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74 Percent of Millennials Won’t Share Social Deals. How Do You Reach Them? Go Mobile

millennials on mobileThere are 86 million Millennials (age 18-34) in the US and they have money to spend this holiday season. Only trouble is, traditional holiday advertising doesn’t work for this group, so if you want to reach them, you’re going to have to go mobile.

Campaigner, an email marketing company, surveyed a whole bunch of consumers then dug out all of the responses that came from Millennials and put that info into a jazzy infographic.

For those who prefer words to pictures, I’ll summarize the results.

It begins with mobile:

67% of all millennials check email on their mobile phone.

When you look only at mobile device owners, that’s 9 out of 10.

Here’s the good news / bad news:

Which Would You Rather Have? A $250 Discount or a $200 Gift Card?

report-preference-web01You’re about to buy a new car. You can have a $250 discount off the price or a $200 Visa gift card. Which would you choose?

If  you’re like most people, you’d choose the gift card. The new Parago 2013 Shopper Reward Preference Study shows that people are two times as likely to pick the lower, gift card reward rather than the higher discount. Value wise, it’s a bad choice but in this case it’s about perception.

You won’t even notice a $250 savings on the total price of your car, but you’ll feel richer when you go to spend that $200 gift card at Target. Plus, spending found money is a whole lot more fun than saving it.

Apple Knocks Coca-Cola Out of the Top Spot for Best Global Brand

After thirteen years as the #1 Best Global Brand, Coca-Cola has been dethroned by not one, but two technology companies.

This year, Interbrand put Apple in the number one spot with Google as number two.

They came up with those placements by evaluating three key areas:

  • The financial performance of the branded products or service
  • The role the brand plays in influencing consumer choice
  • The strength the brand has to command a premium price, or secure earnings for the company

best global top two

 

Apple first hit the charts in 2000, coming in with a  brand value of USD $6.6 billion. Now they’re at $98.3 billion which could easily be described as a “meteoric rise.” Interbrand says it’s Apple’s ability to anticipate and act on consumer needs that pushed them higher than ever before.

Are B2B Marketers Getting Over Saturated With Options?

A recent study conducted by the Sagefrog Marketing Group as reported by eMarketer shows that while B2B marketers are using all forms of marketing, there may be some evidence that the numerous options available could be diluting efforts.

The following chart is interesting for the simple reason that from 2012 to 2013 most of the percentages of who is using what form of marketing is dipping slightly. Is it a trend? Of course, not. It’s one instance of research looking at a small time frame. What it does make you think though is that with so many options and so few available resources to most, this kind of result makes sense.

B2B Marketers Techniques

One number that caught my eye was the increase in telemarketing efforts. Normally, I would want to shout “Really?!?! Telemarketing?!?!” but that’s actually an ignorant reaction. Why? Because telemarketing is about as unsexy as anything in marketing can be but guess what? It still works in the right amount and the right circumstance.

One in Three Amercians Are ‘Always On’

power-980810-mRelationship, Diversion, Learning, Progression, and Recognition. UM’s Wave 7 report says these are the five key needs underpinning all consumer interaction including those on social media.

UM has been producing the Wave report since 2006 with the goal of documenting the way we use social media and how it impacts human interaction all around the world. To build the report, they studied more than 1 billion active internet users in 65 countries and what they found is a growing dependence on social media as a means of communication. No one is growing tired of the internet yet. In fact, thanks in part to mobile, we’ve seen an increase in the “always on” mentality – more of the world is now more connected, more often.

Face the Facts:

What Do Youth Expect from Brands in Social Media?

A report from Forrester called “The Facebook Factor: American Youth Online“tells marketers what they probably already know. You need to treat youth online differently that the rest of the world.

Born and raised in the Internet Age where there was nothing to ‘learn’ because it is all they have ever known, this group is the first generation that has grown up in the Internet era. They don’t know what a fax is and the idea of a desktop computer is almost laughable.

The Forrester report looks at many facets of today’s youth. The following information talks to the attitude’ of this group towards brands.

What US Youth Expect from Companies and Social Media

Since every generation is the ‘me generation’ it’s no surprise that the expectations of what brands deliver to this group is high.

Twitter Can’t Touch This: Stop! TV Commercial Time!

Commercial TimeThe new fall TV season is underway and that means a whole new selection of official accounts, fan accounts and hashtags (#TCDFW). Actors will be Tweeting for fun and under studio mandates. Producers and writers will keep fans guessing and if anyone wants to count, we’ll probably see more LIVE Tweeting events than ever before.

I’ll go out on a thin antenna here and say that the 2013-2014 TV season will be the most Twitter-ific season ever.

So here’s a fun fact from Nielsen: 70% of all TV Tweets are sent out during program time.

Think about that. It’s counter-intuitive. If I’m really into a show, I want to keep my eyes on the screen. Then, when the show breaks for commercial, I whip out my phone and post my thoughts.