6 Original Data Lessons to Incorporate into Your 2018 Marketing Plan
Continue your success in 2018 by learning what’s working in the world of marketing and advertising. These six lessons from our research in 2017 highlight how Luth Research’s digital tracking can guide you effectively.
From weekly grocery store runs to less-frequent, big-ticket items of furniture and automobiles, the path to purchase has vastly changed over the past few years. How do consumers integrate new opportunities offered online with old habits?*
Shopping trends are changing with regards to how consumers purchase their groceries. With early estimates approaching an annual spend of $18 billion by the end of this year, e-grocers need to adapt.
Millennials are more likely than their parents to trust buying groceries digitally, particularly from major brands like Walmart, Target, and Amazon. Regardless of the brand, shoppers will utilize the service one to three times a month, demonstrating loyalty to this convenient alternative. Moreover, 57% of online shoppers also seek coupons, which provide further brand loyalty (and access for new brands to make a splash).
Furthermore, shoppers tend to visit retailer, coupon, and recipe sites most commonly on Thursdays and Fridays, likely in preparation for a weekend grocery purchase. Nearly 50% of shoppers used a computer or mobile device to plan a grocery trip, and nearly one in five used a specific app.
Takeaways: Consumers, particularly younger ones, rely on digital supplements to their grocery shopping experience. People are growing more confident in websites that provide common services.
The predominant form of shopping for large furniture pieces begins with online comparison, even though brick-and-mortar stores report a conversion rate five times higher than online shops. Many people, especially Millennials, prefer comparison shopping online before “testing” the furniture in-store. Beware: one of the biggest hindrances to the in-store experience is a pushy sales team.
Takeaways: People want to find the best values and features before they visit a furniture store. In-store employees need to be familiar with their organization’s digital offerings.
A decade ago, the path to purchasing a car was fairly straightforward: a person would visit a half-dozen lots, compare vehicles, and buy whichever was the favorite. The current trend, as supported by our surveys, is to spend four to six months reviewing many cars and reading reviews on manufacturers’ websites, delaying a visit to a physical lot until a purchase is imminent. More people are turning to searching for features and deals using a mobile device.
Takeaways: Digital comparison has widely replaced in-person visits. Online, convenient comparison shopping for expensive items is essential.
Digital Marketing Strategies
For those seeking to market their business online, whether they’re reaching a specific or general audience, our research can identify new opportunities for success and potential pitfalls to avoid.
With a proliferation of kid-friendly content online, we researched precisely how children and their parents were searching, accessing, and enjoying their favorite shows and content. Of particular note: search terms had little bearing on a particular titles ability to gain viewership, as most children rely upon “recommended” or “up next” features instead of search bars. The one exception is the search term “learning,” which adults tended to trust most when finding content for their kids to enjoy.
Understandably, parents act as gatekeepers for what their children view online. Videos uploaded to kid-specific channels are considered far more trustworthy, as is content that focuses on math, reading, and social skills.
Takeaways: Marketing to children must first pass through parents’ eyes. Educational, kid-friendly content is a win-win scenario.
Niche Video on Demand
While Netflix, Hulu, and Amazon Prime remain the kings of video-on-demand (VOD) services, more than 100 niche VOD services have launched in order to cater to underserved demographics and interests. Niche VOD services must provide unique content and a convenient experience while understanding exactly who their base is; our research dictates that the strongest users of these services are Millennials.
Takeaways: For any niche brand, market research is essential. Failure to cater to a clearly defined audience will hurt the business.
Blogs and Brand Influencers
Many organizations have turned to the cost-effective strategy of utilizing popular blogs and brand influencers to impart their messaging to a desired audience. Luth Research uses data to find the best methods, including survey tools, focus groups, and the proprietary ZQ Intelligence feature.
For instance, our research shows that using a less popular, but specific hashtag on social media will more often deliver better results for your organization than would a popular, widespread hashtag, where your message would get superseded by others.
Takeaways: Standing out in a crowded advertising landscape is the most persistent challenge for any business. Use new digital advertising techniques to reach previously unavailable markets.
Interested in learning more about your customers’ journey? ZQ Intelligence’s passive digital tracking solution can provide you with the insights you need to guide your 2018 marketing goals.
*Luth Research based its findings off of 304 total survey respondents who were administered a 15-minute online survey to analyze their shopping behaviors. Respondents were aged 21 to 65 and U.S. residents who purchased at least half of their households’ groceries. Each respondent had either purchased groceries online in the previous six months or had not done so but remained open to purchasing groceries online in the next six months. The inclusion of the latter group is intentional because this cohort is the most likely group to convert to e-commerce.