As a traditional media format, radio still has muscle. About 90% of U.S. consumers spend at least a little time listening to the radio. In general, the listening time amounts to about 2 hours a week and that’s often done in the morning. But some consumers listen to the radio for much longer periods of time. These super listeners, notes Nielson, should be of keen interest to radio stations and the marketers they’re selling airtime to.
Tag: audience targeting
Do you finally have the demographic details of the Millennial generation nailed down? Feel confident that you understand how to market to this tech-savvy group? That’s great because it’s time to move on to the next generation of consumers. According to Frank N. Magid Associates, the Plurals are here.
Enterprises are committing, on average, about 1/3 of their marketing budgets to digital tools. Consumers have strong opinions about various forms of digital marketing, whether it’s email, social media or daily deals. The Ryan Partnership recently surveyed consumers to discover how specific types of digital marketing impact their behavior. Some formats, like daily deals cause shoppers to spend more than they’ve budgeted while others, like shopping apps, up the fun factor.
Digital media may be getting all the buzz lately, but traditional formats, like cable TV have plenty to brag about. The 2013 Holiday Cable Advertising Study just released by Viamedia, and conducted by Harris Interactive, has found that cable TV advertising influences consumers in a big way, especially during the holiday season.
Auto dealers are intent on selling as many cars as possible so their marketing strategy should include reaching out to buyers who are new to the brand, conquesting, and strengthening loyalty from existing customers. Maritz Research points out that too few dealers are contacting consumers who have purchased a vehicle from them in the past. As a result, they are missing a perfect opportunity to sell to a key audience.
Researchers have been busy analyzing consumer drift from traditional TV viewing into other forms of content and through a variety of new devices. YuMe has uncovered just how significant this drift is by generation, device and location in its Insights from Multi-Screen Research report. Their findings show the increasing need for marketers to focus on multi-screen promotions when they target younger consumers.
With Millennials now settling down and having children, they may be opting to buy and cook their own food rather than eat out. Full-service supermarkets have an opportunity to capture some of this spending. The Retail Feedback Group has studied consumer opinions on grocery stores and points out that these retailers must find the right balance between fun and the overall shopping experience to interest Millennials and keep them as long-term customers.
One way for marketers to reach the TV-viewing audience is to target consumers who watch the news. U.S. adults spend a significant amount of time watching local and broadcast news. However, a new analysis from the Pew Research Center on Nielsen data suggests that marketers would do well do purchase ad space on national cable news programming.
Should marketers spend more time courting online Baby Boomers? The results of McAfee’s recent survey show that ignoring this group of consumers could be an opportunity lost for retailers. However, not all Boomers are alike. The young members of this generation, those between the ages of 50 to 61, spend far more time online and make better targets for digital marketing and sales efforts.