Product innovation

Tablets are for fun, while laptops are for work, both play a role in consumer packaged goods.


Tablets have quickly emerged as a distinctconsumer_packaged_goods_laptopconsumer_packaged_goods_ipad third digital screen in consumers lives that fill the gap between desktops and smartphones. But there are still many open questions about exactly how consumers are using them. We explored tablet search trends earlier this year, but wanted to dig deeper and answer key questions such as: What are the contrasts between tablet use, laptop use, and smartphone use and how are consumers engaging across these devices? What are the most common activities (playing games, searching, reading, etc.) that tablets are used for? What ads are most relevant and useful based on how people are using the devices?                                 

[caption id="" align="alignright" width="300" caption="Image via Wikipedia"]iPad Display Item[/caption]
I once sat in a meeting discussing a highly successful TV campaign. Underlying the discussion there’s this funny unspoken question from the brand side of the house: “How can it be good branding if it sold so well?” The truth is that product is your best way to build brand. But this has been lost by the billion dollar brand consultancies and amidst the plethora of marketing PhD dissertations – with collusion from creative teams who learn the hard way that their best opportunity to get the NEXT ad job is to ignore product in THIS one. Consider the brand ecosystem chart Forrester tweeted today. (Link here.) I challenge you to find product in this brand activity chart. Oh, yes. It’s there…somewhere…amidst all the complexity. It took me a while to find it. But the product seems to be hidden

[caption id="" align="alignright" width="153" caption="Image via Wikipedia"]Behold the iPad in All Its Glory.[/caption]

Tablets Will Be Key To Marketing

  With more than 165 million tablets expected to ship over the next two years, tablets are becoming a popular device with engaged, tech-savvy consumers. Given this explosive growth, tablets need to be a part of your marketing strategy. So Google is now making it easy for you to target tablet devices. We’re pleased to announce that we’re developing new targeting options to help you better connect with this audience. To give you greater control over your AdWords ads, we’re changing the way you can target tablet devices.

Networks & Devices

In the next couple of weeks, the “Networks and Devices” section of you r Settings tab within your AdWords account will include a new targeting option titled “Tablets with full browsers.” While you’ve been able to specifically target Apple iPad devices in the past, the new capability will enable you to easily target your ads to the entire tablet device category. In addition, you'll be able to select more precisely the types of devices and operating systems on which your AdWords ads will show. For example, to display

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Using Wikipedia as a source for an academic paper will still get most people into hot water, yet a growing number of people are turning to even more dubious sites to verify facts for information about their health. A survey of nearly 23,000 Americans, released last month by the National Research Corporation, says that 20% use social media sites, such as Facebook and Twitter, to help make health care decisions, with one in four saying the information found there was “likely” or “very likely” to affect their course of action. Perhaps more telling was that 32% said they had a “very high” trust in social media — only 7.5% of respondents rated their trust level as “very low.” These are not the young or poor making these decisions, either. The survey found

[caption id="" align="alignright" width="300" caption="Image via Wikipedia"]Logo of Campbell's Soup Company[/caption]
In an industry as competitive as retail, companies are forced to do all they can to set themselves apart in order to maintain market share. It is a day-to-day battle, and as an organization, you need to go into battle armed with the right information and tactics. At Summit’s Track E: “Winning at Retail: How to Compete Successfully” breakout sessions, you’ll hear how a few well-known companies have managed to stay one step ahead of the curve in this ever-challenging market. Featured speakers will include: * Cara Bernosky, president and co-founder for IMC Licensing: Cara will address creative approaches restaurants have taken

[caption id="" align="alignright" width="245" caption="Image via CrunchBase"]Image representing Twitter as depicted in Crun...[/caption]
Digital advances are changing the shopper marketing landscape daily. Think about it: we are almost never away from a digital gadget today. At home, we have our computers. On our commute, many of us are surfing the web or checking emails on our mobile phones. At the café, there’s a 3G connection that will have you up and running while you sip your morning latté. Consequently, every digital development offers new opportunities for brands to grab attention, so this year at the SymphonyIRI Group Summit, we are proud to offer many exciting sessions that will help you hone the tools in your digital marketing arsenal. To set the scene, Steve Frenda, Managing Director of In-Store Marketing Institute, will help us break down the current media environment, and decipher shifts in shopper behavior in our “Future Marketing – Digital and Mobile” track session. Building on those key elements, comScore will focus on the key trends in digital marketing for the CPG industry. comScore will present its insights into the industry’s ad effectiveness and growth opportunities in one session, and share study findings from

CPG and Retail Companies Must Wean Shoppers Off Price-Only Related Merchandising for Future Success
Magnificent Mile Apple Store
Image via Wikipedia
CHICAGO, Jan. 20, 2011 - The new year creates an opportunity to review product and retail strategies with a view toward continuous improvement. Nowhere is this more relevant or important than in merchandising strategies. To take a closer look at these strategies, SymphonyIRI Group released its current issue of Times & Trends, “Merchandising Trends: Achieving Differentiation with a Shopper-Centric Approach,” which explores current and emerging merchandising trends that CPG marketers have embraced during the last few years in an ongoing effort to satisfy shoppers’ rapidly changing definition of value. SymphonyIRI anticipates shoppers will remain conservative in their purchasing habits, but evolve their definition of “value” slowly away from the almost singular focus on price that has shaped behavior for the past three years. The new focus will be one that integrates other factors, such as ingredients to support increased health and wellness, packaging and convenience. “Approaching CPG merchandising from a shopper-centric perspective is critical and will become increasingly

Image by jonny goldstein via Flickr This guest post is by Jeremy Epstein, founder and chief marketing navigator at Never Stop Marketing. If you found a pile of cash in your house, you would do something with it, right? Buy something. Invest it. Whatever. There...