Date post: | 05-Sep-2014 |
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Consumer insights for amping up your campaigns
@ExperianMkt #BeDigital
Heather DoughertyDirector of Research, Consumer Insights
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Introducing our speaker
Agenda:
� Cross-channel consumer behavior
� Targeting: Early Adopter Millennials
� Connect with consumers via social media
� Opportunities for brand advertisers to engage consumers with the Shazam mobile app
The 2013 Digital Marketer Report: ex.pn/2013DM
Heather Dougherty, Director of Research, Consumer Insights
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What percent of 18-34 year olds use three devices in the past week to social network?
The 2013 Digital MarketerCross-channel consumer behavior
19%
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Cross-channel consumer insightWe measure how consumers think and what they do
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Reach of mobile phone nearly ties with TV for adults under 50
Simmons Connect
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Younger audience far more engaged with digital platforms
Simmons Connect
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Optimize email campaigns across platforms with your target consumers in mind
Simmons Connect
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Consider point of access for social campaigns
Simmons Connect
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Significant time spent on IM/chat & social networks
Day in the Life – Smartphone Usage by 18 to 34
Weekends
Simmons Connect
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Targeting example: Early Adopter Millennials
How to Reach Them:
Messaging:
Who They Are:• Median Age: 26
• Median income: $61K
• One-third married
• Racially and ethnically diverse
• Striving to get to the top of
their careers
• Hyper-connected, have lived
most of their lives connected
to the Internet
• Gadget lovers and likely to
advise friends who are making
electronics purchases
• Still finding out who they are,
self-centered and demanding,
it’s all about “me”
• Mobile is key, but marketers
need to take a multi-channel
approach for reaching this hyper-
connected group
• Their constant need for
connectedness extends to brands
making social media an ideal way
to reach & engage Millennials
• Constantly inundated with
advertising messages, product
placement is a great way to reach
Millennials within the context of
their favorite TV show
• Excited to try new products and brands
• Appeal to this desire, but don’t expect
loyalty overnight
• Allow Millennials to make the message
their own by incorporating the ability to
spread the word with social media
integration
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Social networks are key sources of communication, information and entertainment
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Often following brands, sharing opinions and reading recommendations from friends
Simmons NCS, Fall 2012 Study
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Diversify social strategy across networks to increase opportunities to interact with brands
Hitwise
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Open to trying brands promoted via product placement on TV
Simmons NCS, Fall 2012 Study
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Multi-tasking with digital platforms
While Watching TV….
27% Use Internet Other than Email
17% Use Mobile Phone
13% Sent or Received Email
12% Used Instant Messenger
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• Early Adopter Millennials are 79% more likely than average to use the Shazam smartphone app
• 28% of Shazam users are Early Adopter Millennials
Using the Shazam mobile app to engage Millennial television audiences
Soft drink brands Shazam users drink: Index:
250Index: 169
Index: 212
Some of the best shows for reaching Shazam users are:
Index: 226 Index: 182 Index: 179 Index: 164
Simmons NCS, Fall 2012 Study
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� Mobile nearly ties with TV for reach but mobile indexes higher against all adults for those under 18 to 34. Engagement is much higher across digital devices like mobile phones, game consoles, home PCs and mp3 players while those over 50 spend more time with traditional media like newspapers & magazines.
� When thinking about your campaigns, consider the number of devices being used to communicate and ensure that they are optimized across platforms for email, social networks and landing pages. Don’t underestimate those over 50 who engage in social networking on tablets more than their younger counterparts.
� As sources of communication, information and entertainment, social networks are key to 18 to 34 year olds. There are significant opportunities to leverage their social network usage because they trust the product info they receive and are often following brands, sharing opinions and reading recommendations from friends.
� While digital usage is high, Early Adopter Millennials are avid multi-taskers who are willing to try new products and brands that are promoted through TV product placements. They often recognize products viewed on TV with a higher overall opinion.
Key Takeaways
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Questions
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