Monthly Archives: February 2013

Teen Consumerism

Think back to when you were a teenager and got your first job.  Your first paycheck was a source of pride and that job was your first taste of freedom.  Your first question might have been “who is FICA and why do they take a chunk of my hard earned wages”.  Today’s teens are an large consumer segment who hold great influence on spending.  A new report has been released that chronicles how much money they control and how they feel about money.

• There are nearly 26 million teens in the US

• Total teen spending is nearly $210 billion, the average income for a 15 to 17 year old is just over $4,000 annually

• Families spend nearly $118 billion annually to feed and clothe teenagers

• Over one in four teens consider themselves under-employed

• Three-quarters of teens say they are receiving the same or more in allowance this year vs. last year

What Does This Mean To You?

Teens can be a great revenue stream for almost every business.  Whether they have job or are getting an allowance (or both), teens have little expenses and a great deal of disposable income.  Teens are extremely socially and mobile-ly enabled. Having a robust, well developed mobile and social strategy can help you connect you with teens and the money they spend.  Tomorrow, we’ll look at what teens spend their money and their attitude towards shopping. For more information on reaching teens, please contact
Al Fiala

Source: Marketingvox; Rand Youth Poll


Digital Video Viewing Continuing To Grow

Online video is one of the most effective ways to get your message out to consumers. Mobile technology has given companies more places for their video content to be seen and allows consumers to share that video with friends. New research has been made available that details how online video is going to grow.

• This year, nearly 180 million
US consumers will watch online
video content, that equals 56% of
the population and over 70% of internet users

• From last year to this year, the number of digital video viewers increased by 7%

• Next year, the number of digital video viewers is expected to climb 5% to nearly 188 million people

• By 2016, it is estimated over 200 million consumers will watch online video – that equal over 6 in 10 US consumers and more than three quarters of internet users

What Does This Mean To You?

The number of tools available for your company to create video expands every day.  It is easier and cheaper to create video today than in the past.  But, just it’s easier to create video doesn’t mean consumers will find it or watch it.  First the video content has to have some sort of value to the consumer.  Demonstrate your products being used and make sure you address your unique selling proposition. Testimonials make great video content and can influence shoppers.  You also need to promote your video content with your existing marketing strategy.  If you don’t tell consumers you have video, it’s not likely they will ever watch it.  For more information on ways to increase your engagement with consumers , please contact
Al Fiala

Source: eMarketer

What Online Medical Researchers Are Looking For

In yesterday’s post, we chronicled just how many people are turning to the Internet for health information and how your business can get results from them.  Today we’ll look at what types of information they are searching for.

shutterstock_55976134• Over 62% of women and nearly half of  men who go online for medical information are looking for information about specific medical problems the
past year.

• Nearly 40% of men and half of women are seeking information about particular medical procedures

• Weight loss was the number one individual top looked for – nearly one in three searchers age 18-49 years old sought information on weight loss

• One in four men and women looked for information regarding medical insurance or medical coverage

• 16% of women and 15% of men wanted more information about a prescription drug they saw advertised

• Overall, nearly 80% of women and two-thirds of men consulted an online source for medical information

What Does This Mean To You?

The internet for many people is more than a research or information tool, it’s a solution tool.
It doesn’t matter what type of business you are in, the online information you put forward should be seen as a solution to a problem consumers may have.  Solutions are much more valuable than advertising. Consumers are much more likely to share, forward, “like” and retweet solutions than a simple branding message.
Creating solutions starts by having a conversation with your current customers. What needs are you filling.  How are you making their lives easier or saving them money.  This not only helps you construct solution based marketing messages, it also helps you build your unique selling proposition. For more information on how to create marketing messages that have value to your customers and potential customers, please contact:
Al Fiala

Source: eMarketer; The Pew Internet And American Life Project

Who are Digital Medical Researchers?

The internet has become the easiest place for people to research most any subject.  More and more, people are looking up medical information online.
The sheer amount of adults employing digital tools to learn about health
is staggering.

shutterstock_4434508• Six in 10 adults and over 70% of internet
users have researched health information in
the past year.

• Nearly two-thirds of women overall and 80% of online females are digital medical information seekers – women are 21% more likely than men to search online for health information

• Over 70% of adults under 30 and two-thirds of adults 30-39 have gone online for medical information in the past year

• Higher income and better educated adults are also more likely to turn to digital means to research health information

What Does This Mean To You?

If your company is in the health or medical field or makes products that are health related, online should be a place that you market your products.  You should use the other media you use to direct consumers to your web site and social presences. Consumers, because of either embarrassment or finances are looking for ways to avoid visiting the doctor. Digital has become their starting point.  While nothing can currently replace the advice of a well informed Physician, a robust digital campaign can help you create the awareness and trust.  For more information on how to effectively and efficiently reach online health researchers, please contact:
Al Fiala

Source: eMarketer; The Pew Internet And American Life Project

Non-Profit Organizations Getting more Social

The economic squeeze has affected many non-profit groups.  These organizations are not only looking for the most cost effective way to get out their message; they are also looking for efficient ways to recruit new donors and volunteers.  Social media is one of the avenues that non-profit organizations are using to keep themselves top of mind.

shutterstock_95719285• Nearly 90% of non-profit groups are planning to use social media the same amount or more in the future for marketing purposes

• Over six in 10 plan on using social media more

• Two in five non-profit agencies reported that they devote 6 or more hours per week to social messaging

• The most used form of social media that is utilized by non-profit groups is Facebook, Twitter is the top platform used by groups who frequently communicate via social media

• Over 95% of non-profit organizations use Facebook and more than seven in 10 use Twitter

• 20% of groups use Twitter to send out messages several times a day, 13% use Facebook

What Does This Mean To You?

Most non-profit groups aren’t just efficient; they rely on loyalty to stay afloat. Social media is becoming an increasingly more important tool in helping them cultivate loyalty.  Social media can help you do the same with your customer base.  Loyal customers are the best testimonial for your business.  Social media can turn them into brand evangelists – letting them spread positive information about your business and the products you sell.  Putting together strategies that rewards these customers for sharing, liking and retweeting your messages can be very effective.  This can incrementally increase your voice among consumers. Also, a message shared from a friend holds much more cache than something you might have sent them.  For more information on how to use social media to get bigger results, please contact:
 Al Fiala

Source: eMarketer; Verticalresponse

Mobile Coupon Redemption Habits

Earlier this week, we published posts on mobile and digital coupon use.  Embracing mobile coupons can put your business ahead of the curve and give you a competitive advantage with consumers looking for the convenience mobile offers.  A new study has been released that looks at how consumers want to redeem mobile coupons.

shutterstock_107546720• Over 40% of mobile coupon users say their redemption depends on the merchant and the redemption experience

• Six in 10 mobile retail and grocery coupon users say the value of the coupon influences redemption

• Over half prefer to displaying the coupon to the cashier for redemption

• Less than one in four prefer self scanning based methods

• Over 40% like to get mobile coupons by SMS texting

• 36% say push notification coupons are useful

What Does This Mean To You?

The use of mobile coupons, like most offers, is dependent on the value they deliver. Also influencing coupon redemption is the attitude a retailer has towards mobile coupons.  If your customers don’t find value in the coupons or it is a hassle to redeem them – shoppers will avoid them.  When consumers ignore your coupons, it is basically eliminating one of the advantages you have over the competition. One of the positive takeaways from this study is the feelings toward SMS based coupons.  Permission based SMS campaigns are a great way to create a one to one connection point with your customers.  For more information on tools to increase your businesses bottom line, please contact:
Al Fiala

Source: Radiumone

Pinterest Inspires Consumers

Social networks have been great awareness tools for many businesses and product lines.  The viral nature of social networks and social brand evangelism can help your business get noticed and sell more merchandise.  A new study is out that details how Pinterest is inspiring female users.  These inspirations can lead directly to added sales for your organization.

• Three quarters of female Pinterest users say that the site has inspired them to try new dishes

• Nearly six in 10 say it has helped them try new home decor

• Almost 40% indicated that Pinterest has helped them keep track of inspirational sayings and mottos

• More than One-third said that the site helped them explore new home entertaining ideas

• Over a quarter said it reminded them of places they would like to travel

• 24% said it reminded them of clothes they love

What Does This Mean To You?

The visual nature of PInterest can be a great driver of awareness for your business and your wares. Pinterest can also help more than just retail businesses. Services such as contractors, designers, restaurants and resorts can also leverage the social site.  Like most social campaigns, the real value of leveraging Pinterest doesn’t come from just your boards. It’s the people who share your boards or pin your product/service images to their boards.  Many companies have added “Like us on Facebook” or “Follow us on Twitter widgets, adding a “Pin it” function to your site can expand awareness.  For more information getting results from Pinterst or other social media, please contact:
Al Fiala

Source: eMarketer;