Thursday, October 23, 2014

New research studies evaluate online offers and what consumers prefer

Retailers could find it beneficial to sales if special offers are given to consumers. However, the kind of offer is important to the customer which may translate to more revenue for advertisers.

eMarketer reported on two studies conducted in regards to which special offers online consumers prefer. A poll produced by Retention Science asked which the most effective online customer incentive was for retailers. Results showed that close to a third of responders liked percentage discounts like a 20% off coupon. Immediately following was free or discounted shipping at almost 22%. The third top offer was a certain amount discount like a $15 off coupon.

The second study, which was done by Flagship Research for BlueHornet, looked to see if the age demographic affects how customers react to an advertiser offer. It appears that research supports that younger adults 18-45 prefer discount offers over free shipping options. In contrast, older adults 46-75 enjoy free shipping over discount coupons.

What advertisers need to take away from these two studies is that the consumer finds value in a “good deal.” So, know your target audience. This will help optimize selling your product or service to your customer. 

Thursday, October 16, 2014

How Millennial Moms research and make purchases with digital devices

American consumers have a lot of choices on how to access the internet these days with desktops, mobile phones, and tablets. A new study focused on how Millennial Moms, women who are between the ages 18-34 and have at least one child, navigate their digital devices in regards to research and purchasing. For the study’s purposes, it focused on the four categories: retail, consumer electronics, consumer goods, and automotive.

MediaPost reports that the new study was conducted by Millennial Media and commissioned by the agency Ansible.

Details released include that roughly 30% of responders stated that smartphones were used in the “inspiration” and research phases of shopping. Twenty one percent used smartphones to make a purchase.

Looking at tablets, 25% used the device for research, and 18% used it for purchasing.

PCs seem to get the biggest research time when the consumer is looking for a high consideration purchase, like a car. A bigger screen and other available shopping tools give desktops the advantage.

It is suggested that advertisers focus on the context that each screen reaches the Millennial Mom. Meaning, if that consumer is using a certain device at home, at work, or in a store, it’s important to make the advertising messages relevant to each location and device.

Monday, September 29, 2014

What a media planner/buyer's "To Do" list looks like during 4th Quarter

As media buyers and planners enter 4th quarter, a few items pop-up on “To Do” lists:
·        Reconcile all outstanding credits, invoice issues, payment issues to make the accounting department happy.
·        Settle all makegoods, missed spots, and odd trafficking problems before the fiscal year ends.
·        Verify all reporting has been done, checked and verified. Any anomalies need to be addressed ASAP.
·        Compare the planning budgets from last year to what actually ran this year. Use this as a starting off point to planning budgets for next year.
·        Reach out to the client to see how this year has been performing.
o   Discuss high and low points of the year.
o   Look for correlation between media and high and low points to discern how best to adjust the plan for next year.
o   Investigate any new opportunities that may work for future campaigns.
o   Evaluate current media partners and determine if it still beneficial to include them into the pending media plan.
·        Get back to the cubicle ASAP and start constructing budget options for the client and sending out RFPs to vendors.
·        Get RFPs back and convert into an agency approved proposal and send to the client.
·        Wait.
·        Wait.
·        Revise the proposal per client recommendations.
·        Wait.
·        Approval- MUST BOOK AND BILL EVERYTHING ASAP. Be sure to tell accounting staff that they are Rock Stars. They are and should be reminded of that from time to time.
·        Send out orders and confirm.
·        Update all flowcharts accordingly.
·        Check billing and approve it to be sent out.
·        Set up reminders to remind client for creative.
·        Send out traffic and ads. Confirm.
·        Set up reminders to get online summary reports, makegood requests, pull posts, etc. Pray your hard drive doesn’t crash because your brain can’t hold anymore reminder dates.
·        Cross of everything on your “To Do” list.
·        Get a call from the client and/or vendor.
·        Revisions needed.
·        Set up a new “To Do” list.

While this is not the full and thorough list, it covers the basics of a buyer/planner’s job during this time of the year.

Some people may read this and think, “Who cares?” First of all, thanks for reading up to this point. Secondly, most may not care, and that’s ok. Really, this is to provide a little insight in a buyer/planner’s internal monologue during this time of year. Believe it or not, we love this timeframe because it’s a chance to dig in and start a new campaign. Bring it on 4th quarter!

Thursday, September 18, 2014

US internet users weigh in on how they make purchases digitally

While digital purchasing can be the preferred payment method by the consumer on goods and services, it is wrong to state that consumers choose to buy all categories in that manner. eMarketer reports the results of a June 2014 study performed by Harris Interactive.

Not surprisingly, US internet users used a digital device of some kind (desktop, laptop, smartphone, or tablet) to purchase clothing 69% of the time. The remaining 31% had never purchased a clothing item online. 

Some of the categories that had internet users prefer a brick-and-mortar experience over a digital one were cosmetics and personal grooming, prescription medications, specialty food and beverages, over-the-counter medications, and general food purchases. Cosmetics and personal grooming was the only one among these groups that saw digital purchases reach past 30% at 35%.

A few categories had close to an even split between consumers who have purchased items online and those who never have. Those include accessories, personal electronics, and household electronics.

As marketers work to reach a target audience, it can be crucial to know how a product or service is purchased by a consumer.

Wednesday, September 10, 2014

More magazines launch vs. close in first half of 2014

According to the online database, the first half of 2014 welcomed approximately 93 new magazines in the media landscape. By comparison, 30 magazine titles closed during that time frame.

MediaPost reports that the biggest magazine category that launched was classified as “regional interest.” In addition, of the 93 new titles, approximately 15 of those were business-to-business geared magazines.

Of the publications that closed between January and June of this year, 13 of them were automotive enthusiast niche titles. Two noteworthy magazines ceased publication this year. The first being Jet and it will now just be an annual special print edition. Also, the long-running title Ladies’ Home Journal shut down the monthly print magazine. Instead, it is transitioning to a newsstand-only quarterly publication.

Overall, the total ad pages purchased have seen a 4% decline from 2013. First quarter of 2013 sold about 29,745 pages, and the same time period in 2014 showed 28,567 ad pages.

Friday, September 5, 2014

Electronic devices top lists for back-to-school shopping

With the passing of Labor Day, the swimming pools close down, and the schools start up for another year. Parents and students alike need to shop in order to prepare for a new term. Recent research shows that 2014 is anticipating a 5% increase in overall back-to-school shopping.

According to eMarketer, research conducted by ebiquity on behalf of American Express reports that electronic devices are the most expensive item on the shopping list. Below is a list that shows the average back-to-school spending for the last few years according to US Parent Internet users.

Electronic Devices

Clothing and Accessories

Interesting to note is that clothing and accessories had the most expensive category up until 2014 when electronic devices and textbooks usurped it.

Another report from PunchTab notes that mothers used smartphones to aid in shopping this year. About 48% of mothers surveyed planned to use smartphones to look for coupons or sales. The next reason at 30% is to compare store prices with other vendors. Approximately 37% of those surveyed do not plan to use a smartphone while shopping for supplies.

Friday, August 22, 2014

New study explains consumer opinion for out of home advertising

For advertisers, it can become challenging to keep track of consumer behavior research. Fortunately, the abundance of information is meant to help steer campaigns towards an engaged audience. A recent study performed by Future Foundation titled, Always On: Out of Home Lives 2014, breaks down how the public views out of home (OOH) advertising.

The Outdoor Advertising Association of America reported on key findings from the study. Research was conducted interviewing 6,000 respondents across six large, urban cities world-wide. 

Top highlights include:
·        A reported 59% said that OOH digital advertising would be relevant and interesting if it portrayed information that was localized and beneficial at a certain time of day or location. Examples are concerts, events, or discounts to local stores.
·        Approximately 72% of the 18-34s surveyed have viewed a billboard and taken some kind of action as a direct result.
·        About 35% reportedly selected OOH advertisements as the most memorable. Television was the primary memorable vehicle at 46%.

While this was a world-wide survey and not exactly representative of the whole American media landscape, it can give advertisers tips to re-work outdoor initiatives.