Ten Things You Need to Know About Digital Consumers
Americans’ approach to everything digital is changing so rapidly it’s hard for consumer marketers to keep up to speed and optimize their marketing plans.
Here’s a quick recap of ten must know consumer trends in digital media, social media, and technology. They are excerpted from Brandology’s new report, The Digital American 2013.
1. Digital multitasking has taken over TV watching.
Three-quarters of people who own multiple digital devices use them while watching TV. That means it’s almost impossible to get consumers’ undivided intention. However, there are many creative ways to engage them on both screens simultaneously. Can your brand leverage dual screen marketing.
2. Listening to music via the Internet is huge.
Between on demand music services (Pandora, etc), Internet radio stations, and YouTube, the majority of consumers now frequently listen to music online. Advertisers are behind the curve on this trend. Should your brand run spots in these different music channels?
3. Smartphone owners hate targeted ads.
It’s discouraging to hear, but over 90% of smartphone owners are opposed to behaviorally targeted ads. Consumers think they are an invasion of privacy and downright creepy. However, Americans are very interested in mobile games, apps, and information. How can you execute powerful mobile marketing without irritating your consumers?
4. Consumers want pictures, not words.
Visual content is becoming more powerful than verbal content, and it’s not just happening with Pinterest and online videos. Tumblr is now more popular than Facebook with teens. Pictures drive more engagement than other posts across social networks. Can you enhance the visual appeal of your marketing?
5. Cyber loafing creates huge marketing opportunities.
Americans relax by wasting time on their computers, and it’s creating huge opportunities for brands. Can you leverage StumbleUpon, humor sites, and online games to reach consumers looking for distractions?
6. Snapshot may actually be for marketing, not sexting.
Early on, Snapchat was dismissed as a sexting app. Smart marketers have looked beyond that label and are testing it for coupon delivery. Should you include experimentation with Snapchat in your plans?
7. Tablets are the purchasing hub.
Consumers pick up their tablets and are struck by an almost irresistible urge to buy. Tablets have surpassed smartphones and may soon beat computers for driving online sales. Have you optimized your website and everything else for tablet users?
8. The biggest shopping search engine is Amazon.
More consumers go to Amazon than Google to start their online shopping. This trend is likely to intensify because Prime membership and the third party marketplace are growing rapidly. How can you best engage with Amazon to make sure your products stand out?
9. Google+ cannot be ignored.
I have at least one conversation a week that starts, “I know I should be on Google+, but…” Google has made it clear they are going to make Google+ a success, and step by step are doing so by adding new features that attract members. Should you make a splash on Google+ this year?
10. Consumers may know more about pricing than you do.
Showrooming was a big story during holiday season 2012, and it will only grow in the future. Consumers are perfectly comfortable finding the best price for an item and transitioning from one retail environment to another to get it. How should you adjust your pricing strategy to succeed in a completely transparent world?
Want to learn more about consumers’ digital attitudes and actions? Download a free sample of The Digital American 2013.
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