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How do we Think Brand in a new, digital world?
Monday, May 12, 2014
At Google Canada we see our job as helping brands understand digital as it continues to redefine marketing. With that goal in mind, we organized our first ever Think Brand Week to
inspire marketers and agencies to think about today’s iconic brand building and what’s possible through digital tomorrow. The best brand building isn’t online or offline; it’s an integrated story that
connects with Canadians, catalysing them to
think and do.
Last week, we hosted 800 marketers to discuss some of the most pressing issues facing the industry. We hope this is just the beginning of how we can collectively
#thinkbrand
and create advertising that is immersive, engaging and meaningful for Canadians.
Humanizing Digital, Abigail Posner,
Head of Strategic Planning, Google
Posted by Fab Dolan, Marketing Manager, Google Canada
Taking a look inside mom’s shopping cart
Tuesday, May 6, 2014
As Mother’s Day approaches,
searches for ‘Mother’s Day gifts’
are on the rise, suggesting that Canucks need some help picking out a special something for a special lady. To help demystify the rockstar that is mom, Google Canada and IPSOS Reid recently surveyed Canadian moms on their purchasing habits when it comes to cosmetics, hair care and skin care. The survey, ‘Inside Mom’s Shopping Cart,’ reveals significant differences in the purchasing behaviour of mom based on her age, her kids’ age and where she lives.
Moms are loyal
Moms on average spend $956 annually on beauty products. It looks like picking out a Mother’s Day gift may be easier than you think. Our survey reveals that when it comes to cosmetics, skin care and hair products, Canadian moms know what they want. Before making a purchase, moms only consider 1.6 skin care brands, 1.7 hair product brands and two cosmetic brands, demonstrating their extreme beauty brand loyalty. Chances are mom’s brand of choice is already part of her collection!
Moms buy quickly
When it comes to buying beauty products for themselves, moms take one to three days to make decisions. They’re the quickest to purchase hair care products, taking only 1.3 days to make a decision, while the purchasing cycle for cosmetics and skin care is slightly longer at 2.6 days.
Moms are technophiles
Moms are a tech-savvy bunch. Sixty-seven percent of moms use smartphones and 47 per cent use tablets, so it’s no surprise they turn to the web for product research. What is one of the most popular resources among those who use the web for product research? Online video! Moms watch an average of 3.8 online videos to help with each cosmetic purchases.
The survey also reveals some key differences in the ways mom buys beauty products depending on...
Mom’s age…
The Millennial mom
(ages 18-34) dedicates an average of $64/month on beauty, spending the most on skin care. They’re also the group that watches the most online videos before making a skin care purchase.
The Gen X mom
(ages 35-49) has a slightly larger beauty budget of $69/month. Like their younger counterparts, Gen X moms spend most of their beauty dollars on skin care.
The Boomer mom
(ages 50+) spends the most on beauty per month at $83, most of which goes towards skin care products.
The age of her kids...
Moms with
kids under six years old
spend the least on beauty annually. Those with youngsters spend $625 on beauty products per year.
It looks like as the kids get older mom’s beauty budget gets bigger. Moms with
kids 6-17 years old
spend $895 on beauty products annually.
Once the kids move out moms have more room to treat themselves. Moms with
kids 18+
spend
the most on beauty products annually at $987.
Where she lives ...
Moms living on the Canadian coasts prefer to go au natural.
Ontario moms spend the most on beauty annually
at $1,015 per year, followed by
Quebec moms
who spend $800 on beauty products per year.
West coast moms
spend $775 on beauty products per year and Atlantic moms spend $555 annually.
Across the board,
moms spend the most on skin care
with the exception of
Ontario and Western Canada moms who spend slightly more on cosmetics
.
Mom’s location affects her loyalty. Moms on the
West Coast are the least brand loyal
and consider the most brands before a purchase.
Quebec moms are the most brand loyal
.
And while Mother’s Day shopping is in full swing, don’t forget about Dad! That’s right,
searches for Father’s Day were much less than those for Mother’s Day last year
. A trend we’ll see again? Time will tell.
Until then, happy Mother’s Day!
Posted by Zahra Kanji, Google Canada
Building Brand in the Digital Age
Monday, May 5, 2014
Editor’s Note: Today’s post is authored by Marie Josée Lamothe, Google’s Managing Director of CPG and Branding for Canada and Managing Director of Quebec. This is the first post in our week-long Think Brand series.
Great brand marketing moves people. And in doing so, it moves business.
In 1971, Coca-Cola ran a television spot featuring a diverse group of young people on a hilltop. “I would like to buy the world a Coke,” they sang in harmony. “And keep it company.”
Released at the height of the Vietnam and Cold Wars, this sixty second commercial elicited a heartfelt response from an anxious global audience. The company received more than one hundred thousand letters. The song was a top ten hit. “Hilltop” would become a defining campaign for one of the most recognizable brands on the planet.
Some things don’t change. Today, successful brands make those same emotional connections with the consumer. But what has dramatically shifted is the media landscape and how consumers in this digital age make those same connections. Television, the medium behind that great Coke ad, remains very relevant today but is no longer the dominant brand platform, as Canadians now consume more digital media than ever before, surpassing TV. More importantly, consumers have embraced the interactive, immersive and connected
multi-screen world
. And the brand aiming to ascend this generation’s Hilltop understands the opportunity the digital landscape presents.
Digital Builds Brands
The most successful brand marketers are the ones who design campaigns with the web in mind from the outset - they recognize that their audience is increasingly online and that the digital canvas is one that is boundless and immersive. An innovative and amorous example is the
Burberry Kisses
campaign from the British fashion house, which allows you to send a message around the world and to seal it with an actual kiss.
Burberry connects brand and consumer with a virtual kiss
A 'Kissable' display turns advertising into an intimate interaction that doesn’t feel like traditional marketing. The campaign created an emotional connection between the brand and the consumer and captured the romantic view of the world that threads its way through the British brand. Whatever a brand’s development priorities might be, digital allows for finely tailored community interactions, be they educational, retail driven, or even a whimsical virtual kiss. For someone in the marketing business, this equates to CRM gold.
One to One
Effective brands no longer rely solely on broadcasting to the masses, but interact directly with individual consumers. When I think of the potential to make that personal connection, I’m reminded of a tune by Arcade Fire, a band from my hometown of Montreal. In collaboration with digital artist Chris Mill and Google’s Data Arts team, Arcade Fire built a beautiful digital artwork that connects one-on-one with every user.
The Wilderness Downtown
uses Google Street View to create a music video that revolves around the neighborhood where you grew up. It’s a powerful and intimate moment that no broadcast medium could ever achieve. It’s a project that builds brand awareness in a fun, accessible way that’s true to the DNA of the brand - or band, in this case.
Data and the Golden Age of Marketing
Digital offers marketers a new canvas for crafting deep and engaging brand stories in an accessible manner. But the real potential of digital isn’t just in the creative possibilities, it’s in the data. Driving every effective campaign today is the technology to zero-in on the right audience for the brand. Campaigns can be tweaked in real-time, TV spots can be tested and honed on YouTube, and marketers can move quickly to capitalize on trends, insights and consumer behaviour which can only be found online. Digital allows brands to link all their touch points from retail, to e-commerce, to CRM, to communication platforms in one relevant brand ecosystem. For brands in search of their own ‘Hilltop’ moment, digital is helping lead the way, connecting the right consumer to the right message, at the relevant time and place.
Posted by Marie Josée Lamothe, Google’s Managing Director of CPG and Branding for Canada and Managing Director of Quebec
YouTube and TED present Ads Worth Spreading 2014 Honorees
Friday, March 14, 2014
What makes an ad worth spreading?
For the fourth year,
TED’s Ads Worth Spreading and YouTube are partnering to celebrate advertising that goes beyond a simple commercial message. Each year, TED speakers and up-and-comers from the advertising industry select 10 ads that
tell a story and forge a connection with their audiences, prompting them to share that story with friends and family around the world.
This year, we’ve added a new component that focuses on identifying the ad submissions that are “spreading” on YouTube. We passed the nominees through our YouTube Ads Leaderboard algorithm to determine which of these ads have already caught on with the YouTube community.
See the
Special Edition TED Ads Worth Spreading YouTube Ads Leaderboard
and the winning
TED Ads Worth Spreading
honorees.
TED’s Ads Worth Spreading is a call to action for all of us who are in the profession of communicating ideas to elevate our game from creating messages that are memorable to those that are shareable.
Posted by Jennifer Kaiser, Google Canada
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