Marketing research offers nuggets of wisdom

David Bohan 11:08 p.m. CDT March 28, 2015

“It is no longer enough for brands to define their audience simply by birth year,” social engagement manager Bridget Szuminsky wrote in Media Post. “Now, they must know not only whom they want to reach but also where that person is in his/her life.”(Photo: Getty Images/iStockphoto)

Today’s marketing researchers must be Bonnie Raitt fans. That’s because they really do “give them something to talk about.”

From the last few trips to my email inbox, here are some facts to consider as you work on your marketing and advertising plan for the rest of 2015.

On generational demographics

According to My.com, a mobile communications and entertainment company, 45 percent of 13- to 18-year-olds in the U.S. with smartphones and tablets will spend four hours or more a day using the mobile Internet.

Also, 96.5 percent of 18- to 24-year-olds in the U.S. have mobile phones.

Older millennials, those ages 25 to 34, spend $1,369 in restaurants annually, according to the NPD Group, a marketing information services company.

Millennials account for 14.5 million restaurant visits, where they spend $96 billion, according to the NPD Group. However, restaurant spending among older millennials is declining as they start forming families.

Despite all that’s being written about millennials these days, half of all U.S. adults will be 50 or older by 2017. Currently, those of us described as baby boomers control 70 percent of all disposable http://www.cnatraininghub.org/?p=27 income.

According to Travel Pulse, seven in 10 baby boomers plan to take an overnight vacation in the next 12 months. In total, boomers spend $111 billion on travel annually.

On media spending and effectiveness

The Advertising Specialty Institute reports that distributor sales of promotional products soared to $21.5 billion in 2014. That’s up 5.1 percent from 2013.

Native advertising, which means advertorial-style paid placements in online editorial copy, is an increasing source of revenue for publishers. Online Publishing Insider reports that native advertising spending will hit $7.9 billion this year.

That is 69 percent more than 2013. The study predicts native spending will reach $21 billion by 2018.

Members of the CMO Club, chief marketing officers of major brands, were recently surveyed about their use of television and digital media. The survey found that more than half of them use digital video to supplement television.

“Marketers get swayed by the digital allure of deep targeting and measurement, but are loathe to walk away from years of success built using TV as an efficient reach vehicle,” researcher Jack Loechner wrote for the Center for Media Research.

“Digital depth cannot match TV’s breadth. Nor should it. TV is not as measurable or personalized, so it cannot http://www.cnatraininghub.org/?p=27 perform the magic that digital delivers. In that very unique way, TV and digital do not compete, they complement,” he said.

Messaging to millennials

Here’s an attention-getting headline from the Bulldog Reporter’s Daily Dog: “8 of 10 Gen Yers Could Boycott a Brand Based on Its Allegiance to Social Causes.”

“Twenty-somethings want more from brands than just a product or service — they want social, political and community action,” the article said, citing a study from Pinpoint Market Research.

Brands have to be much more savvy today, according to Bridget Szuminsky, the social engagement manager for interactive marketing agency Moxie USA in Atlanta.

“It is no longer enough for brands to define their audience simply by birth year. Now, they must know not only whom they want to reach but also where that person is in his/her life,” she wrote in Media Post.

She summed it up nicely by saying that marketers need to ask this question of themselves: “Why should they (my customers) care about my brand/product at this time in their lives?”

Let’s close by harkening back to Bonnie Raitt’s “Something To Talk About.” In the closing verse, she sings about “a little mystery to figure out.”

I think that mystery is why marketing and advertising continue to be a challenge I look forward to every day.

David Bohan founded Bohan Advertising in 1990. He has worked in marketing and advertising since earning a degree at the University of Tennessee-Knoxville in 1970.

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