Whether it is for a high school student, undergraduate or graduate student, many consumers are in the market for graduation gifts right now. And according to the NRF, nearly $4.6 billion will be spent this graduation season, down from $4.7 billion.
A survey of over 5,000 adults in May 2013 showed that the average amount spent on a graduate is $49, often on case (56%) a card (42.8%) or a gift card (32.1%). Adults ages 35 through 44 are proving to the best most generous, spending upward of $100.
Between the Ravens’ Super Bowl Championship and the Orioles’ postseason run in 2012, Baltimore has had a lot to cheer for recently. What’s been good for the teams has also been good for newspaper and their advertisers – a recent study by the Newspaper National Network shows that more male sports fans choose their local newspaper for updates more than any other source of news.
72% of those polled indicated they believed newspaper had more depth of coverage on the team and players they cared about, while 63% said they enjoyed specific writers.
The average consumer’s attachment to their mobile device is becoming more apparent, according to separate studies from eMarketer and Experian Marketing Services, respectively.
U.S. consumers will spend $27.44 billion in 2013 on retail purchases via their personal devices – up 13.72 billion from last year, according to eMarketer. Mobile shoppers as a whole will increase in 24% this year, and by 2016 roughly 8 out of 10 digital shoppers will also be mobile shoppers.
The trend doesn’t just apply to consumers. Experian’s data shows that 44% of email opens occur on mobile devices. This is an important fact to consider when deploying email communication.
We’ve truly become a digital society. That fact is reflected in both some staggering digital metrics from last year, and the forecast for this year.
According to Nielson, in 2012 –
• Google and Facebook were the two largest websites, averaging 172 million and 153 million unique monthly visitors, respectively
• YouTube & Hulu were the top viewing sites, averaging 15 billion and 833 million video views a month
• iOS and Android smartphone users were drawn to practical maps and integrated them into their lifestyle, with Google Search, Maps, Weather, Email and stocks dominating the list of apps downloaded.
It will soon become passé to even call digital marketing by its full name; it’s practically overcome all other aspects and should be a given in all strategies. According to Media Post, 89% of businesses polled will increase their marketing spend this year, with 56% devoted to email, 52% to social media, 43% to mobile and 40% to search.
The integration of these methods ranked as a high priority as well – 65% plan to merge email with social media, and 52% with mobile.
It isn’t enough anymore to simply set up online banners to direct traffic to your business. Thanks to the advent of social media and SEO, content is king, which makes it more important than ever to market effectively.
A survey from Econsultancy confirms that digital marketers are putting more emphasis on content marketing in 2013 – 39% of in-house marketers specifically included it in their goals for the year, up 10% from last year. A separate survey from Demandbase indicates that content marketing is the top investment of the year from B2B companies, with 53% inveseting in it. This is only second to social media, at 60%.
Providing tailored content proves to potential customers or prospects the value your company can provide. The same B2B companies surveyed from above also indicated they are marrying content marketing with vertical industry targeting – allowing them to determine where their company’s services will be of the most use and focusing their efforts there. About ¾ of those marketers polled said they determine their content based on a specific business’ need, followed by the type of company they are targeting.
Have you ever sat back and thought to yourself … How can I increase revenue to my business today? Here are our hottest Top 10 Revenue Generating Ideas for the “any size” business…available now through BSMG.
Killer Event Marketing – People respond to event advertising – open houses, expos, meet the experts, cooking schools, etc. Events are a great way to generate foot traffic. What events do you have planned each month that can bring NEW customers into your doors? Are you putting these events in your window, or in front of the audience of the #1 news and event source in the region?
Mobile/Print Combo Promotions – Use QR Codes to make money – lucrative, successful, trackable and easy! Don’t have a QR code? We can help with that! Great for tracking print, front page notes, direct mail and even digital – and getting the customer to interact with your brand.
Contests on Steroids – We’re talking serious money when the right contest is developed. Maybe it’s a getaway for two. Maybe it’s a shopping spree. Let us help your business get creative, help develop a database of interested prospects and generate buzz in the marketplace. People LOVE a chance to win!
Taking Daily Deals to the Next Level – Local deals are one of the hottest marketing tools in the market. And wouldn’t you know it … BMore Bargains is one of the best deal sites around. This site is cross-promoted in print and online through Baltimore Sun, so it goes over and above the daily subscriber. No risk to your business, only gain.
Digital Plus – are you on it? Did you know we can put your digital advertising in front of readers of ESPN.com, CNN.com, and other high caliber sites? Take advantage of our presence in the national and global media marketplace, reaching readers close to home who may be browsing sites other than our own … exclusively through BSMG’s Digital+ Program.
Web. Mobile. Social – We’ve taken social marketing to the next level. Need a website? We can help. Need help getting your website easily navigable from a mobile phone? We can help. Need someone to manage your social media (Facebook, Twitter, Google+, LinkedIn)? We can do that, too. All for the best price points in the marketplace. Our Web/Mobile/Social package is great for the small business on a budget.
Lead Generation – Prepare to diversify how you’re reaching clients – and cash in on the results. Whether looking to generate leads in print or online, we have solutions to help. We also have a data analytics team that can take a look at your current clients, and generate look-alike targets for you in the marketplace. What better clients to target than the twins of those you already have?
Successful Coupon Strategies – Print, digital and mobile combos can really enhance your coupon redemption rates. Our Print and Deliver program is a perfect way to capture an audience of savvy coupon-clippers! Another great way to reach your target audience is our Email Marketing Program – delivering coupons right to their inbox!
Co-op, co-op, co-op – There is no better incentive to run a vendor’s brand in your advertising than the fact they give you the money to do it. Our comprehensive co-op department will research dollars available to you through the brands you carry, seek pre-approval on all advertising through those vendors, as well as generate tear-sheets for reimbursement purposes. Use the co-op dollars available to you this season, otherwise they just disappear!
Total Solutions – One Point of Contact. In this fragmented marketplace, why risk putting your eggs in 40 different vendors baskets, when you can have consolidated solutions with one point person? Our BSMG portfolio can help with your digital, direct marketing, mobile, magazine community newspaper and regional newspaper needs. Saves you time, saves you money, saves you headaches. Win, win, win!
The holiday shopping season isn’t coming. It’s already here. Is your business ready?
The National Retail Federation reported that 2 out of 5 web users began their holiday shopping last month, with another 2/5 preparing to begin within the next few weeks – well before “Black Friday.”
Many businesses have already taken note – 38.5% of online retailers began their marketing campaigns at the same time, with another quarter beginning in early November. The early start has merit; Rackpace Hosting says U.S. Retailers will make 25% of their holiday sales online, and holiday sales in general are slated to hit 54.47 billion, up 16.8% from last year.
Businesses are also learning how to better leverage mobile marketing in the months to come. 43% of respondents to a Bronto survey said they are devoting more resources to improving mobile websites and their customers’ mobile experience. Mobile purchases are expected to rise 11% in 2012, while 4 out of 5 shoppers are planning to use their smartphones in some capacity while shopping, whether it is in shopping for deals, comparing prices or staying up to date on special offers or promotions.
Women are not an isolated demographic worth targeting in specific marketing campaigns; far from it. They are increasingly becoming the primary breadwinners in families and for themselves, decision-makers whose tastes & opinions need to be accounted for by businesses on a regular basis.
Recent studies indicate that women influence 73% of consumer spending in the United States, and single women account for ¼ of all U.S. households. The Pew Research Center revealed earlier this year that women now surpass men in the importance they place on having a high-paying career or profession by 7%.
This doesn’t mean family values have been forgotten however. For both men & women, good parenting and a strong marriage still rank as the highest priorities in life. What is becoming more evident in 2012 is the stronger emphasis on balancing that with a good career, for both genders. More women have been enrolling in college, holding bachelor degrees and entering the workforce than men since the 1990s, and the gap has been growing ever since
Women are also a strong reason why social media has taken off the last several years. 73% of U.S. female internet users use Facebook, and are 12% more engaged with brands via social media than just two years ago. They are:
46% more likely to read reviews about a product on line
33% more likely to recommend a specific product or service
30% more likely to write a review of a product or service
The influencing power of women can be summed up even further by one stat: more than half of U.S. female internet users directly feel a responsibility to help friends and family make strong purchasing decision, and 50% have done so in the past.
Contact your BSMG sales representative or call 410-332-6300 to learn more about specific ways to attract women with your advertising.
The more likely a consumer is to make large purchases on a consistent basis, the more valuable they become as a potential customer. Not only do they have the economic means, but they are more likely to engage with several of the latest digital media marketing strategies that businesses are incorporating these days.
Affluent consumers are:
77% more likely to read a newspaper or visit a newspaper website
80% more likely to view newspaper content with their mobile device
20% more likely to visit a social network
30% more likely to visit a social network via their mobile device
37% more likely to view online video
A significant reason for these stats is that affluent users are more likely to have the devices that allow them to be so engaged. Over half of adults with incomes between $75,000 & $100,000 have smart phones, and over 30% of them own a tablet – and those who don’t have these devices are 25% more likely to buy one in the near future.
The significantly high engagement rates point further to the importance of having a wide spread marketing strategy, both in digital & print.
A few tips for reaching affluent customers
Make them feel special via exclusivity. Loyalty programs, like The Sun’sSun Insider, create a direct line of communication between consumers and a brand, but rewarding customers for their loyalty, the connection becomes stronger.
Use digital media platforms like video & social media. They’ve proven to be more engaged with these methods, and it’s always wise to interact with customers in an area where they are already familiar or involved.
Keep old-fashioned tactics in mind as well. Affluent customers still see value in print, and are still a great advertising avenue.
Sources: eMarketer | Luxury Institute and Plastic Mobile | comScore | Orlando Sentinel Media Group | IPSOS Media; Mendelsohn | The 2012 Scarborough Multimarket Study, Release 1 | Totally Uncorked on Marketing| Martini Media | Digiday