Monthly Archives: April 2013

Mobile And Digital Coupon Use Still Climbing

The recent economic hard times hurt just about everyone – with the exception of the mobile device industry. I’m not saying that they weren’t affected, but app developers turned smart phones into devices that consumers rely on to help save money.  When it comes to coupons, there are still more print ones being redeemed but adoption of digital and mobile coupons continue to rise.

shutterstock_86160289• This year, over 96 million adults will use a digital coupon, that equals nearly half of all US internet users

• By 2015, that number climbs nearly 10% to almost 105 million users

• In 2012, nearly 40% of digital coupons used were mobile in nature

• This year, mobile will be responsible for nearly half of all digital coupons. That’s a year over year increase of nearly 25%

• In 2015, it is estimated that 60% of all digital coupons used will be mobile. 

• In just 2 years, the number of mobile coupon users is expected to climb from 46 million to 63 million – a jump of 37%


What Does This Mean To You?

Just about every aspect of consumer life is moving in a mobile first direction.  Developers continue to invent functions that save consumers time & money and make their lives more convenient. These are the aspects that phone manufacturers promote and we’ve seen that smart device adoption contuse to climb.  Couponing is one of the easiest ways for your business to capitalize on the new mobile reality. Your own current customer list is a great starting point. Through email and permission based SMS/text campaigns you can expand loyalty with your current customers.  To extend your customer base, make the mobile coupons shareable. Because social media is also becoming a mobile first function, include digital coupons in your social media tactics.  Social sharing can really help you take your couponing strategy to new heights.  For more information on how to integrate mobile you’re your business, please contact:
Al Fiala


What Happens When Consumers Get SPAM

SPAM is one of the things that consumers and IT managers hate most.  It clogs up inboxes, slows down systems and makes it harder for good meail marketing campaigns to be effective.  A new report has been released that shows what happens when consumers get what they consider to be SPAM.

report-spam• Six in 10 unsubscribe from future emails

• 45% ignore future emails

• Over one-third will leave a web site

• 14% stop using the advertised product

• 13% boycott the company doing the advertising

• 9% tell their friends

• 5% respond angrily and 4% hit their computer or mobile device in frustration


What Does This Mean To You?

Believe it or not, the last bullet was not a lame chance at humor on my part. 4% of respondents actually hit their device.  The legal definition of SPAM is amorphous and the laws concerning SPAM are not entirely clear.  The best rule of thumb is to never send an email to anyone who would not expect to receive a message from you.  Why? Because many times what consumers feel is a SPAM message may not legally be SPAM. While you may feel better that your message is not technically SPAM, you’ve managed to annoy a potential customer.  You may not risk being fined for SPAM (up to $18,000 per violation – not campaign, but individual incident), the receiver is likely to basically ignore all future communication from you. And for 4% may try get you on a court show because they broke their hand after your SPAM message caused them to hit their device (there’s the chance a lame humor).  So the best way to avoid being tagged as a consumer is to:
A: not violate SPAM laws
B: make sure that consumers on your email list know that they will be getting offers  from you
C: make sure the lists you purchase/rent all come from good sources and are legitimately created
Email can be a powerful tool in expanding loyalty with your business but it can also hurt you if used incorrectly.  The other thing to do is make sure your message has value to the consumer.  This goes back to targeting – making sure your message resonates with the receiver elevates the importance of what you are trying market.  For more information on how to get great results through email campaigns, please contact:
Al Fiala

Source: eMarketer; InsightsOne

The Most Annoying Types Of Online Ads

Effectively and efficiently delivering your message to consumers is one of the most essential things for your business.  Your business could create the very best product in your field, have the most incredible customer service and be the most cost efficient option to consumers – but if they never hear about it, how are they going to find out about your organization.  Consumers won’t just have an epiphany and decide to give your business a try.  Word of mouth can be powerful but will it keep your pipeline full? And I doubt your competitors will sing your praises. In getting your message out, you want to try not to irk any potentially customers.  New research is out that looks into what kind of online ads annoy customers the most – this can help you create a strategy that will help you draw customers in instead of push them away.

images• The type of online ad that annoyed the consumers the most were irrelevant pop-up ads.  Seven 10 internet users said they were the most annoying

• 70% of online consumers also said that lottery scams were annoying

• Two-thirds said that male enhancement ads were annoying

• 64% indicated that the emails from deceased African leaders who left them money were annoying

• Nearly six in 10 answered that ads for products they do not need annoyed them

• Almost 55% indicated that female enhancement product ads annoyed them

What Does This Mean To You?

If there is one thing the internet has taught me is just how many dead rich people want to give me money.  Fraudulent products and scams are always going to upset people – but what seems to annoy consumers the most it’s irrelevant ads.  The best way to make sure your marketing campaign delivers the results you want is to make sure it is targeted towards the consumers you want to reach.  Before you start any marketing efforts ask yourself two questions.
Who is my target audience?
What are the short term goals from this campaign?
Someone once said there are no wrong answers, in this case there are –
Everyone is not a target market and make more money is not a goal.
There are very few businesses where everyone is a target market – and if everyone truly is your target market you would have to have an astronomical budget to reach everyone.
Making more money is a great goal to have, but it’s more of a measurement device than a goal.
Your goals need to be actionable and measurable.
Target audience can be demographic based, lifestyle based, competitive based or geographically based.  This will help you determine the types of marketing tools to get out your message.  Media properties should be able to tell you how they reach specific groups of people or percent of consumers in a geographic area.  The best method of comparison is cost per thousand.  The CPM will help you make the most efficient choice in reaching your desired customer base.  The cheapest price does not always determine the most effective. 

Your goals will help you determine if your campaigns have been effective.  If your campaigns are not reaching the desired goal, change the campaign or the delivery methods.  Just be sure that you give the campaign time to take hold.  Very few times will you see overnight results.  Make sure your media partners know what your goals and target markets are and that they will be judged on the effectiveness against those indicators.  For more information on creating campaigns that deliver success, please contact:
Al Fiala

Source: eMarketer; InsightsOne

How Mobile Users Spend Their Time

There is no doubt that we are moving into a mobile first world. Smart phones and tablets have changed the ways consumers research, find and buy products.  The businesses that had the forethought to get in front of mobile certainly reaped the rewards of mobile consumers. Companies that were slow to adopt mobile strategies had to fight hard to establish themselves in that space and
organizations that have still not taken their first mobile steps are at a competitive disadvantage.
Knowing how mobile consumers spend their time gives you the opportunity to fine tune your mobile strategy.

shutterstock_111684566• Email is the top mobile web function.  Mobile users spend 14 minutes per hour or nearly 1/4 of their non-voice time using email. 

• 15% of their time or 9 minutes per hour accessing social networks and 13% of their time is spend with entertainment functions

• Shopping takes up 6 minutes of their mobile time per hour as does looking at travel information – roughly 10% respectively

• 8% of their time is spent doing business and finance

• Lifestyle information and news are other two major functions that mobile users spend their time with.

What Does This Mean To You?

Mobile devices give you the opportunity to create engagement and develop loyalty with consumers 24/7 no matter where they are. Consumers have become so reliant on their mobile devices that one is never far from their reach – even when they are sleeping.
With so many consumers accessing email on their phone – it should cause you to either look at email marketing or rethink the way you are deploying your email campaigns.
Mobile coupons are a great way to leverage mobile email.  Be sure not to rely on consumers having to print out the coupon.  Put a scan-able bar code on the email.  The more you can do to make your offers convenient for consumer, the more likely they will be to use them.  Mobile is also a great sharing tool – especially mobile email.  For more information on how you can better optimize and monetize mobile marketing, please contact:
Al Fiala

Source: eMarketer; Experian

Who Are Time Shifters

In yesterday’s post, we chronicled information on TV binging. Today, we’ll look at the audience that time shifts and the devices they use..   

 • In total, over three quarters of online adults said they have time-shifted

• Roughly 90% of adults between 18-29 and 30-30 viewed time shifted TV programs

•  Over three-quarters of adults age 40-54 watched TV programs that have been time-shifted.  Time Shifted viewing is even prevalent with an age group who is typically slow to adopt new technology – more than two-thirds of adults 55+ are time shifters

•  People in the 18-29 group are heavy HULU viewers. 71% said they have time-shifted with HULU
over 60% of adults age 30-39 also say they have used HULU

•  For adults age 40-54, on Demand functions, primarily through cable, TIVO  were their primary time shifting tool s

What Does This Mean To You?

It’s not surprising that younger adults were engaging in time shifting.  What was surprising was the popularity among upper age groups.  This could be a signifier that gadget fear may be subsiding with these groups.  Many businesses who cater to adults 40 and up were late to use digital as a marketing tool.  Some of these businesses are still resistant to mobile.  The more convenient technology gets and the more intuitive devices become, the more likely older consumers will be to utilize them.
If your business targets the adults in upper age groups, ignoring digital and mobile strategies could be very harmful.  Remember that the fastest growing segments of social networkers are Seniors.  And because they are new to online & social campaigns – they are more apt to engage in them.  When marketing to these new technology adopters, remember that easy navigation and clean design is important. Make things easy to read and easy to find!  For more information on monetizing online seniors, please contact:
Al Fiala

Source: eMarketer; Harris Interactive

Time Shifting Bingers

Yesterday, we posted information on how on many people have watched TV programming on demand.   One of the things that on demand TV activity has done is create TV binging. TV binging is described as watching several episodes of a TV series at once.  Whether TV bingers are catching up on missed episodes or discovering a new favorite TV show, bingers account for a large percentage of TV viewers. 

overview_img_uv-OnDemand_AA0024XU• Over 80% of adults say they have binged TV programming

• 34% of bingers use on-demand services through a cable provider to view multiple episodes, 9% go through a satellite provider

• Nearly 30% have used Netflix as a binging tool and 22%

• Almost 40% use a Tivo or DVR to binge

• One-third are old school and binge by purchasing, renting or borrowing season’s worth of episodes on DVD

• One download for free

• Amazon (11%) and iTunes (5%) are the other major binging platforms

What Does This Mean To You?

This information just underscores the fact that consumers have power over content and wield it often.  To be successful, you need to be available for consumers whenever possible.  It means more than just having a website and an ecommerce solution.  It means 24-7 support, the ability to see if inventory is available at a physical store, product reviews and pay online and pickup in-store functionality.  This may not work for every segment of business or type of company, but remember that customers don’t want to wait.  Over 60% of customers want a response from an email within a day, one in six want it within 4 hours. For more information on customer satisfaction,
please contact
Al Fiala

Source: eMarketer; Harris Interactive

Time Shifted TV Activities

There was a time when certain shows were considered appointment TV.  For certain age groups, it might have been your weekly peek at the Cunningham family and the Fonz, then a couple of career girls who worked a brewery.  For other age groups it was the Huxtables and what kind of crazy trouble Rudy got into.  For others it might have been a group of friends who had jobs but always seemed to spend more time at a coffee shop.  But today’s technology has  changed the meaning of appointment TV. Now instead of you setting your schedule to watch a certain TV show – TV shows are available at your beck and call through on-demand and streaming services.  New research is available that shows how many people are time shifting their TV viewing.

retro-tv-isolated-with-clipping-paths-on-flickr-photo-sharing2• Just over six in 10 TV viewers have watched a show on demand

•Just over 20% watch older TV shows or past seasons of current shows

• 12% watch shows from a current season

• Women are slightly more likely than men to time-shift view

• The highest percent of time shifted viewing takes place with adults age 30-39

What Does This Mean To You?

Time shifted viewing doesn’t always equate to lost commercial interaction.  In fact, because so much of time shifting takes place in binge viewing (watching several episodes at one time) – you have the opportunity to create awareness when viewers are giving this content their full attention.  For more information on using time-shifted viewing to your advantage, please contact:
Al Fiala

Source: eMarketer; Harris Interactive