 | Digital Audience Report, July to September 2013
Global marketers now have an unprecedented opportunity to reach across channels to engage in meaningful conversations with customers moving from device to device, shifting formats and media. Download this report to learn about how the rise of the cross-channel brand. |
 | How socializing data pressures consumers to change behavior Utilities and financial companies are among those socializing data to create peer pressure that helps consumers change their behaviors for the better, such as lowering energy consumption and saving more. Companies should clearly know the behavior they want to change before trying the tactic, Robyn Bolton writes. "It works because peer pressure data goes beyond demonstrating the functions of a product to satisfy deeply powerful emotional or social needs we may not even realize we have," Bolton writes. Harvard Business Review online/HBR Blog Network (5/13) Sharing economy is focus of conference Executives, investors and other stakeholders gathered this week for a conference to discuss the future of the sharing economy. Experts said the rise of companies such as Uber and Airbnb suggest that a lasting shift in consumers' priorities is underway. "This is one of the most important shifts in human behavior ever. There's a revolution going on in how we as consumers view the world," said Shervin Pishevar of Global Sherpa. San Francisco Chronicle (free content) (5/13), Next City (5/12)  | The Search Habits of New Parents
Soon-to-be parents have everything from diapers to diplomas on their minds. According to search data, new moms and dads are conscious consumers and they start planning for college early. Read more about new parents' digital behaviors on Think with Google. |
 | NASCAR plans social blitz to reach dads across generations NASCAR is emphasizing its legacy of fathers and children bonding over racing in a campaign that incorporates Facebook, Instagram and YouTube to reach across generations. The campaign uses Ogilvy & Mather's "Heroes" ad and a social media call for fans to share NASCAR moments. "It makes absolute sense for us to put a stake in the ground and own Father's Day," said Matt Shulman, NASCAR's managing director of marketing platforms. Adweek (5/13)  | TRUSTe 2014 US Consumer Confidence Privacy Report
Consumer trust is falling. 55% of consumers (down from 57% in 2013) say they trust businesses with their personal information online. For a valuable barometer of consumer confidence, business impact and recommended business practices, download the TRUSTe research report now. |
 | Young social media users don't "heart" positivity Youth-oriented site We Heart It tries to maintain a positive tone by only allowing users to "heart" shared content, with no option to leave negative comments. Still, the site has pessimistic posts on relationships and topics such as eating disorders. "[D]espite the best intentions of the site's operators, We Heart It is proof that you can't force positivity," Ariel Bogle writes. Slate/Future Tense blog (5/13) | Mobile is driving in-store traffic, survey finds Mobile devices are prompting more shoppers to visit brick-and-mortar stores, not less, as some retailers have feared, according to an April study from Deloitte. It found that 22% of mobile users were more likely to visit a store after browsing on their devices, while 19% said they were less likely to do so. Deloitte also found that 19% of last year's in-store purchases were influenced by the use of mobile devices. eMarketer (5/14)  | In 2012, 1.8 trillion display ads were paid for, but not seen
As advertisers embrace viewability, they can benefit from knowing that their display ads are seen, eliminating waste, and increasing campaign effectiveness. Read our findings to learn more about the current state of viewability standards and the steps you can take now to prepare.
Download the whitepaper. |
 | "Monopoly" for the financial-crisis generation It's time to bring "Monopoly" into the 21st century with rules that reflect financial realities, K. Mike Merrill writes. He proposes rules in which the banker becomes an active participant, offering loans and Series A funding, charging interest and ultimately getting rich as players vie to develop their properties. "[A]s in life, the banker has some advantages," Merrill writes. Big Think (5/10)  | Building Super Brands with Superconsumers
A recent study shows that superconsumers represent 10 percent of a category's customers and 30-70 percent of its sales. HBS Executive Education's Marketing programs focus on building superconsumers who influence millions via social media. Read more in a complimentary Harvard Business Review article. |
 |  | [W]hat Twitter really needs is a global strategy. And this means a strategy to win in India." | | | Please contact one of our specialists for advertising opportunities, editorial inquiries, job placements, or any other questions.
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