We all like the convenience of accessing the internet on our mobile devices. But there may be a trade-off with that convenience. From a March 2014 story from 60 Minutes’ Steve Kroft, we know that data brokers are gathering hundreds of data points us that are used to create target marketing messages based on our behaviors online. While many Internet users may be naive that such a practice is occurring, it’s big business and growing every day. For marketers, the ability to target potential customers using this data is appealing. Marketing budgets are often the first things cut when times get tough, making it even more important to be able to prove a substantial return on investment. (more…)
For those raised in an era without the internet, smartphones, and the ability to always be connected to the news and latest trends, understanding new media can be a challenge. For marketers that attempt to engage audiences that don’t logon to social media is also a challenge. For decades, marketers relied on traditional media like newspapers and radio, to reach all demographic groups. These one-size fits all marketing plans just don’t fit anymore. But the times are changing; According to a 2013 survey conducted by Google, the number of Baby Boomers (born 1946-64) using the internet and social media continues to grow. As the survey indicates, Boomers (and seniors) are active online, spending an average of 19 hours per week online, far overshadowing the amount of time spent reading a magazine or newspaper or listening to the radio. Long thought the preferred method to engage with this age group; the data supports a marketing campaign that migrates away from newspaper advertising and to investing more heavily one online campaigns. (more…)
You’re not anonymous. Your location can be recorded on your smartphone, and while this is an advantage if you’re trying to find directions or restaurant nearby, when does it become invasive? Your behavior online allows your device – computer, smartphone, tablet – develop a relationship with you that you may not always want. They remember your likes sometimes better than your best friend.
Finding the right audience is key to any marketer. But with messages bombarding consumers everywhere they turn, how can we be sure our messages are being heard? We need data. And not just name and email address. We need to know who is more likely to purchase a new vehicle, buy a new house, or need a colonoscopy. Timing is critical. You want your message to be available at the time the consumer is making their choice. We also need to know how those people like to receive messages web ad, email, or word of mouth. All of these considerations lead us back to the need for data.