Marketing
Author: Jonathan Sinton
Desperately seeking attention
As marketers, we have a tendency to obsess over figures – be it reach and frequency, daily unique visitors or even the number of participants in a survey! It gives a sense of security – if we get a big number, then surely it’s a good thing…? But as the old saying goes, it’s quality and not quantity that matters. ...
Engagement or not?
How much time did you spend online in the last week? Major research houses purport to have the answer to this question, based on the recall of panel members who fill in media consumption diaries. But with our media consumption habits changing radically, the growing trend of multitasking and an increasing prevalence ...
Don't shoot the messenger
One benefit of ticking over a new year (beyond the chance to make a heap of resolutions which invariably are abandoned before February!) is a chance to reflect on the previous year – what happened, what we learned, what points of view different people had on particular hot topics and so on. With the continuing momentum ...
A battle in the aisles!
Many have said that the tightening of belts brought on by the recession will pass once the good times return, but this would depend on the lessons consumers have learnt being unlearnt. ...
Don't bother passing me the remote
Over the past six months my blogs have focused on the digital consumer, but in this month's post I'll focus on one of the bigger, and potentially controversial, consumer trends at play. It's a trend we're all familiar with – multi-tasking – and specifically watching TV while surfing the web. It's nothing new – many ...
The device agnostic consumer
A recent article in The Sydney Morning Herald reported that a dramatic increase in illegal downloads of TV shows, movies, etc. was the result of the recession – people risking prosecution to save a bit of money. But hang on a second – Foxtel is enjoying significant increases in subscriptions and is profitable for ...
Australia – land of the blogging voyeurs
Let’s face it, we all love to watch. But when it comes to joining in, are we willing to take the leap? I am, of course, talking about blogging. There has been a spate of published research recently which highlights that Australia, as a nation of bloggers, is a bit of a laggard. Our own research suggests a similar ...
Brands are marketing tortoises when it comes to digital
I recently attended a seminar organised by PR firm Hill and Knowlton in Sydney which featured a group of experts holding forth about the ‘recession hangover’ and how to cope with it. The two key takeaways for me were this: understand your customers better, and look at digital to provide a solution and (cost) effective ...
Lost on a desert island: what consumers really want when push comes to shove
It’s the kind of question researchers love to ask: if you could take only three things to a desert island from a list that included a mobile phone, digital camera and cable TV, what would you bring? Stumped? Most people aren’t. We recently conducted a multi-faceted study into consumers’ digital wants and needs ...
How to build innovation into your business plan
These days, innovation is both the biggest opportunity and the greatest challenge to business. Companies are under increasing pressure to come up with the next big idea and get it to a rapidly changing market faster than ever. Marketers are constantly looking at new ways to increase their innovation success rates. ...
You call this a recession?
I’m not going to be popular for saying this, but I don’t think most Australian consumers are really suffering in the current economic climate. It might be coming, but the recession is not here yet. And it may not come at all. I know what you’re thinking: haven’t I been following the doom and gloom pundits in the ...
more about our blogger
Jonathan Sinton
Jonathan is the executive director, digital and strategy for TNS and is an experienced multi-country researcher. He's worked in the US and the UK but now calls Australia home. On his blog, Jonathan discusses key research findings, drilling down and using data to tease out the trends in Australia that marketers need to know about.
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