1 / 13

Food Marketing in the Digital Age: Emerging Trends and Research Priorities

Food Marketing in the Digital Age: Emerging Trends and Research Priorities . Kathryn C. Montgomery, PhD American University Jeff Chester, MSW Center for Digital Democracy. Digital Display Advertising Expenditures 2009. Coca-Cola: $20,954,000 - up 163%

lloyd
Download Presentation

Food Marketing in the Digital Age: Emerging Trends and Research Priorities

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Food Marketing in the Digital Age: Emerging Trends and Research Priorities Kathryn C. Montgomery, PhD American University Jeff Chester, MSW Center for Digital Democracy

  2. Digital Display Advertising Expenditures2009 • Coca-Cola: $20,954,000 - up 163% • General Mills: $39,535,000 – up 105.6% • Dr. Pepper: $4,997,000 – up 427.9% • Kellogg’s: $51,720,000 – up 225.3% • McDonald’s: $26,662,000 – up 47.4% • Nestle: $44,197,000 – up 174.9% • Pepsi: $30,254,000 – up 68.6% • Wendy’s: $12,804,000 – up 355.7%

  3. S Social Media & Marketing Mobile Marketing Place-based & Experiential Retail Marketing Digital Video & Gaming

  4. The growth of digital media has fundamentally transformed food marketing.

  5. Key Concepts – Research Implications • Ubiquitous connectivity – synergistic, cross-platform - difficult to isolate “medium” or “message” • Engagement - beyond “exposure” – need to understand interactions, emotional connections • User-generated – ads not just directed at youth, but also created and distributed by them • Personalization – targeting individuals, based on data collection - behavioral and psychological profiles • Social graph – seeding “influencers,” activating networks, distributing virally • Immersive environments – subjective, “flow,” play, unconscious

  6. New Metrics • “Real-time optimization” • “Influencer identification” • “Virality of spread” • Engagement measures – e.g., “dwell rate” • Facebook - “sentiment research” “mood targeting” • Smart phones – “taps” & “tap-through rate”

  7. Rethinking the Research Paradigm • Theoretical frameworks - beyond cognitive – social, emotional, unconscious, implicit, etc. • New methods – qualitative & quantitative, informed by industry research and metrics • Interdisciplinary field building – new-media scholars, tech experts, information scientists, market analysts, etc. • Short-term, high visibility, agenda setting studies

  8. Critical issues – gaps in research • Adolescents • Multicultural youth • Identity formation - socialization • Impulsivity and addictive behaviors • Research to inform policy – problematic practices, new legal theories

More Related