Posts Tagged ‘Marketing’

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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.

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WHAT YOU MAY HAVE MISSED THIS SUMMER

September 7, 2015

On Labor Day it is fun to reflect back on summer. For me summer has been great. Some interesting research projects, working with clients that I respect, and enjoying nice Central Oregon weather with family and friends. Of course, the fires have been horrendous. If you’ve been too busy to keep up with media and advertising news, the Wall St. Journal did a nice recap of all the top stories:

http://blogs.wsj.com/cmo/2015/09/04/top-10-media-and-advertising-stories-of-summer-2015/?mod=WSJBlog&mod=WSJ_cmo_today
Some won’t have much impact on your business, marketing wise., but a couple may.

Your customers are continuing to “cut the cord” moving away from cable TV. In my opinion, most people will be getting their video fix by streaming. The only thing holding this revolution back is the lack of high-speed internet access in many parts of the country.

If you advertise online (and you should) you should be increasingly concerned about ad blocking technology that lets consumers circumvent ads online.

There is a real battle going on between Facebook and YouTube to be king of online video and advertising. . You should definitely be looking at using Facebook video.

Soon there will be little difference between print and online magazines. Apple and Facebook are working overtime to get more publishers online. The Apple News app, expected to launch in the fall, will combine articles from more than 50 publications into one stream and will come pre-loaded on Apple’s new operating system (will be announced tomorrow). Facebook in June unveiled its Instant Articles program that lets publishers such as NBC News and National Geographic post their stories directly onto the social networks’ newsfeed instead of linking readers back to their own sites.

On my next post I will cover the dramatic shift in how people are reading magazines. Have fun today.