Tag: growth

Brand – Key Factor For Customers When Choosing a Wireless Service

Brand and brand name is the key factor for customer when choosing a wireless service. What’s interesting in the J.D. Power and Associates 2006 Wireless Retail Sales Satisfaction StudySM whose Volume 2 was released today – is that the customers are increasingly influenced by the handset when selecting a wireless service.

While the summed importance of branding (of the carrier and the phone) in purchasing decision seems to remain constant at a total of 59% it is worth noticing that 19 percent of customers cite the type or brand of cell phone as a key factor during the initial process of selecting a wireless service, up from 11 percent in 2004. While the brand of wireless provider is still the most popular reason influencing the initial selection process, it has decreased significantly in importance, down 8 percentage points from 2004 to 40 percent in 2006.
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Top Growing Web Brands

Nielsen//NetRatings, a global leader in Internet media and market research, announced last week that user-generated content sites, platforms for photo sharing, video sharing and blogging, comprised five out of the top 10 fastest growing Web brands in July 2006.

Image hosting site ImageShack ranked No. 4 among July’s fastest growing Web brands, increasing 233 percent, from a unique audience of 2.3 million to 7.7 million (see Table 1). Heavy.com, a video sharing site, took the No. 5 spot, increasing 213 percent, from 965,000 to 3.0 million unique visitors. Photo sharing site Flickr followed at No. 6, growing 201 percent from 2.1 million to 6.3 million unique visitors. Other user-generated content sites that made it into the top 10 fastest growing Web brands were MySpace, with a 183 percent year-over-year increase, and Wikipedia, with a 181 percent year- over-year increase.

“User-generated content sites have seen significant growth over the past year, owing in large part to their reliance on viral marketing. They also benefit from their cost-effectiveness — the content is practically free.”

said Jon Gibs, director of media analytics, Nielsen//NetRatings.

Brand % Growth
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HSBC                   394%
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Sonic Solutions     241%
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Associated Press   234%
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ImageShack          233%
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Heavy.com            213%
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Flickr                    201%
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ARTIST Direct       185%
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Partypoker.com     184%
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MySpace                183%
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Wikipedia               181%
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Make Brand Advertising Work Online, the Yahoo! Way

Considering the latest Forrester Research study about online advertising the future is bright for the 21st century’s media giants, like Yahoo! or Google, and here are some excerpts from this study:

  • 2005 growth in online advertising spending, represents a 23 percent increase from 2004, up to $14.7 billion and it’s estimated to $26 billion by 2010
  • This is not the return of “The Bubble”. The growth is coming from marketers having to make tough decisions about allocating scarce advertising dollars – in many cases, funding online channels from traditional channels. Back in 1999/2000, spending often came from exuberant spending, fueled by venture money.
  • It’s more than just about search. Search is great, it’s growing, but it’s not the whole story. In fact, I anticipate that search will become much more integrated into traditional brand advertising
  • Marketers will shift channels away from traditional channels to fund online marketing

With all these in mind, Fortune Magazine, published and interesting article on Yahoo’s Brilliant Solution, an in-depth analysis on Yahoo’s approach towards winning more and more of the online branding advertising dollars.

And in the scrum for online brand advertising—almost as large a market—Yahoo is poised to grab the biggest share. Its 181 million active registered users are probably the largest online clientele, which means Yahoo can tell advertisers it knows the habits of more users than any other portal—or any traditional media company.

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