February 2017

Understanding Media Consumption & Consumers: what the research shows

By Ken DunnBlog

You need to sell your products and services to consumers. And, just like most people, you probably make generalizations about those consumers. When it comes to creating a direct marketing plan you may think young people are always online and mature consumers prefer more traditional forms of media. But let’s take a minute and examine some recent research about media usage and various demographics.

Let’s start by taking a look at a demographic group that cannot be ignored. The millennial generation makes up 25% of the U.S. population surpassing the baby boomer generation by 7.7 million. Millennials are the most educated, most diverse, and most connected generation in history.

Marketing Solutions

A recent report about media consumption and millennials found that, while they spend a lot of time online, 50% have engaged with print media within the past seven days.

57% Read direct mail
49% Read a magazine
45% Read a billboard

When you dig down into these categories the similarities between millennials and baby boomers are interesting.

Direct Mail

In a world where most people have email addresses and smart phones direct mail still holds its own as an important marketing solution. A 2015 Gallup poll found that four in 10 Americans actually look forward to checking their mail. The report concluded that, “checking what the letter carrier brings each day remains a positively anticipated experience….”

Under 30: 36%
30-49 year olds: 36%
50-64 year olds: 41%

This data from Gallup shows that a direct marketing campaign will get your message to your intended demographic. And, according the USPS, once they receive your mail they’ll open it. The 2014 Household Diary Study found that 41% of people immediately read mail sent to their house.

22-24 year olds: 41%
25-34 year olds: 37%
35-54 year olds: 41%
55-64 year olds: 44%

The numbers are even higher with political mail. About two-in-three Millennials are likely to search for information about a candidate (66 percent), as well as the opponent (63 percent). And their search usually leads directly to the candidate’s website (54 percent).

Based on this research it appears that when it comes to direct mail, there are more similarities between millennials and baby boomers then we may have realized.

Publications

When it comes to reading magazines, media and consumer research firm GfK MRI found that on average:

Millennials read 8.9 magazines per month
Boomers read 9.2 magazines per month

Print publications have a unique advantage over online media that should be considered by companies looking to market their products and services. According to research conducted online within the United States by Harris Interactive on behalf of Goo Technologies, 82% of Americans ignore online ads. Ignoring an ad is much harder in a print publication.

It may be stats like these that encouraged UK based Swipe Magazine to begin a print publication. It’s quite ingenious if you think about it. They took what they feel is the “best of the Internet” and turned it into a magazine. Now they can hit both demographics, millennials and baby boomers.

Outdoor Advertising

And, what about the third marketing solution mentioned in the media consumption report I sited earlier? A report from Marketing Sherpa found that when it comes to billboards, while there was no significant age difference among men, it did find that female millennials (21%) were more interested in billboards compared to female boomers (13%).

Baby Boomers Online Activity

As we’ve seen print media is popular with both millennials and baby boomers. At the same time it’s important to note that, according to an article in Adweek, baby boomers actually spend more time consuming online content than any other generation.

So, if millennials enjoy print media and baby boomers spend a lot of time online, then the real take-a-way from all this research and data is simple. When you need to sell your products and services to consumers you must consider an integrated marketing communication solution. A solution that includes anything from personalized postcards to animated videos, email marketing to litho printing with foiling and embossing, electronic newsletters to a point of purchase display.

This has to be the most exciting part about being in this industry. We take the latest research and create multi-channel marketing solutions for our clients.

February 17, 2017

Two Important Points about Budgets, Marketing & Consumers

By Ken DunnBlog

As someone who has helped numerous clients promote and build their brand, I always suggest a multi-channel approach to marketing. I do this because, based on my research, I know that consumers today move across online and offline channels during their journey to purchase a service or product.

While I understand that the online and offline worlds work together to help consumers arrive at a decision, sometimes my clients don’t truly appreciate the importance of a balanced marketing plan. I often hear people say, “We think digital is a more cost effective marketing tool than print.”

I’d like to share a couple of important factors that I think every brand needs to consider when discussing marketing, budgets, consumers and the path to purchase.

Saving Money: at what cost?

Some brands, due to budget concerns, think about focusing their marketing efforts on digital rather than print. Moving a print newsletter online may save on the printing and mailing costs but are there unforeseen consequences to such a move?

A recent Virginia Tech study shows that marketers should think twice before making the jump to an all-digital publication. A print version of Virginia Tech’s alumni publication was sent to some of their subscribers while others received an email directing them to the online version of the magazine. These subscribers were then contacted by telephone and asked a series of questions about the publication. Take a look at some of the results.

More people remembered getting the print magazine

82% of those who received the print version remembered receiving the magazine
49% of those who received the online version remembered getting the email
More people opened the print magazine

77% of those who remembered receiving it viewed the magazine
49% of those who remembered receiving the online invitation actually clicked through and viewed the publication
In addition, people who viewed the print version recalled a significantly greater number of articles than did those who viewed the online version.

An alumni magazine can be a powerful marketing tool. It can sell to both past and future customers. But, if far fewer subscribers open, read and remember the content of the magazine, is it “cost-effective” to move that magazine from print to online?

The author of the study said, “ceasing a print publication in favor of an online-only publication might hurt the effectiveness of an organization’s marketing communication, and managers should not make the decision based on cost alone.”

Understanding the Science of Marketing

Another important factor to consider when discussing budgets, print and digital marketing is the effect of print and digital advertising on the brain of the consumer. Canada Post and neuromarketing research and strategy firm True Impact Marketing conducted the largest study of its kind aimed at understanding direct mail and digital advertising’s relative impact on the brain.

Individuals were shown promotional materials. Then using electroencephalography (EEG), eye tracking tests, surveys and memory tests they were then assessed on a number of critical areas.

The study focused on the two key indicators of media effectiveness: ease of understanding and persuasiveness. The results were impressive.

Direct mail is easier to understand and more memorable than digital media. It requires 21% less cognitive effort to process and elicits a much higher brand recall.
Direct mail is far more persuasive than digital media. Its motivation response is 20% higher – even more so if it appeals to more senses beyond touch.
Direct mail is visually processed quicker than digital media. When considered in concert with its higher motivation and lower cognitive load, this suggests it gets the message across faster.
Direct mail is more likely to drive behavior than digital media. Direct mail taps into deep-seated neurological processes that trigger action.

Today’s consumers have multiple ways to learn about and engage with brands. Digital marketing efforts encourage interaction while print helps in brand recall and drives action on the part of the consumer. When discussing budgets, marketing and consumers remember, digital and print together will deliver powerful results to your bottom line.

February 2, 2017