> IN BRIEF
iPhone most social brand – again
Apple’s iPhone has notched up its third consecutive year as the most social brand on the Vitrue 100 list. The list is compiled by analysing online conversations on a daily
basis across social networks blogs, micro-blogs, photo and video sharing sites using the Vitrue Social Media Index (SMI). According to Vitrue, there was an increase in social buzz around consumer electronics goods in 2010 with 30pc of the brands that made this year’s list coming from that category. The next most popular category was fashion and retail, with 20pc of the brands coming from this group. Vitrue said 2010 was the year of the deal, with an increase in
retailers using social media to share deals from Foursquare check- in incentives, daily deals like LivingSocial, Scoutmob and Groupons, Twitter’s Earlybird, Facebook couponing and the new Facebook Deals with Places. The Gap appears on the Vitrue 100 at No 91, with three social
buzz moments in 2010: the first national retailer to utilise a Groupon in August, The Gap logo change in October, and using Facebook Places to distribute a nationwide check-in deal. The brands with the biggest gains of the year are AT&T and Visa, which each jumped 45 spots from last year.
Mercedes tops UK consumer brand poll
Irish consumer confidence down to -25 in December 2010
Irish consumer confidence fell dramatically in the last four months of 2010, dipping from -12 in August to -25 in December, according to the Consumer Market Monitor Q4 from UCD Michael Smurfit Graduate Business School and the Marketing Institute of Ireland (MII). The Irish index is now 30pc below that of the UK and 24pc
below the EU. The monitor, which tracks key indicators of confidence and
activity in the Irish consumer market, highlights that the drop in consumer confidence had a knock-on effect on consumer spending, with personal savings peaking at 12pc in 2010 “The monitor’s Q4 results have shown changes in the econ-
omy such as rising taxes, increases in essential consumer products and services such as electricity and fuel, are making it hard for people to justify spending on unnecessary items.” said Mary Lambkin, Professor of Marketing, UCD Smurfit School. “2011 poses another difficult year for marketers as they try
to compete against falling disposable incomes and higher tax rates. However, this can only lead to increased competition in the market, resourceful marketing campaigns and added value for Irish consumers,” said Tom Trainor, chief executive, the Marketing Institute of Ireland.
Five years of double- digit growth for online retail – Forrester
Mercedes-Benz has been named the No 1 consumer brand in the UK in 2011 in the latest Superbrands listing. The German car brand takes over the top spot from
Microsoft, which dropped to sixth place. This is the first time in five years that Microsoft or Google has not taken first place. The list is based on interviews with 2,000 UK consumers and
the input of an expert panel, with brands being judged on their reputation, quality, reliability and distinction. Rolex remains in second position, while the BBC was placed
third. The top 10 is rounded out by Coca-Cola, Google, Microsoft, BMW, British Airways, Apple and Jaguar.
12 Marketing Age Volume 5 Issue 1 2011
Online retail will continue to experience annual double-digit growth for the next five years in both the US and Western Europe, according to two new forecasts by Forrester Research. The research firm said US and European online retail will grow
at a 10pc compound annual growth rate (CAGR) from 2010 to 2015, reaching US$279bn and €134bn respectively in 2015. "The online retail market in both the US and Western Europe
remains strong, despite the challenging economy," said Forrester vice president and research director, Patti Freeman Evans. "In fact, with consumer purchasing behaviour returning to nor-
mal, US web sales in 2010 actually accelerated over 2009 com- pared with the prior year, growing 12.6pc. In Europe, very strong growth in 2010 was fuelled by new online buyers and higher spend per capita on the demand side, as well as the launch of transactional websites by established offline players."
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