Posts Tagged ‘Pew Research’

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POWERSHIFT MARKETING THIS WEEK

May 21, 2020

THIS WEEK – As businesses begin to reopen and the “mask or no mask” debate fills social media with angry posts, here are some marketing tips and research thoughts. As always, contact me if you have any questions or topics you would like me to cover.

ONLINE ORDERING FOR ALL

There are literally millions of winners and losers in the COVID-19 world. Many big-time retails have declared bankruptcy (J.C. Penney, Neiman Marcus, J.Crew, Pier I), while others (Walmart, Target, Home Depot, and Lowe’s) have seen a sales surge by staying open and shifting more to online ordering and curbside pick-up. But most small businesses are not players in this world.

Facebook is trying to change this with a new program called Shops that lets businesses quickly set up storefronts on Facebook and Instagram. “It’s clear at this point that Covid isn’t just a health emergency,” states Facebook CEO Zuckerberg. “It’s also the biggest economic shock that we’ve felt in our lifetime.” The new virtual shops will appear on the businesses’ Facebook and Instagram accounts and, eventually, on the Messenger and WhatsApp messaging tools. The Facebook move is being powered by its partnership with Shopify.

There are two ways to sell on Facebook:

1) Use Facebook’s platform itself to create your Facebook Store, list products, and set up a shopping cart to connect payments. It is easy and simple.

2) Use an ecommerce website builder (like Shopify that charges a monthly fee) to create an online store, then link your products to your Facebook Store page. This is this is a pretty good blog on the ends and outs of how to do start selling online, CLICK HERE. https://www.websitebuilderexpert.com/building-online-stores/how-to-set-up-a-facebook-store/

STATISTICS DO LIE

Did you hear about the booming air travel industry? It is up 123% in just the last month! Technically, that is an accurate number. Over the seven days ended May 17, an average of 212,580 people went through U.S. airports, up from 95,161 in April. Of course, this time a year ago, 2.4 million people a day were flying. The point? Get ready for the same effect to apply to all sorts of numbers — most notably with economic data. These swings are artifacts of the arithmetic of percentage change. But if you are not attuned to the yo-yo effect that you will see in crucial data in the coming months, you could get mislead on what is really happening. That is why doing your own research is critical (we can help). You simply cannot trust national, regional, or even state figures to give you a clear picture of the challenges you are facing in reopening.

GENERATION Z IS…

Born after 1996, most members of Generation Z are not yet old enough to vote. But as the oldest among them turn 23 this year, roughly 24 million will have the opportunity to vote in November. And they are certainly old enough to buy things. So, what makes this generation different? PEW Research has looked at this group. First, unlike the Millennials – who came of age during the Great Recession – this new generation was in line to inherit a strong economy with record-low unemployment. That has all changed. Instead of looking ahead to a world of opportunities, Gen Z now peers into an uncertain future. PEW points out that there are already signs that the oldest Gen Zers have been particularly hard hit in the early weeks and months of the coronavirus crisis.

Members of Gen Z are also more racially and ethnically diverse than any previous generation, and they are on track to be the most well-educated generation yet. They are also digital natives who have little or no memory of the world as it existed before smartphones. Still, when it comes to their views on key social and policy issues, they look very much like Millennials. Here is a link to the PEW Study if you are interested in learning more. CLICK HERE.

WHAT DID YOU SAY?

In my book Powershift Marketing, I stated, “What you say is more important than where you say it.” That advice came out of my frustration when a client was spending far more time debating media choices than ad creative. The best way to leverage (optimize) your ad budget, is simply to to write a better ad! This is especially true with the cluttered world of Facebook. That is why I found a recent post “The 5-Step Process HubSpot Uses to Optimize Facebook Advertising Costs,” a great 12-minute read. HubSpot is a top rated online marketer and their tips were excellent. The post covers everything from bid strategy, targeting, plus creative. Here are a couple of their creative recommendations that I thought were really good.

Blend Into The News Feed – News feeds are filled with posts from friends and family, especially after Facebook’s latest algorithm update. To avoid screaming “I’m an ad”, include a photo that actually looks natural. Stop using stock photos or super high quality photos. Look natural, look real.

Pique Your Audience’s Curiosity – We are biologically driven to investigate our world, rather than respond to it. And if you can evoke enough curiosity in your audience so they cannot help but satisfy it, they will click on your ad.

Sell A Feeling, Not A Product – Emotions drive our behavior, while logic justifies our actions after the fact. Marketing confirms this theory — humans associate the same personality traits with brands as they do with people. Choosing between two alternatives is like choosing your best friend or significant other. The people we decide to live our lives with make us feel something.

Here’s the full post CLICK HERE.

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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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POWERSHIFTING NOTES THIS WEEK – JAN 28-31

January 28, 2019

POWERSHIFT MARKETING – THIS WEEK – Here are 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.

NEW SERVICE – Just another pitch for my new proofing and editing service. Check it out here.

DON’T ACCEPT DEBIT AND CREDIT CARDS? It could be time to rethink this approach. The all cash society is definitely on the way out. Roughly 29% of U.S. adults say they make no purchases using cash during a typical week. People who say they make all or almost all of their weekly purchases using cash has decreased to 18%, according to Pew Research. Some businesses are now thinking of becoming cashless establishments. Is this something you should consider? We can help with research to learn if this is wise for your business.

ARE TAXIS AN ENDANGERED SPECIES? The share of Americans who use ride-hailing services has increased dramatically. Today, 36% of U.S. adults say they have used a ride-hailing service such as Uber or Lyft, compared to 15% in late 2015.

MORE INSIGHTS INTO GEN Z – Last week, after I predicted that marketers will need to understand Generation Z (people born in 1996 or before), the Wall St. Journal did an excellent article on seven things that make Gen Z different. As WSJ author Christopher Mims points out, members of the most racially diverse American generation ever, share one thing in common: their world has been defined by connecting online via social media and mobile devices. Here’s a quick recap of the seven things Mims pointed out in his January 26th article (just in case you can’t access it).

1. Gen Z doesn’t distinguish between online and real life. Common wisdom today says that young people don’t hang out with their friends in real life anymore. Perhaps, but Gen Z believes interacting digitally is real life.

2. Privacy online? Gen Z expects that everything typed into a keyboard or captured on a camera will end up on the internet. So, the smart ones never let down their guard.

3. Facebook is out, Instagram is in. I’ve commented on this before but Gen Z says that using Facebook to connect with peers is somewhere between never and no way. As reported in the story, “Facebook for my generation solely exists so that other generations can see that I’m still alive.” Now, this might be good news if you want to reach older consumers, but not if you want to reach Gen Z.

4. Social media is how they stay informed. I’ve commented on this too. Gen Z’s find news almost entirely via social media. Many use Twitter and Instagram to get news. For those with iPhones, Apple News is popular because it means one less app.

5. Video is important, but it isn’t everything. YouTube is huge. For those who are into the culture of influencers, many who spend time on Instagram use YouTube too. Twitter’s ill-fated Vine changed the way this generation views content, leading to a market for subsequent short-form video and apps including TikTok.

6. Gen Z thinks concerns about screens are overblown. If you grew up online, you are not concerned about spending too much time online. Some members of Gen Z believe that the media is obsessed with the negative impacts of tech and doesn’t talk enough about how it empowers their generation.

7. But they’re still susceptible to tech addiction and burnout. Gen Z are acutely aware that their level of online engagement isn’t always sustainable. Some take breaks from social media, others wonder how it’s changing their brains. They also report having trouble knowing where the line between healthy and unhealthy use should be.

Until next week, thanks for reading.

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MONDAY MORNING QUARTERBACK DIGEST #36

November 26, 2018

Monday Morning Quarterback Marketing Digest. Hope everyone had a great Thanksgiving like we did. Here are a few post turkey day thoughts on marketing and research for the week.

BAD GOLF GAME – AT&T and other big television distributors are refunding customers who paid to watch a showdown between Tiger Woods and Phil Mickelson. AT&T intended to use the pay-per-view event as a showcase of its new media capabilities since buying Time Warner. They shanked it. The online transmission didn’t work and many saw it for free. In fact, it’s unclear how many people paid to watch the match. Oh, if anyone cares, Mickelson won with a birdie on the 22nd hole, giving him the $9 million prize. Marketing Lesson: Make sure you can deliver what you promise, before you promise it!

HOW MUCH DO YOU KNOW ABOUT FACEBOOK LIVE? – Back in April 2016, Facebook launched a live video streaming service that lets anyone broadcast from their mobile devices straight to their Facebook News Feed. Since its launch, live video has exploded in popularity — particularly on Facebook Live, where according to Vimeo, 78% of online audiences are watching video on Facebook Live as of 2018. It’s no mystery why Facebook Live is popular: Videos enjoy a 300% engagement advantage to traditional videos shared on Facebook. Do you know how to use this tool? If not, we found a great guide that we can send you. Just let me now.

YOUR MARKETING FUTURE IS HERE – We have said often in this blog that you need to begin shifting your marketing to Millennials, even though Baby Boomers and Seniors still have the money. Millennials are now the largest demographic group and they are beginning to make a real impact. The 2018 midterm elections not only sent a record number of women to the House of Representatives – at least 102 in total, including 36 newly elected members, with a handful of races still to be called – but also significantly boosted the number of Millennials and Generation Xers in the lower chamber, according to a recent analysis. When the 116th Congress convenes in January, at least 26 House members will be Millennials (i.e., born between 1981 and 1996), up from only five at the start of the current Congress and six just before the Nov. 6 midterms. Marketing Lesson: No successful marketer is ignoring women or Millennials now.

THOSE DARN ALGORITHMS – They are all around us, utilizing massive stores of data and complex analytics to make decisions for us. They recommend books and movies for us to read and watch. They share news stories they think we might find relevant, estimate the likelihood that a tumor is cancerous and predict whether someone might be a criminal or a worthwhile credit risk. But despite the growing presence of algorithms, a Pew survey finds that the public is skeptical of these tools. At a broad level, 58% of Americans feel that computer programs will always reflect some level of human bias – although 40% think these programs can be designed in a way that is bias-free. And in various contexts, the public worries that these tools might violate privacy, fail to capture the nuance of complex situations, or simply put the people they are evaluating in an unfair situation.

IS GROWTH A GOOD GOAL? – Most businesses want to grow. We are working with a variety of companies setting goals for 2019. We have found that when you make growth the end-all-be-all, your bottom line, it can be at the expense of your customers. Some major companies have sacrificed long-term customer relationships for short-term gains. That’s why I enjoyed reading a HubSpot blog post that outlined their customer tenets. They believe their job is making customers more successful, building relationships by doing the right thing, and focusing on the long-term even when it’s not the easiest path. I totally agree. This week’s marketing goal: Develop your own customer tenets for 2019? Here’s HubSpot’s tenets, it is a good place to start.

1. Earn my attention, don’t steal it.
2. Treat me like a person, not a persona.
3. Solve for my success, not your systems.
4. Use my data, but don’t abuse it.
5. Ask for feedback, and act on it.
6. Own your screw-ups.
7. Help me help you, by helping myself.
8. I don’t mind paying, but I do mind being played.
9. Don’t block the exit.
10. Do the right thing, even when it’s hard.

Until next week, enjoy holiday shopping.

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MONDAY MORNING QUARTERBACK DIGEST #35

November 20, 2018

Tuesday Morning Quarterback Marketing Digest. After an amazing NFL Monday Night Football game (54-51), it seems like a good morning for my digest, even if it is a day late. Here are a few marketing and research thoughts for the week. Short week, short digest. Happy Thanksgiving everyone.

A MEANINGFUL WEEK FOR MOST OF US – What makes life meaningful? To tackle this topic, Pew Research Center conducted two separate surveys in late 2017. The first included open-ended questions. The second survey included closed-ended (also known as forced-choice) questions. Across both surveys, the most popular answer is clear and consistent: Americans are most likely to mention family when asked what makes life meaningful in the open-ended question, and they are most likely to report that they find “a great deal” of meaning in spending time with family in the closed-ended question. Among the key findings from the surveys:

• Family is among the most popular topics across all demographic groups.

• Americans with higher incomes and education are more likely to mention friendship, good health, stability and travel as meaningful.

• Many evangelicals find meaning in faith, while atheists often find it in activities and finances.

• Politically conservative Americans are more likely than liberals to find meaning in religion, while liberals find more meaning in creativity and social causes than conservatives.

YOUR CAR CAN KNOW ORDER DONUTS – Last year, millions of Americans got into their cars and discovered they could order donuts, breakfast or coffee while they drove because GM had downloaded a new application called Marketplace, which operated in their cars’ center touchscreens. Not terribly important marketing news now, but let’s jump a few decades into the future. Let’s imagine that General Motors’ investment in Cruise Automation has paid off and the company now makes cars that completely drive themselves. These cars have no steering wheels or pedals. People just ride in them. So, instead of making one pile of money when a car gets sold, GM and others could now make money off an app and selling things to you as you ride.

THEY ARE COMING – As a new American generation moves toward adulthood, will this new group (6- to 21-year-olds now), for many our grandkids, change the social fabric of the United States? Yes, according to a new research analysis of Census Bureau data. It finds that the “post-Millennial” generation is the most racially and ethnically diverse generation ever. A bare majority (52%) are non-Hispanic whites. And while most are still pursuing their K-12 education, the oldest post-Millennials are enrolling in college at a significantly higher rate than Millennials were at a comparable age.

Until next week, enjoy Thanksgiving and shopping! OK, I guess I will put up my Christmas lights.

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MONDAY MORNING QUARTERBACK DIGEST #34

November 12, 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.

THE YOU TUBE SOLUTION – I had to turn off the “Maintenance Required” light on my car. Did I look at the manual? No, I just went to You Tube. Apparently, I am not alone. A new Pew survey finds that roughly half of You Tube users say it is very important for helping them figure out how to do things. And around one-in-five You Tube users say it is very important for helping them understand events that are happening in the world. Bottom-line: You Tube is not just for entertainment, it is increasingly becoming a vital information source. Just another reasons YouTube must be part of your marketing effort. Contact us and we can work with you in harnessing the power of You Tube for your business.

THE DOWNSIDE OF OUTSOURCING – Many businesses save money by outsourcing. There is a trial going on right now that is testing the wisdom of 100% outsourcing. Pabst Brewing and MillerCoors are going to trial today because MillerCoors wants to end its agreement to brew Pabst’s beers. They basically brew, package and market all Pabst beers. They are willing to continue, but they want a 300% increase in fees. Why is this important to you? Because outsourcing production or marketing often leaves the success of your company in other hands, especially if the market is dramatically changing.

Because I live in Oregon, it is easy to believe that more and more people are enjoying beer. But U.S. beer sales are actually down from 213.1 million barrels in 2008 to 204.2 million in 2017, according to the Brewers Association. MillerCoors and Anheuser- Busch, the two biggest U.S. brewers, have been losing business to local craft brewers, imports, and wine and spirits in recent years, according to the Brewers Association.

“The beer market has shifted and beer lovers are increasingly demanding more variety, fuller-flavor, and local products from small and independent producers,” said Bart Watson, the Brewers Association’s chief economist. Is your market changing? Do you know how to recognize and react to these changes? This will require some research and we can help.

YOUR GUT VS. DATA – The Wall St. Journal recently reported that Netflix’s executives had a challenge in trusting their data or being kind to Jane Fonda. Their algorithm revealed that U.S. subscribers were more likely to click on the image promoting the comedy “Grace and Frankie” if it only included an image of co-star Lily Tomlin. Netflix eventually decided to keep the picture of Fonda. Why? They decided to trust their got, not data. Interesting marketing lesson here. Most small businesses rely 100% on their gut, and totally ignore data or research. The best decisions are made when you work with both – your gut and data.

SOCIAL MEDIA’S DARK SIDE – We are currently working with a variety of companies in improving their social media marketing. But increasingly, social media has a dark side – a turn off too many people. Case in point: Tim Kendall, early architect of Facebook’s business model and past president of Pinterest, has deleted the Facebook app from his phone for reasons that are becoming increasingly common: a sense of anxiety and dissatisfaction after viewing other people’s filtered lives, frustration at the divisive political discourse and harassment from trolls. Mr. Kendall report to the Wall Street Journal that social media was producing unwanted negativity in his life. “I felt bad about myself. I felt inadequate,” he says. “I felt like most people had better lives than I did on every dimension.” Recently Kendall invested $7 million to fund Moment, an app that helps reduce the time people spend on their phones. His position isn’t that social media is bad, but that users understandably struggle at times to find the right balance for it in their lives.

THANKSGIVING WARNING – As we gather with family and friends, remember, talking politics can add a lot of stress and frustration to the celebration, especially if you have more liberal friends. A national survey by Pew, conducted Sept. 24 to Oct. 7, finds that Americans have become more likely to say it is “stressful and frustrating” to have political conversations with those they disagree with. The change in opinions has come largely among Democrats: 57%, up from 45% two years ago. By contrast, Republicans’ feelings have changed very little. About half (49%) continue to find it stressful and frustrating. Overall, 53% of Americans say talking about politics with people they disagree with is stressful; only 45% say such conversations are usually “interesting and informative.”

Until next week, enjoy a beautiful Fall week.

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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.