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Support Service Robots Showing Social Support
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This post is about robots serving restaurant diners. I realize few of you
are currently running that kind of restaurant or are dining these days in
restaur...
Thursday, October 7, 2010
YouTube Show & Tell
YouTube Show & Tell showcases some of the best creative marketing examples on the channel, watch it here.o
Wednesday, October 6, 2010
PointRoll Study Proves that Ad Sequencing Enhances Interaction and Drives Lift
PointRoll conducted a study that evaluated and compared a selection of campaigns from advertisers that served both sequenced and non-sequenced campaigns. Through ad sequencing, advertisers can actively and frequently engage users on a one-to-one basis by developing an ad sequence based on a user’s previous exposure or engagement with ads. The study found that by using sequencing, advertisers are able to better engage their audiences and facilitate them through the purchase funnel. Study results show:
• Higher Interaction Rate- PointRoll determined that the average interaction rate from campaigns that used sequencing was 48.7 percent higher than the interaction rate from non-sequencing campaigns.
• Higher Time Spent- The average time spent interacting with the ad or brand time from campaigns using sequencing was 56.3 percent higher than non-sequenced campaigns.
• Higher Click-Through Rate- The lift for the average click-through rate for sequenced campaigns was substantial at 42.9 percent.
Many of the world’s best digital marketers have tapped into the power of sequencing in their advertising campaigns to build and maintain conversations with their customers and prospects. Because ad sequencing allows advertisers to deliver a series of ad units and creative messages to a user within a single campaign, it promotes a much more personalized connection. As a result, advertisers achieve greater ROI while reducing creative burnout and message frequency challenges.
Sequenced ads are shown to users in a certain order based on time and date, impressions, and/or interactions with the ads. The advertiser specifies what messages, offers and opportunities a user should see and how often – up to twenty in a series – based on the users’ activity or other events. Types of sequenced ad campaigns include:
• Impression-based Sequencing– tailoring the sequencing using impression levels;
• Timeline-based Sequencing – tailoring the sequencing based on specific dates or
timelines;
• Event-based Sequencing- The lift for the average click-through rate for sequenced
campaigns was substantial at 42.9 percent tailoring the sequencing using trackable events, such as engagement with any interactive feature or functionality within an ad unit.
Full report here.o
• Higher Interaction Rate- PointRoll determined that the average interaction rate from campaigns that used sequencing was 48.7 percent higher than the interaction rate from non-sequencing campaigns.
• Higher Time Spent- The average time spent interacting with the ad or brand time from campaigns using sequencing was 56.3 percent higher than non-sequenced campaigns.
• Higher Click-Through Rate- The lift for the average click-through rate for sequenced campaigns was substantial at 42.9 percent.
Many of the world’s best digital marketers have tapped into the power of sequencing in their advertising campaigns to build and maintain conversations with their customers and prospects. Because ad sequencing allows advertisers to deliver a series of ad units and creative messages to a user within a single campaign, it promotes a much more personalized connection. As a result, advertisers achieve greater ROI while reducing creative burnout and message frequency challenges.
Sequenced ads are shown to users in a certain order based on time and date, impressions, and/or interactions with the ads. The advertiser specifies what messages, offers and opportunities a user should see and how often – up to twenty in a series – based on the users’ activity or other events. Types of sequenced ad campaigns include:
• Impression-based Sequencing– tailoring the sequencing using impression levels;
• Timeline-based Sequencing – tailoring the sequencing based on specific dates or
timelines;
• Event-based Sequencing- The lift for the average click-through rate for sequenced
campaigns was substantial at 42.9 percent tailoring the sequencing using trackable events, such as engagement with any interactive feature or functionality within an ad unit.
Full report here.o
Buyer Backlash: Why do slogans about saving money increase spending?
A new study in the Journal of Consumer Research reveals a strange facet of consumer behavior: people behave differently when they encounter companies’ brands than they do when they encounter their slogans.
“Exposure to the retailer brand name Walmart, typically associated with saving money, reduces subsequent spending, whereas exposure to the Walmart slogan, (Save money. Live better.) increases spending,” write authors Juliano Laran (University of Miami), Amy N. Dalton (Hong Kong University of Science and Technology), and Eduardo B. Andrade (University of California, Berkeley).
It’s not just Walmart that produces this curious reverse effect. In one study, researchers told participants they would be participating in a recall task. Half of the participants were exposed to several names of retailers associated with saving money: Walmart, Sears, Home Depot, Ross, and Dollar General. The other participants were exposed to the corresponding slogans of the same retailers—for example, “The Good Life at a Great Price. Guaranteed” (Sears). The task was aimed at priming the brand names or slogans without participants’ awareness.
In a second task, participants were asked to imagine they were shopping in a mall and to indicate how much they were willing to spend during their shopping trip. “While participants that had been exposed to the ‘saving’ brands were willing to spend $94 on average, participants that had been exposed to the ‘saving’ slogans were willing to spend $184 on average,” the authors write. “Therefore, the brands associated with saving money led participants to save money, whereas the slogans associated with saving money led to a behavioral backlash and more spending.”
In another study, consumers who were subliminally exposed to the word “slogan” wanted to spend more when exposed to a savings message and less when exposed to a sentence that encouraged luxury spending.
“Companies may be trying to attract customers with slogans associated with saving money, but in fact, this strategy may make consumers spend more money than they would if they had not been exposed to the slogans,” the authors conclude.
Juliano Laran, Amy N. Dalton, and Eduardo B. Andrade. “The Curious Case of Behavior Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects.” Journal of Consumer Research: April 2011o
“Exposure to the retailer brand name Walmart, typically associated with saving money, reduces subsequent spending, whereas exposure to the Walmart slogan, (Save money. Live better.) increases spending,” write authors Juliano Laran (University of Miami), Amy N. Dalton (Hong Kong University of Science and Technology), and Eduardo B. Andrade (University of California, Berkeley).
It’s not just Walmart that produces this curious reverse effect. In one study, researchers told participants they would be participating in a recall task. Half of the participants were exposed to several names of retailers associated with saving money: Walmart, Sears, Home Depot, Ross, and Dollar General. The other participants were exposed to the corresponding slogans of the same retailers—for example, “The Good Life at a Great Price. Guaranteed” (Sears). The task was aimed at priming the brand names or slogans without participants’ awareness.
In a second task, participants were asked to imagine they were shopping in a mall and to indicate how much they were willing to spend during their shopping trip. “While participants that had been exposed to the ‘saving’ brands were willing to spend $94 on average, participants that had been exposed to the ‘saving’ slogans were willing to spend $184 on average,” the authors write. “Therefore, the brands associated with saving money led participants to save money, whereas the slogans associated with saving money led to a behavioral backlash and more spending.”
In another study, consumers who were subliminally exposed to the word “slogan” wanted to spend more when exposed to a savings message and less when exposed to a sentence that encouraged luxury spending.
“Companies may be trying to attract customers with slogans associated with saving money, but in fact, this strategy may make consumers spend more money than they would if they had not been exposed to the slogans,” the authors conclude.
Juliano Laran, Amy N. Dalton, and Eduardo B. Andrade. “The Curious Case of Behavior Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects.” Journal of Consumer Research: April 2011o
Money, Drugs, and Chicken Feet? What Consumers Will Do for Social Acceptance
People who feel excluded will go to any length to try to become part of a group, even if it involves spending large sums of cash, eating something dicey, or doing illicit drugs, according to a new study in the Journal of Consumer Research.
“Social exclusion prompts people to use money and consumption in the service of affiliation,” write authors Nicole L. Mead (Tilburg University), Roy F. Baumeister (Florida State University), Tyler F. Stillman (Southern Utah University), Catherine D. Rawn (University of British Columbia), and Kathleen D. Vohs (University of Minnesota).
“An elderly man loses his life savings to a fraudulent telemarketer, who obtained access to the man’s bank account information by preying on the man’s social isolation. After transferring to a new university where she doesn’t know anyone, a young woman goes into debt when she goes on a wildly lavish vacation with a popular group of girls. An unpopular girl uses illicit drugs in hopes of gaining entrance into a seemingly exclusive social club. What do these situations have in common?” the authors ask.
Excluded people look to the social environment for cues on how to fit in, and then they flexibly and strategically use consumption to help them commence new social relationships, the authors explain.
In their experiments, the authors induced participants to feel socially accepted or excluded and then assessed how their spending and consumption patterns changed. In one study, people were paired with partners who left the study. People who thought their partners left because they disliked them were more willing to spend money on school spirit wristbands than people who thought their partners left for an appointment.
People who feel left out are willing to engage in personally distasteful (or even harmful) consumption in order to fit in. “In one experiment, excluded individuals were willing to pay more than others for chicken feet, an unappealing food item liked by their Asian partner,” the authors write. “In a subsequent experiment, participants who recalled an experience of social exclusion expressed an increased willingness to snort cocaine.”
Nicole L. Mead, Roy F. Baumeister, Tyler F. Stillman, Catherine D. Rawn, and Kathleen D. Vohs. “Social Exclusion Causes People to Spend and Consume in the Service of Affiliation.” Journal of Consumer Research: April 2011o
“Social exclusion prompts people to use money and consumption in the service of affiliation,” write authors Nicole L. Mead (Tilburg University), Roy F. Baumeister (Florida State University), Tyler F. Stillman (Southern Utah University), Catherine D. Rawn (University of British Columbia), and Kathleen D. Vohs (University of Minnesota).
“An elderly man loses his life savings to a fraudulent telemarketer, who obtained access to the man’s bank account information by preying on the man’s social isolation. After transferring to a new university where she doesn’t know anyone, a young woman goes into debt when she goes on a wildly lavish vacation with a popular group of girls. An unpopular girl uses illicit drugs in hopes of gaining entrance into a seemingly exclusive social club. What do these situations have in common?” the authors ask.
Excluded people look to the social environment for cues on how to fit in, and then they flexibly and strategically use consumption to help them commence new social relationships, the authors explain.
In their experiments, the authors induced participants to feel socially accepted or excluded and then assessed how their spending and consumption patterns changed. In one study, people were paired with partners who left the study. People who thought their partners left because they disliked them were more willing to spend money on school spirit wristbands than people who thought their partners left for an appointment.
People who feel left out are willing to engage in personally distasteful (or even harmful) consumption in order to fit in. “In one experiment, excluded individuals were willing to pay more than others for chicken feet, an unappealing food item liked by their Asian partner,” the authors write. “In a subsequent experiment, participants who recalled an experience of social exclusion expressed an increased willingness to snort cocaine.”
Nicole L. Mead, Roy F. Baumeister, Tyler F. Stillman, Catherine D. Rawn, and Kathleen D. Vohs. “Social Exclusion Causes People to Spend and Consume in the Service of Affiliation.” Journal of Consumer Research: April 2011o
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