|By PR Newswire||
|March 7, 2014 12:31 PM EST||
AUSTIN, Texas, March 7, 2014 /PRNewswire/ -- Sports and entertainment marketing leader Octagon introduces The Passion Shift study, proprietary brand research designed to help marketers reach consumers in an increasingly passion-based market. The study demystifies the evolving complexity of how fans use technology to feed their passion for sport and provides brands with the information needed to effectively reach the fans most likely to support sponsors.
Octagon's new research maps consumer behavior, allowing brands to create marketing strategies and activations that will enhance the fan experience and ultimately help them become loved by consumers. The tools created from the study outline the consumption habits of fans of 13 different sports.
"Technology has fundamentally changed the fan experience. It is imperative that marketers understand how consumers behave in an increasingly passion-based world if they want to build affinity for their brands through sport," said Octagon's Chief Strategy Officer Simon Wardle. "The Passion Shift provides brands with the data and the tools they need to understand which fans to target and how to reach those fans in the most effective and compelling manner."
Key findings of the Passion Shift research include:
THE PASSION SHIFT: WHO TO TARGET
It turns out that "avid fans" are far less important than interactive fans.
- The level of a fan's interactivity and how they consume content is more strongly correlated with their willingness to change their purchase behavior as a result of sponsorship, than their self-reported avidity.
PASSION CONTINUUM: HOW FANS ARE FANS
From "Couch Potato" to "Super Fan," Octagon has identified the 8 different ways fans use technology to help feed their passion for sport.
- The Passion Shift research includes a behavioral segmentation that defines a spectrum of 8 different fan typologies from passive to interactive.
PASSION PROFILING: HOW TECHNOLOGY IS CHANGING HOW FANS ARE FANS
Octagon has mapped the complexities of how fans use technology to choose, curate, consume and share sports content.
- The Passion Shift represents one of the largest and most detailed studies of US fan behavior and identifies and maps 33 different ways that fans consume sports content across 14 different sports.
MARKETING IN AN INCREASINGLY PASSION-BASED WORLD: ENGAGING THE RIGHT FANS
Digital, social and mobile channels represent the key to targeting and engaging with fans that are predisposed to supporting and rewarding sponsoring brands.
- For example, fans who say they are more likely to buy your product as a result of sponsorship are 4.2 times more likely to post to sports-related blogs than fans that are not inclined to buy your product as a result of sponsorship.
The Passion Shift, designed by Wardle, surveyed over 7,000 fans and builds on the foundation of Octagon's ongoing Passion Drivers® research initiative. Passion Drivers® research (first released in 2005) quantifies the emotional connections that consumers have to sport, and consequently helps Octagon's brand clients understand how to better emotionally engage with fans in 15 countries around the world.
Octagon is a proud partner of SXSW's first-ever SXsports. Simon Wardle will host a session today discussing The Passion Shift. http://bit.ly/1fDweuZ. Follow us on Twitter and LinkedIn for updates throughout the week.
Octagon, (NYSE: IPG) is the world's largest sponsorship consulting practice, managing and influencing some $3 billion in sponsorship-related spending annually. Octagon also is a pioneer and leader in athlete & personality representation and management. With more than 800+ employees worldwide, Octagon works with hundreds of blue-chip corporate clients, more than 800 athletes & personalities clients and manages more than 13,000 events per year. To learn more about Octagon, visit: www.octagon.com.
SYS-CON Events announced today that HPM Networks will exhibit at the 17th International Cloud Expo®, which will take place on November 3–5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. For 20 years, HPM Networks has been integrating technology solutions that solve complex business challenges. HPM Networks has designed solutions for both SMB and enterprise customers throughout the San Francisco Bay Area.
Sep. 2, 2015 01:30 PM EDT Reads: 932
The 17th International Cloud Expo has announced that its Call for Papers is open. 17th International Cloud Expo, to be held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, APM, APIs, Microservices, Security, Big Data, Internet of Things, DevOps and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding bu...
Sep. 2, 2015 01:30 PM EDT Reads: 1,628
SYS-CON Events announced today that the "Second Containers & Microservices Expo" will take place November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA. Containers and microservices have become topics of intense interest throughout the cloud developer and enterprise IT communities.
Sep. 2, 2015 01:30 PM EDT Reads: 616
The 5th International DevOps Summit, co-located with 17th International Cloud Expo – being held November 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA – announces that its Call for Papers is open. Born out of proven success in agile development, cloud computing, and process automation, DevOps is a macro trend you cannot afford to miss. From showcase success stories from early adopters and web-scale businesses, DevOps is expanding to organizations of all sizes, including the ...
Sep. 2, 2015 01:15 PM EDT Reads: 1,614
17th Cloud Expo, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, will feature technical sessions from a rock star conference faculty and the leading industry players in the world. Cloud computing is now being embraced by a majority of enterprises of all sizes. Yesterday's debate about public vs. private has transformed into the reality of hybrid cloud: a recent survey shows that 74% of enterprises have a hybrid cloud strategy. Meanwhile, 94% of enterprises ar...
Sep. 2, 2015 01:00 PM EDT Reads: 1,567
DevOps Summit, taking place Nov 3-5, 2015, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 17th Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to wait for long development...
Sep. 2, 2015 12:45 PM EDT Reads: 1,556
While many app developers are comfortable building apps for the smartphone, there is a whole new world out there. In his session at @ThingsExpo, Narayan Sainaney, Co-founder and CTO of Mojio, will discuss how the business case for connected car apps is growing and, with open platform companies having already done the heavy lifting, there really is no barrier to entry.
Sep. 2, 2015 12:45 PM EDT Reads: 191
In his session at @ThingsExpo, Lee Williams, a producer of the first smartphones and tablets, will talk about how he is now applying his experience in mobile technology to the design and development of the next generation of Environmental and Sustainability Services at ETwater. He will explain how M2M controllers work through wirelessly connected remote controls; and specifically delve into a retrofit option that reverse-engineers control codes of existing conventional controller systems so the...
Sep. 2, 2015 12:45 PM EDT Reads: 201
Moving an existing on-premise infrastructure into the cloud can be a complex and daunting proposition. It is critical to understand the benefits as well as the challenges associated with either a full or hybrid approach. In his session at 17th Cloud Expo, Richard Weiss, Principal Consultant at Pythian, will present a roadmap that can be leveraged by any organization to plan, analyze, evaluate and execute on a cloud migration solution. He will review the five major cloud transformation phases a...
Sep. 2, 2015 12:21 PM EDT
Too often with compelling new technologies market participants become overly enamored with that attractiveness of the technology and neglect underlying business drivers. This tendency, what some call the “newest shiny object syndrome,” is understandable given that virtually all of us are heavily engaged in technology. But it is also mistaken. Without concrete business cases driving its deployment, IoT, like many other technologies before it, will fade into obscurity.
Sep. 2, 2015 12:15 PM EDT Reads: 410
Mobile, social, Big Data, and cloud have fundamentally changed the way we live. “Anytime, anywhere” access to data and information is no longer a luxury; it’s a requirement, in both our personal and professional lives. For IT organizations, this means pressure has never been greater to deliver meaningful services to the business and customers.
Sep. 2, 2015 12:00 PM EDT Reads: 813
Akana has announced the availability of the new Akana Healthcare Solution. The API-driven solution helps healthcare organizations accelerate their transition to being secure, digitally interoperable businesses. It leverages the Health Level Seven International Fast Healthcare Interoperability Resources (HL7 FHIR) standard to enable broader business use of medical data. Akana developed the Healthcare Solution in response to healthcare businesses that want to increase electronic, multi-device acce...
Sep. 2, 2015 12:00 PM EDT Reads: 270
Amazon and Google have built software-defined data centers (SDDCs) that deliver massively scalable services with great efficiency. Yet, building SDDCs has proven to be a near impossibility for ‘normal’ companies without hyper-scale resources. In his session at 17th Cloud Expo, David Cauthron, founder and chief executive officer of Nimboxx, will discuss the evolution of virtualization (hardware, application, memory, storage) and how commodity / open source hyper converged infrastructure (HCI) so...
Sep. 2, 2015 12:00 PM EDT Reads: 121
In 2014, the market witnessed a massive migration to the cloud as enterprises finally overcame their fears of the cloud’s viability, security, etc. Over the past 18 months, AWS, Google and Microsoft have waged an ongoing battle through a wave of price cuts and new features. For IT executives, sorting through all the noise to make the best cloud investment decisions has become daunting. Enterprises can and are moving away from a "one size fits all" cloud approach. The new competitive field has ...
Sep. 2, 2015 11:45 AM EDT Reads: 105
WebRTC services have already permeated corporate communications in the form of videoconferencing solutions. However, WebRTC has the potential of going beyond and catalyzing a new class of services providing more than calls with capabilities such as mass-scale real-time media broadcasting, enriched and augmented video, person-to-machine and machine-to-machine communications. In his session at @ThingsExpo, Luis Lopez, CEO of Kurento, will introduce the technologies required for implementing thes...
Sep. 2, 2015 11:45 AM EDT