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What Can We Learn From Events Like the World Cup?

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(Posted on Jun 21, 2014 at 05:59AM by William Cosgrove)
The World Cup an event that occurs once every four years is one of the greatest sporting competitions on earth. Large events like this are fun and entertaining but also give us a unique opportunity to study in “Real Time” how advertisers and businesses are leveraging their brands, where they are concentrating their efforts and across what medias they are having the greatest impact.

Today’s technologies are playing an increasingly important role in the ratings for popular events. According to ESPN, during the World Cup's first three days, 65% of the audience viewed it via television only, while 24% of consumers combined viewing TV with other media platforms and 11% watched exclusively through a non-TV platform. 

Popular events and campaigns give us insight into which medias are dominating and the tremendous impact that the internet has today on how information is processed and shared.

What we can learn from these popular events is how people are reacting to them via these media channels and what devices they are using which can help us in planning where and how to concentrate our own efforts in promoting our brand and content across these media channels.

According to a Crowdtap poll of more than 850 men and women in May, the poll found that the Facebook  at 65% and Twitter at 17.6% are by far the preferred social channels viewers use to share ads, updates and  message about their favorite brands and teams to friends and family.

“Although different platforms (Facebook, Twitter, LinkedIn, etc) work best for different activities. When it comes to fostering a community or organizing an event, Facebook is key. And nothing beats Twitter for "day of" promotion of your event.” Ritu Sharma Co-Founder and Executive Director of Social Media for Nonprofits.

Also, Social Communities are redefining the customer experience and how businesses interact with their customer base by taking rewards programs, customer service and feedback to a whole new level. Onsite Social Communities shift customer support and service to being part of the brand marketing mix.

Likewise according to Crowdtaps poll cell phones at 58.4% and computers at (58.1%) were evenly split in devices of choice with tablets coming in 3rd at (37.5%)

It becomes obvious, as events like these point out, how important digital marketing and mobile has and continues to transform media communication as a whole and what is today:

* The social channels where the most engagement is presently taking place and

*From which devices all of this communication and engagement is being received and shared.

To shed some perspective on all this sharing, according to Nielsen’s latest Global Trust in Advertising report, which surveyed more than 28,000 Internet respondents in 56 countries, 92 percent of consumers around the world say they trust earned media, such as recommendations from friends and family, above all other forms of advertising—an increase of 18 percent since 2007.

Online consumer reviews come in second as the most trusted source of brand information and messaging, with 70 percent of global consumers surveyed online indicating they trust messages on this platform, an increase of 15 percent in four years.

Global events like these give us a unique opportunity to get a broad and current picture of where we might want to consider concentrating our marketing resources most effectively and the diverse and incredible ways all this technology is impacting our lives and the future of commerce.

By William Cosgrove
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