Tag: audience

Search Continues to Perform for Pharma Marketers

The pharmaceutical industry may have been a little slower than other industries to shift their ad budgets online but these marketers seem to be making up for lost time. In the past year, online pharma ads have increased significantly. comScore research shows that this move to digital is paying off for pharma companies.

Marketing to Seniors Requires Vocabulary Update

The last thing marketers want to do is insult the audience they are selling to. Yet, too many ad campaigns are turning off older consumers and possibly driving them away from purchasing certain products and services. The new study from SeniorMarketing​.com explains that marketers need to speak a new language when they’re making a pitch to consumers who are over age 50.

Marketers to Increase Online Video Ad Minutes

Will viewers of online video content tolerate more ads than they see in a traditional TV viewing experience? This is a question worth asking as more consumers watch online video and the answer, according to new research, seems to be yes.

Marketers Spending More on Tennis Sponsorships

Marketers are returning to sports sponsorships after having cut back on this line item during the recession. These sponsorships are a time-proven way to connect with consumers who might notice who is helping to pay for the event are enjoying. The biggest sponsorship money typically goes to sports like basketball, football, or auto racing but new research shows that marketers can effectively use sponsorships to reach fans of less popular sports, especially tennis.

Marketers Increase Search Spending to Connect with Millennials

The Millennial generation may have $170 billion of annual spending power but that doesn’t mean they are going to open their wallets to just any pitch. These consumers came of age during the Great Recession. They love certain brands, but they also want to save money. To reach them, eMarketer researchers say businesses must engage Millennials with value messages in the digital sphere and this reality increases the importance of search as a marketing tool.

Radio Stations Find Strength in Social Media

As an old media format, radio struggled to maintain revenue levels in the first quarter of 2013. But, a bright spot for the industry is digital. Advertisers are excited about the prospect of reaching consumers through digital radio, especially when stations make it easier to increase marketer influence by connecting on social media.

Grocery Stores Continue to Market to Women

We’ve been hearing a lot in recent years about how men are helping out with the shopping and household chores. Marketers have been tempted to spend some of their ad money targeting men who venture into the grocery store. While these assertions make for trendy headlines, grocery stores should know that the bulk of shopping is done by women and they’ll be well-served by campaigns that target these shoppers.

Marketers Face Unique Challenges with Pinterest

One of the biggest changes marketers have adjusted to as social media use rises is the loss of control. Instead of broadcasting messages from the top down, brands are working with consumers through social media to build their image and reputation. For one particular social media platform, Pinterest, this trend is particularly noticeable.

Restaurants To Market to Brunch Lovers

The day-parts for eating have been expanding as U.S. consumers show increasing variation in the times that they eat out. In addition to the traditional breakfast, lunch, and dinner pitches, restaurants are encouraging consumers to drop by for a mid-afternoon or late evening snack. There’s another meal that deserves a portion of marketing dollars and that’s the weekend brunch.

Shifting Media Use Leads Marketers to Adjust Ad Budgets

There’s been speculation about how much of the marketing budget should be shifted from traditional to digital platforms. Currently, about 25% of all ad spending is digital. While some consumers clearly spend more than 25% of their media time online, others are still glued to traditional TV. For marketers that want to align their ad spending with consumer attention to various media formats, it’s worth considering how the media time is divided up.

Demographic Differences Between Social Media Sites Draw Marketer Attention

Marketers are wasting no time getting their profiles established on social media. For many, the effort is coming with considerable expense as they try to define their purpose and mission and allocate staff time to handle the customer service requirements. As the social media platforms evolve, analysts are suggesting that marketers may be better served by focusing their efforts on the sites where their audience is most likely to spend time.

Insurers and States Gear up to Sell Health Insurance to Target Audiences

Key components of the Affordable Care Act, also labeled Obamacare, are set to activate later this year. The biggest change will be the effort to enroll the 48 million U.S. consumers who lack health insurance in a program. State and federal agencies, along with private insurance companies, will be advertising heavily later this summer to educate and convince consumers of the importance of participating in the new national plan.

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