Articles
Take a look at the latest research-based articles drawing on international TGI data.
Buying Media to Earn Media
Date: August 2010
Over the last few years, earned media has exploded. Consumers have always had conversations about products and brands (word of mouth) but now, via the internet, they can do so much more powerfully. Social networking, blogs, micro-blogs and consumer review sites mean that offline conversations are going online and becoming broadcasts rather than simply discussions between a few friends in a room.
Data from TGI Net, Britain's most up-to-date and in-depth internet survey (also available internationally), reveals that paid media seems to be an excellent way to influence earned media. This is good news for all who rely on monetising ‘paid media’ audiences.
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Finland embraces TGI Word of Mouth
Publication: Kauppalehti (Finland)
Date: May 2010
A recent addition to the Global TGI network of syndicated media and marketing surveys, TGI Finland (administered locally as TNS Atlas) has recently embraced the innovative Word of Mouth concept first introduced on TGI in Britain in 2005. The question framework has also been added to the Finnish National Readership Survey.
The TGI Word of Mouth model identifies those individuals who are socially influential due to their wide circle of acquaintances, in-depth knowledge or ability to persuade others. Malcolm Gladwell’s book ‘The Tipping Point’ popularised these ideas. In establishing groups of Connectors, Mavens and Salespeople, TGI Word of Mouth has proved popular with a wide range of clients.
Geoff Wicken, Head of TGI International, was heavily involved with the development of the concept on TGI. On a recent trip to Helsinki, Geoff found himself heralded as the father of Word of Mouth in Finland and featured in the leading business newspaper Kauppalehti.
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The Global Villagers
Publication: Campaign
Date: October 2004
With no type of person does global advertising make greater sense than the business traveller, perhaps the most homogenised of creatures. But thankfully, even for a group of people who've all seen the world, know their vintage clarets and could tell you who has the flattest beds in business class, it's never as simple as "one size fits all"...
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