Browsing: Opinion

Opinion
Measuring success
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Nobody has the definitive solution for how to measure the success of Social Media. At least not yet.

Sure, you can talk about online ‘buzz’ created by how many blog posts, tweets, videos, status updates etc. that occurred for a certain brand, person or topic, but what’s ‘buzz’?

Opinion
What’s with the ‘Aditude’?
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This week from the Consumer Counsel: Nielsen’s Media division and ANZA have launched a new Attitudes to Advertising segmentation that follows on from a 2008 study. According to the research, Kiwi consumers can be split into nine distinct ‘aditude’ categories. And it turns out that levels of trust in traditional media advertising in New Zealand were higher than the global average. 

Opinion
Whinge 2.0: now available on Google
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In this week’s edition of eBuzz from the Media Counsel: The arrival of real-time Google search means whatever the twittering classes are saying about you or your company now has the potential to make it on to the front page.

Opinion
These are the people in your digital hood
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In this week’s Consumer Counsel:

Physical distance matters not. Digital tribes rule the roost. And KPMG International has put together a white paper that examines the need for marketers to target customers in a completely different way.

Opinion
It’s not easy being green
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This week from the Consumer Counsel: It’s not easy being green. Tough economic times have led to reduced environmental spending. But the greenest consumers are showing little change in their commitment to the environment. They’re just replacing idealism with hard-boiled pragmatism and modifying their own behaviour rather than buying green products that many believe are overpriced.