June 18, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts that could help you this week.

FATHERS TODAY ARE DIFFERENT – Reflecting on yesterday’s Father’s Day, here’s a question for the week: What kind of marketing messages should you be using to target dads today? Well, the modern dad is very different than his father or grandfather. According to several PEW research studies, fathers are taking a more active role in caring for their children and are helping around the house more (I know, it is about time). The number of stay-at-home and single fathers has grown significantly too. Unfortunately, more and more children are growing up without a father in the home. Here are some of the most interesting facts:

Dads, like moms, say parenting is extremely important to their identity (57% dads, 58% moms). Dads also appreciate the benefits of parenthood: 54% say parenting is rewarding all of the time, as did 52% of moms. Meanwhile, 46% of fathers and 41% of mothers said parenting is enjoyable all of the time.

Fathers are spending, on average, eight hours a week on child care – about triple the time since 1965. Fathers also put in about 10 hours a week on household chores, up from four hours in 1965.

Everyone works. Only about 1 out of 4 families (27%) with kids under 18 live in a family where only the dad works. This is a dramatic change from 1970, when almost half (47%) were in families where only dad worked. The share of couples living in dual-earner families has risen significantly and now represents the majority of two-parent families with children.

CONTENT, CONTENT, CONTENT – If you are marketing today, you need content! Whether it is more Facebook posts, more videos, more relevant news releases, or keeping your website updated, creating engaging content is critical. But this can be a time challenge. That is why we are now helping several clients with content. If you need an affordable extra hand, contact us for a quote. Our rates start as low as $200 per month for a helping hand.

BIG NEWS LAST WEEK – Two things happened last week that will dramatically change access and control of marketing to consumers. In fact, I believe that June 2018 will go down as a turning point in consumer marketing.

First, net neutrality officially ended on the federal level. No need to get back to the debate (it’s over), but here’s the bottom line: companies will soon be able to charge different rates for slower or faster access to the internet. Also last week, a federal judge approved AT&T’s $80 billion purchase of Time Warner. For marketers, these two events are monumental.

Controlling access to news and entertainment on all platforms will soon be in the hands of giant corporations, like AT&T. America’s largest pay-tv provider and second-largest wireless operator by subscribers, AT&T will soon be a juggernaut. They will move quickly to the digitization of TV advertising. This means they can marry accurate data targeting–based on information from its cell phone subscribers and TV viewing habits–with premium content. And they can charge different people, different prices to access on any platform.

Comcast, the other big bully (they are the largest high-speed broadband provider in the U.S.), wasted little time getting into a bidding war with Disney for most of 21st Century Fox’s assets. Mark my words, in five years you will all be paying substantially more to reach consumers with your marketing messages.

ARE PEOPLE HAPPY WITH A MORE COLORFUL AMERICA? – One of the things I have notice is that there is very little racial or ethnic diversity in many ads. Sure, they may not live in your community in large numbers, but a majority (58%) of Americans continue to say the U.S. is a better place to live as a result of its growing racial and ethnic diversity. So, showing more diversity in your marketing could be good for business. Of course, diversity as a good thing is impacted by political beliefs according to another PEW Research study.

Most Democrats and Democratic-leaning independents say growing diversity is good, including 78% of Democrats who describe themselves as liberal. A smaller majority of conservative and moderate Democrats (66%) say the same.

Even 47% of Republicans see diversity as good. While positive views among Republicans vary little by ideology, negative views are somewhat more widespread among conservative Republicans than moderate and liberal Republicans.

That is all for this week. Let me know if there are any specific research or marketing questions you are thinking about that I can cover in my weekly update.

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