CONSUMER MARKETING

Transcription

1 CONSUMER MARKETING March rd edition 405 pages ISBN# Published by: Richard K. Miller & Associates (RKMA) PART I: OVERVIEW 1 CONSUMER MARKETING 1.1 Scope 1.2 Market Assessment 1.3 Consumer Behavior 2 MARKET RESEARCH 2.1 Competitor Intelligence 2.2 Consumer Surveys 2.3 Customer Satisfaction Surveys 2.4 Focus Groups 2.5 Geodemographic Segmentation 2.6 Market Research Companies 2.7 Market Research Reports 2.8 Media Consumption Research 2.9 Mystery Shopping 2.10 Neuroscience Research 2.11 Public Opinion Polls 2.12 Retail Sales Reporting 2.13 Web Traffic Analysis 2.14 Market Resources 3 MARKETING TACTICS 3.1 Overview 3.2 Analytics 3.3 Lead Generation 3.4 Loyalty Marketing 3.5 Marketers Top Concerns 3.6 Marketing Pulse Survey 3.7 Marketing Trends Survey 3.8 Survey Of U.S. Marketers 3.9 The CMO Survey 3.10 The Customer-Activated Enterprise PART II: ADVERTISING 4 ADVERTISING SPENDING 4.1 Overview 4.2 Total Media Advertising and Marketing Services Spend 4.3 Measured and Unmeasured Media Ad Spend

2 4.4 Market Forecast 4.5 Market Resources 5 CONSUMER RESPONSE TO ADVERTISING 5.1 Preferred Media For Ads 5.2 Positive Response To Ads 5.3 Negative Response To Ads 5.4 Response to 5.5 Response to Irrelevant Ads 6 IN-CINEMA ADVERTISING 6.1 Market Assessment 6.2 Patron Demographics 6.3 Market Resources 7 MAGAZINE ADVERTISING 7.1 Market Assessment 7.2 Market Leaders 7.3 Measured Ad Spending By Sector 7.4 Top Advertisers 7.5 Interactive Media 7.6 Market Resources 8 NEWSPAPER ADVERTISING 8.1 Market Assessment 8.2 Market Leaders 8.3 Measured Ad Spending By Sector 8.4 Top Advertisers 8.5 Digital Newspapers 8.6 Alternative Newspapers 8.7 Classifieds 8.8 Market Resources 9 OUT-OF-HOME ADVERTISING 9.1 Market Assessment 9.2 Spending By Format 9.3 Market Leaders 9.4 Measured Ad Spending By Sector 9.5 Top Advertisers 9.6 High Mileage Drivers 9.7 Place-Based Advertising 9.8 Market Resources 10 PLACE-BASED VIDEO ADVERTISING 10.1 Overview 10.2 Video Ads In Public Venues

3 10.3 Video Ad Networks 10.4 Market Resources 11 RADIO ADVERTISING 11.1 Overview 11.2 Market Assessment 11.3 Measured Ad Spending by Sector 11.4 Top Radio Advertisers 11.5 Market Resources 12 TELEVISION ADVERTISING 12.1 Overview 12.2 Market Assessment 12.3 Upfront 12.4 Measured Ad Spending By Sector 12.5 Top Advertisers 12.6 Average CPM 12.7 Market Resources 13 TOP ADVERTISERS 13.1 Overview 13.2 Top Spending Advertisers 13.3 Market Resources 14 TOP ADVERTISING AGENCIES 14.1 Overview 14.2 Top 100 Agencies 14.3 Market Resources PART III: DIGITAL MARKETING 15 DIGITAL ADVERTISING 15.1 Market Assessment 15.2 Spending By Platform 15.3 Digital Spending Distribution 15.4 Spending By Sector 15.5 Marketshare Leaders 15.6 Digital Agencies 15.7 Top Advertisers 15.8 Shift From Traditional Media To Digital 15.9 Real-Time Bidding On Ad Exchanges Programmatic Advertising Native Ads Digital Newfronts Market Resources

4 Spending Marketing Strategy 16.3 Segmentation 16.4 Time-Of-Delivery Effectiveness 16.5 Factors Influencing Open Rate 16.6 Mobile Viewing Of Video Marketing Marketing Services 16.9 Market Resources 17 MOBILE MARKETING 17.1 Market Assessment 17.2 Market Leaders 17.3 Local Mobile Ad Spending 17.4 Mobile Marketing Agencies 17.5 Mobile Ad Types 17.6 Mobile Shopping Apps 17.7 Market Resources 18 SEARCH 18.1 Overview 18.2 Market Assessment 18.3 Search Agencies 18.4 SEO Marketing Strategy 18.5 Paid Search 18.6 Mobile Search 18.7 Market Resources 19 SOCIAL MEDIA MARKETING 19.1 Overview 19.2 Social Media Ad Spending 19.3 Social Media Marketing Channels 19.4 Social Media Marketing Strategy 19.5 Social Media Marketing Tactics 19.6 Market Resources 20 VIDEO 20.1 Market Assessment 20.2 Video Ad CPM 20.3 Video Ad Engagement 20.4 How Video Ad Inventory Is Purchased 20.5 Video Ad Metrics 20.6 Social Video Ads 20.7 Interactive Video Ads 20.8 Viral Video Ads 20.9 Market Resources

5 21 WEBSITE STRATEGY 21.1 Overview 21.2 Domain Names 21.3 Website Optimization 21.4 Website Performance Assessment PART IV: ANALYSES 22 BIG DATA 22.1 Overview 22.2 Market Assessment 22.3 Key Players 22.4 Applications In Consumer Marketing 22.5 Challenges 22.6 Market Resources 23 BRANDING 23.1 Elements Of Branding 23.2 Branded Entertainment 23.3 Sensory Branding 23.4 Color Branding 24 BUY AMERICAN INITIATIVES 24.1 Preference For U.S.-Made Products 24.2 Buy American Initiatives 25 CAUSE MARKETING 25.1 Overview 25.2 Spending 25.3 Effectiveness 25.4 Cause Marketing Halo Awards 25.5 Compassionate Consumerism 25.6 Market Resources 26 CELEBRITY ENDORSEMENTS 26.1 Effectiveness of Celebrity Endorsements 26.2 Brand Ambassadors 26.3 Celebrity-Branded Merchandise 26.4 Consumer Perceptions Of Celebrities 27 CONTENT MARKETING 27.1 Overview 27.2 Spending 27.3 Content Marketing Objectives 27.4 Content Marketing Tactics 27.5 Effectiveness

6 27.6 Content Marketing In Traditional Media 27.7 Trends 27.8 Market Resources 28 COUPONS 28.1 Consumer Use Of Coupons 28.2 Redemption 28.3 Coupon User Demographics 28.4 Digital Coupons 28.5 Market Resources 29 CROWDSOURCING 29.1 Overview 29.2 Benefits Of Crowdsourcing 29.3 Case Studies 29.4 Market Resources 30 CUSTOMER RELATIONSHIP MANAGEMENT 30.1 Overview 30.2 CRM Software 30.3 Market Resources 31 CUSTOMER RETENTION 31.1 The Importance of Customer Retention 31.2 Retention Spending And Strategies 31.3 Retention Of Online Customers 32 CUSTOMER SERVICE 32.1 Loyalty 32.2 Impact By Segment 32.3 Factors Contributing To Good Customer Service 32.4 Customer Service By Telephone 32.5 Customer Service By Twitter 33 DIRECT MARKETING 33.1 Direct Marketing Spending 33.2 Direct Mail 33.3 Response Rate 33.4 Effectiveness 33.5 Direct Marketing Agencies 33.6 Direct Marketing List Providers 33.7 Market Resources 34 DIRECT SELLING 34.1 Overview 34.2 Market Assessment

7 34.3 Direct-Selling Companies 34.4 Market Resources 35 ENGAGEMENT 35.1 Defining Engagement 35.2 Measuring Engagement 35.3 Knowledge About Customers 35.4 Brand Activation 35.5 Market Resources 36 ENHANCING THE SHOPPING EXPERIENCE 36.1 Turning Shoppers Into Buyers 36.2 Improving Shoppability 36.3 Store Layout 36.4 Store Atmospherics 36.5 Inventory Optimization 36.6 Convenience Shopping 37 EVENT & EXPERIENTIAL MARKETING 37.1 Overview 37.2 Market Assessment 37.3 Event Specialists 37.4 Effectiveness 37.5 Event Marketing And Social Media 37.6 Market Resources 38 GAMIFICATION 38.1 Overview 38.2 Marketing Applications 38.3 Reward-Based Advertising 38.4 Case Studies 38.5 Market Resources 39 GREEN MARKETING 39.1 Green Impact On Consumer Spending 39.2 Green Initiatives 39.3 Credibility Of Green Marketing Claims 39.4 Green Ad Agencies 39.5 Market Resources 40 HISPANIC- & LATINO-AMERICAN MARKETING 40.1 Overview 40.2 Spending 40.3 Multicultural Agencies 40.4 Use Of Media 40.5 Hispanic Media Spending

8 40.6 Top Hispanic Media 40.7 Market Resources 41 LICENSING 41.1 Market Assessment 41.2 Market Resources 42 LOCAL MARKETING 42.1 Market Assessment 42.2 Yellow Pages 42.3 Local Digital Ads 42.4 Local Mobile Search 42.5 Local Marketing By National Brands 42.6 Market Resources 43 LOYALTY PROGRAMS 43.1 Participation 43.2 Effectiveness 43.3 Sector Assessment 43.4 Personalization 44 NAMING RIGHTS 44.1 Overview 44.2 Sports Stadiums And Arenas 44.3 Municipal Facilities 44.4 Transit Systems 45 PRICING 45.1 Overview 45.2 Dynamic Pricing 45.3 Dynamic Pricing Online 45.4 Price Matching 45.5 Personalized Pricing 45.6 Deals and Bargains 45.7 Pricing Market Research 45.8 Pricing Research Centers 46 PROMOTIONS 46.1 Market Assessment 46.2 Promotions Agencies 46.3 Types of Promotions 46.4 Methods of Promotions 46.5 Market Resources

9 47 SAMPLING 47.1 Overview 47.2 Cost-Effectiveness 47.3 Venues 48 SHOPPER [IN-STORE] MARKETING 48.1 Overview 48.2 Market Assessment 48.3 In-Store Decision-Making 48.4 In-Store TV 48.5 Market Resources 49 SMALL- AND MEDIUM-SIZED BUSINESS ADVERTISING & MARKETING 49.1 Market Assessment 49.2 Small Business Marketing Budget Allocation 49.3 SMB Marketing Channels 49.4 Current and Planned Marketing Practices 49.5 Social Media 49.6 Traditional Media 49.7 Outsourcing 49.8 Online Marketing Priorities 50 SPONSORSHIPS 50.1 Market Assessment 50.2 Spending By Sector 50.3 Sports Sponsorships 50.4 Market Resources 51 SPORTS MARKETING 51.1 Market Assessment 51.2 Athlete Endorsements 51.3 Advertising Agencies in Sports Marketing 51.4 Jersey Rights 51.5 Naming Rights For Stadiums and Arenas 51.6 Sports Sponsorships 51.7 Market Resources 52 WORD-OF-MOUTH 52.1 Overview 52.2 Influencers 52.3 WOM Programs 52.4 WOI Analytics 52.5 Marketing Guidelines 52.6 Market Resources

10 PART V: SEGMENTATION CLASSIFICATION 53 COMMUNITY-BASED SEGMENTATION 53.1 Overview 53.2 Segmentation Categories 53.3 Market Resources 54 CUSTOMER PERSONALITY-BASED SEGMENTATION 54.1 Overview 54.2 Segmentation Categories 54.3 Market Resources 55 ECONOMIC-BASED SEGMENTATION 55.1 Overview 55.2 Segmentation Categories 55.3 Market Resources 56 HOUSEHOLD-BASED SEGMENTATION 56.1 Overview 56.2 Segmentation Categories 56.3 Market Resources 57 LIFESTYLE-BASED SEGMENTATION 57.1 Overview 57.2 Segmentation Categories 57.3 Market Resources 58 MILLENNIAL SEGMENTATION 58.1 Overview 58.2 Segmentation 58.3 Comparative Analysts 58.4 Market Resources 59 SOCIOECONOMIC SEGMENTATION 59.1 Overview 59.2 Lifestage Groups 59.3 Market Resources PART VI: CONSUMER TRACKING 60 CUSTOMER ANALYTICS 60.1 Overview 60.2 Customer Databases 60.3 Data Brokers 60.4 Consumer Valuation Scores 60.5 Product Use Insight 60.6 Data Integration

11 60.7 Privacy Issues and Regulatory Oversight 60.8 Key Players 61 ONLINE BEHAVIORAL TARGETING 61.1 Overview 61.2 Advertiser Spending 61.3 BT Social Media 61.4 Retargeting 61.5 BT Privacy Concerns 61.7 Do Not Track Options 61.8 Privacy Policies 62 SHARING INFORMATION ON SOCIAL MEDIA 62.1 Overview 62.2 Information Shared On Social Media 62.3 Sharing Information With Trusted Companies 62.4 Enticements for Sharing Information 62.5 Privacy Issues 63 MOBILE TRACKING 63.1 Overview 63.2 Location Tagging 63.3 Mobile Device Tracking 63.4 Subscriber Tracking 63.5 Privacy Concerns 64 IN-STORE TRACKING 64.1 Observational Customer Research 64.2 Influencing Shopping Behavior 64.3 Facial Recognition 64.4 RFID Tracking 64.5 Privacy Issues 64.6 Key Players APPENDIX A: ACADEMIC CENTERS APPENDIX B: ACADEMIC - MBA MARKETING PROGRAMS APPENDIX C: ACADEMIC - PH.D. MARKETING PROGRAMS APPENDIX D: ANALYSTS APPENDIX E: ASSOCIATIONS APPENDIX F: MARKETING BLOGS

12 APPENDIX G: ONLINE RESOURCES APPENDIX H: PERIODICALS APPENDIX I: SERVICES FOR RESEARCH & STRATEGY REFERENCES