Social Media

Mintel identifies and highlights three new trends in online consumer marketplace behavior this quarter that are helping shape the social media landscape.

In step with its target consumer, Mike's Hard Lemonade made the decision to trade in its historically TV-dominated marketing strategy for one that's 100 percent digital in 2014. This change will give the brand the opportunity to engage with its target consumers more frequently and be part of the two-way conversation.

A recent digital couponing campaign proved fruitful for The Dannon Company, which is on a on a mission to evolve the way with which it engages consumers and encourage them to eat yogurt every day.

CGT Editor Ali Ackerman Orr gives you a sneak peek into the trends and topics discussed in this month's issue.

Mobile platforms combined to account for 60 percent of total digital media time spent, up from 50 percent a year ago. And perhaps more impressively, mobile apps accounted for more than half of all digital media time spent in May (51 percent), reinforcing the notion that as consumers turn to mobile, so must consumer goods companies.

Within 24 hours of identifying its one-millionth Facebook fan, mike's hard lemonade created a new logo and packaging, updated its website, Facebook and Twitter properties to reflect the new name.

The team has been built around recent strategic acquisitions; notably, Strategy& (formerly Booz & Company), Diamond Management & Technology Consultants, PRTM, Logan Tod & Co., Ant's Eye View, BGT Partners, Intuity, and Stamford Interactive.

Their complimentary points-based loyalty program allows members to earn points every time they shop, connect and share, both in stores and online.