Facebook: A More Targeted Way to Reach your Consumer
As Facebook looks to grow its revenue base, the social media giant is coming up with new and innovative ways to make your advertising dollars stretch further. The latest and greatest comes in the form of promoted posts, an option where your ad will appear in news feeds of relevant parties (users who have liked certain pages for example). While it seems like the market welcomes the more targeted demographic always remember that the devil is in the details. Merry Morud at Searchenginewatch.com reiterates this point as she notes that while promoted posts can be a great option, you need to ensure that you are reaching out to relevant consumers in your particular market while remaining on budget. Social media campaigns have a high potential ceiling but need to be managed just as closely as you would your television advertising. At the end of the day it is all about being informed. The more you understand about the platform the farther your advertising spends will go.
China: A More Westernized Consumer
China; it is the buzz word on BNN and forum talk-shows alike. Its economic indicators are scrutinized by analysts and just about every company with multi-national operations is trying to break in, with varying degrees of success. At Active a majority of our clients are Fortune 1000 companies and emerging markets are consistently a hot topic. With that in mind a great article from the Associated Press, re-published by Canadian Business magazine, notes that as China emerges to the world (and its markets) so too does its consumers as the middle class grows and increasingly experiences more choice in their day-to-day shopping decisions. Moreover, because of this increased choice the Chinese consumer is demanding more value for their money even if that means having to spend a little more for significantly great quality. What does that mean for your business? It means that the Chinese consumer is developing Western buying habits (although not necessarily tastes) in an economy that is expected to grow at 4x the rate of the either the Canadian or US economy (8.1% compared to 2% and 1.9% respectively). So, while the transition into China may not be an easy one, it is well worth the effort.
Consumers want Retailers to Step Up their Online Presence
Have you ever tried to do comparison shopping online or figure out if Kanye’s latest shoes were available here in Canada just to run into unhelpful e-commerce sites with incomplete information? Well you are not alone as a new study by Ernest & Young notes that consumers are increasingly turning to online retailers for their shopping needs. While major retailers are answering the call (for a good example of a creative showcase check out this piece by Men’s Health, one of our American media vendors), it’s a slow process. In the meantime, many are trying to fend off the emerging trend of “online showrooms” where consumers will check out a product in person before going to buy it online for a cheaper price. While a number of solutions have been suggested all of them boil down to three parts: i) price ii) service and iii) online presence. But does that mean that the traditional Brick and Mortar model is dead? Of course not! As Forbes Magazine points out, while that online trend is growing, there are still consumers who appreciate going into a store and getting the expertise of a professional. So where does the truth lie? As always, the truth lies in the middle and all we can really do is watch as the market takes its course.