Performics Weekly Research Recap


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

Hello Everyone!

Highlighted below are some emerging trends and insights that maybe of interest to you from September 30th:United States

Channel Insights

Social

Google+ Lays the Groundwork for Business Profiles (Google)

  • Google+ will soon be unveiling business profiles that will permit companies to create pages and circles like those of an individual user of the social network.
  • Currently, GM and Ford are in Beta testing even as the unofficial profiles and squatters spread across platforms.
  • "Given Google's strong track record, both +1 and Google+ are platforms that [retailers] are closely watching. [Retailers] are most interested in +1 because of its potential impact on search."

The Facebook Ticker: Good News for Brands (Facebook)

  • Facebook improves the user experience in that it takes so many of those little actions in your social network and places them in a tidy box.
  • Conversely, some say that this is not an improvement and will lead to brands just posting more often in an effort to be heard in the noise of the Ticker feed.
  • Nevertheless, brands must build relationships with participants in order to have the opportunities to market, connect, and engage with participants through the social space.

Facebook to Marketers: Time to Make Your Apps More Social (Facebook)

  • Not everyone needs a mobile app, and not every mobile app needs to be social, but Facebook just provided a lot more motivation for marketers to release mobile apps with social hooks.
  • Apps sit on the Timeline and those companies that are able to build apps that help users express themselves will be rewarded, especially as all actions are syndicated to the ticker.

Search

Harnessing the Power of Online Participant Reviews for Local Business Growth (Search Engine Land)

  • Greater visibility on search engines and local directories could put a local business in front of thousands of potential participants each month.
  • About 49% of local participants are more likely to use a local business having read a positive online review.
  • Ensure that your business has an optimized listing on Google Places, Yahoo Local, Bing Local and the top 20 local directories. Also, don’t forget Facebook – go and claim/register your Facebook Place now.

Google Analytics Launches $150K Paid Service (Google)

  • The premium product has some enhanced functionality like increased processing power and modeling tools that allow for a deeper look at return on ad spend in areas like search, social and display.
  • While concerns have circulated throughout Google’s history about Google leveraging its access to huge amounts of data for its ad business, the service-level agreement will do much to abate the apprehensions of potential customers.

Seasonal Events

Holiday

Halloween Expected to Scare Up $6.9 Billion in [Participant] Spending (AdAge)

  • 7 in 10 Americans plan to celebrate Halloween this year — up from 64% last year, and the most in the National Retail Federation survey's 10-year history.
  • The average person plans to spend $72.31 on the holiday, up from $66.28 last year.
  • Nevertheless, more than one-third of participants still say the state of the U.S. economy will impact their Halloween spending plans.

Hitwise Holiday Webinar: “Reaching the New Consumer” (Experian)

  • YoY data shows dramatic repetition, with participants searching on Thanksgiving day the most, followed by Black Friday.
  • While free shipping queries have been declining the last 3 years, since February 2011, there has been an upward trend in searches. Expect higher volume of free shipping searches this holiday season.
  • While online visits to retail are up over 17%, participant expectation data could indicate that increased traffic is price research/cost savings behavior.

Demographics

Hispanics

Few Marketers Target U.S. Hispanics with Spanish-Language Facebook Fan Pages (AdAge)

  • "On Facebook there's a big opportunity to engage. For brands willing to put up Spanish-language Facebook pages, there's a huge payoff."
  • Do's and don'ts for marketers trying to reach Spanish speakers online.
  • Don't just import Spanish-language content from your websites in other countries, like Mexico or Spain.
  • Have a URL strategy – Having an easy-to-remember multi-brand site could work better in Spanish.
  • Don't put a Spanish-language site up, and then neglect to monitor it and engage with users.

African American

Nielsen Report: The Power of the African-American Consumer (Nielsen)

  • African-Americans make more shopping trips than all other groups, but spend less money per trip.
  • 33% of all African-Americans own a smartphone
  • With a buying power of nearly $1 trillion annually, if African-Americans were a country, they’d be the 16th largest country in the world

Thanks for your time!

Research Team

Additional articles added to the Research Library:

CHANNEL INSIGHTS

Talk To Me: Women Top Men As Social Media Communicators

Calculating the attribution value of emotion

The 2011 Social Media Consumer Trend and Benchmark Report

 


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