The irrational consumer

screenshot_15Why do marketers continue to try and talk to consumers like they are rational people?  That’s a question that we need to think about as consumers take out their anger on some brands while other brands, who screw up, are given a pass. Continue reading »

Millennial Moms Matter

screenshot_14Millennial moms are a large segment with huge spending power, according to Baby Center.  They are 84mm US adults aged 18-34 with $1.3t in annual spending and $430b in discretionary spending.  83% of new moms are Millennial moms. Continue reading »

Social media still difficult for marketers to quantify ROI

screenshot_1813Social media is taking up a bigger portion of marketing budgets, but few companies said they have been able to quantitatively measure its impact.   Despite the increasing investment in social media, it’s still difficult for marketers to quantify their return on investment. Only 15% of marketers in the study said they can show the impact of social media on their businesses using quantitative approaches, while 40% of marketers can only demonstrate the impact qualitatively. Nearly half of marketers said they haven’t been able to demonstrate the impact of social media spending on their business at all. Continue reading »

The digital divide in the marketing department

It is abundantly clear that there is a massive “digital divide” between consumers engaging in real-time across channels, versus the digital marketing industry that is still largely siloed and not executing in real-time. It appears that this digital divide is due, in large part, to two key challenges observed in this research, namely:  Overwhelming Complexity and Lack of Unified Measurement. Continue reading »

Advertising is NOT dead

notdeadOK, I’m a new media person and love digital marketing, but let’s make one thing clear “traditional advertising is not dead”.  While more brands are shifting dollars to digital they may be making a huge mistake as consumers just don’t have time to go to every website that strikes their interest. Continue reading »

Social media’s value in consumer insights

More and more companies are adding people with titles like “Manager of consumer insights” or “customer insights specialist”.  However too many of these positions are nothing more than a renaming of market research people and departments that still rely on old market research methodology to gain insights from consumers who, by the time the insights are analyzed and acted on, have moved on to competitors products.  Consumer  insights people have to be able to two things very well identify key insights but more importantly ensure the organization acts on those insights with speed and quality without weeks and months of meetings and Power Points. Continue reading »