A new research whitepaper The Experience Economy has identified a new breed of consumer, who needs the reassurance of experiencing a product before they will commit to purchase.
According to The Experience Economy, produced by leading experiential marketing agency Tribe, @tribemarketing while media consumption habits have changed dramatically, the desire to try a product – through samples and events – has increased in importance in the wake of the economic downturn. http://www.tribemarketing.co.uk/
The vast majority of people who read books via digital formats are still buying paper books too, according to a poll of 1,000 UK adults conducted by marketing solutions and print services provider St Ives Group.
Furthermore, people reading via both formats get through on average 50% more books in a year than those who read only digital or physical books. Readers of both finish an average of 27.3 books per year; more than one per fortnight. The 4% who only use e-readers get through 18.5 annually, while the figure is 17.4 for those just reading paper books.
To download the research in full, please click here
Dove has long shown an impressive ability to have it both ways: encouraging women to respect their natural beauty while also selling them a litany of beauty-enhancement products. Now, the Unilever brand is going even further, essentially saying every aspect of its industry is a scam.
In this new spot—the newest of several marketing stunts inspired by the success of the brand's "Real Beauty Sketches"—we see women being offered an unbranded "beauty patch" that will help them generally look and feel better. Via Adweek
Contextual Integration – which looks at how brands are using location, time and personal preference data to move from planning in media silos to creating contextually relevant communications – will be one of their key themes at Now / Next / Why. For more information on this annual Contagious trends conference, and for tickets, click here for London and here for New York.
Hands up if you hate your bank.
The chances are, if you’re under the age of 30, you’ll have one arm in the air right now. A recent survey from Scratch, an in-house unit of broadcaster Viacom, found that Millennials really don’t like banks. A whopping 73% of the 10,000 people interviewed in the Millennial Disruption Index said that they’d be more excited about a new financial offering from a tech company than from their existing bank. More worryingly – for banks, at least – is that nearly half of all respondents are counting on companies like Google, Amazon and Square to overhaul the way that banks work, with 33% believing they won’t need a bank at all in the near future. [more…]