|
SURVEYS AND RESEARCH
Top Marketing Trends for 2007
(Source: B to B Magazine)
Based on interviews with marketers, advertising agencies, media companies, analysts and industry
experts collected during the fall, 2006.
| Rising influence of CMOs with increased accountability | 1 |
| Explosion of Web 2.0 applications to connect with customers and build communities | 2 |
| Expansion of campaigns to reach global audiences | 3 |
| Boom in on-line video advertising and user-generated content | 4 |
| Development of tools to effectively measure levels of interactive engagement | 5 |
| Increasing sophistication of search engine optimization | 6 |
| Use of traditional and new methods for generating sales leads | 7 |
| Focus on behavioral targeting to deliver specific messages | 8 |
| Return of trade shows to the marketing communications mix | 9 |
| Continued use of targeted e-mail to grow sales | 10 |
Conversational Brand Preferences
(Source: The Keller Fay Group, MS&L, Brandweek)
If you want people to talk about your brand, advertise on TV and the Internet. Based on more than
1,100 consumer interviews taken in summer 2006, it was determined that more than 80% of brand
conversations happen off-line. You just can't beat positive word of mouth by conversation catalysts
and influencers, as the list of categories ranked by average number of brand references per week shows.
| Entertainment and media | 16 |
| Beverages | 14 |
| Public affairs | 14 |
| Food and dining | 13 |
| Shopping and retail | 13 |
| Travel | 12 |
| Automotive | 11 |
| Technology | 10 |
| Telecom, financial and health/healthcare | 9 |
| Personal care, fashion and beauty | 7 |
| Lifestyle and hobbies | 6 |
| Home | 5 |
| Household products | 5 |
| Children's products | 4 |
Top Ten Brands
(Source: Advertising Age/Business Week/Interbrand Annual Ranking)
The top ten global brands for 2006 based on brand value.
| Coca-Cola | 1 |
| Microsoft | 2 |
| IBM | 3 |
| GE | 4 |
| Intel | 5 |
| Nokia | 6 |
| Toyota | 7 |
| Disney | 8 |
| McDonald's | 9 |
| Mercedes-Benz | 10 |
Top 25 Megabrands
(Source: Advertising Age)
Ranked by total U.S. measured media spending for first-half 2006, as reported by TNS Media Intelligence/CMR.
| 2006 Rank | 2005 Rank | Advertiser | Parent Company |
|---|
| 1 | 1 | Verizon | Verizon Communications |
| 2 | 2 | Cingular | AT&T |
| 3 | 3 | Ford | Ford Motor Co. |
| 4 | NA | AT&T | AT&T |
| 5 | 7 | Sprint | Sprint Nextel Corp. |
| 6 | 5 | Toyota | Toyota Motor Corp. |
| 7 | 4 | Chevrolet | General Motors Corp. |
| 8 | 8 | McDonald's | McDonald's Corp. |
| 9 | 9 | Dell | Dell |
| 10 | 10 | Home Depot | Home Depot |
| 11 | 6 | Nissan | Nissan Motor Corp. |
| 12 | 12 | Honda | Honda Motor Corp. |
| 13 | 27 | Vonage | Vonage Holdings Corp. |
| 14 | 19 | T-Mobile | Deutsche Telekom |
| 15 | 20 | Target | Target |
| 16 | 18 | Hyundai | Hyundai Corp. |
| 17 | 25 | Lowe's | Lowe's Corp. |
| 18 | 17 | Wal-Mart | Wal-Mart Stores |
| 19 | 23 | American Express | American Express Co. |
| 20 | 15 | Dodge | DaimlerChrysler |
| 21 | 16 | Macy's | Federated Department Stores |
| 22 | 32 | Geico | Berkshire Hathaway |
| 23 | 35 | Visa | Visa International |
| 24 | 30 | Coca-Cola | Coca-Cola Co. |
| 25 | 13 | Citi | Citigroup |
Brands with Most Loyal Customers
(Source: Brand Keys, New York)
Brands to which customers claim to be most faithful, according to new Customer Loyalty Leaders List.
| 2006 Rank | 2005 Rank | Brand |
|---|
| 1 | 2 | Avis |
| 2 | 1 | Google |
| 3 | 24 | L.L. Bean catalog |
| 4 | 5 | Samsung mobile phones |
| 5 | 3 | Yahoo! |
| 6 | 8 | Canon office copiers |
| 7 | 74 | Land's End catalog |
| 8 | 13 | Coors |
| 9 | 12 | Hyatt hotels |
| 10 | 10 | Marriott hotels |
| 11 | 7 | Verizon long distance |
| 12 | 11 | KeySpan Energy |
| 13 | 9 | Miller Genuine Draft |
| 14 | 16 | Amazon |
| 15 | 19 | Target |
| 16 | 23 | Motorola mobile phones |
| 17 | 6 | Blackberry |
| 18 | 18 | Diet Pepsi |
| 19 | 22 | Netscape |
| 20 | 15 | Ritz-Carlton hotels |
| 21 | 73 | MCI long distance |
| 22 | 59 | Apple |
| 23 | 4 | Treo |
| 24 | 47 | Samsung HD-TV |
| 25 | 32 | Sony DVD players |
Top Ten Web Sites
(Source: Alexa Internet, Inc., July 2006)
What's everybody clicking on these days? Here's a peek at the U.S. leaders along with their current international ranking (in parentheses).
| Yahoo.com (1) | 1 |
| Google.com (3) | 2 |
| MySpace.com (7) | 3 |
| msn.com (2) | 3 |
| eBay.com | 5 |
| Amazon.com | 6 |
| Craigslist.com | 7 |
| cnn.com | 8 |
| wikipedia.com | 9 |
| youtube.com | 10 |
Top Award Winning Advertisers
(Source: Creativity, August 2005)
Does effective advertising receive appropriate recognition? A ranking of advertising award winners compiles results from all the major award shows, from the Cannes International Advertising Festival to the One Club's One Show, the Clios, the D&AD Awards, Art Directors Club Show, Andys and the Association of Independent Commercial Producers' AICP Show. Results are valued and weighted depending on the prize level (gold, silver, bronze). May we have the envelope, please?
| Adidas (45) | 1 |
| Volkswagen (36) | 2 |
| Unilever (33) | 3T |
| Nike (33) | 3T |
| Sony Corp. (24) | 5 |
| Burger King (21) | 6 |
| Honda (20) | 7 |
| BMW Corp. - Mini (19) | 8 |
| Hewlett-Packard Co. (17) | 9 |
| Reckitt Benckiser (13) | 10T |
| American Legacy Foundation (13) | 10T |
| Worldwide Short Film Festival - Canada (11) | 12T |
| Virgin Airlines (11) | 12T |
| Procter & Gamble Co. (10) | 14T |
| Anheuser-Busch (10) | 14T |
Brand Preferences Survey
(Source: Harris Interactive, July 2005)
According to an on-line poll, when asked to list their favorite brand, 2300 adults responded, with results published in Marketing News (10/1/05).
| Sony (Sixth year in a row) | 1 |
| Dell | 2 |
| Kraft | 3 |
| Coca-Cola | 4 |
| Ford | 5 |
| Toyota | 6 |
| Honda | 7 |
| General Electric | 8 |
| General Motors | 9 |
| Microsoft | 10 |
| Hewlett-Packard | 11 |
| Procter & Gamble | 12 |
|