Don’t Trust Analytics without Context [Video]

Sticking with the theme of advertising and analytics, here is the video we use in #hkuiom to illustrate why ‘Analytics’ cannot be viewed in isolation.

Advertisements

Solar Roadways: Great Concept, Great Marketing [Video]

Solar Roadways, a US based start-up that is developing a “modular paving system of solar panels” has raised $1.4 million in crowd-funding, within 7 days, on Indiegogo. While the concept of solar-powered smart roads is exciting and a peek into possible future, the success of Solar Roadways’ ‘viral’ marketing campaign raises several discussion points for our #hkuiom meetings!

 

The wonderful video that powered this superb effort is below:

 

The ironic effects of packaging

English: Photo by R L Sheehan of commercially ...

Image via Wikipedia

A paper published in advance in the Journal of Marketing Research finds that signalling effectiveness is a double-edged sword. Termed as the ironic effects of packaging, the experimental study found that while attractive packaging increases initial product sales, it also leads to lesser post-purchase use of the product.

“Consumers become so convinced of the power of a boldly packaged product that they judge they can use less of it,” lead researcher Meng Zhu says. “Conversely, they tend to use more of a product when the packaging lacks strong cues of effectiveness.”

Reference:

Meng Zhu, Darron M Billeter, and J. Jeffrey Inman (2011). The Double-Edged Sword of Signaling Effectiveness: When Salient Cues Curb Postpurchase Consumption. Journal of Marketing Research. Ahead of Print.

Read more at Marketing Press | The Double-Edged Sword of Signaling Effectiveness: When Salient Cues Curb Postpurchase Consumption and Futurity.org – Package irony: Buy quickly, use slowly.