Posts Tagged ‘Pew Research’

h1

POWERSHIFT MARKETING THIS WEEK

August 7, 2020

THIS WEEK  – Welcome to August! Here are some marketing tips and research thoughts for your week. As always, contact me if you have any questions or topics you would like me to cover.

 THE FUTURE OF COVID-19?

 Well, COVID-19 doesn’t seem to be going away after five months. So, we all need to learn how to live and market in this COVID World. And that is why you need to join our syndicated study “Understanding the Consumer in a Covid World.” This survey offers industry specific research: lodging, restaurants, destination marketing organizations, etc. If you have a customer email list, we can provide you with decision making data. Email me now to learn more.

COPYCAT

TikTok, the short video platform, is under fire with the President banning the Chinese-owned app, which claims 100 million U.S. users. While Microsoft is in talks to buy part of TikTok, Facebook is moving ahead with a copycat program called Reels, which is launching in over 50 countries, including the U.S., India, Brazil, France, Germany, the U.K., and Japan.

Facebook has a long tradition of cloning competitive services. The Instagram “Story” feature is similar to Snapchat. And they recently launched a Zoom conference competitor. Marketing lesson: Copying your competition is OK if you have plenty of money! But unless you have very deep pockets, it usually doesn’t work.

GOING NATIVE

There’s still time to join our new native ad campaign. If you have not used native ads and want to test them, our GO NATIVE cooperative program lets you run a 30 day campaign, targeting 10 zip codes of your choice, for as little as $420. Email me for details.

THE NEW EDUCATIONAL DILEMMA

With schools around the country looking online education only because of COVID-19, the challenge of kid’s screen time is a nightmare for most parents. Access to the internet and how many devices will you need in a home for education are also issues.

Yes, parenting is harder today than it was 20 years ago, according to a PEW Study. Around seven-in-ten parents of children under 12 say they are at least somewhat concerned their child spend too much time in front of screens. And some parents already believe their tech-using child spends too much time on certain devices and digital activities. Now, kids need to spend even more time on screens for school. Ugh.

SELF-SERVING

If you follow the news, you know the President is dead set against vote by mail. Well, no, not really.  The President, who votes absentee in Florida, now reports that because the state is so well-run, vote by mail isn’t a problem in Florida. Marketing lesson: If you are going to make self-serving statements, at least try and make them sound less self-serving.

And if you wondering what would be the impact of increasing vote by mail? No reason to run research, just check out the results in Georgia. They had a 68% increase in voter turnout in this year’s primary from 2016 after sending absentee ballots to every registered voter.

Until next time, stay safe, stay healthy, stay positive.

h1

POWERSHIFT MARKETING THIS WEEK

July 23, 2020

THIS WEEK  – Here are some marketing tips and research thoughts for your week. As always, contact me if you have any questions or topics you would like me to cover.

TIME TO GO NATIVE?

One of the biggest growth areas in online marketing is the use of native ads. These ads look like stories. I am sure you have seen these; I’ve included an example below. They are labeled “ads,” but they still get almost 3x the “click thru rate” compared to banner ads.

We’ve been running highly successful native campaigns for our clients for years. If you have not used them and want to test their use, we just launched a new GO NATIVE cooperative program that lets you run a 30 day campaign, targeting 10 zip codes of your choice, for as little as $420. If you are interested in more information, contact us.

THE BIG TWO

Speaking of online advertising, the majority of digital display ad  revenue goes to two companies: Facebook (42%) and Google (11%). Another 12% went to other tech companies, including Amazon; Verizon Media Group, which owns Yahoo and AOL; Twitter; and Microsoft, among others. I suspect that Facebook is now losing market share because of the July boycott and the challenge of controlling content.

THE FUTURE OF COVID-19?

Well, no one really has a crystal ball that works, that is why research is critical. As the country begins locking down again and demanding mask wearing, just wanted to remind everyone about our syndicated study “Understanding the Consumer in a Covid World. This survey offers industry specific research: lodging, restaurants, destination marketing organizations, etc. If you have a customer email list, we can provide you with decision making data. Email me now to learn more.

THE SHY TRUMP

I keep warning people not to take presidential polls too seriously in July. I believe that many people being asked for their opinion fall into the “shy Trump”  phenomenon: the idea that some people who support Trump will refuse to tell pollsters that they plan to vote for him, out of fear that they will be judged negatively for it. This phenomenon can happen with any poll. People have a tendency to give answers that they think will make them sound smart and culturally correct. That is why research design and analysis is so important.

Now, some researchers disagree that this “shy Trump” affect had any impacted in the 2016 election. If you are interested in a scholarly look at what happened in 2016, you can read this very detailed report. It is kind of overkill, but interesting. Click here.

CONGRESS GOES SOCIAL

The President’s use of Twitter has dramatically changed the congressional social media landscape, according to PEW Research. Compared with a similar time period in 2016, the typical member of Congress now tweets nearly twice as often, has nearly three times as many followers and receives more than six times as many retweets on an average post. On Facebook, the typical member produces 48% more posts and has increased their total number of followers by half.

THE STREAM TURNS TO A RIVER

Living in a COVID-19 world has made streaming services a major winner. According to MoffettNathanson, a market-research firm, during the second quarter of 2020 Netflix was in  73% of American homes, Amazon Prime was in roughly 51%, and Hulu was in 36%. Disney+ is now in 28% and Apple TV+ is in 7%. Interestingly, the launch of Apple’s and Disney’s services didn’t bring a noticeable drop in their rivals’ numbers. Now NBC’s Peacock has just joined the streaming team. If you have not explored marketing on streaming services, you are behind the curve.

$21,000 PER MINUTE

Ending with some fun facts. That is what Amazon spends on advertising and promotion last year, according to the Ad Age Datacenter. It’s now the top U.S. advertiser. Here are some other facts about Amazon’s dominance online. Their cloud service (Amazon Web Services) controls 40% of the market, running the backend for Netflix, Pinterest, Slack, and dozens of other services. Bank of America estimates Amazon currently has about 44% of U.S. e-commerce market share. Almost 90% of UK shoppers use Amazon. No wonder that Jeff Bezos is the richest person in America according to Forbes.

Until next time, stay safe, stay healthy, stay positive.

h1

POWERSHIFT MARKETING THIS WEEK

July 13, 2020

THIS WEEK  – Here are some marketing tips and research thoughts for your week. As always, contact me if you have any questions or topics you would like me to cover.

BEING A BETTER ZOOMER

Video meetings have gotten to the point where almost everyone hates them. But roughly two-thirds of workers who have been working from home say they would prefer to continue working remotely as much as possible when pandemic restrictions lift, according to a recent Gallup poll. So, get use to them. That’s why I thought these Zoom tips from the Walt St. Journal’s Betsy Morris needed to be shared. You can read more detailed info in the WSJ.

Don’t Be Late – Video meetings make it obvious when colleagues show up late, wasting the time of those who log in promptly. A rule of thumb: There’s no need to recap for a late arrival.

Turn on the Camera – Avatars and stock photos are no longer acceptable. Increasingly those who use avatars are known as “lurkers.”

Sit Still – Don’t pace. Colleagues stop listening because they’re watching you. If you need to change location, don’t just grab the laptop, and go, making everybody else feel like they’re on a wild amusement ride. Turn off the video momentarily so you don’t make everyone dizzy.

No Eating – Don’t eat on a video call—and especially don’t eat chips. “The crunchy crunch of chips is just gross. Stop it!” says Samantha Castro, director of video production at the digital platform InspireHUB.

Get Good at Interrupting – Asking permission to talk via chat or raising your hand is awkward. Those moves make it impossible to achieve what’s becoming the ultimate video chat: when everybody in attendance forgets they’re meeting remotely.

Close the Door – Turn off your phone. Stop notifications and Twitter alerts. Arrange for family (and pets) to stay out of the way.

Don’t Multitask – Asks everybody to close all other windows on their screens so they can be fully present.

THE MOST IMPORTANT TECH DEVICE?

Speaking of living in a COVID-19 World, what tech gadget is most important to you? A recent Deloitte Study reveals the smartphone is the winner. It has grown in importance from 6% in 2010 to 36% in 2019. They are even more popular with Gen Z, Millennials, and Gen X, with more than 40% of those consumers ranking them as their most preferred device. Second place, flat-panel TV. Several devices, the basic mobile phone, portable music players, non-flat-panel TVs, and the DVR, disappeared from the top 10 list.

In 2010, desktop and laptop computers ranked first and second, respectively, in terms of perceived value. While both experienced a significant decline, 13% of consumers still rated them as their most valued devices in 2019. Laptops still ranked third overall (tied with desktops), according to the Digital Media Trends Survey.

Why is all this important to you as a marketer? You must make sure your website and marketing look good and functions well on smartphones.

BETTER, BUT NOT GREAT

Watched the PBS TV series “The Vote,” which was a fascinating look at the history of women earning the right to vote. That’s why I thought this Pew Research Study was interesting.

Today, only about half of Americans think women voting was a milestone, but a majority believe that the country hasn’t gone far enough. Among those who think we need to do more, 77% point to sexual harassment as a major obstacle. Fewer, but still majorities, point to women not having the same legal rights as men (67%), different societal expectations for men and women (66%) and not enough women in positions of power (64%) as major obstacles to gender equality. Women are more likely than men to see each of these as a major obstacle.

Marketing Takeaway: Women are not equal to men and you need to make sure you are aware of this with images and copy in your marketing materials. For example, are you showing mostly men only photos in your marketing?

PLANNING YOUR FUTURE

When can schools safely reopen? When will the economy really start recovering? And when will you next eat in a restaurant, go to a movie, watch pro sports, or hang out at a friend’s house? All of these are, in fact, versions of the same question: When will the United States finally start to get the coronavirus under control?

And the answer appears to be not any time soon. That’s why we are have launched our syndicated study “Understanding the Consumer in a Covid World.” This survey offers industry specific research: lodging, restaurants, destination marketing organizations, etc. If you have a customer email list, we can provide you with decision making data. Email me now to learn more.

Until next time, stay safe, stay healthy, stay positive.

h1

POWERSHIFT MARKETING THIS WEEK

July 7, 2020

THIS WEEK  – Here are some marketing tips and research thoughts for your post 4th of July week. As always, contact me if you have any questions or topics you would like me to cover.

FINDING A NEW PATH

As I mentioned in my last blog post, there has never been a more important time for customer research. You can’t afford to guess about the future. You need hard data. That’s why we have now launched our syndicated study “Understanding the Consumer in a Covid World.” This survey offers industry specific research: lodging, restaurants, destination marketing organizations, etc. If you have a customer email list, we can provide you with decision making customer data. Email me now to learn more about this super low-cost research.

CAN A VIRTUAL CONFERENCE WORK?

As reported by the New York Times (NYT), many believe that the recent Apple’s Worldwide Developer Conference was a bellwether for the future of online event as the coronavirus pandemic makes physical conferences impossible. NYT reported that most attendees said they missed the serendipitous social interactions of in-person conferences, but many praised the sharp production and easier access of this year’s event, which was streamed free for eligible participants. Making things free helps. With a hefty price tag, $1,599 last year, plus travel costs making it free made the event more accessible to programmers overseas and those with tighter budgets. Some said the format was less hectic and noted that one-on-one sessions were more productive because they were able to reach an Apple employee who could help them work out a specific problem or concern.

IS POSITIONING TRICKY?

Yes. Once you learn what your customers think via research, making sure they know where you stand is called positioning – staking out a unique selling propositions (USPs) that will increase your business and keep you in step with your customers. It is not easy and presidential election speeches over the 4th of July provide a case study on positioning.  Now, with four months to go, no poll can tell you who will win the presidential election. But research can tell you the mood of the voter (customer) at this point of time.

PEW research reveals Americans are deeply unhappy with the state of the nation. As we face a pandemic, an economic recession, and protests about police violence and racial justice, only 12% say they are satisfied with the way things are going. The majority, 71%, think the country is going in the wrong direction. But what direction should we be going?

If you listened to President’s Trump 4th of July speeches, while praising peaceful protestors he believes that people think the country is going in the wrong direction because of “the radical left, the anarchists, the agitators, the looters, and the people who, in many instances, have absolutely no clue what they are doing.” Polls that revealed that 26 million people protested the death of George Floyd (CBS Sunday Morning), his position is that these people our misguided and they want to destroy our history, our cultural icons, our societal privileges, and only Trump has the strengthen to stop these attackers.

On the other hand, the Biden camp, reviewing the same research, decided to position Biden as someone that believes the country is going in the wrong direction because we have not lived up to the promise of our founders. “Our country was founded on an idea: ‘We hold these truths to be self-evident, that all men are created equal.’ We’ve never lived up to it. Jefferson himself didn’t. He held slaves. Women were excluded. But once proposed, it was an idea that couldn’t be restrained. We have a chance to live up to the words that founded this nation.”

What positioning is correct? Only time will tell. But the marketing lesson is clear: you have to listen to your customer, then stake out a position, a brand, and execute a marketing strategy that supports it.

Until next time, stay safe, stay healthy, stay positive.

h1

POWERSHIFT MARKETING THIS WEEK

June 13, 2020

THIS WEEK – Here are some marketing tips and research thoughts as COVID-19 begins to make a comeback into our lives. As always, contact me if you have any questions or topics you would like me to cover.

EVENTS CREATE PUBLIC OPINION

That is one of the basic tenets of public relations. The public really doesn’t have an “opinion” until an event creates one. That is why the remarkable events over the past few weeks have dramatically shifted social attitudes. As David Brooks pointed on PBS (June12th), “If you ask people, do you support the Black Lives Matter, most people said no. And now, by 29 points, they say yes. If you ask people, what do you fear more, police violence or the violence of the rioting and looting, they say, I fear police violence more by 2-1. If you ask people, are black people treated unfairly and abused unfairly by the police, after Eric Garner was killed in 2014, only 33% said that. Now 58% say that.”

A current PEW Research Study shows that Americans have been following news of George Floyd’s death and the demonstrations nearly as closely as COVID-19 news, and many are discussing it frequently with others. Six-in-ten say President Trump’s message in response to the protests has been wrong, while 57% say news organizations have done a “good” or “excellent” job covering the protests.

Why does all this matter when it comes to marketing your business? Because it shows the importance of constantly listening to your customers. Being aware of shifting attitudes. I think customer listening is more important than ever. Unfortunately, few business took the lockdown period as a research opportunity to listen to their customers. Your customers were stuck at home, with little to do, and wanted to hear from you. They wanted to share their opinions. We know this, because we conducted research in this period and that is what they told us. They also provided some feedback that is changing how our clients reopen. Now, it is not too late to listen. Make reaching out to your customers a goal for June. Contact us if we can help.

UPSIDE DOWN BUSINESS MODELS

Now that businesses are reopening, most are facing a nasty truth: Their current business model may not work in a post COVID-19 world. And this may require massive investments in changing your environment or services. Case in point, Starbucks is building drive-through stores and to-go only locations faster. It is going take roll these out in 12 to 18 months, instead of three to five years, Starbucks said. The company is also rolling out ads encouraging customers to order ahead through its app. Homework for next week: Bring your team together and see what you have to do to survive long-term.

UNMASKING THE TRUTH

The debate over “to mask or not to mask” lead me to this research. The Washington Post reported that Italian Massimo Marchiori, a professor at the University of Padua, has done one of the first studies on the impact of a mask on social behavior. “Everyone talks about social distancing,” Marchiori said, “but no one had actually measured actual social distancing.” His findings suggest that wearing masks has a profound effect on how we perceive others, and in particular how close we are willing to get to strangers.

Unmasked, Marchiori found that fellow pedestrians actually drew closer to him as he passed them on a sidewalk, typically within a foot. But when he donned a mask, people drifted back — nearly twice as far as when he wasn’t wearing a mask — suggesting the mere sight of protective gear activated the underlying knowledge among pedestrians that keeping their distance helped keep them safe. In other words, masks appeared to make an extremely social species less social — and less vulnerable. “It’s our humanity that is actually bringing us toward the virus,” said Marchiori. “You have to take away a bit of humanity, to become a bit antisocial, to protect humanity.”

THE SECRET AMAZON ADVANTAGE

If you are marketing online, you can’t ignore the power of Google and Amazon. Google continues to dominate online search. And Amazon controls online buying. Period. That’s why it is very disturbing that Amazon takes advantage of third-party sellers. Finally, someone is doing something about this, but not in America.

The European Union plans to file formal antitrust charges against Amazon over stealing data from third-party sellers and using it to compete against them by launching similar products. A Wall Street Journal investigation published in April found that employees at the online retailer at times used data from other sellers to develop competing products.

Until next time, stay safe, stay health, stay positive.

h1

POWERSHIFT MARKETING THIS WEEK

June 5, 2020

THIS WEEK – Here are some marketing tips and research thoughts for a post COVID-19 World. As always, contact me if you have any questions or topics you would like me to cover.

COMING TO A TV NEAR YOU

People are increasingly using TV sets to watch YouTube. Most smart TV’s offer this option. Now, YouTube wants you (advertisers) to spend more money to reach these people. They want a bigger piece of the traditional TV and streaming ad budget. But it’s not going to be easy according to a story by Wall St. Journal’s Sahil Patel (CMO Today). “Their soul is social media with user-generated video online… becoming a TV platform requires a lot of field work in curating the content and really defining the audiences you’re curating this content for.” Stay tuned.

A DIFFERENT TAKE ON FAMILY

If you market to families, listen up. As the oldest Millennials turn 39 this year, they are taking a different path in forming – or not forming – families of their own. According Pew Research, they are less likely to be married, have children, and live in a family, compared to previous generations at the same stage in life. Those who do get married or have children are doing so later in life. Here’s some other family facts from Pew:

Only 44% of Millennials are married, compared with 53% of Gen Xers, 61% of Boomers and 81% of Silents at a comparable age.

Overall, marriage rates have declined since 1970, and the sharpest declines have been amongst the least educated adults.

Intermarriage rates are higher for Millennials than any other generation across all racial and ethnic groups. The rate of intermarriage among black Millennials is nearly twice as high as that of black Gen Xers at a comparable age (18% vs. 10%).

CHANGING VIEW ON RACISM

One of the research themes I share often: research is a snapshot in time. So, in light of this week’s Black Lives Matter protests, it is interesting to note how quickly America’s view of racism is changing.

In two separate polls this week, 57% of Americans said the police were more likely to mistreat black people than white people, far more than ever before on record. In both polls, about half of white Americans said so — a stark jump. In 2016, shortly after the killing of Alton Sterling, just 34% said officers were more likely to use force against a black person, including only 25% of white people, according to a Monmouth University survey. In the poll that Monmouth released this week, three-quarters of all Americans said that racial discrimination was a “big problem” in the United States — 17% points higher than in 2015 — and 78% said the anger that led to the current protests was at least somewhat justified.

FACT-CHECKING, NOT EASY

President Donald Trump recently signed an executive order aimed at discouraging social media companies from censoring posts. But in a 2018 survey, 56% of Americans said tech companies should take steps to restrict false information online, even if it limits freedom of information.

About seven-in-ten Americans (72%) said in another 2018 survey that it is somewhat or very likely that social media sites intentionally censor political viewpoints they find objectionable. In the same survey, 43% said major technology companies support the views of liberals over conservatives, while 11% said they support the views of conservatives over liberals.

Half of U.S. adults believe fact-checking websites are fair. But 48% said they tend to favor one side. Democrats (69%) said they fairly with all sides. Republicans (70%) said they tend to favor one side.

Ok, enjoy getting out of the house… looks like we are making some progress on controlling COVID-19.

h1

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.

h1

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.

h1

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.

h1

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.