MONTREAL, CANADA, Nov 11 (MARKET WIRE) --
Editors Note: Two videos for this release are available via Marketwire's
website.
There's no question that advertising is everywhere. It's become a
standard way of life that most of the connections we have are associated
with advertising: backs of seats on airplanes, eggs, you name it.
Marketers and analytics alike have become sophisticated with their means
of targeting, and many times, can tell if someone is in the market for a
new car or a summer vacation. But is that keen sense of targeting always
the right approach? In their relentless pursuit of branding and sales,
are marketers somehow depleting consumers of that social aspect of the
"pleasure of variety" and shooting themselves in the foot in the process?
Nurun, a global interactive marketing agency, wants to hear your point of
view on whether targeting is the right tactic or if in targeting the
consumer, you inadvertently overlook the experience.
Join the debate in their Open Forum on www.nurun.com, an interactive
platform where industry players gather to express, exchange, and debate
their point of view on the current topic - in real time.
ON TARGET?
Here's what the experts are saying:
- Results of the 2009 Advertising Effectiveness Study, conducted by
Forbes, found that 57 percent of the 112 senior level advertising,
marketing, and media representatives who have used behavioral targeting
as a method of marketing found that it met expectations. 87 percent of
the respondents said they measure results in their digital campaigns in
some way. Finally, in the same survey, behavioral targeting ranked No. 4
among the most effective methods of generating conversions.
- On somewhat of the flipside of this argument, it is not so much
targeting marketing that's important to consumers; so much as it is about
the engagement, connection, and experience. A recent study of more than
1,000 online consumers showed that 26 percent want a "unique experience"
and as many as 35 percent would return to a shopping/product Web site if
it makes helpful recommendations (source: Synovate/Guidance Solutions
Research).
Regardless of which tactic you support, it's clear that success points to
a two-way consumer connection as the right tact to take.
WHAT WE'RE SAYING
Amy Manus, director of media at Nurun, and Pablo Melchor, vice president,
consulting, Nurun Europe, begin Nurun's third debate, by answering the
question: What if marketers could read consumers' minds?
"If we want to increase sales, we cannot think of the act of buying
merely as a transaction that we need to optimize; for consumers shopping
is an experience, and it is satisfactory experiences that drive loyalty."
Pablo Melchor, Vice President, Consulting, Nurun Europe.
"As consumers, we feel more compelled to take action, immediately or
shortly after exposure, when the product advertised is one we have
already shown interest in." Amy Manus, Director of Media, Nurun Atlanta.
About Nurun
Nurun Inc., a subsidiary of Quebecor Media Inc., is a global company,
which strategizes, executes and measures interactive programs that use
technologies. From building awareness to acquiring and retaining
customers, Nurun's solutions provide exceptional user experiences that
enable e-commerce transactions while leveraging the lifetime value of
client relationships. Since it was founded in 1995, Nurun has worked with
a wide variety of companies and organizations including: L'Oreal, Groupe
Danone, AT&T, Louis Vuitton, Thales, Home Depot, Pleasant Holidays,
Renault, Europcar, Microsoft (MSN), Equifax, Telecom Italia and the
government of Quebec. Nurun's centers of expertise employ more than 800
professionals in Canada, the United States, Europe and China. For more
information, please visit www.nurun.com
To view the videos associated with this press release, please visit the
following links:
http://www.youtube.com/nuruncom - p/a/u/1/juKVpu8YS24
http://www.youtube.com/nuruncom - p/u/3/J3gsfLvgPlw
Contacts:
Nurun Inc.
Canada
Gina DeYoung
514-392-1900
Mobile: 514-825-4462
gina.deyoung@nurun.com
Nurun Inc.
United States
Nancy E. Bistritz
404-591-1652
Mobile: 770-309-3199
nancy.bistritz@nurun.com
Copyright 2009, Market Wire, All rights reserved.
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