Marketers want to use more cross-channel advertising, but they’re running into problems. A new report outlines the challenges faced by cross-media buying marketers, along with their audience-based targeting, and proposes a few solutions.
Tag: audience targeting
Targeting the Five Types of Purchase Intent
This white paper identifies the 5 types of Purchase Intent, featuring data from SalesFuel’s annual AudienceSCAN® survey of online shoppers, digital audiences and decision makers in America. These five categories and SalesFuel PRO Tips will help business’ marketing and sales teams find new, effective ways redefine target audiences and better predict future purchase behavior.
Marketers Taking Another Look at Joint Facebook-TV Promotions
Marketers and consumers are accustomed to hearing about the social aspect of TV viewing and its connection to Twitter. But, a report from SecondSync – Watching With Friends, suggests that real-time interaction between viewers, Facebook and TV is taking place at a high enough rate to attract marketer attention and advertising budgets.
Political Campaigns to Expand Use of Non-Traditional Media This Year
Every 2 years, local media companies anticipate a revenue boost from political advertising. In recent years, divisive campaigns have resulted in huge windfalls for some TV station operators and newspaper publishers. 2014 is an election year with plenty of expected campaign advertising but some industry watchers are predicting a significant shift from traditional to digital media formats. The Off the Grid survey produced for Google links the shift to changing consumer behavior.
Toy Marketers Gear Up for Next Holiday Season
Some of us may still be recovering from last year but marketers are already working on the upcoming holiday season. Toy manufacturers and retailers know they need to hit the shelves at just the right time, with the right products in order to make a big hit with kids and parents. The Toy Industry Association’s annual fair has just wrapped up and industry experts have compiled a list of what they expect will be the must-have toys this year.
Apparel and Beauty Marketers Winning Millennials Through Social Media
Millennials are more likely than other age groups to friend brands and companies on social media. The unique way they share their likes and preferences through various social networks is having an impact on both online and in-store sales. The latest research from the Center for Marketing Research at University of Massachusetts Dartmouth reveals which marketers can benefit from this consumer behavior.
Radio’s Hyperlocal Reach Attracts Marketers
Which media format has nearly identical reach across age, income and ethnic groups? It’s radio. About 90% of U.S. consumers over age 12 regularly listen to the radio. In the State of the Media: Audio Today, Nielsen encourages marketers to make use of radio because it reaches so many consumers who have money to spend at traditional stores in the immediate future.
Younger, Mobile Consumers Open to Impulse Purchases
The purchase path. Marketers spend a lot of time studying the steps consumers make on their way to buying a product or service. The new speed of commerce has changed the traditional purchase path, and Vicki Draper, at AOL Consumer Analytics and Research encourages marketers not to ignore the disruptions that have occurred recently. AOL covered this topic in its Buying at Speed: How Technology Empowers the Always-On Shopper study.
Marketers Blend Traditional, Digital Media to Reach Working Moms
It’s easy to assume that the path to most working moms would be through digital media. After all, many of these consumers, especially those with younger children, are likely to be digitally savvy and looking for every time-saving advantage they can find. Digital media would seem to fit that need but Scarborough’s Working Moms Study data shows that traditional media holds a big place in the daily lives of working moms.
Consumers Using Online Tools, Word-of-Mouth to Find New Physicians
The federal government, health insurance companies, and exchanges are spending millions to encourage consumers to sign up for coverage under the new Affordable Care Act. However, these aren’t the only organizations targeting consumers with new ad campaigns. The American Osteopathic Association (AOA) is encouraging physicians to pay attention to the criteria patients use when evaluating them and to advertise accordingly.
Consumers Expanding Their Use of Social Networks
Facebook may have been the first social network to achieve significant reach with U.S. consumers, but this site is not the only game in town. Facebook still rules with marketers and a majority of consumers have a presence on the site based on the latest Pew Internet statistics. However, other networks are rapidly gaining ground and will prove to be fertile ground for marketers seeking to connect with specific types of consumers.
Marketers Target Consumers Seeking to Improve Financial Prospects
We’re nearly a month into the new year and while consumers may have given up on some of their resolutions, they’re likely still focused on their financial well-being. New research from Harris Interactive shows the number of people expecting economic difficulty this year exceeds the number who believe their prospects will improve. This state of affairs suggests that financial services marketers should be rolling out campaigns designed to help consumers get ahead.
