application development approach. Real-time adjustments to improve revenues, reduce costs, or mitigate risk rely on applications that minimize latency on a variety of data sources. In his session at @BigDataExpo, Jack Norris, Senior Vice President, Data and Applications at MapR Technologies, reviewed best practices to ...
An increasing number of companies are creating products that combine data with analytical capabilities. Running interactive queries on Big Data requires complex architectures to store and query data effectively, typically involving data streams, an choosing efficient file format/database and multiple independent systems that are tied together through custom-engineered pipelines. In his session at @BigDataExpo at @ThingsExpo, Tomer Levi, a senior software engineer at Intel’s Advanced Analytics gr...