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Recent Trends in Digital
Food Marketing
Jeff Chester, MSW & Kathryn Montgomery, PhD
Committee on Accelerating Progress in Obesity Prevention
Institute of Medicine
January 13, 2011
Asylum 626 - Doritos
Digital Display Advertising Expenditures
2009
Coca-Cola: $20,954,000 - up 163%
General Mills: $39,535,000 – up 105.6%
Dr. Pepper: $4,997,000 – up 427.9%
Kellogg’s: $51,720,000 – up 225.3%
McDonald’s: $26,662,000 – up 47.4%
Nestle: $44,197,000 – up 174.9%
Pepsi: $30,254,000 – up 68.6%
Wendy’s: $12,804,000 – up 355.7%
Key Features of Contemporary
Marketing
“360 degree,” multi-platform ubiquity
Data collection & behavioral profiling
Immersive virtual environments
Woven into communication and social interactions
Mobile and location targeting
User generated, co-created ads
New metrics – Integration of content, marketing, & sales
Fundamental goal: Engagement
Multi-platform
ubiquityPervasive marketing
Always on - 24/7
Mobile devices
Location targeting - GPS
Fluidity
Multi-tasking behaviors
“360 degree” marketing
Data Collection & Behavioral
Profiling
Psychographic, behavioral, financial data, etc.
One-to-one model
Personalized ads
Tracking online/offline behaviors across platforms and over time
Multicultural behavioral profiling
Our relationship building network
ENTER
CODES
FROM
PURCHASE
PULSE
PROGRAMS
& PROMOS
REGISTERPURCHASE REDEEM
Consumers can
spend their
points in a
variety of ways
DRINK
AND
ENJOY
Immersive Virtual
Environments
Games, virtual worlds, “rich media,” etc.
Animation
Artificial intelligence
Avatars as virtual self
Interactive Packaging
“Remember when cereal ads used to support kid cartoon shows?
Now the cartoon’s in the cereal.” Wired Magazine
Online Gaming Environments
Woven into Social Interactions
Tapping into online & mobile social networks
Leveraging the “social graph”
P2P viral marketing
Identifying influencers, alpha users, brand ambassadors
Branded communities
Ads integrated into day-to-day communication
Location Marketing - Stickybits
User-Generated/Co-Created
Ads
User-generated content
Appealing to youth
Inexpensive strategy for promoting brand
Viral distribution
Multiple platforms
Incentives - contests, prizes, media exposure
Mountain Dew - Dewmocracy
New Metrics - Integration of
Content, Marketing, & Sales
Spectrum of new measurement systems & devices
Lines between advertising and editorial disappear
Ads includes mechanisms for transaction
Personalized, direct-response, impulsive purchases
Recommendations: Research Agenda
• New theories and methods• Multi-platform, immersive, social, identity
• E.g. “engagement” vs. “effects,” participatory, user-generated, etc.
• Beyond cognitive -- social, emotional, unconscious, implicit, etc.
• Informed by industry practices, esp. metrics
• Focus on adolescents• Overlooked in literature
• Special vulnerabilities
• Multi-cultural youth
• Field building• Interdisciplinary – new media scholars, social scientists, tech experts,
information scientists, marketing analysts
• Short-term, high-visibility, agenda setting studies
Policy Opportunities
• Federal Trade Commission Food Marketing Review
• FTC COPPA review – 2010-2011
• FTC new privacy initiative, adolescents
• Commerce Department initiative
• New White House Task Force on Privacy and e-Commerce
• Congress – Do Not Track for children and adolescents –House and Senate
• Federal Communication Commissions rulemaking procedure on digital television