Posts Tagged ‘Marketing’

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POWERSHIFT MARKETING THIS WEEK

May 8, 2020

THIS WEEK AT HOME – As many of us continue to shelter at home, here are a few more marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

ARE YOU READY TO REOPEN?

What reopening challenges will you be facing? Will people feel secure in going into your business? Many of these questions can be answered by research. It may seem counterintuitive, but this is a great time to do online research. People are home, bored, online a lot, and have the time to share their opinions. We are exploring many of these issues right now with studies we are doing for Destination Marketing Organizations (DMOs). Contact me if you have interest in your own study.

HERE TODAY, GONE TOMORROW

Numerous research studies are showing a major change in consumer media habits due to the COVID-19 lockdown. There has been a major increase in viewing online news and local broadcast TV. Increased demands on streaming services have led YouTube and Netflix, among others, to reduce video quality in an effort to reduce bandwidth usage. Whether these habits are long-lasting or temporary remains to be seen. Do not assume these habits will remain once the world opens up. Old media habits are hard to break.

WILL YOUR BEST CUSTOMERS RETURN?

As someone that helped create the first frequent flyer program, I want to urge you to protect and reach out to your frequent user members if you have a program. With airline travel down 95% or more, many airlines and hotels are giving members an extra year to accumulate the points that result in free upgrades, breakfasts, club access and other perks. Delta, American, Southwest, United and Alaska Airlines have all announced status extensions into 2022.

Major hotel companies are also ensuring their most valuable customers keep their perks. Hilton Honors elite status is extended through March 2022; Marriott Bonvoy through February 2022; and World of Hyatt’s tier membership is extended through February 2022. The companies are also delaying the expiration of earned rewards — like suite upgrades, club access and free-night certificates — to the end of 2021.

So, if you have a program, what are you doing to make sure your most loyal customers still see value in your program and will return once it is safe? Definitely worth a discuss and a plan.

THANKS, BUT NO THANKS

One sign of Americans’ anxiety about the virus: Even in some states that have started to reopen, many people have said, in effect, no thanks. In Alaska, Georgia, Oklahoma, and South Carolina — all states that have removed some restrictions — there has been little increase in the number of small businesses that are open or the amount of time people spend at work, according to an analysis by economists. Consumer spending has risen, but not by much more than in states that remain shut down. Mental health will be far more difficult to rebuilt than physical health.

NO SURPRISE HERE

The sharing economy—sharing cars, homes, and anything else you can think of – is not faring well in the pandemic. Uber is planning $1 billion in cost cuts, including reducing marketing and cutting staff 14%. Lyft’s cost-cutting efforts will lower expenses $300 million this year. And home sharing services (VRBO, Air b&b, HomeAway, etc.) are all looking at months before they are acceptable to virus concerned travelers.

Stay Safe. Stay Health. Stay Positive.

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POWERSHIFT MARKETING THIS WEEK

April 28, 2020

THIS WEEK AT HOME – As many of us continue to shelter at home, here are a few more marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

GOOD TIME FOR RESEARCH?

It may seem counterintuitive, but this is a great time to do online research. People are home, bored, using the internet a lot, and have plenty of time to share their opinions. Here are three more reasons you should be doing research right now:

REMIND PEOPLE YOU ARE ALIVE AND WELL – Let your people know that even during this time of social distancing you are thinking of them… that you care about their safety and look forward to their return.

SHARE A POSITIVE MESSAGE WHEN PEOPLE NEED IT THE MOST – Reassure everyone that even during this period, you are preparing to welcome them back. A survey is a nice way to invite them to tell you more about how you can do a better job of meeting their needs in the future.

STRENGTHEN BRAND LOYALTY – People love to talk about themselves. That is why customer surveys increase engagement and loyalty. By telling people they have value by asking for their opinions is a great way to build your brand.

We are doing several studies right now. We are gaining some great insight into post COVID-19 behavior. Contact me if you would like to explore conducting research. It is cheaper than you think.

ZOOMING IN ON COMPETITION

Family and friends have made Zoom a household word. The video communications firm has seen their usage go from 10 million to 200 million. Yes, they have experienced a host of video quality and security issues (Zoombombing), but their stock price is up 142%. It is no wonder that the elephants in the room have made them a target. Last Friday, Facebook announced a new service called Rooms that would let their 1.6 billion daily users run video gatherings for up to 50 people. Google has added a new viewing option for its Meet service that mimics Zoom’s popular Gallery View (pictures of everyone in the group chat). And Microsoft is adding new video capabilities to its Teams platform. I predict that video connecting will decline a bit once we are open, but it will become a part of our new normal. So, ask your kids how to use it!

THE NATIVES ARE RESTLESS

Native ads are ads that look like stories. I recommend them often to clients. The internet’s two largest content-recommendation firms, Taboola and Outbrain, both generate “promoted stories” and “around the web” sections that appear next to articles and videos online, including sponsored content and native ads. They typically use click baiting headlines like “The Best Way to Stop a Barking Dog (It’s Genius)” and “She Had No Clue Why the Crowd Started Cheering.” The Justice Department is now examining whether a deal to merge the two will hurt competition in a product that generates significant revenue to publishers and ads that marketers use because they have a much higher click thru rate than banner ads. Stay tuned. The world of native ads is about to change dramatically.

NOT IN THE SAME BOAT

Its popular today for COVID-19 marketing to echo the message, “We all in the same boat.” Not true. Yes, we are in the same storm, but every boat is different. If you are a retiree, your boat is pretty much the same as it was before the lock down (assuming you have time for your portfolio to bounce back). If you are in the 1% boat, you are fine too. America’s billionaires have increased their wealth in less than a month by $282 billion. But if you are in the lower-income boat, PEW Research reports that roughly half in this boat report that they or someone in their household has lost a job or taken a pay cut, compared with 43% of all U.S. adults. And only 23% say they have emergency funds that would keep their lower-income boat afloat for three months. So be kind, there many be a lot of people that are in boats not has shipshape as yours.

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POWERSHIFT MARKETING THIS WEEK

April 21, 2020

THIS WEEK – There is nothing like staying home to find more time to write! So, I am back after a six month break. Wow, how the world has changed. As various guidelines are released for getting the country back to work, now is the time to explore what you need to do to regain marketing strength and restore your business in a post COVID-19 world. I shared the following thoughts with my partners in my cooperative marketing program, Crater Lake Country. While they are focused on the visitor industry, they are universal.

TAKE ACTION NOW

Customers have a very short attention span. It has been 30+ days since the public has been told to “stay home, stay safe.” In marketing terms, that is a lifetime. What have you done during this period to maintain top of mind awareness; to keep current and future customers engaged? Fix it now.

STAY POSITIVE – There is plenty of negativity in the world today. You need to keep your message 100% positive by sharing public service information, good wishes for people to stay healthy, and what you and your employees are doing for the community during this difficult time.

  • Increase your use of Facebook and other organic channels (like your blog) to leverage your exposure.
  • Continue to post YouTube videos, Instagram updates, and photos and stories on social media.

KEEP YOUR WEBSITE UP-TO-DATE

It is easy to think of your website as just an online brochure. It’s not. It can be a dynamic marketing tool that can share current realities. Unfortunately, few companies use it that way.

On your website share the latest information as well as any details on what is open. Your site must continue to be a trusted source for information and travel inspiration.

PEOPLE WANT TO HEAR FROM YOU – HubSpot, a leading inbound marketing resource, is currently reporting data from their 70,000+ client companies to understand what people are looking for in this crisis. Their most recent update (last week) revealed that:

People are seeking out and interacting online far more today than a month ago. While this certainly reflects the moving of more transactions online, it also shows that for now, people are still looking to engage. If you have a message to share, look for websites and organic online channels to share it.

COOPERATIVE EFFORTS ARE IMPORTANT

Look for partners that can help spread your message and reduce your costs. The best way to make your money go farther is to spend someone else’s money. There are plenty of cooperative campaigns and resources to help you market. Reach out now.

CONTINUE EMAIL MARKETING

Yes, maintain an active email marketing program. But be careful not to sound self-serving by only dialing up deals (promotions and discounts) – an approach that may look insensitive. Instead, focus on nurturing long-term relationships. Look for ways you can help your customers today, without asking for anything in return.

Again, people want to hear from you. HubSpot data reveals that the percentage of people that open a business email (open rate) has increased. People want to stay informed, but they may not want to buy right now. You need to share positive messages that things are going to get better.

EMPATHY IS MARKETING

Way before COVID-19, many marketing leaders have been urging a brand message shift to customer empathy. If you are not already on the empathy bandwagon, you are late. Showing empathy and concern for your customers will be critical in a post COVID-19 world.

Need help understanding how you can make your team more empathetic? There’s plenty of help online. This Inc.com story (click here: https://www.inc.com/marc-lore/the-4-things-every-leader-needs-to-know-about-empathy.html) and this Tim Cook presentation (click here: https://www.youtube.com/watch?v=x3nFe7EpWAY) are excellent introductions into the role of empathy in marketing. Watch and listen, then act.

DISCOUNTS ARE A TWO EDGED SWORD

The public will be expecting discounts. A good portion of them may be hurting financially, so they will need discounts. That said, those who discount may take longer to recoup their lost income and it might be difficult to reestablish normal rates. If possible, don’t discount basic pricing. This will lower the quality perception of your brand and make it harder to return to pre-COVID-19 rates. Instead, promote offers that seem driven by longer stays, stays on specific days, rewards to returning customers, and other discounts that do not appear to be COVID-19 related.

CONSERVE RESOURCES

There will be a rush to advertise immediately to meet perceived pent up demand. Media outlets will be offering special deals. But don’t spend all your marketing dollars immediately. Develop a six-month marketing strategy.

DCG Research, which is currently conducting a DMO study, has discovered that it may take months before people feel safe again. While 3 out of 4 respondents say they are eager to travel, few plan to travel within the next 30 days because they are unsure of what they can expect.

DEMONSTRATE A DIFFERENT APPROACH

Business as usual will not return. COVID-19 has changed the rules of customer interaction. You must demonstrate this reality when you reopen your business.

  • How are you going to change your business practices to give customers a greater sense of health security and confidence?
  • How are you going to visually demonstrate these changes? Customers will increasingly demand that they see actual physical changes reflecting your concern for their safety.

LAUNCH FRONTLINE STAFF RE-TRAINING

Again, business as usual will not return. Not only do you need to make sure your staff feels safe in serving the public, they need to fully understand the systems you have installed to make your customers feel safe too. Start re-training now.

Stay safe, stay home, stay positive!

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THIS WEEK AT POWERSHIFT MARKETING – NOTES

July 8, 2019

THIS WEEK (JULY 8-14) – Took a bit of a break to move and sell a home… but I am back. Here are a few marketing tips and research thoughts for this week. As always, contact me if you have any questions or topics you would like me to cover.

IS THE FAMILY VACATION DISAPPEARING?

As family vacation season hits its full stride, you need to be aware that research (including ours) reveals that the percent of people traveling with kids is declining. The number of young Americans who are single, now more than half (according to a study released recently) has reached its peak since at least the 1980s. It has drastically increased in just the past 15 years. That’s according to data from a General Social Survey that showed in 2018, 51% of Americans ages 18 to 34 said they didn’t currently have a “steady partner,” up from 33% in 2004. How much do you know about your current customer? Give us a call, we can help.

BUSINESSES NOW NEED TO MONITOR TEXT MESSAGES

Messaging apps aren’t just for friends and family anymore. People are using them to communicate with businesses too, doing everything from learning about a business to making a purchase. According to Google research, more than 66% of people who use text messaging say they have messaged a business in the past three months. Why?

  • Convenient. Messaging gives customers the flexibility to reach out and respond on their own time.
  • Simple. Messaging is a communication channel that is familiar to people and intuitive to use.
  • Personal. Messaging allows you to connect one on one with customers.

THE STATE OF DIGITAL ADVERTISING

Ad spending is increasing, and it should grow 19% this year. But only 8% of people remember seeing an ad that is relevant to them in a given moment. Even more significantly, 30% of internet users are expected to be using ad blockers by the end of this year. That is why we are running more and more native ads. If you are not using these online ads, we can help set up a program for you.

GENDER NEUTRAL AIRLINES TICKETS ARRIVE

I’m sorry, but this whole bathroom debate about who can go where, is just humorous to me. Let’s face it, most of us grew up in gender neutral bathrooms. Of course, my big sister and I never really liked sharing our Jack and Jill bathroom, but it was no big deal. Airlines have offered gender neutral bathrooms forever. But now, the airline industry has final come to its senses and are now offering gender-neutral tickets. You can identify yourself as M (male), F (female), U (undisclosed), or X (unspecified) as well as selecting ‘Mx’ as a title. Just one more thing you have to worry about when traveling, how are you going to identify yourself?

Until next time, thanks for reading. As always, contact me if you have any questions or topics you would like me to cover.

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MONDAY MORNING QUARTERBACK DIGEST #30

October 15, 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.

COOPERATIVE PROGRAMS AVAILABLE – This week we will be releasing our 2019 cooperative advertising programs. These programs use online mobile ads, native ads, video ads, and a unique print/social media effort. Cooperative ads are a great way to expand your share of a market for less money. If you would like a copy, let me know.

ONLINE VIDEO ADS, WHAT WORK BEST? – We have been running cooperative online video campaigns for years. So, what online ads work best? A recent blog post by Hubspot reviewed an eMarketer Study that shared some insight into this question. The study asked internet users: Which ad format is most likely to lead you to purchase an item online? Nearly half (48.5%) indicated that they’re most likely to purchase after seeing a video ad, over all other ad formats: 19.7% banner ads, 9.1% text ads, and 22.7% something else.

While numbers look different for each business, 64% of consumers said they are more likely to buy a product online after watching a video. Why? Videos show users how a product or service is used. They also are great in showing how your product/service might fill a previously unmet need. They can also capture multiple moments in a visual way that’s more engaging and allows someone to imagine themselves in a similar situation. If you need help in using your TV spots online, we can help.

MORE DESTINATIONS SIGN UP FOR WEBSITE STUDY – Just another reminder, our 6th Annual Destination Website Research Study launches very soon. Compared to our last study, we have doubled the number of DMO’s participating this time. Why? Probably because people are spending more money on websites and they want to know why people come to a DMO website, what info those visitors value most, and whether online visitors will become real visitors. Contact me ASAP if you want to join the study.

DO YOU BUY MEDIA BASED ON YOUR HABITS? – Last week I was helping a client develop a 2019 marketing plan and I recommended TV spots on local news. “Gee, I never watch the local news,” was my client’s first reaction. One of the mistakes people make in media planning is thinking their media habits are their customers’ habits. That’s why surveying your 2018 customers MUST BE THE FIRST STEP IN PLANNING 2019. Whether you are designing your own survey or working with us, we can help you develop a survey that gets the most from your data. Early November or December are the ideal times to conduct these studies. So, back to the question, is local TV news a good media buy?

Although people are relying less on television for their news, a recent study reveals that 47% of adults ages 50 and older and 18% of young people still rely on local TV news. While local TV news has declined in viewers, it still garners the largest news audience of the three television sectors: local, network and cable.

WHERE CAN YOU FIND RESEARCH? – If you follow this blog, you know that I am a big believer in the PEW Research Center. I quote their studies often because the Center is strictly neutral and their experts provide analysis of trends using rigorous empirical research. One of their best services is their Fact Tank and their search feature. Contact me and I will send you links to these services.

Until next week, enjoy a beautiful Fall week.

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MONDAY MORNING QUARTERBACK DIGEST #14

June 11, 2018

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

IT’S OFFICIAL – HAVE A BURGER – Last Tuesday, June 5th, the IHOP breakfast food chain — International House of Pancakes — announced on Twitter their plans for a name change to IHOb. Well,  the b stands for burgers (it is official today). Not sure why someone would want to rebrand into a burger joint, but the marketing news here is that they got tremendous media coverage and exposure by using social media for a stupid no news story. Social media is becoming the 24/7 go to media for sharing PR news. Why? Because today most people (93%) say they get some news from social media (see the next story) and you can publish what you like – no gate keepers here.

STATE OF THE MEDIA – Pew Research Center has issued an annual report on U.S. news media since 2004. Their latest report is being released via a series of fact sheets, starting with public broadcasting and digital news. This is quality research and it is worth the time to review. Here’s some of the more interesting findings from their digital news fact sheet:

Roughly nine-in-ten American adults (93%) get at least some news online (either via mobile or desktop).

A slight majority of high traffic news outlets (57%) use apps. However, websites are moving away from apps because most website today are mobile friendly. Is your site mobile friendly?

News outlets are adopting many engagement methods. About eight-in-ten (83%) offer newsletters, and 86% have an official presence on Apple News. A large majority (71%) release podcasts, and 63% allow comments on their articles.

Web news outlets use social media. Nearly all have official pages or accounts on Facebook (100%), Twitter (100%), YouTube (94%) and Instagram (89%). However, only about one-in-ten (14%) have an official channel or account on Snapchat, down about 10 percentage points from 2017.

I could go on and on… but the fact sheet is too lengthy for presenting here. Over the next few weeks, I will be sharing information from them. Here’s a link to the Digital News fact sheets.

WANTING TO SAY THE RIGHT THING – If you are conducting consumer research, here’s a term you should know: Social Desirability. This is when users feel the need to shift their opinion to provide an answer based on societal standards they feel more comfortable with. One of the reasons we review surveys or conduct them for clients, is because we know how to avoid social desirability bias. If you would like more information on this survey danger or other survey challenges, we would be happy to provide it. Contact me.

THE IMPORTANCE OF “NEAR ME” SEARCHES – Google recently shared some facts about the use of “near me” searches. Beyond the typical “restaurants near me” or “gas station near me,” Google is seeing growth in “near me” searches for almost every kind of items. From “cowboy boots near me” to “where to get a facial near me” and “tarragon near me.”

If you want a crystal-clear example of purchase intent, “near me” mobile searches that contain a variant of “can I buy” or “to buy” have grown over 500% over the last two years. These include things like “where can I buy stamps near me,” “places to buy scrubs near me,” and “where to buy vinyl records near me.” Today’s impatient consumers want things the moment they need them — which is typically “now.” Google has also seen more than 200% growth in mobile searches. for “open” + “now” + “near me” (for example, “stores open near me right now” and “pharmacy near me open now”).

The challenge for marketers is to make sure you’re giving people the answers they’re looking for as quickly as possible. This research clearly shows why yellow page advertising is practically dead, especially for consumers under the age of 50.

STYLE OVER SUBSTANCE – As I’ve mentioned, Peter Sage runs a well-written political blog. If you love the world of political marketing, Peter has some interest takes. I found his recent post (Friday, June 8th) on Congressman Greg Walden spot on. Peter points out at that language and tone are more important than political reality. Totally agree. In marketing, what you say is NEVER more important than how you say it to your target audience. This is why research today is so important for shaping messages. Here’s a link to his blog if you want to read more. 

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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MONDAY MORNING QUARTERBACK DIGEST #2

March 20, 2018

Monday Morning Quarterback Marketing Digest. Each week I highlight market research that could make your marketing efforts stronger.

IS THERE A DANGER IN PLAYING FACEBOOK QUIZZES? Yes, those harmless quizzes are a research data gathering tool. The hot news item this week is that Facebook has suspended Cambridge Analytica, the data firm used by the Trump campaign, after finding that it improperly harvested data. They got the data from Global Science Research, which used a personality test to collect info from you and your FB friends — some 50 million profiles overall.

Now there are legitimate research firms trying to create online research panels. We are developing one for Southern Oregon – check it out www.DCGResearch.com. But they will be very upfront and will require an opt in.

ARE YOU OVERLOOKING OLD FOLKS? According to Phocuswright research, millennials are the current focus of most travel marketing. They are an adventurous demographic that seeks authentic experiences. However, they are price-sensitive and brand-agnostic; millennials like to shop around and find the best deals.

Do not overlook baby-boomers (people born between 1946 and 1964). They are still spend more money on travel. Unfortunately, our research shows that most travel websites are being designed by millennials for millennials. Many are just not user-friendly for older travelers. Want to know if your website is baby-boomer friendly. We can tell you.

ARE YOUR CUSTOMERS CONSTANTLY ONLINE? Yes, according to a PEW study that revealed that 26% of U.S. adults go online “almost constantly,” up from 21% in 2015. Younger adults are at the vanguard of the constantly connected. Click here to read more.

ARE YOUR CUSTOMERS CONSTANTLY ON THEIR CELL PHONE? Yes, again, more than ever. A 2000 Gallup survey showed cell phone ownership at 50%. Now look at it. Virtually everyone under 50 owns a cell phone. Gallup believes that the introduction of the smartphone in 2007 turned cell phones into an essential tool of modern life.

Percent owning a cell phone in 2018
Total adults: 95%
Aged 18 to 29: 100%
Aged 30 to 49: 98%
Aged 50 to 64: 94%
Aged 65-plus: 85%

IS INSTAGRAM MARKETING DECLINING? Yes, because a new algorithm shift has taken millions of viewers away, according to social media stars and companies interviewed by Business Insider. The news comes weeks after Instagram-parent Facebook announced its decision to reduce the number of posts from publishers that appear in its news feed. Remember, when you rely on social media marketing, someone else controls your marketing! That’s why you can’t focus 100% on social media.

Thanks for reading. If you have any research or marketing question, let me know and I will try and cover them in my weekly MMQB Marketing Digest posts.

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MONDAY MORNING QUARTERBACK DIGEST #1

March 12, 2018

Welcome to my first Monday Morning Quarterback Marketing Digest. Each Monday I will be highlighting interesting market research that could make your marketing efforts stronger.

ARE YOU WASTING TIME ON SOCIAL MEDIA MARKETING? Our research (DCG Research) for a variety of visitor associations shows that social media generates very little traffic to visitor websites. Current PEW RESEARCH supports this. Some 68% of U.S. adults are now Facebook users. Other than YouTube, none of the other sites or apps are used by more than 40% of Americans. ? Click here to read a story about the PEW Study.

Americans 18 to 24 are substantially more likely to use Snapchat, Instagram and Twitter even when compared with those in their mid- to late-20s. Our research also questions using Twitter for business marketing. You must really care about a business or a person to want to know what they are up to 24/7. Unless you are President Trump, most people simply do not care about any business 24/7. Don’t spend much time on Twitter unless you have a very personal connection with your customers.

So, pick your social media wisely. Focus on Facebook and YouTube. Only use Snapchat and Instagram if you want to focus on people under 24. The key to social media? Knowing customer demographics. We can create a very simple survey to do this.

WHAT IS WRONG WITH THE ONLINE BUYING EXPERIENCE? – According to the “Think with Google” weekly email, over 40% of people say they prefer to complete their entire shopping experience on mobile—from research to purchase. So why are mobile sales lower than desktop sales? It’s because the experience is often terrible. The average mobile webpage takes 15.3 seconds to load. Count that off to yourself. Feels like an eternity, doesn’t it?

Google says it time to start obsessing over each second, each step, and each user in the mobile experience. Totally agree. If you want mobile sales, you need to be looking at Progressive Web Apps to help customers complete tasks quickly and efficiently. Talk to your Webmaster or IT person today.

WHAT IS CONSIDERED ENTERTAINMENT TODAY? The average household spends around $3,000 annually on entertainment. How do they spend this money? According to the American Consumer (one of my favorite newsletters), the Bureau of Labor Statistics’ Consumer Expenditure Survey (click to report here), shows that there are five entertainment categories with the fastest growth:.

1. Streamed and downloaded video. It has increased 2,000% since 2006. Streaming has replaced watching videos and DVDs.

2. Pets: Spending on pets climbed 55% between 2006 and 2016. .

3. Hunting and fishing equipment: Guns are included in this category. Between 2006 and 2016, spending increased 54%. The biggest spenders are non-Hispanic Whites.

4. Toys, games, arts and crafts: Spending grew 47% between 2006 and 2016.

5. Bicycles: Spending grew 46%, spending on new cars and trucks fell 23%.

Ok, thanks for reading. If you have any research or marketing questions, let me know and I will cover them in my weekly Marketing Digest post.

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MORE INSIGHT INTO VIDEO HABITS

June 28, 2016

There has been a lot of press on Nielsen Research’s new Total Audience Report: 1st Quarter 2016 (good Nielsen PR effort). Here are the most important takeaways from the report for local advertisers.

Broadcast TV is still a good advertising tool – Traditional TV consumption is still huge, but people ages 18 to 24 are watching nearly two hours less TV per week than last year. Overall, adults spent an average of four hours and 31 minutes a day watching live TV, down by three minutes compared with a year earlier.

More and more people can skip your commercials – Streaming video subscriptions are now just as common as DVRs (digital video recorders). Half of U.S. TV households had a subscription-based video on demand service such as Netflix, Hulu Plus or Amazon Prime in the first quarter, on par with the number of homes that have a DVR. So now there are two barriers standing in the way of your commercials reaching viewers.

We all love video – Adults in the U.S. spend an average of 10 hours and 39 minutes a day consuming media across various platforms and devices, an hour more than the year-ago quarter.

We also love our phones! – Nielsen’s latest data found double-digit percentage increases in the amount of time adults were spending consuming media on their digital devices. Adults spent an average of one hour and 39 minutes a day on a smartphone in the first quarter, up 60% from the year-ago quarter.

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THE LOCATION REVOLUTION IN MARKETING

May 10, 2016

If you are in the travel industry, listen up. A recent Pew Research study shows that 90% of smartphone owners (153 million people) use location services on their phone… and it should grow even more says the report.

This group, like smartphone users as a whole, are likely to rely on apps, many of which request access to the devices’ location services. Of course, not all apps are created equal when it comes to obtaining permission to track a user’s location, says the report.

Those apps that provide a compelling reason for the user to share their location (content, services and features that use location data to provide real value to a consumer) are the most likely to secure opt-ins from a majority share of their user base.

A July 2015 survey conducted by Research Now on behalf of Skyhook Wireless found that 65% of US mobile app users shared their location with weather apps. Far fewer shared such information with apps in other categories.

Leading Apps By Smartphone Users For Location Services (% of Respondents)
App categories % of Respondents
Weather 65%
Social networking 38
Travel 23
Photo & video 18
News 16
Source: Skyhook Wireless/ResearchNow, April 2016 (November 2015)

Bottom-line: If you are not running mobile ads on weather sites, you are missing out. Also, travel apps in general need to do a much better job of having relevant content that people want.