Eng
Eng
In the XXIth century, Chief Marketing Officer (CMO) has become one of the most important and influential person in a company. It is exactly CMO who helps company to determine user attitude, opinion and preferences as well as to develop the right strategy for communication and sales. At the same time, CMO' role and scope has been expanded nowadays - they no longer act exclusively as heads of advertising campaigns, but also assist overall development of a company and market by implementing innovations. It is worth noting, that due to the existing demand and challenges on the market, the list of practical skills, competence and experience that are crucial for success has been increased.
The well-known business magazine Forbes has released its 2019 list of The World’s Most Influential CMOs, who have best understanding of costumer needs and respectively, create value for them. CMOs were evaluated according to specific indicators such as social media engagement (Twitter, Linkedin) brand awareness and brand loyalty index. The Top 10 Most Influential CMOs represent very successful brands: Linda Boff (GE), Leslie Berland (Twitter), Antonio Lucio (HP), Raja Rajamannar (Mastercard), Ann Lewnes (Adobe), Phil Schiller (Apple), Dean Evans (Hyundai), Kristin Lemkau (JPMorgan) and Marc Mathieu (Samsung Electronics America). Interestingly, CMOs of famous brands such as Procter & Gamble and Marriot were ranked as 48th and 50th according to Forbes Magazine.
Source: Forbes
According to the survey conducted in Tbilisi in June, 2018, every third resident of Tbilisi (33%) has travelled abroad at least once. 27% of Tbilisi residents travelled abroad for personal reasons and 11% for business trips. The most popular destinations are Turkey (47%), Russia (36%), Germany (34%), Azerbaijan (23%), and France (21%). It is quite interesting that travelling in Turkey is especially popular among young people up to 24 years, elder residents (55+) of Tbilisi prefer to travel to Russia, while middle-aged citizens (25-34) choose Germany.
Based on the study conducted by ACT in 2016, we can conclude that interest towards EU countries has drastically increased among travelers which should be the result of visa-free regime
The majority of Tbilisi residents save money for travelling during entire year, the majority of those who cannot travel declare that they cannot afford it.
Interesting differences have been identified between men and women. As confirmed by the study results, women mostly travel with family members while men mostly travel with friends. In addition, men spend slightly more money when being abroad than women.
*The survey was conducted in Tbilisi among 400 adult residents using random selection technique, on June 2-3, 2018. The statistical margin of error ranges from 3.0% to 6.5%. Utilized research method – FTF interview.
According to the survey conducted in Tbilisi in June, 2018, when purchasing food products, every third resident of Tbilisi (33%) almost always tries to find out whether the product is genetically modified or not, while the same quantity (30%) never pays attention to this issue.
It is quite interesting that origin of food products is more important for women than for men – women pay more attention whether the product is genetically modified or not and compared to men, more women think that this kind of food is harmful for health.
In general, genetically modified product is believed to be very harmful for health by the majority of Tbilisi residents (74%). However, it is quite interesting that level of concern increases together with older age – elder citizens are more concerned that genetically modified food products are sold on the market.
* The survey was conducted in Tbilisi among 400 adult residents using random selection technique, on June 2-3, 2018. The statistical margin of error ranges from 3.0% to 6.5%. Utilized research method – FTF interview.
We’ve been hearing about the death of retail for years now. An April report by Credit Suisse predicted that 8,600 brick-and-mortar stores will padlock their doors this year—a shakeout that dwarfs the closings seen even in the wake of the Great Recession. Malls in particular face the bleakest future, with somewhere around a quarter of them predicted to close in the next five years.
And it doesn’t take an MBA to understand why this is happening. Ecommerce is taking the place of the time-honored trip to the store and, what’s more, millennials—now 87 million strong—are at the root of it.
A new report suggests that contrary to popular assumptions about the much-coveted generation of digital natives, millennial shoppers actually like going to brick-and-mortar stores—a great deal, actually. According to research by behavioral marketing firm SmarterHQ, a whopping 50 percent of millennials not only go to physical stores, they prefer going to them as a primary means of shopping.
The finding is bound to leave retailers in a tough spot. With bankruptcies at record levels and so much of commerce moving to the web, “marketers have emphasized optimizing their digital marketing strategies with the idea that consumers prefer to shop primarily online,” the report says. “However, our data shows that it’s important for brands to breathe life back into their brick and mortar as well.”
But what about all the intelligence that said 20- and 30-something shoppers are most comfortable spending their money via web sites and apps—is that data incorrect? Well, no. But SmarterHQ’s study presents a more nuanced view of millennial shopping patterns, which, you might say, are multistage. As CEO Michael Osborne put it: “They’re using the in-store experience as research, but they’re not buy everything that way.”
In other words, millennials are big practitioners of “showrooming”: They frequently test drive products in stores then purchase them online at home (assuming they don’t whip out their phones and buy it while standing in the store itself.)
Historically, retailers have dreaded showrooming for obvious reasons. It leaves them in a position of footing the costs to put merchandise on display only to ultimately lose the sale to giants like Amazon that don’t have to contend with the overhead of mall rents or maintaining a store on Main Street. But Osborne believes that millennial showrooming isn’t as poisonous as it may seem.
A retailer that takes a holistic view of revenue, one that doesn’t pit brick-and-mortar sales against online sales, can adapt to showrooming, he said, by closing low-traffic locations and designing its ecommerce platforms to catch millennial shoppers as they exit stores with a purchase in mind.
“If you have a strategy around this and you’ve closed the unprofitable stores, this can be a good thing,” Osborne said. “Your digital channels will [get] a better margin.”
As to why millennials like to go to physical stores, it seems that (surprise!) they’re actually not much different from anyone else. Stores offer the opportunity to try out (or, in the case of apparel, try on) the goods before the purchase is made. And, like other age cohorts, millennials head to the store for a wide variety of reasons. According to SmarterHQ’s data, 30 percent are looking for a bargain, 18 percent have a specific purchase in mind, 17 percent are researching and 14 percent are simply browsing.
Even while it points out an unlikely affinity for brick-and-mortar shopping, SmarterHQ’s study does confirm much of what retailers have long presumed about millennial shoppers. They are not especially loyal to brands; they are rankled by too many marketing messages sent their way and they demonstrate a remarkable capacity to shop while simultaneously engaging in other activities (among them watching TV, chatting, and working).
The bottom line, Osborne said, is that brick and mortar still has a place in the retail landscape, but only those brands that calibrate themselves to the hybridized shopping habits of millennials can expect to prosper in the fast-changing environment. The findings of the study point to “a greater, longer-term trend in retail, which is if you don’t adapt to the changing consumer base and how and what [it] wants to buy … you’ll be left behind. If you adapt to your customer, you get to stay around. If you don’t, you don’t.”
Source: Adweek.com