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MONDAY MORNING QUARTERBACK DIGEST #24

August 27, 2018

Monday Morning Quarterback Marketing Digest. Here are some marketing and research thoughts for this week. Email me (Mark@dennettgroup.com) if you need more info on any subject.

FOCUS ON FAILURE, NOT SUCCESS – David Baekholm of HomeAway, Expedia Group’s vacation rental company, offered some great insights into improving a website in a recent Think with Google newsletter. David pointed out that instead of trying to define success, which means different things to different people, focus on failure. What don’t people like about your website experience? David points out that they don’t want irrelevant landing pages, slow loading speeds, annoying ads, or a cumbersome checkout process. Our six-year Destination Marketing Organizations (DMOs) website study reveals even more insights into what people don’t want. If you would like to join our next study and have your website confidentially studied to discover better ways to make digital visitors, real visitors, contact us. We will be launching our next study in October and the cost is only $150 per month.

PUT THE SMARTPHONE DOWN – Because we run social media campaigns for various clients (happy to help you too), we constantly review user research about smartphones since it is the primary access point to social media today. According to a recent study, 54% of U.S. teens say they spend too much time on their cellphones, and two-thirds of parents express concern over their teen’s screen time. But parents face their own challenges: 36% say they themselves spend too much time on their cellphone. And 51% of teens say they often or sometimes find their parent or caregiver to be distracted by their own cellphone when they are trying to have a conversation with them.

LEAVE THE KIDS AT HOME – Viking River Cruises have formally repositioned itself as an adults-only line. It is no longer accepting guests under the age of 18. The U by Uniworld river cruise brand is also grown-ups only, and the yet-to-launch Virgin Voyages cruise line will also be adults-only. Why is this news important? Because it shows the importance of knowing the demographics of your customer. That is why customer research is a must today. Contact us if you need help in developing your own study.

ARE MOST AMERICANS TRYING TO LOSE WEIGHT? Almost. Because most Americans are overweight, and many are trying to do something about it. You could almost call it a national obsession. In the past 12 months, nearly half (49%) of adults aged 20 or older tried to lose weight, according to a National Center for Health Statistics report. The attempt to shed pounds is embraced by 52% of 40-to-49-year-olds, 50% of 20-to-39-year-olds, and 43% of those aged 60-plus. And 56% of women are trying to lose weight, as are 42% of men. This obsession with weight is one reason you don’t see many “plus size” people in ads. People want to think we don’t have a weight problem. Want to discover other things you should be concerned with in creating ads? Contact us and we will share some of our current ad research. 

REPUBLICANS AND DEMOCRATS AGREE ON ONE THING – They can’t agree on basic facts of issues, according to a new Pew Research Center survey, conducted July 30-Aug. 12 among 4,581 adults. Tough to do marketing in a world where no one agrees on what is a fact. Republicans and Republican-leaning independents (81%) say Republican and Democratic voters disagree on basic facts of issues. Democrats and Democratic-leaning independents (76%) say the same. Just 18% of Republicans and 23% of Democrats say that voters of the two parties can agree on basic facts even if they disagree over policies and plans. Sad, we have come to the point that facts are not facts.

Until next week, have a great day.

One comment

  1. I win or I learn.



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