Mobile-Minded: The Small Screen Isn’t So Small

Today, people tune into content whenever and wherever they want. With viewing happening at home on a TV and on-the-go on a smartphone, marketers want to ensure that their messages are being received no matter the screen. To determine if their advertising is effective, marketers have traditionally turned to self-reported market research techniques, but those approaches have limitations. Enter neuromarketing, which according to the Neuromarketing Science & Business Association “is the systematic collection and interpretation of neurological and neurophysiological insights about individuals using different protocols allowing researchers to explore non-verbal and unconscious physiological responses to various stimuli for the purposes of market research.” Though still in its infancy as a marketing research practice, neuromarketing is giving marketers a direct view into people’s physical reactions to stimuli rather than relying solely on people’s ability to report their own feelings to that stimuli.

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Hot Topics: June 2015

June’s Hot Topics shows that holidays, events and public figures have the power to unite people around the world. In Australia, Canada, the UK and the US, men and women alike went on Facebook to celebrate the month-long holiday of Ramadan. They also gathered online to memorialize British actor Christopher Lee, famous for his roles as “The Lord of the Rings” character Saruman and “Star Wars” character Count Dooku, upon his passing at age 93. And men and women in each country expressed admiration for Foo Fighters’ lead singer Dave Grohl, who stayed on stage at a concert in Sweden after breaking his leg.

In the Northern Hemisphere, people also celebrated Pride month, which coincided with the historic US Supreme Court decision that granted the right to marry to people in every US state. Such celebrations continued on amidst conversations of a mass extinction of animal and plant species from Earth, as people in Canada, the UK and the US discussed Holocene extinction.

Marketers who keep a pulse on current events can develop activations and content that strengthen their connections to the people who matter to their brand. After all, the topics that unite people around the world often present opportunities for people to unite with brands.

In the US …

Taking a closer look at the US, we see that sports captured the interest of men and women in different ways. Basketball, especially the NBA Finals, was of interest to younger men, while older men focused on the Major League Baseball draft. Men also went on Facebook to salute “The American Dream,” aka WWE wrestler Dusty Rhodes, after he passed at age 69 on June 11.

Meanwhile, older women were excited about the Arthur Ashe Courage Award, the ESPYs award that will be given to Caitlyn Jenner on July 15. Older women also showed interest in the FIFA Women’s World Cup, which culminated in a US win on July 5.

Turning to brands and products, we saw that younger men drove the conversation about the E3 announcement of the remake of Final Fantasy VII, a role-playing game for Playstation 4, revealing once again the appeal of retro products for Millennials.

General Mills was also one of the most-discussed brands in June. Many Americans, especially older women, praised the company after its announcement that it will remove all artificial ingredients from its foods. For marketers, this serves as an inspiring reminder of how product innovation and transparent communication can generate a positive stir.

Explore the other moments and topics that mattered to people during the month of May in the charts below. And check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

 

FBIQ_Hot_Topic_June_2015-US

 

Download the US PDF version here.

See Hot Topics for Canada June 2015.

See Hot Topics for Australia June 2015.

See Hot Topics for United Kingdom June 2015.

Hot Topics: Canada June 2015

June’s Hot Topics in Canada demonstrated people’s love of commemorated accomplishments, whether it is a story of someone overcoming adversity or a hero who takes on a personal challenge. This first month of summer told tales of energized and inspired people, and it fueled content creation across the country.

More younger women than men discussed Ramadan, a month-long time to fast from dawn to dusk in observance of Islam. Younger women were also more interested in discussing Pride, likely fueled by the US Supreme Court’s decision to legalize gay marriage across the States and the Pride parades and celebrations held in large cities around the globe shortly after the decision. Meanwhile, older women paid attention to the Women’s FIFA World Cup, which concluded on July 5.

Although it was almost a gender-balanced conversation, younger men led the discussion about Christopher Lee, the “Lord of the Rings” and “Star Wars” actor who passed on June 7 at the age of 93. Younger men were also interested in David Grohl, the lead singer of the Foo Fighters who got attention for his impressive concert stunt: breaking his leg and returning to his performance.

The topic with the strongest demographic sway was sports. Younger males dominated conversation around Jack Eichel’s draft from the Buffalo Sabres as speculation spread about whether he would choose to join the NHL or stay at Boston University.

Discover more insights about what mattered to people during the month of June in the charts below, and check out Hot Topics from Facebook IQ every month to gain a deeper understanding of your target audiences, develop more relevant creative and plan media more effectively.

 

FBIQ_Hot_Topic_June_2015-CA

 

Download the Canada PDF version here.

See Hot Topics for Australia June 2015.

See Hot Topics for United Kingdom June 2015.

See Hot Topics for United States June 2015.

Hot Topics: UK June 2015

Summer arrived in the UK, as evidenced by the relocation of a sizeable chunk of the population to a field in Somerset. Glastonbury Festival dominated conversations amongst both men and women in June, along with lamentations of Dave Grohl’s absence from its line-up after his mid-gig accident in Sweden.

The health of the Foo Fighters singer seemed to be of greater concern to women than to men, whose conversations continued to revolve around football, gaming and Apple and Samsung products.

Thoughts of the past were common, although with marked differences between age groups. On the 800th anniversary of its sealing, older Brits pondered the legacy of the Magna Carta. Meanwhile, their younger compatriots contemplated a much older set of ancestors in the reboot of Jurassic Park.

For more insights into your target audiences visit Facebook IQ, and check in to Hot Topics again next month to see what the UK discussed in July.

 

FBIQ_Hot_Topic_June_2015-UK

 

Download the United Kingdom PDF here.

See Hot Topics for United States June 2015.

See Hot Topics for Australia June 2015.

See Hot Topics for Canada June 2015.

Moments That Matter: Finding the Extraordinary in the Ordinary

We are marketers participating in arguably the most important medium shift in marketing since the first television ad for Bulova watches in 1941. Mobile has delivered us from a mass media world to a personally relevant one—from a world in which marketers would buy TV, magazine and radio ads as a way to reach people based purely on context to a world in which marketers can reach individuals based not just on demographics but also on passions, behaviors, interests and so on. It’s driven the shift from a world of appointment-driven media ruled by rigid 15-, 30- and 60-second frameworks to a world of anytime/anywhere media.

And thanks to mobile, we’re moving from fewer bigger, longer moments manufactured by the media and marketing industry—moments like soap operas, the “Seinfeld” finale and pivotal sports games—to a time when people are manufacturing and consuming their own and each other’s moments en masse—every minute, every day, 365 days a year. From meals to memes, from first steps to first jobs and from moving on to moving up, millions of people go on Facebook and Instagram to share—and share in—these types of moments every day.

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Resonate at Ramadan

Ramadan is a time to connect with friends, family and faith. It is a moment of oneness as people around the world fast, feast, reflect, shop and celebrate together. And from Malaysia to Morocco, mobile and Facebook are increasingly prominent in Ramadan festivities.

At a global level (looking at data for 15 markets), we uncovered several overarching trends across countries: People are celebrating on Facebook, most are connecting on mobile and many are sharing photos during the festivities. And people ages 18–44 are driving most of the conversation.

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Hot Topics: Australia May 2015

May was a time for Aussies to celebrate inspirational people and their stellar work. From loving mothers to comedian David Letterman and Star Wars character Luke Skywalker, Aussies turned to Facebook to share memories of and admiration for unique individuals who’ve impacted their lives.

Aussie men expressed admiration for acclaimed inventor Elon Musk following Tesla’s announcement of large batteries that enable homeowners to tap into solar power to store electricity. Aussie men also joined the worldwide send-off of talk show stalwart David Letterman as he ended his 33-year run as host of CBS’s “Late Show.” And younger Aussie men buzzed about a new trailer for “Point Break,” a remake of the 1991 film.

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