Friday, September 18, 2015

Mobile Internet Has Widest Reach in North America

It's no secret that when North America sneezes, economically speaking, the rest of the world is pretty certain to catch a cold. In April 2015, the "World Economic Outlook" issued by the International Monetary Fund (IMF) described North America's economic growth as "solid," but updated forecasts in July noted that regional performance was disappointing in Q1 2015, leading to lower global growth as well.

The fifth annual edition of eMarketer's Global Media Intelligence Report, produced in conjunction with Starcom Mediavest Group, analyzes recent developments in North America, one of the world's most mature markets for digital media. It includes demographic and media usage information on audiences in Canada and the US as well as economic updates.

The overwhelming majority of North American residents use the internet. eMarketer estimates that 80.8% of the US population—nearly 260 million people—will go online at least once a month in 2015. In Canada, penetration will be almost as impressive, at 80.6%. Those figures place the US and Canada ninth and 10th, respectively, in eMarketer's most recent global ranking for internet penetration. Within four years, 83.3% of residents in North America are expected to access the web regularly.

Read the entire article here courtesy of

Thursday, September 17, 2015

Survey: Holiday shopping season in full swing for 32 million Americans

Though summer hasn’t officially ended, holiday shopping is already on millions of Americans’ to-do lists.

About one in seven American adults have already started their holiday shopping, according to a survey of 1,004 adults conducted over the Labor Day weekend. That means about 32 million American parents started crossing gifts off their holiday shopping lists before many kids even finished their summer breaks.

Among holiday shopping early birds, the survey found that parents are about twice as likely as those without kids to have their holiday shopping underway.

Overall, 15% of Americans said they plan to start shopping earlier this year compared with last year, particularly Millennials. Over 22% of 18- to 29-year-olds said they will move up their shopping schedule this year, while only 9% of people 50 and older are eager to do the same.

Customer psychologist Kit Yarrow said it is not surprising that people have started their shopping earlier this year. Two of the driving forces, she said, are more flexibility with online shopping and special retail promotions.

Read the entire article here courtesy of USA Today. 

Wednesday, September 16, 2015

Women Rule; Well, 85% Anyway

According to a report from Fona International, prepared by Kit Barmann, women represent the largest market opportunity in the world, according to Forbes magazine. Globally, they control $20 trillion in annual consumer spending. In the next five years, it is expected that this number will rise to nearly $30 trillion.

In the United States, women have enormous control, and it’s increasing. Reports range from $5-15 trillion, with Marketing Zeus citing sources that $7 trillion is contributed by women in the U.S. in consumer and business spending. Fleishman Hillard Inc. estimates that women will control two-thirds of the consumer wealth in the U.S. over the next 10 years.

Boomers led the way, attending college in large numbers, punching through the glass ceiling and demanding higher pay. So while Millennials are a focus for many marketers, when marketing to women don’t ignore the women who laid the groundwork. Marketing to women takes strategic planning that has longevity, adds a study by Forbes from Patricia Odell.

Read the entire article here courtesy of

Tuesday, September 15, 2015

What Does a Squirrel Crossing the Road Have to Do with Marketing?

By Connie Roberts, Independant Marketing Statigist
September 2015 ~ Shared by Permission

While diving down the road one fall day, I glimpsed a squirrel fidgeting on the side of the road. Suddenly, he jumped right in front of my tire and I had no time to break or avoid hitting him.

It made me think about long-term vs. short-term planning. In the frantic pursuit of his short-term objective of getting that nut on the other side of the road, he lost sight of his long-term goal, which was to survive the winter.

It’s easy to get distracted by the newest tool, fad or even changes in the marketplace. Technology is rapidly changing customer behavior, and the tools for reaching them.

This is where the importance of having a strategic plan comes into play. I’ve read that as many as 50 percent of small- to medium-sized companies don’t have a marketing plan in writing, and that number is higher for a digital strategy.

Creating the hierarchy of goals, objectives, tactics and best tools to execute across multiple platforms, audiences, time, and geography, plus organizing into to a written document and developing budget, is a big task, but well worth the investment of time.

Marketing has become more complex these days. The array of tools and buzz words is dizzying: integrated, automated, online, offline, inbound, outbound, CRM, personas, assets, and many more.

When you take a disciplined and thoughtful approach to planning, picking the tools and tactics that support your objectives, your customers’ preferences and behaviors, and your ability to produce, execute and sustain, you are better equipped to execute on plan, while continuing to evaluate new tools and market shifts in real time.

I like to plan annually, test and tweak constantly, and measure results at least monthly or per campaign against the objectives. As tools, markets and behaviors evolve, I look at incremental changes needed to stay on track for achieving the objectives that support the goal. And these decisions are always best made in a calm moment based on performance and results, not in the heat of the chase.

There are many shinny objects (and nuts) out there calling out to the chasers and early adopters in all of us.

Are you chasing nuts or executing for the long term?

Follow Connie via this article at LinkedIn.

Monday, September 14, 2015

College Students Still Spend Most Social Time with Facebook

Have young people given up Facebook? The answer remains no, according to research among college students querying how much time they spend on various social sites. Facebook is still the runaway winner.

May 2015 polling by Fluent among college students ages 17 to 25 found that the vast majority kept their social media activities limited to less than six hours daily. Just 11% of respondents said they spent six or more hours per day on Facebook—but that was still ahead of the 8% who spent that much time with Instagram (owned by Facebook) and the 3.4% who spent six or more hours daily reading and writing tweets.

Read the entire article here courtesy of

Blog Archive