New Thinking

Can Online Buzz Predict the Oscars?

March 5, 2010

If online buzz from the week prior to the 82nd annual Academy Awards is any indication, the winners may have already been decided for best picture, best actor and best actress. A sample of data gathered by Empower MediaMarketing via our ChatterWatch(sm) service* indicates that Avatar is the favorite among social media fans to win [...]

Media Mythbusters: Revisiting Consumer Usage Habits

March 3, 2010

The industry has established many notions about media usage which seem rational, but studies show that consumer media usage habits are as surprising as the gadgets that drive their behavior.
Consumers’ media usage is evolving as quickly as the technology driving the change.  Rather than simply moving away from traditional media to new and innovative options, [...]

Behavior in the Crosshairs

March 3, 2010

The days of identifying a target audience by age and sex are long gone.  Nowadays, we usually identify target consumers by their behavior—what they buy, what they don’t buy and what lifestyle factors influence their need or desire for a product.
Meanwhile, media has also changed.  While TV remains enormously valuable to brand communications, it is [...]

Brand Messages Compete with 34GB of Information Every Day

December 14, 2009

Despite digital’s seamless presence in my daily habits, Sunday includes a read of my local paper. It’s a bit of a ritual – one that research suggests will not be picked up by my children.
Regardless, one story in particular stood out: “Data deluge will reboot our brains.”
“Through emails, texting, internet surfing, reading and other media, [...]

The New Power of Listening

April 29, 2009

As marketers, we love to have power.  We like the power to create brands and products that have value for consumers.  We like the power to craft a message and place it in a targeted medium.
But what about the power that comes from listening?  Admittedly, it doesn’t sound very exciting.  Wouldn’t we all rather talk [...]