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MONDAY MORNING QUARTERBACK DIGEST #3

March 26, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger. Want to conduct your own research? Let us help.

CHANGING GENERATIONS – With kids “Marching for Our Lives” and parents and grandparents joining them this past weekend, it is interesting to look at how generations have changed in the past 50 years. PEW Research offers an interactive research look at how today’s young adults compare with their grandparents five decades ago. In my opinion, politicians are about to be blindsided by Millennials’ new social beliefs that were on display this past weekend. Click here to go the story.

DO YOU USE RETARGETING ADS? – Most marketers that use Google AdWords, use some retargeting ads – these are ads that show up on someone’s computer after they have visited your website. I think these annoying ads are a major negative marketing tools. However, if used sparingly and strategically they do have a place. Need to learn more? I think Google’s retargeting article is a good place to start. Click here to read.

WHY DO PEOPLE NOT READ YOUR ADS? – How can you make people notice your ads? When I published my PowerShift Marketing Book, I stated that “What you say, and how you say it, is more important than where you say it.” My point was that ads that are more relevant to the viewer will always have greater engagement, no matter where they appear. I ran across an article from Google’s VP of Agency and Media Solutions, Tara Walpert Levy, that spells out how the bar for relevant, attention-worthy ads is rising, along with consumer expectations. Tara’s focus is online video ads, but the lessons are relevant to all advertising. It is worth a read, click here.

WHO ARE FIRST-TIME HOME BUYERS TODAY? – Householders aged 30 to 34 were once the nation’s leading first-time home buyers. But their homeownership rate has fallen by a stunning 11.7% since the homeownership peaked in 2004. Our research review  shows three reasons: 1) Limited supply and cost of starter homes in major urban areas, 2) Lack of income growth, and 3) Lack of social desire to own a home. Here is the current Census Bureau homeownership rate by age, 2017 (and percentage point changed since 2004 peak):

Under age 25: 22.6 (-2.6)
Aged 25 to 29: 32.1 (-8.1)
Aged 30 to 34: 45.7 (-11.7)
Aged 35 to 39: 56.4 (-9.8)
Aged 40 to 44: 61.8 (-10.1)
Aged 45 to 54: 69.3 (-7.9)
Aged 55 to 64: 75.3 (-6.4)
Aged 65-plus: 78.7 (-2.4)

SURVEY FOR GOOD – Do you live in Jackson Country, Oregon? Then I would like to invite you to join our new Southern Oregon research panel. Check it out right here.

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