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The 2013 Digital Marketer: Consumer insights for amping up your campaigns
 

The 2013 Digital Marketer: Consumer insights for amping up your campaigns

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This Webinar covers: ...

This Webinar covers:
- Cross-channel consumer behavior
- Targeting: Early Adopter Millennials
- Connect with consumers via social media
- Opportunities for brand advertisers to engage consumers with the Shazam mobile app

View the recording and download The 2013 Digital Marketer Report here: http://www.experian.com/marketing-services/2013-digital-marketer-report.html?WT.srch=EMS_SlideShare

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    The 2013 Digital Marketer: Consumer insights for amping up your campaigns The 2013 Digital Marketer: Consumer insights for amping up your campaigns Presentation Transcript

    • ©2013 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks ofExperian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners.No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.Experian Public.Consumer insights foramping up your campaigns@ExperianMkt #BeDigitalHeather DoughertyDirector of Research, Consumer Insights
    • 2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigitalIntroducing our speakerAgenda:Cross-channel consumer behaviorTargeting: Early Adopter MillennialsConnect with consumers via social mediaOpportunities for brand advertisers toengage consumers with the Shazam mobileappThe 2013 Digital Marketer Report: ex.pn/2013DMHeather Dougherty, Director of Research,Consumer Insights
    • 3©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigitalWhat percent of 18-34 year olds use three devices in the pastweek to social network?The 2013 Digital MarketerCross-channel consumer behavior19%
    • 4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Cross-channel consumer insightWe measure how consumers think and what they do
    • 5©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Reach of mobile phone nearly ties with TV for adultsunder 50Simmons Connect
    • 6©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Younger audience far more engaged with digitalplatformsSimmons Connect
    • 7©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Optimize email campaigns across platforms withyour target consumers in mindSimmons Connect
    • 8©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Consider point of access for social campaignsSimmons Connect
    • 9©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Significant time spent on IM/chat & social networksDay in the Life – Smartphone Usage by 18 to 34WeekendsSimmons Connect
    • 10©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Targeting example: Early Adopter MillennialsHow to Reach Them:Messaging:Who They Are:• Median Age: 26• Median income: $61K• One-third married• Racially and ethnically diverse• Striving to get to the top oftheir careers• Hyper-connected, have livedmost of their lives connectedto the Internet• Gadget lovers and likely toadvise friends who are makingelectronics purchases• Still finding out who they are,self-centered and demanding,it’s all about “me”• Mobile is key, but marketersneed to take a multi-channelapproach for reaching this hyper-connected group• Their constant need forconnectedness extends to brandsmaking social media an ideal wayto reach & engage Millennials• Constantly inundated withadvertising messages, productplacement is a great way to reachMillennials within the context oftheir favorite TV show• Excited to try new products and brands• Appeal to this desire, but don’t expectloyalty overnight• Allow Millennials to make the messagetheir own by incorporating the ability tospread the word with social mediaintegration
    • 11©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Social networks are key sources of communication,information and entertainment
    • 12©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Often following brands, sharing opinions andreading recommendations from friendsSimmons NCS, Fall 2012 Study
    • 13©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Diversify social strategy across networks toincrease opportunities to interact with brandsHitwise
    • 14©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Open to trying brands promoted via productplacement on TVSimmons NCS, Fall 2012 Study
    • 15©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.Multi-tasking with digital platformsWhile Watching TV….27% Use Internet Other than Email17% Use Mobile Phone13% Sent or Received Email12% Used Instant Messenger
    • 16©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.• Early Adopter Millennials are 79% morelikely than average to use the Shazamsmartphone app• 28% of Shazam users are Early AdopterMillennialsUsing the Shazam mobile app to engage Millennialtelevision audiencesSoft drink brandsShazam users drink: Index:250Index:169Index:212Some of the bestshows for reachingShazam users are:Index: 226 Index: 182 Index: 179 Index: 164Simmons NCS, Fall 2012 Study
    • 17©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigitalMobile nearly ties with TV for reach but mobile indexes higher against all adultsfor those under 18 to 34. Engagement is much higher across digital devices likemobile phones, game consoles, home PCs and mp3 players while those over 50spend more time with traditional media like newspapers & magazines.When thinking about your campaigns, consider the number of devices beingused to communicate and ensure that they are optimized across platforms foremail, social networks and landing pages. Don’t underestimate those over 50who engage in social networking on tablets more than their youngercounterparts.As sources of communication, information and entertainment, social networksare key to 18 to 34 year olds. There are significant opportunities to leverage theirsocial network usage because they trust the product info they receive and areoften following brands, sharing opinions and reading recommendations fromfriends.While digital usage is high, Early Adopter Millennials are avid multi-taskers whoare willing to try new products and brands that are promoted through TV productplacements. They often recognize products viewed on TV with a higher overallopinion.Key Takeaways
    • 18©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigitalQuestions
    • 19©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.