Market Sentinel » Jupiter Research http://www.marketsentinel.com Understanding social media Thu, 02 Sep 2010 14:46:04 +0000 http://wordpress.org/?v=2.8.5 en hourly 1 The recession = a boom for value hunters http://www.marketsentinel.com/blog/2008/07/the-recession-a-boom-for-value-hunters/ http://www.marketsentinel.com/blog/2008/07/the-recession-a-boom-for-value-hunters/#comments Mon, 07 Jul 2008 09:58:54 +0000 Mark http://www.marketsentinel.com/blog/2008/07/the-recession-a-boom-for-value-hunters Budget airline Easyjet announce that load factors are up – that means they are selling more seats per plane than last year. Decoding this one gets the impression that the “recession” so far is pushing people to get better prices for discretionary spend items (like holidays) rather than making them cancel their plans. It is bad news for businesses selling high end products to those on a middling income (cf. Marks and Spencer’s trading statement last week). But may not be so terrible for others who can convince the market of their value.

Meanwhile Diane Clarkson at Jupiter Research points at the influence of “user generated content” in driving the decisions of travel buyers. Trust is flowing away from marketers towards peers. It points to a world in which the perception of value is mediated by online conversations, and by the ability quickly to compare prices. The consumer has never been more powerful.

]]> http://www.marketsentinel.com/blog/2008/07/the-recession-a-boom-for-value-hunters/feed/ 0 BBC report on increasing influence of blogs http://www.marketsentinel.com/blog/2006/05/bbc-report-on-increasing-influence-of-blogs/ http://www.marketsentinel.com/blog/2006/05/bbc-report-on-increasing-influence-of-blogs/#comments Mon, 08 May 2006 10:29:20 +0000 Mark /?p=139 Julian Smith of Jupiter Research highlights the increasing influence of blogs in a piece for the BBC website in the context of the WeMedia forum. He mentions Market Sentinel’s Dell case study as an example of evidence showing that bloggers can be influential.

“For marketers,” Smith writes, “this has the potential to significantly impact brand communications if consumer content refers to experiences with products or services that are incongruous and misaligned with official marketing messages.

“When a company’s marketing story differs from the one being told by online consumers, a credibility gap will emerge that could have dire consequences on brand perception and favourability. “

]]> http://www.marketsentinel.com/blog/2006/05/bbc-report-on-increasing-influence-of-blogs/feed/ 1