Media Notes Canonical

It’s About People…Not Product


Marketing is undergoing a much-needed makeover to better align sales and business results. Old ways of thinking are not going to deliver the results needed. A shift in focus is already underway.

Customers, stakeholders, influencers, decision-makers and consumers all require renewed attention. JoDee George, in writing about the subject stated, ‘Finding new thinking and new marketing strategies that move the needle is essential. And the solution is relatively simple: Put people, not product, at the center of everything you do. To be clear, people are your target audience.’

The solution is relatively simple, states Ms George. ‘Put people, not product, at the center of everything you do.’ People are your target audience.

She adds, ‘People are whoever is an important audience that you spend time thinking about, developing content for and considering how to contact. People are who you need to persuade to buy whatever it is you’re selling. 

Melody Yan further noted the benefits of people-first marketing were multiple. First, it drives conversations. It strengthens the engagement of your brand across audiences, channels and campaigns to maximize your ROI. Second, it increases your brand’s memorability. A Study by Yahoo! demonstrated that personalized creative is 54% more engaging and 45% more memorable than generic creatives. Third, it provides real value. Provide relevant and compelling content that specifically parts the needs, interests and pain points of your target audience. Fourth, it captures your customer’s attention. A study by Microsoft Corp. found that the average attention span is eight seconds. Presenting a personalized message will allow you to capture your audience within this fleeting window.

Lauren Drell noted that it’s important to look at consumers as people because each brand, […]

By |September 22nd, 2017|Media Notes Canonical|Comments Off on It’s About People…Not Product

Mobile Use Lowers Consumer Patience In eCommerce


A recent report from Akamai indicates that users have little patience when it comes to making purchases on a mobile device. Here are just a few of the stats:

• While almost half of all consumers browse via their phones, only 1 in 5 completes transactions on mobile

• Optimal load times for peak conversions ranged from 1.8 to 2.7 seconds across device types

• Just a 100-millisecond delay in load time hurt conversion rates by up to 7%

• Bounce rates were highest among mobile shoppers and lowest among those using tablets.

Gord Hotchkiss, writing in MediaInsider (082917) suggested that there may be more behind this than just slow load times. He noted that we also have to consider what modes we’re in when we’re interacting with our mobile device.

In 2010, Microsoft did a fascinating research project that looked at how user behaviors varied from desktop to tablet to smart phone. The research was headed by Jacquelyn Krones, who was a search product manager at the time. Search was the primary activity examined, but there was a larger behavioral context that was explored. While the study is seven years old, I think the core findings are still relevant.

The researchers found that we tend to have three large buckets of behaviors:
• Missions,
• Explorations and
• Excavations.
Missions were focused tasks that were usually looking for a specific piece of information – i.e., looking for an address or phone number. Explorations where more open ended and less focused on a given destination – i.e., seeing if there was any thing you wanted to do this Friday night. Excavations typically involved multiple tasks within an overarching master task […]

By |August 31st, 2017|Media Notes Canonical|Comments Off on Mobile Use Lowers Consumer Patience In eCommerce

MILLENNIALS ON MILLENNIALS: LOTS OF LOVE & LACK OF LOYALTY


Nielsen came out with a definitive report that if you are in business, you should take a look at. According to Nielsen, Millennials are often the most stereotyped, yet coveted, group for marketers. The second-largest generation group in the U.S. has now “grown up,” and its consumers have disposable incomes. This provides a plethora of opportunities for advertisers and marketers who are so eager to reach them, as Millennials are highly engaged, using multiple platforms for many hours on a daily basis.

Volume II of Nielsen’s Millennials on Millenials report series offers critical insight into Millennials influence and engagement. The report is unique in that it was produced and researched by a team of Nielsen Millennial associates, utilizing their everyday experiences as they compiled data and insights about the lifestyles of their peers—who are often the first to recognize emerging trends, technologies and cultural phenomena. Nielsen Millennial associates have the unique ability to leverage this data to discover ways to reach their own generation.

Within a fragmented media landscape, the myriad forms of engagement are as varied as the personalities that use them. So what drives Millennial media involvement when it comes to music streaming?

Millennials are active listeners of music streaming services and are 21% more likely to frequently choose songs than to let the music play without making changes. They also access digital music more regularly than consumers 35 and older. While Millennials are active listeners, they’re 18% more likely to use multiple music apps on a monthly basis. In fact, nearly 60% of Millennials use two or more apps for streaming, compared with only 39% of consumers aged 35 and up.

The recent report also sets […]

By |August 23rd, 2017|Media Notes Canonical|Comments Off on MILLENNIALS ON MILLENNIALS: LOTS OF LOVE & LACK OF LOYALTY

The Average TV Show’s Millennial Audience Is 8% Bigger Than We Thought


Nielsen recently began measuring out-of-home (OOH) TV viewing, which takes place in areas such as airports, bars, and gyms. The research firm has now released some figures related to such viewing, finding that it provides a disproportionately large lift to TV programs’ young audiences. Overall, Nielsen reports that almost 60% of OOH viewing impressions come from core buying demographics. People ages 18-34 comprise more than one-quarter (26%) of impressions, while those aged 35-54 and 55+ each add another third (32%).

While the 18-34 group isn’t the most heavily represented among OOH viewers, the addition of these viewers results in a greater audience lift from in-home viewing for this bracket than for any other. Specifically, adding OOH viewing to the equation results in an 8% lift in broadcast and cable programs’ 18-34-year-old audiences. That’s greater than the lift in the 35-54 (5%) and 55+ (3%) audiences, as well as for kids ages 6-17 (+5%).

OOH Contributes Almost Double-Digit Increase in Sports Event Audiences

In analyzing the genres that are watched the most out of the home, Nielsen found that Sports Events lead not only in percentage lift but also in time spent. Beyond the 30-odd hours already spent on sports events, viewers watched in excess of 2-and-a-half hours of sports events outside of the home during the January-May period. The resultant 9% lift from in-home viewership for sports events was matched only by “Audience Participation” shows. However, viewers spent only an additional quarter-hour or so watching this type of programming out of the home.

Finally, viewers also watch a good deal of news programming outside of the home, clocking in at […]

By |August 13th, 2017|Media Notes Canonical|Comments Off on The Average TV Show’s Millennial Audience Is 8% Bigger Than We Thought

Four P’s Become 5Ps For Retail Marketing


Product, Price, Promotion and Place were the all important cornerstones of retail marketing in the past Century. According to Ranjeet Laungani, writing in Nielsen’s Insights (081017), they are becoming fashionably old school. ‘In a world where consumers are more aware, spoiled for choice, connected and disloyal, marketers need to lean into what the new five Ps of marketing: Precision, Purpose, Partnerships, Pace and Personalization.’

Precision: Managers complain about the complexity in marketing today, The toolkits that most marketers have at their disposal to navigate all of this complexity are equally compelling and sharper than ever. Data sets that were earlier disparate are not coming together to drive more illumination. Advanced analytics, AI and algorithms are helping accelerate performance as you can now manage retailer fill rates, build look-alike digital audience, and respond to negative online reviews in real time. Technology stacks, like data management platforms, are enabling individual and device-level activation of your brand message. Your ability to leverage this precision tool set to make a definitive plan is one of the biggest opportunities in marketing today. The killer question for your business: ‘Are your teams empowered and enabled to make the journey from a mass-marketing past to a precision-marketing future?’

Purpose: A brand without a purpose, a mission or a social role to play is increasingly seen as unreliable and will be soon forgotten. Millennials are more vocal than any previous generation about what’s important to them, and they expect brands to engage in conversation and take a stand just like they do. Make no mistake as you think about tomorrow: You’re not saving the planet because you sell potato chips, but you may be selling […]

By |August 11th, 2017|Media Notes Canonical|Comments Off on Four P’s Become 5Ps For Retail Marketing

People Take More Time To Read Emails On Mobiles Than on Desktops


Some 55% of emails delivered through the first third of this year have been opened on mobile devices, almost double the share from 2012 (29%), reports Return Path. The study, which relied on an analysis of more than 27 billion email opens between May 2016 and April 2017, also reveals that emails opened on mobile devices are more likely to be fully read than those opened on desktops.

In examining emails sent from December 2016 through April 2017, Return Path found that 61% were fully read – meaning that they’re viewed for more than 7 seconds. Notably, 64% of emails on mobile were fully read, compared to 45% on desktops and 61% on webmail.

Moreover, the abandonment rate (classified as the email being open for less than 2 seconds) was twice as large on desktops (30%) than on mobiles (15%) during that same time period.

The data is important as an indicator of engagement on mobile devices, particularly as click-to-open rates on mobiles have generally lagged those on desktops (although the gap has narrowed of late).

It is interesting to see the Return Path results in comparison to a previous study (covering 2015) released by IBM Marketing Cloud, which similarly examined time taken to read emails. The reports were generally aligned in finding that a majority are read for 8 seconds or more, with around one-fifth skimmed for 2-7 seconds and the remainder abandoned or only glanced at.

Meanwhile, brands should be aware that email engagement appears lower during the holiday period: analyzing the month of December only, Return Path found emails less likely to be fully read (54%) and more […]

By |July 28th, 2017|Media Notes Canonical|Comments Off on People Take More Time To Read Emails On Mobiles Than on Desktops

Mobile Is Driving Key Trends Across Digital Marketing Channels


Mobile device usage has exploded over the last few years, as users gained access to better, easier-to-use smartphones. In turn, digital marketing trends have been heavily influenced by the ubiquity of these devices. Andy Taylor, Associate Director of Research at Merkle, expounding on Merkle’s ‘Q1 Digital Marketing Report’, writing in Mobile Marketing (0714), pointed out the impact of mobile on Google’s paid search and Facebook’s ad spend, as well as the rising importance of local search.

The importance of local search was addressed at the 2016 Performance Summit, where Google announced that local searches were growing 50% faster than mobile searches overall, as users increasingly turn to mobile search to locate local businesses and use navigation apps. As such, Google is making local searches a greater priority in expanding the tops of ads it shows.

In Q1 2017, the share of phone traffic for brand text ads coming from the ‘Get location details’ click type rose 5% with the vast majority of these clicks coming from ads in the Google Maps search results. While Google has long tested Google Maps ads, it began steadily expanding that traffic in mid-2016.

To ensure visibility with these ad units, marketers with brick-and-mortar locations must verify local business listings in Google My Business as well launch location extensions for all paid search campaigns.

Google is also enhancing the presence of ads for local businesses on its primary search results with Local Inventory Ads, a variation of Google Shopping ads which includes information on when a product can be picked up in store. Launched in 2013, these ads have steadily grown in importance as phone usage increased, and in […]

By |July 20th, 2017|Media Notes Canonical|Comments Off on Mobile Is Driving Key Trends Across Digital Marketing Channels

The Customer Experience Is Not Up To Par


While many business executives believe their companies are customer-centric, more than 8 in 10 people surveyed across 8 countries say they’d be willing to spend more for a better experience, according to Capgemini research. But the study reveals a distinct disconnect between executive and customer perceptions of companies’ customer-centricity.

In surveying executives at 125 companies and 3,372 of their customers, the study found that while 70% of the executives feel their companies are customer-centric, just 30% of their customers agree.

While customers claim that they’ll reward a better experience with more spending, some are also quick to abandon companies for not providing it. In fact, roughly 1 in 5 customers reported having purchasing from a company due to a poor experience.

Internet-Based Services seem to be setting the industry standard for better experiences. The disconnect in customer-centric perception was narrowest in this sector, with 68% of companies believing they are customer-centric and 56% of their customers agreeing.

Moreover, 59% of Internet-Based Services customers believe those companies provide a better customer experience than the competition, compared to 47% of customers overall.

One way to enhance the customer experience is to make it simpler: a Siegel+Gale study released earlier this year found almost two-thirds (64%) of people around the world willing to pay more for simpler experiences.

Companies could also be more responsive to other customer wishes:
• Only 4 in 10 customers believe companies listen to their feedback and act on it; and
• A similar 42% believe that companies reward them for their loyalty.

Truth or perception…that is the question. Is your company really customer-centric?

About the Data: Capgemini surveyed 450 executives from 150 companies […]

By |July 12th, 2017|Media Notes Canonical|Comments Off on The Customer Experience Is Not Up To Par

TV Viewership Continues To Decline. How Soon Will Brands View It As A Supporting Player?


Traditional TV viewership declined more than 10% in the United States, according to a new research report from Accenture. The report, Digital Video and the Connected Consumer, developed for communications, media and technology companies, found that video consumption, anytime, anywhere, has become mainstream, accelerating the decline of traditional TV viewing. But that is not the only reason television viewing is down. The ability for Streaming On Demand has rushed the flow out of tradition viewing habits.

Viewership for long form video content, such as movies and television on a TV screen has declined by 13% globally over the past year, and by 11% in the United States. On Wednesday, June 21, broadcast networks (English Language) in the U.S. were down 12.36%.(http://bit.ly/NBCBBCOne9AUWinWednesday062217)

Similarly, the report found sports viewership on TV screens declined by 10% globally and nine (9%) percent in the United States. Television was the only product category to see uniform, double-digit usage declines across different types of media worldwide among viewers of nearly all ages. It is rapidly being replaced as consumers turn to a combination of laptops, desktops, tablets and smartphones to view video content.

Nearly all age brackets reported double-digit declines in TV viewing globally, with 14 to 17-year-olds abandoning the TV screen at the rate of 33% for movies and television shows and 26% for sporting events. This decline continues for 18 to 34-year-olds at 14% for movies and television shows and 12% for sporting events, and for 35 to 54-year-olds, at 11 and nine percent, respectively. It does, however, flatten among the 55+ crowd, at six (6%) percent and one (1%) percent respectively.

”We are seeing a definitive pendulum shift away from […]

By |June 22nd, 2017|Media Notes Canonical|Comments Off on TV Viewership Continues To Decline. How Soon Will Brands View It As A Supporting Player?

UK Consumers Increasingly Comfortable Buying by Smartphone


Nearly 60% Of Digital Buyers Will Purchase Via Advanced Handset This Year

Using smartphones to buy goods and services is becoming commonplace in the UK. According to eMarketer’s latest UK ecommerce forecast, 58.6% of the country’s digital buyers ages 14 and older—25.2 million people—will make retail ecommerce purchases (excluding travel and event tickets) via smartphone this year.

In 2017, UK retail ecommerce sales made via smartphones will be worth £16.42 billion ($22.16 billion), eMarketer predicts. As a result, smartphones will be the conduit for 46.5% of the UK’s total retail mcommerce sales, which also include purchases made using tablets.

This year’s smartphone commerce tally will be up 45.7% from a strong 2016, when sales grew by 66.0%, an expansion more than triple the 18.0% growth seen for UK retail ecommerce overall last year. 2017’s gain will continue that trend, outpacing an anticipated 14.5% increase in overall retail ecommerce sales. “UK consumers are becoming ever-more comfortable using their mobile devices, and particularly smartphones, for retail purchases,” said eMarketer senior analyst Bill Fisher. “The slowly rising use of mobile payment options is adding a bit more fuel to the fire. The more comfortable people become using their smartphones for payment in a retail environment, the more likely they are to use them for retail shopping and buying more generally.”

In total, the UK retail ecommerce market is set to exceed £81.55 billion ($110.07 billion) in 2017, of which £35.31 billion ($47.66 billion) will come from mobile commerce. eMarketer expects this year’s 28.4% jump in retail mcommerce to be followed by additional, albeit lessening, double-digit gains over the next four years. By 2021, […]

By |June 20th, 2017|Media Notes Canonical|Comments Off on UK Consumers Increasingly Comfortable Buying by Smartphone