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.
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.
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.
Though relatively new and unique, mobile media still shares several distinct elements with other forms of marketing – among them is to listen to your audience.
According to a study by the CMO Council, businesses are treating mobile marketing simply as another marketing channel, instead of an opportunity to expand upon a relationship with their consumers. They’re getting mixed results; only 18% of respondents from classified their efforts as successful. More than a quarter of those polled said their results were at best inconsistent.
Part of deepening that relationship is simply giving consumers what they want – a separate study by Smith Geiger and Sterling Research revealed the most common mobile searches from customers involved a finding directions and business hours. This goes in line with the customer-service related initiatives many businesses haven’t incorporated, leaning more toward content delivering and promoting special offers.
Which is not to suggest those efforts have not been in vain; 2/3 of respondents of the Sterling study said they were more likely to buy a product from a mobile site, and 75% polled said they would be more likely, at the very least, to visit the site again.
The bottom line: mobile marketing may have many facets and can be implemented in various ways, but it’s important to take note of what consumers’ expectations are with the medium and act accordingly.
As businesses adapt their marketing methods to the rapidly growing digital movement, it’s worth taking a look at the demographic responsible for a significant portion of that growth: the millennials.
The exact definition and parameters of the millennial generation vary, but they are generally regarded as between the ages of 17 and 34 years old, and are more tuned in to the technology around them, and more importantly, the implications of that technology.
60% are employed
61% are single
39% are in a couple
12% are living together
32% are parents (predominantly with younger children)
42% are homeowners
63% are college-grads
22% are Latinos
12% are “faithful” vegetarians
Millennials have a few other common elements worth noting. Many delay marriage, but not commitment; as noted above, 39% are in a couple. They are likely to have children without marrying, viewing parenting as an experience to be done with a village to support new moms and dads. They have more intense focus on their careers as well. Growing up doesn’t mean giving up the carefully tailored identities they’ve created for themselves.
As noted earlier, they are also among the heaviest technology users. According to a recent study by AdAge.com, the average twenty-something switches media venues about 27 times per nonworking hour. 38% of college students cannot go 10 minutes with checking their email, tablet, laptop or smart phone, and nearly 35% of those polled follow the news either most or all of the time via each of those methods. Also worth noting that 24% of those polled said they used newspapers to follow current events, second only to television.
For the millennial generation, what it boils down to is constant access. They expect to be able to get content from anywhere at any time, and they believe they should have options, as well. They will go through multiple channels, but the content itself is paramount to securing their attention, given the sheer number of options of which they can and will take advantage.
While mobile has emerged as the preferred channel, they also have not responded well to channeling content to one source. They want content on their terms, not a company’s.
The bottom line: the millennial generation is setting the tone for media consumption in the 21st century. Being tuned into their habits is essential for businesses moving forward.
Digital revenues continue to trump print revenue, but that does not mean print has lost its value. Even in the age of social media, mobile apps & digital subscriptions, consumers still look to newspapers and magazines.
Magazine ad revenue growth is expected to rise from 1.9% to 2.6% from last year, with the revenue itself rising to $15.15 billion, according to a new study from eMarketer.
Although newspapers have yet to enjoy a similar increase in ad revenue, their key audience is growing stronger. Studies show consumers with an income of $250k (ultra affluents) are 6% more likely to read a print product than other affluence consumers.
Ultra affluent consumers are also twice as more likely to read 1 or more newspapers, according to the study. Travel (56%), News (54%), Women’s Publications, (52%), Fashion (47%) and Editorial (47%) are among the most popular.
Savvy retailers are already preparing for the most important sales period of the year. The holiday shopping season is only about two months away, and eMarketer is forecasting an increase in online sales of nearly 17%, the fourth consecutive year of growth. Nearly a quarter of 2012’s expected 224.2 billion in ecommerce sales will come this November & December.
The exponential rise of sales this time of year, even during times of economic uncertainty, are a testament to the power of email, social media & mobile tactics, when one surveys the way businesses put them to use. Customers are searching for the best deals at the best times, and they know social networks and smart phone apps make it easier for them to do so. Whatever the hot gift items are this year, consumers are likely compare prices online, and search for deals or promotions on Facebook or Twitter.
If you haven’t established a mobile or social media strategy yet, this is the strongest evidence yet to do so. BSMG can help.
A mother’s influence can play a huge role in the makeup of the average American family. Marketers and businesses have known that for decades and targeted them accordingly, but it’s worth bringing up for the simple reason that moms are taking to today’s technology, particularly blogs & social media, at an impressive rate.
99% of moms polled by eMarketer regularly use a laptop or desktop computer. 56% own a tablet and 49% own an eReader. With parents and grandparents being much more plugged in than years past, blog engagement is on the rise, as over two-thirds of the moms polled said it was their most trusted source of information or advice.
The following percentages of moms polled said they made a specific decision based on a blog they read:
60% read a specific book
56% purchased a food product
54% watched a TV program
45% purchased a toy
Moms are interacting with social media, with 64% trusting Facebook, 30% trusting Twitter and 22% trusting Instagram for parenting advice or guidance.
The numbers prove it – not just in terms of social media, but in terms of the key demographics to target. Remember – mother knows best.
The benefits of a social media strategy continue to be plentiful and diverse, as proven by the latest study by the Ryan Partnership: consumers are actively trying new products and services they learned exclusively through social media.
36% of those polled said that updates from a retail location said they were ultimately convinced to try a new product they hadn’t previously considered. Another study by Ipsos shows that 18% of those polled followed a brand or retailer because a friend did the same. Impulse buys and store choice have also proven to be influenced by social media.
While grocery chains are still relying heavily on print inserts and circulars, they are showing more initiative with their social media plans. 65% of those polled by Valassis said they plan to increase their social media promoting within the next five years. Opposed to retailers, though, they are a little less sure about which specific area – acquisition, retention or increased traffic – benefits the most.
Applications, online reviews, brand emails and deal sites have also proven influential, but social media is proving to be a key cog in the marketing machine for brands everywhere.
As smartphone engagement increases, it’s only natural for smartphone advertisement to increase as well. Mobile ad click through rates are roughly 75% higher than for standard banners or rich media viewed on desktops or laptops, according to an analysis from digital solutions company MediaMind.
These aren’t just empty stats, either. 59% of U.S. smartphone users say mobile ads directly influence their spending habits on a regular basis, two percent higher than television ads, according to InMobi. In a separate study by OPA & Frank N. Magid Associates, 79% of those polled had made a purchase based on a mobile ad at some point and 24% of those polled made a purchase in store as a result of a mobile ad they viewed.
According to InMobi, 71% of U.S. mobile consumers use mobile search and 64% use the mobile internet, often while they’re relaxing in their homes or waiting for something. 53% of those polled said they had been introduced to something new via their smart phones.
It isn’t difficult to determine the reasoning; the average mobile user has their device with them on a regular basis, creating more opportunities to casually surf the web. Among the most pivotal group of consumers were content buyers, who hold differing opinions on mobile ads than traditional consumers.
More so than other consumers, content buyers are:
11% more likely to be motivated to buy an item based on a mobile ad
25% more likely to research a product based on an ad
10% more likely to view smartphone ads the same as internet ads
16% more likely to describe smartphone ads as harder to ignore
12% more likely to describe the ads as eye-catching
11% more likely to describe the ads as relevant, unique or interesting
If more engaged mobile consumers lead to higher click through rates for mobile ads, it should stand to reason that those higher click through rates lead to increased mobile ad budgets. eMarketer expects mobile ad spending to reach 2.61 billion this year. Learn more about BSMG’s mobile advertising opportunities