Performics Weekly Research Recap


Posted by Cristina Lucero and Christina Mannarino, Performics Research & Insights Team

Highlighted below are emerging trends and insights from the week of August 1, 2011:

United States
Channel Insights

Mobile & Tablet

– More mobile users are searching more frequently and often for local content (eMarketer).

  • Mobile users are upping their use of local content by 34% year over year.
  • As mobile users tap apps and browsers to search for local content, they are seeking out weather, news and maps first and foremost, but there has been major growth in usage of other local content, including classified ads, online retail and restaurant info.
  • Location-based targeting and local search opportunities can help marketers reach customers at a moment of need—and convenience.

– Digital Marketing: The Future Of Mobile Is Context (Forrester).

  • Context is more than location. It includes a consumer’s situation, attitudes, and preferences.
  • In the short term, interactive marketing professionals must develop the ability to deliver personalized offers based on location and programs that enhance offline experiences. Longer term, interactive marketing professionals must evaluate what new contextual information will be most effective.

Video

– American Video Habits by Age, Gender and Ethnicity (Nielsen Wire).

  • When it comes to TV viewing, women of all ages spend more time than their male counterparts.
  • African-Americans watch the most video content, with 213 hours per month.
  • Hispanics watch less traditional TV but more Internet video than the general population, but not at the level of the Asian population.
  • Read the full report here.

Social

– Google Buys Daily-Deals Startup Dealmap (Google).

  • Dealmap collects deal information from about 450 sources and groups the deals by location, and has around 2 million users.
  • This acquisition — coupled with Google+ — completes Google’s offering to their core customers. With Google and Facebook now challenging Groupon and LivingSocial, the daily-deals space is a “fight of the big boys.”
  • Read the full story here.

– Social Analytics: A New Blueprint for Ad Campaigns (MediaPost).

  • 4 good steps agencies should follow to help clients relate better to participants and establish leadership in the online conversations taking place about their brands:
    • Know your audience – Brand affinity is when a consumer has a strong, personal, even emotional, connection with brand. This is why it’s critical to know your audience.
    • Engage in a meaningful way – Social intelligence allows agencies to better advise their clients.
    • Learn customer insights related to purchase path – Explore paths to purchase and decision-making, drivers and influencers, as well as identifying any pertinent media-lifestyle connections.
    • Use insight for forecasting – The social intelligence gained by listening and engaging in social channels, and collecting and analyzing quality data, should be used to predict with some measure of certainty how media and messages will influence the way people feel and act.
  • Read the full story here.

Search

– How Will Google+ Affect SEO? (Google)

  • Google+ has attracted 25 million unique visitors as of July 24 and is growing at a rate of roughly one million visitors a day – making it the fastest website to reach that audience size.
  • “Google Circles” maybe the most relevant for SEO as users build these circles, they’ll be able to see the sites that members of their circles have +1’d in Google’s search engine results pages, or SERPs.
  • As search engines evolve to make searching more social, the value added of “+1” grows.
    • As searchers search for similar products or services recommended to them by people in their circles, opinions of people in their “circles” influence the decisions they make. That’s the potential Google+ holds.
  • Marketers must focus on providing the best customer experience possible, and encourage +1 recommendations everywhere they can.
  • Read the full story here.

Seasonal Topics

Back to School

– Back to School Trends for 2011 (NRF).

  • NRF’s latest Back-to-School and College survey, conducted by BIGresearch provides 2011 trends. Here are some insights:
    • The economy is still impacting spending and participants are buying more of what they need in stead of what the want.
    • The survey found 47.6% of college shoppers and 57.0% of K-12 shoppers will head to department stores – the highest percentage for both groups in NRF’s eight-year survey history.
    • This year, the number of people who are planning to buy electronics decreased in both surveys, bucking a trend of steady growth over the last few years.
  • Read the Top 10 back-to-school trends for 2011 here.
  • View the survey results and selected charts here.

– Parents head online for school supplies (Internet Retailer).

  • Half of parents of school-age kids say they will buy at least some school supplies online and 70% of parents who say they’ll shop online say they expect to save money or find better discounts by shopping at e-retailers.
  • More participants  say they plan to buy general school supplies like paper and pencils than electronics.
  • A survey by e-retailer Buy.com Inc. reports that dads are more likely to splurge when buying school supplies than are moms.
    • This could be a good up-sell opportunity for marketers to leverage in creative offers within the store experience.
  • Read the full story here.

– Dick’s Sporting Goods and JC Penney are leveraging Facebook and Foursquare in goodwill back-to-school marketing campaigns (ClickZ).

  • Dick’s Sporting Goods is pledging $1 to Protecting Athletes through Concussion Education (PACE) program through a couple of ways: for every click on the “Share” button via the PACE tab on the brand’s Facebook page, check-in at a Dick’s location on Foursquare or Facebook Places.
  • In an effort called “Pennies from Heaven Challenge,” JC Penney is donating $11 – or 1,100 pennies – for every Foursquare check-in it receives through Aug. 27. And before that date, Facebook “likes” will result in an $8 contribution.
  • Read the full story here.

Holiday

– Retailers twice shy about holiday season (Reuters).

  • Retailers, bitten by over-optimism last holiday season, are planning conservatively for the coming season in order to limit profit-sapping discounts on unsold merchandise come January.
  • Participants are looking for deals and discounts earlier in order to allow more time before Christmas to find the best prices.
  • Internet searches for “Black Friday” started in the first week of November in 2009 and in the week ended October 23 in 2010. “Black Friday” searches are expected to start in early- to mid-October this year.
  • Read the full story here.

Industry

Travel

– Planes, Boats and Automobiles: A Look at Online Preferences of U.S. Travelers (Nielsen Wire).

  • Internet users aged 18-34 seem to prefer driving to their chosen destination, as they are more likely to visit Ground Transportation and Maps/Travel Info sites than they are any other category of travel websites.
  • Families are more likely to drive and visit destination sites (i.e. Walt Disney World, Six Flags, etc.) and Hotel/Hotel Directory sites, which have a high concentration of Internet users aged 35-49.
  • Adult Internet users who recently made an online travel purchase don’t mind spending big once they’ve decided to travel.
  • Read the full story here.

Supplemental Articles

– Google hosted Think Retail in July, and presentations are now available for view. Several  interesting topics include:

  • Retailers adapting Video 2.0
  • Mobile as a retail game changer
  • Consumer spending Trends & Holiday 2011
  • Positioning for success between physical retail and e-commerce
  • Check all the presentations out here.

Global Insights

Channel Insights

Search

– Microsoft and Yahoo! Search Alliance: a new milestone for Europe as Yahoo! Search organic search transitions to Bing (Microsoft Advertising Blog).

  • For Yahoo!, this transition is an important step toward its goal of improving the overall relevance of its organic search results and attracting a larger audience to Yahoo! Search.
  • For Bing, this represents an additional testament of [Microsoft’s] core search which recently convinced companies such as Facebook, Nokia or RIM to adopt its technology for their web search services.
  • This significant evolution of the search landscape does not impact search advertising for now, but it may have a significant impact on SEO strategies. If organic search results are an important source of referrals to a website, preparations should be in order to accommodate this change.
  • Read the full story here.

Mobile

– The State of Mobile Marketing in Europe, 2011 (Forrester).

  • European marketers are excited to use mobile tools, but most still aren’t using mobile marketing today.
  • In the past 12 months the number of consumers browsing the mobile Web has doubled in the UK, Germany, and France, but marketers are not engaging mobile users who seek them out.
  • Many mobile marketers are focused in building “cool” mobile apps that most of their audiences simply ignore. Instead, mobile marketers should focus their budget on a mobile-ready website.

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