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MONDAY MORNING QUARTERBACK DIGEST #32

October 29, 2018

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

A BETTER WEBSITE – USING THE AIDA MODEL – Working this week on finishing a report for partners in our DMO Website Study #5. Study #6 starts this week, let me know if you want to join it. I was looking at different ways to evaluate the success of websites to influence people to visit (focus of these studies) and found an interesting post on The HubSpot Blog on using AIDA as website evaluation tool. What is AIDA?

Way back in 1898, Elias St. Elmo Lewis (Advertising Hall of Fame member) introduced the AIDA model: the four stages a consumer needs to go through to become a customer: Attention, Interest, Desire, and Action (AIDA). During these four stages, your website content will ideally attract attention to your brand, generate interest in your product or service, stimulate a desire for it, and spur action to try or buy it. Want to know more about how to use AIDA in evaluating your website? Email me and I will share the details.

I CAN’T DO MY HOMEWORK – This old excuse is taking on a new life because 15% of U.S. households with school-age children do not have a high-speed internet connection at home, according to an analysis of 2015 U.S. Census Bureau data. It is worse for lower-income families. Roughly one-third of households with children and income below $30,000 a year do not have a high-speed internet connection, compared with just 6% of households earning $75,000 or more a year. Bottom-line: If you are using digital advertising, you are reaching higher income consumers (not all bad).

FACT OR OPINION? – Does wisdom come with age? Well, younger adults (18-49) are better than older adults (50+) in separating fact and opinion. PEW asked U.S. adults to categorize five factual and five opinion statements. More younger adults (32%) could identify all five, compared to older adults (20%). Younger adults were not only better overall, they could do so regardless of the ideological appeal of the statements.

CABLE CUTTING IS REAL – The 2017 Consumer Expenditure Survey, show a substantial drop in spending on cable and satellite television service. Spending is down 18% from 2016, after adjusting for inflation. Below is the percentage of households spending on cable/satellite service during an average quarter of 2017 compared to 2010. If you are using cable advertising, you need to focus on people age 45 years and older.

Under age 25: 23.0% (-26)
Aged 25 to 34: 41.9%(-26)
Aged 35 to 44: 53.5% (-22)
Aged 45 to 54: 62.2% (-15)
Aged 55 to 64: 65.6% (-12)
Aged 65-plus: 69.9% (-9)

CREATING A MORE SUCCESSFUL SURVEY – Been working on end-of-the-year customer surveys for a couple of clients, and it is critical that you select the appropriate research methodology. It is a vital first step in any market research process. If you are doing your own research, email me, and we will share ways to select the best research methodology.

SAVE 80% ON ADVERTISING – Having developed hundreds of cooperative advertising programs over the years, we have found that you can save up to 80% in media costs by working with others. Interested in saving money? Contact me for a copy of our 2019 program list.

Until next week, enjoy a beautiful Fall week.

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