Most marketers today would freely admit that consumers control the marketplace. This is vastly different from the bygone mass marketing era where large media organizations accumulated audiences based on content and availability in order to sell advertisers access to the audiences. Today’s disintermediated media world is characterized by consumer choice which facilitates consumer control over the media they wish to use.
Recent headlines in the press underscore the crisis in the world of advertising and media. Much of this has to do with marketers’ concerns about their ad agency’s buying tactics, potential kickbacks and return on their ad spending. In addition, continue reading.
All of the items below are from recent headlines or research reports and they depict the turmoil and turbulence in today’s advertising world caused when advertisers attempt to deal with a new technology-driven media environment.
Item: For those who plan on buying a car or truck, 27% say TV influences their auto purchases. However, leading U.S. automakers spent nearly $6.5 billion (76% of measured media) on TV ads in 2013.
Apparently marketers aren’t winning this new war as the headlines indicate. Each year, hundreds of millions, maybe even billions, of ad dollars may be wasted due to outdated communication models. Continue reading…
Strong Correlation Exists between Happiness & Light Vehicle Sales
WORTHINGTON, OH – 3/20/13 – U.S. auto sales rose 3.7% in February likely due to consumers who have deferred purchasing and new models. However, the health of the auto industry remains shaky and automakers appear to be riding the coattails of the housing industry; hedging their bets on increased demand for construction vehicles to help boost sales this spring. But analysts and automakers alike may be missing a key indicator in Consumer Happiness. Prosper Insights & Analytics™ has discovered a strong correlation between the overall Happiness of Americans and Light Vehicle Sales. These findings are similar to previously released correlations identified between Happiness and Housing. Continue reading →