J.D. Power Offers Up Social Media Wisdom

J.D. Power and Associates says it has tapped five consumer trends emerging from the social media commentary it has been studying as part of its new online trendspotting division. The company says since consumers access to social networks will accelerate through the proliferation of smartphone and mobile devices, brands have to focus on being on the ball in terms of serving up timely and accurate information accessible on mobile devices.

And consumers are scaling back and favoring simpler, "minimalist" lifestyles over ostentation and excess, per the firm. That means brands and marketers need to focus more strongly on value of products and services, "and tell stories that lead consumers to perceive products as essential to their lifestyles." Also, because of the economiic meltdown, consumers curtailed purchase of more expensive products, at times at the expense of quality. The firm says this year consumers are questioning why low price and high quality have to be mutually exclusive, which means brands that offer both will have an advantage.

With the proliferation of online information and smart devices, consumers are taking greater control over their purchase experiences, and by extension, their lives. "As a result, conveying a sense of empowerment to consumers may be a particularly effective marketing theme," says the firm.

Finally, the firm says traditional notions of life stages are changing and evolving. People are getting married and having kids later in life and redefining retirement. And the firm says about 85% of college graduates in 2011 plan to move back in with parents after graduation. "As a result, marketers must re-evaluate how they segment and target consumers, as traditional perceptions and roles may no longer apply," says the company.

Recommend (1) Print RSS
  • Deutsch L.A. Settles FTC Charges That Employees Posed As Consumers On Twitter

    Deutsch L.A. engaged in a deceptive practice with an ad campaign that involved asking employees to promote Sony's PlayStation Vita on Twitter, the Federal Trade Commission alleged in a complaint unveiled on Tuesday. The resulting Twitter posts, which ran in 2012 and carried the hashtag #gamechanger, allegedly didn't indicate they ...
  • Aereo Declares Bankruptcy

    Online video distributor Aereo, which suspended operations three days after its Supreme Court defeat in June, said on Friday that it filed for bankrputcy. CEO Chet Kanojia says in a post on the company's blog that the move “will permit Aereo to maximize the value of its business and assets ...
  • Tom Noble Moves From BMW Australia To Oversee Mini U.S.A. Marketing .

    Mini U.S.A. has tapped Tom Noble, a marketer at BMW Australia, as department head, Mini Brand Communications. Noble, who will handle all brand positioning duties for Mini in the U.S. at the company's U.S. headquarters in Woodcliff Lake, N.J., replaces Tom Salkowsky, who was shifted overseas to be department head, ...
  • Sources: Steve Shannon Out As Top Hyundai Motor America Marketer

    Sources close to the company say Steve Shannon, VP marketing, is departing Hyundai Motor America. No confirmation from HMA or Shannon just yet. The General Motors alumnus, who tied up his 25 years at GM as marketing chief at Cadillac, was hired by the Orange Country, CA-based marketer in 2011. ...
  • Appeals Court To Reconsider 'Innocence Of Muslims' Takedown Order

    The 9th Circuit Court of Appeals said today that it will reconsider whether to order Google to remove the clip 'Innoncence of Muslims' from YouTube. The court also said that the original opinion in the case, issued in February by a three-judge, won't serve as precedent within the 9th Circuit. ...
  • Obama Urges FCC To Classify Broadband As Utility

    In his strongest statement this year on net neutrality, President Barack Obama today urged the Federal Communications Commission to reclassify broadband service as a utility. Doing so would allow the FCC to impose the same kinds of common carrier rules that require telephone companies to put through all calls. “The ...
  • Nissan Taps Hatami To VP Sales, U.S.

    Nissan has named Derrick Hatami to VP, sales, for the U.S., reporting to Fred Diaz, senior vice president, Sales & Marketing and Parts & Service U.S.A. Effective Jan. 13, Hatami will lead the Nissan divisional sales and vehicle operations, light commercial vehicle and fleet functions. Hatami will be accountable for ...
  • Paul Edwards, Chevrolet's New VP Marketing

    Chevrolet has appointed Paul Edwards as new U.S. VP, Chevrolet marketing, replacing Chris Perry, who resigned last month. Edwards will report to Chevrolet Global Chief Marketing Officer Tim Mahoney, effective immediately. He has been executive director of General Motors’ Global Marketing since 2010, responsible for global media operations, agency management, ...
  • NASCAR Promotes Lynch To VP, Green Innovation

    NASCAR is promoting Dr. Michael Lynch to VP, green innovation. The elevation of his role from managing director to VP is meant to further NASCAR’s efforts to grow the sport’s green platform. As he has done over the past five years at NASCAR, Lynch will champion the adoption and implementation ...
  • Toyota Changes Corp. Comms. To Reflect "Total Toyota"

    Toyota has made new appointments in its North American corporate communications group in line with the company’s recently announced “total market” strategy, called Total Toyota or T2. The corporate communications function will now place an increased emphasis on establishing deeper relationships with influential Hispanic and African American communities in North ...
>> Raw Archives