Alex Realmuto

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• What Does The Future Of Affluent America Look Like?  in Engage:Affluent on 12/26/2013
  

  Fifteen years ago, if you were asked to describe what it meant to have reached affluence, it is safe to assume that it would mean owning a house, as well as a car and maybe even something else - a boat, or summerhouse. But as the oldest crop of Millennials is beginning to reach affluence, I can't help but ponder about how this definition has evolved today, and how it might morph in the future, as this younger generation of affluents' consumer behavior appears to be much different than generations past.

• Grasping The Mindset Of The Next Generation in Engage:Teens on 10/24/2013
  

  The Labor Department released its delayed Jobs Report on Monday, announcing that American employers added 148,000 jobs in September, well below the forecast of 180,000. For the youth of America, transitioning into adulthood has become more delayed and harder to reach - a reality that will result in a lasting impact on the country's society and economy, and play into the "lost generation" that many economists have identified for millennials.

• Underestimating The Results Of Oversharing  in Engage:Teens on 09/26/2013
  

  Living in New York City really forces one to appreciate the concept of personal space, and ironically, makes people want to share less. According to CNN Money, New Yorkers have an average of 1,010 square feet of personal space per person. That's not very roomy and likely leads to oversharing between housemates and friends.

• Back-to-School Blues  in Engage:Teens on 08/22/2013
  

  Another "Back-to-School" season is upon us. Second only to holiday spending, this time of year presents a major sales opportunity for retailers. Unfortunately this back-to-school season has started off lackluster. Last week, stores such as Wal-Mart, Macy's and Kohl's reported less than stellar earnings for their latest quarters. Even more disconcerting is the fact that they issued concerned outlooks about the ever-important back-to-school and holiday seasons.

• The Resurgence Of Style Among Men in Engage:Affluent on 06/26/2013
  

  Have you met today's affluent males? Gone are the days of JNCO's, Birkenstocks and cargo shorts for these gents. Instead we've seen men, specifically affluent men, spur a resurgence of style, proper fit and a recent appreciation for what they wear and their overall appearance. Luxury products that appeal to this modern gentleman range from custom-fit suits to specialized skincare. Consulting firm Bain & Company reported that this market segment is growing at a rate of about 14% per year -- nearly double the pace of luxury women's wear. While the renaissance for the affluent male market isn't new this year, it's important to review what tactics and brand strategies companies have enlisted to reach this unprecedented success in order to understand how to sustain impressive growth and continue to differentiate.

• Marketing That Has Been Cleared For Take Off in MarketingTools: CRM on 04/19/2013
  

  In an evolving marketing world where consumers are often watching TV with a second screen in their hands and fast-forwarding through commercials, transit advertising has become a growing platform for marketers. Airports, bus vestibules and subway cars all foster an environment that makes travelers exceptionally receptive to advertising messages. Believe it or not, airports are actually a place where consumers want to be exposed to advertising. While in an airport, travelers are mentally preparing for new experiences and willing to embrace new messages in their surroundings. Though sometimes overlooked, airports attract a captivated audience and foster an ideal environment for advertisers.

• Facebook Is Losing Its Luster in Engage:Teens on 04/11/2013
  

  With a user base that has surpassed one billion, Facebook would be the third-largest country in the world, having a population greater than the United States and with only China and India in its sights. However, the once-burgeoning social network is starting to lose its fan base. Teenagers, the trendsetters of all things digital, appear to be leaving the social party in favor of other platforms, specifically ones that appeal to more niche categories and capitalize on specialization, exclusivity, and most importantly, privacy.

• Providing Service, Not Just Merchandise  in MarketingTools: CRM on 01/18/2013
  

  I recently moved into an apartment in New York City. Though I have lived in other apartments, I never actually managed to acquire many "investment pieces" over the past several years. Moving in, I didn't own a bed, couch, chair, table, nightstand; in the past, people had either furnished the place already, or I found myself sleeping on an air mattress (note: you can buy some pretty nice air mattresses these days). As a result, this new apartment required some new home purchases; so for the past month I have been thrust into the world of home goods and furnishings.

• Can Traditional Still Work In This Social World?  in MarketingTools: CRM on 11/16/2012
  

  Not long ago, the relationship between a customer and a corporation was relatively static and one-sided. Companies' advertisements and press releases were completely controlled by their marketing and management teams. Today's consumers, however, have usurped much of that power, catapulting the shift into "Social Consumers" evident today. These "social consumers" seek out information through sites like Twitter and Facebook, trust only relevant, value-added information and expect a conversation with brands - one that is truly personalized to this specific customer and their ask. This shift in consumer behavior has forced traditional Customer Relationship Marketing to evolve into today's social CRM. Collecting and managing customers' data has become insufficient. Now, companies are empowered to utilize this data to create strategies focused on customer engagement and advocacy.

• Internet Explorer 10: Making Web Browsing Less Efficient One Cookie At A Time  in MarketingTools: CRM on 10/19/2012
  

  Microsoft has recently launched its Internet Explorer 10 with a full-on media blitz. Implementing a multi-channel approach that includes not only digital advertising, but print and television as well (somewhat uncommon for a new browser), Microsoft has invested the upfront capital in an attempt to grow market share for its IE browser, which has seen its usage numbers drop to competitors like Google Chrome and Firefox over the past year. The release of IE10 marks an interesting landmark in the history of web browsing; for the first time ever, a major browser has been released with the "Do Not Track" setting turned on by default. By making it the default setting, advertisers will no longer be able to track consumers' online behavior unless users intentionally opt in to the tracking feature.

Comments by Alex All comments by Alex

• Facebook Is Losing Its Luster by Alex Realmuto (Engage:Teens on 04/11/2013)
  

  Zachary -- excellent perspective. I think the idea of creating silos for different demographics/users could certainly have potential. On the other hand, does it force too much action for these users? Once I graduate college I can join one network, then enter the job market I enter another. I suppose if the sign-up is easy and validated, it could work. It does force people to reestablish their social network each time which may be a nuisance. What I do think is clear -- and you've done an excellent job highlighting -- is that the Facebook that we see today is ripe for evolution. I look forward to seeing the progression and appreciate all of your comments.

• Facebook Is Losing Its Luster by Alex Realmuto (Engage:Teens on 04/11/2013)
  

  Hi Maruchi and the rest of the MediaPost Community, First, let me say that I am thrilled to have prompted such exciting discussion and debate. To substantiate some of your questions, let me bring to your attention Facebook's most recent 10k. In it, they state: “We believe that some of our users, particularly our younger users, are aware of and actively engaging with other products and services similar to, or as a substitute for, Facebook. For example, we believe that some of our users have reduced their engagement with Facebook in favor of increased engagement with other products and services such as Instagram. In the event that our users increasingly engage with other products and services, we may experience a decline in user engagement and our business could be harmed.” This, coupled with the recent Pew Research Study published in February, have shed light into the decrease of use. From the study, "28% of Facebook users say the site has become less important to them than it was a year ago. And 34% of current users say the amount of time they are spending on Facebook has decreased over the past year." It's not that teens are necessarily deleting their Facebook accounts, it's that the way they are using the social tool is shifting. Messaging for example, a popular feature within Facebook has grown exponentially in popularity, prompting Facebook to roll out a separate mobile app just for Facebook Messages. The point of this article isn't that teens aren't using Facebook at all, or deleting their accounts. Instead, what it highlights is the shift in online behavior for teenagers who are growing tired of the content published on Facebook as well as understanding the long-term implications of posting all content in life on a social network that can't really be deleted. You can find the Pew Research study here: http://www.pewinternet.org/Reports/2013/Coming-and-going-on-facebook/Key-Findings.aspx

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