Caliber Group has launched CaliberPulse.com to help businesses stay abreast of the latest consumer behaviors, opinions and marketing trends to survive and thrive. Our agency excels at building brands and relationships. We’re well versed in the use of both traditional and social media to educate, influence or persuade audiences. To deliver an effective message, we know you have to understand your clients/customers: what they want and what they need.
What can you expect to find on CaliberPulse.com?
- National, regional and local consumer behavior trends and opinions.
- Insider marketing, public relations and Web marketing trends and tips.
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Let’s Get Digital: Top 3 Findings from Arbitron Survey
Nearly 90 percent of U.S. households have access to the Internet. Two-thirds of homes with Internet access have Wi-Fi network. More than half of Americans 12 years and older have a Facebook page. These are just some of the highlights that Arbitron, a radio rating and media research company, and Edison Research released in the results of their recent survey, Navigating Digital Platforms.The survey combines a cross section of previous research spanning thirteen years of inquiries into traditional, new, and digital media preferences and user habits.Here are the three top takeaway trends, discoveries, and significant implications that will affect marketing decisions today and tomorrow.
April 22, 2011
Book Review: UnMarketing
The Caliber team recently participated in a half-day virtual conference by Vocus, titled: “Social Media. So What?” One of the keynote speakers, Scott Stratten, gave an insightful talk reminding us that every employee is a marketer, and engaging with customers online improves your brand enormously.Stratten’s views on marketing inspired many industry professionals, including our friend and respected colleague, Abbie S. Fink. Today, we are happy to share her guest blog post, which provides some thoughtful insight on Stratten’s new book, “UnMarketing.”
March 23, 2011
Retargeting Brings Website Visitors Back
96% of visitors to a website don’t become customers or engage during their first visit. How do you bring them back?The old advertising adage used to be that a potential customer needed to hear, read, and/or see your message three times before they engage in your product or service. The latest statistic is that it can take up to seven digital interactions with people before they become a customer. How can you speed up this process? By retargeting, also called retracking or remarketing (by Google).Retargeting is an online marketing technique that focuses on people who visit a website. When a user visits a website, a cookie tags a code from the site and is placed on the visitor’s browser to allow an advertiser to target that consumer as they interact online. For example, if someone visits Overstock.com and places something in a cart but leaves the site without purchasing it, a cookie is placed on the visitor’s browser. That user may find that while visiting another site, an ad for Overstock appears featuring the very item they placed in the cart. The next time they see an Overstock ad on another site it may even offer that same item at a discounted price.
March 16, 2011
Some Not so Secret Secrets When Buying Digital Advertising
When buying online advertising the approach is very different from that of purchasing traditional media. The language, the method of determining ROI, and the overall strategy have all changed.A BOLO workshop I attended introduced several web tools to help sort through the mystery and unknowns of online ad purchases. Remember, the internet is very transparent, researching the “audience” of an online advertising outlet is easier and cheaper than any other media. You don’t have to pay the high fees charged by the various TV, radio and newspaper quantitative research companies to find out who is visiting a specific website or how long they are staying there. The information you search for can be found through several free or low cost web services.Here are some recommended online research tools to help you determine the potential audience reach of a particular website;
December 17, 2010
Make social media facts work for you
It’s been an evolutionary year for social media. Many new trends and facts have been published that may help you shape your 2010 marketing and PR plan. We have included a sampling of these facts and our recommendations on how you can use them when developing your 2011 plan.FACT: 25% of search results for the world’s top 20 largest brands are links to user-generated content. Source: Social Media Revolution 2 Video, based on the book Socialnomics by Erik Qualman
November 24, 2010
Success can sometimes be bought with a coupon
Successful retailers have generated business through the practice of “loss leader” sales & promotion (taking the loss on one product to get customer traffic in for upsales). The decisions are not made randomly; these items are selected with purpose and by crunching the numbers to estimate the ROI. That’s exactly how you should look at using the online membership coupon services such as restaurants.com or social promotions sites like groupon.com and livingsocial.com.In an American Express Open Forum Jennifer Van Grove, Associate Editor for Mashable, points out how the pomp and circumstance around Groupon’s success makes it easy to ignore the Posies Cafes of the world. Posies Cafe owner Jessie Burke describes offering a featured Groupon deal as, "the single worst decision I have ever made as a business owner thus far." Burke's primary problem was that after deeply discounting her goods -- $6 for $13 -- and handing over 50 percent of sales to Groupon, she was unable to cover her store's operating costs, including employee payroll.
November 11, 2010
New media is redefining the way we build brands, reputations: Top 10 trends from the 2010 PRSA International Conference
Even though it is difficult for me to get out of the office for a few days, each year I attend professional conferences to stay on top of the latest consumer trends and new media technologies. This year I attended the Public Relations Society of America’s International Conference Oct.16-19 in Washington D.C.My education started the minute I landed at Reagan National Airport and continued throughout the conference, at the workshops and during the networking sessions, where I interacted with respected peers and educators throughout the world.Here’s a summary of the top ten trends I learned — or confirmed — this year at the PRSA Conference that I hope you will find valuable as you prepare your strategic plans for 2011:
November 9, 2010
Be Visible: Make Sure Your Customers Can Find You Online
Are you visible to your customers online? Here is a simple test to determine how well you stack up with a “universal search.”Type your company name into a search engine. Are you the master of your own domain? If not, it’s possible that it is difficult for your customers to find you, especially when they aren’t looking for your company directly, but maybe searching for a resource for a particular product or service.Let’s break down the various parts of a search results page to see where you can improve the visibility of your company and own your universal search.
November 3, 2010
What you won’t learn on ‘Mad Men’: Time to slide into the digital age
Are you sliding along the scale between traditional and digital marketing?Perhaps you are among the businesses still using only traditional forms of advertising that have been around for decades, such as outdoor, print, television and radio. Watch any Mad Men episode and you will hear these familiar tactics discussed. Traditional media were used back then, and remain the basis for many organizations’ marketing efforts.But there are many new tools at your disposal to help you reach your audience and garner results. If you haven’t already, start learning about and integrating new digital tactics into your marketing mix.We are not advocating abandoning traditional forms of advertising. Wise marketers are learning how to use all the new tools and including them when assessing what mediums will be used to reach a particular audience or to brand a specific product or service.Balancing the marketing options As with any marketing program, one size does not fit all. Each marketing mix needs to be tailored to the goals and objectives of the client. Don’t feel overwhelmed: You can start in small ways to integrate these new technologies into your marketing. Here are a few examples.
October 21, 2010
Laziness about Privacy Settings Can Put You in Peril
Lindsay Lohan, the controversial actress and singer, wrote a song in 2004 called “Rumors” that focused on her need for privacy. Even though she hasn’t done the best job of staying out of the news, her pop hit was slightly prophetic, as confidentiality and personal space has become one of the largest issues surrounding social media use.Whether it’s regarding a Facebook account or an internal networking system, people may be feeling a little like Lindsay did and say, “Well, I just need a little space to breathe. Can you respect my privacy?”Companies and their employees should know the intricacies of their privacy settings to ensure that needed breathing room is always available.
September 15, 2010
Load Your Marketing Tool Belt with Technology
Have you noticed that multi-tasking is no longer a unique skill, but rather, it is universally expected?The largest contributor to our lengthy, daily task list is technology. Some of us see it as a huge hill and have to prepare ourselves for the challenge. Others see technology as the wrapped package that sat under the Christmas tree the longest. You finally get to open it, but first you shake it, try to peak through the paper and then quickly tear the paper away and begin exploring it.However you embrace technology, consider it a tool on your marketing tool belt. It is a mechanism to help get you from point A to point Z, as society is no longer happy going from A to B anymore.
August 26, 2010
Facebook sizzles with local, summer deals
If you want a hot deal close to home, check Facebook. Marketers are turning to social media, such as Facebook and Twitter, to attract locals into tourist-dependent businesses during the off-season.Loews Ventana Canyon in Tucson and Loews Lake Las Vegas applied the airlines’ concept of flying standby to the hotel industry with its clever “Standby Staycations.”
May 28, 2010