Copyright 2008 - All rights reserved (except where indicated).
Issued: August 28th, 2008.
DMLR*Newsletter — GOLD Edition no.41
After graduating in business economy I joined a young marketing team as product manager for a private label, i.e. those products reinforcing the concept of a modern distribution brand. Together with the awareness of belonging to a large-scale distribution network, since day one I learned to use all the analytic tools available to a product manager and among them the Nielsen index was at beginning...
A.C. Nielsen is a market research company, but above all it is the name you will find in every marketing glossary because Nielsen come up with the idea of providing data and statistics to marketers around the world. In Italy Nielsen is well known thanks to its measurement in the retail field of consumer goods.
Nielsen methodology is based upon panel, a sample of people built in order to get information on buy and consume of every product sold through the retail distribution (but not only that...). Italy has been shaped in four different geographical areas, simply known as Area Nielsen number 1 to 4. You may consider this classification as the first step to analyze the buying behavior before going to study the details of products. For example, every area is analyzed by summing up the local attitudes of Italians towards consume of the packaged products and it results, in terms of selling, as many market shares as many great are thee distribution channels for each brand dealt in those ones.
During '80s I have been working on several food product lines --from coffee to biscuits, from tea to yoghurt-- and using Nielsen retail data gathered on supermarkets or hypermarkets, but not on traditional shops. I also became expert on product life cycle, product differentiation and high market share strategy, because the marketing of that private label had to achieve the first contribution in every product assortment thus compensating the loss of profit due to selling branded products often at discounted prices.
Once the phase of basic knowledge about the importance of primary group of brands is complete however, Nielsen is able to respond to any new requirements of the client... So Nielsen departments have been developing the measurement not only of retail sales but even the advertising investments by means of N.A.S.A (Nielsen Auditing Service for Advertising) and N.S.S.I. (Nielsen Single Source Italia), both reports aiming to best support the marketing promoters and media planners.
Not many years later, as the World Wide Web was generating new sales and taking over a larger portion of all commerce transacted globally, every marketer has then found the statistics managed by Nielsen on Web sites as emerging phenomenon taking in new opportunity of distribution and advertising!
Well, Nielsen is providing the system of measurement for AudiWeb, the institution measuring the Internet in Italy... Basically Nielsen provides weekly or monthly listings of the top websites, with traffic trends, number of visitors, and time spent at each site/page. Furthermore you will find the top Internet advertisers, the top ad banners viewed, and average Internet usage statistics!
In other words A.C. Nielsen is the authority on marketing data coming from the brick-and-mortar shop to the electronic commerce --see p.VI below. This multimedia inspired research company has built its presence online through many websites promoting its market reports and measurement methods so that the following is only an incomplete list of Nielsen-based sites, but they are all sites I visited during my Net experience:
This is ample.
II. Extra Large.
"Even today Italy has lost 2.36 million euro!"
You listen to some radio broadcasting news on economy and you can't believe what you are hearing on the air...
I have put this case history at first place of a probably long row of negative numbers --from unbelievable disasters to little crashes-- as expression of some highly known enterprises (and brands) people like too much to make a big deal of them.
Ultimately the single news highlighted here affects the very old theme of the ex-politicians and party hacks elevated to the board and executive positions and what effect all this has on European competitiveness: inflated prices to consumers, diminished services, companies rewarded on the basis of cronysm rather than economic performance (see 'Europe's Dirty Secret' on Newsweek as of April 29, 2002)!
Therefore stay tuned on
Extra Large the marketing magazine news.br>
III. Web 2.0.
If you are interested in learning about Web 2.0, this paragraph contains the primary sources of information you need to understand Web 2.0 and its importance.
Is it simply marketing hype? Web 2.0 is a concept so fluid that even experts don't agree on what it means...
Then first read 'Web 2.0 Heroes: Interviews with 20 Web 2.0 Influencers' by Bradley L. Jones (2008).
Here is a rich smorgasbord of unique viewpoints — from bloggers, social networking developers, corporate communicators, online strategists, distinguished engineers, and others. These are the people who are shaping today's Web, or they are industry leaders and innovators, who describe the influence and potential of Web 2.0, a second generation of web-based communities and hosted services that facilitate collaboration among users.
Most of them agree on one thing: Web 2.0 is a sweeping tide that's changing the face of the Internet!
"The most exciting aspect of this current era of the Web, which has come to be known as Web 2.0, is that everything is read/write. Whether it's people communicating and sharing content with each other on social network sites like YouTube and Facebook, or computers talking to each using web services, or people personalizing their news using RSS and blogs, Web 2.0 is a two-way-experience --it's no longer a one-way broadcast model as it was in the Dot Com era of the Web". Richard MacManus, Founder/CEO, ReadWriteWeb Network.
Is it technology? The first book to give a complete view of Web 2.0 standards and technology has been probably
'Unleashing Web 2.0: From Concepts to Creativity' by Gottfried Vossen and Stephan Hagemann (2007).
Is it philosophy? Rather than focus on technology, you should better concentrate on its effect. You will learn that creating a Web 2.0 business, or integrating Web 2.0 strategies with your existing business, means creating places online where people come together to share what they think, see, and do. When peolple come together over the Web, the result can be much more than the sum of the parts... Well, the third book is just about strategy!
'Web 2.0: A Strategy Guide' by Amy Shuen (2008).
What about talking on Real Simple Syndication? How could I to explain this new thing if not by a real and direct example?
DMLR*News is published usually on this site and almost simultaneously sent to regular subscribers. As side effect of sending it by e-mail every issue goes public onto iContact Community where this newsletter appears with same contents but in a different and kinky form. In other words I'm doing somewhat of syndication, as this newsletter is broadcasted in different ways to different users who are going to access different channels of the online distribution system — a Web site is not an e-mail list of subscribers that is not a Web community that is not a blog and so on... Maybe syndication is easier to understand now, but not simple enough so this topic will be continued on the next issue of DMLR*News!
PS. If you really want to subscribe a friend or workmate to this newsletter, better you had to inform that person on the page where she could get a willful subscription, that is always www.dmlr.org/subscribe.htm.
V. Direct Marketing.
The DIRECT MARKETING glossary is available on DMLR in a 3-document edition (PDF) you can browse here or easily download onto your desktop.
It consists of 19 pages as a whole, 311 paragraphs/terms, 236 Kb, 7450 words, 44772 types!
Select and print the three parts of the glossary in English from PDF::Menu.
Sure the Internet has been changing the traditional snail-mail based direct marketing. And yet the Internet marketing is a consequence of the old direct marketing somehow. Many terms you'll find inside the DM glossary are suiting for the e-mail marketing too...
Nielsen offers the industry's best longitudinal panel with the broadest sample size to deliver deep and granular insights into consumer purchasing behavior. Now providing key consumer insights in 28 countries based on consumer purchase information from over 300,000 households globally, our Consumer Panel represents all types of consumers and their buying behavior from warehouse clubs to convenience stores, from supermarkets to drug stores, from computer and mass merchandisers to mail order and the Internet.
(Excerpt from www.spectramarketing.com.)
What is Jakob Nielsen greatly familiar with?
Find answer on DMLR*News Gold no.31.
Dondi --word processing, HTML and the ropes.