Dollar General buys 41 former Walmart Express stores
- Walmart had launched small-format Walmart Express stores in 2011 to compete with dollar stores but closed all 102 locations in January 2016
- Dollar General has bought 41 of the former Walmart Express stores located in 12 states
- Dollar General plans to relocate some existing stores to the larger Walmart Express locations and add fresh produce and meat to shelves
WNS Decision Point analyse and describe about holiday shoppers and explain how marketers can best help them navigate the holiday season. Shoppers should proceed with caution this holiday season. The holiday shopping season is fast approaching and starting earlier each year, bringing unique opportunities for brands, retailers.
The Charitable Economy is Thriving
Point-of-Sale charitable campaigns are alive and well. According to America’s Charity Checkout Champions Report, over 77 groups with million-dollar point-of-sale campaigns raised $388 million in 2014, and over $3.88 billion throughout the last three decades.
However, with advancements in technology, the continued rise of online shopping and current campaign saturation in the marketplace, how should we evolve this decades-old fundraising tactic to thrive successfully in 2020 and beyond?
Catalist conducted an online consumer research study in April 2016 of over 1700 Americans aged 18 and older.
Participants were of varying gender, geographic location, economic status and ethnicity. The margin of error associated with the total sample 2.5% with a 95% level of confidence.
The Results: inspiring, thought-provoking and groundbreaking. To us, they unveil five key revelations that will fuel progressive charitable campaigns at the register.
In 2014, the financial condition of retailers appears strong—and growing—with retailers having a more positive outlook on the upcoming holiday season as well as overall sales than even a year ago. Despite challenges related to technology adoption and the ability to buy anything anywhere, retailers are embracing change.
They are making new investments in products, expanding their digital strategy and becoming more comfortable with social media as a tool for multiple facets of their business.
In order to understand current retail industry trends, challenges and outlook, Harris Poll, on behalf of CIT, a leader in financing and advisory services to the retail sector, conducted research online from September 16 to October 3 among 251 financial decision makers in U.S.-based middle market retailers.
Unlocking Millennial Buying Power with New Payment StrategiesCommerceNext
While it is axiomatic that Millennials think differently about spending money, what is not as well known is why they think differently about money. One Millennial who definitely has insight on this topic is Afterpay’s 28-year old CEO Nick Molnar. We asked Nick to talk about the “why and how” of Millennial spending habits, what makes them fiercely loyal to a brand, and how retailers can profit from combining the these two concepts.
WNS Decision Point analyse and describe about holiday shoppers and explain how marketers can best help them navigate the holiday season. Shoppers should proceed with caution this holiday season. The holiday shopping season is fast approaching and starting earlier each year, bringing unique opportunities for brands, retailers.
The Charitable Economy is Thriving
Point-of-Sale charitable campaigns are alive and well. According to America’s Charity Checkout Champions Report, over 77 groups with million-dollar point-of-sale campaigns raised $388 million in 2014, and over $3.88 billion throughout the last three decades.
However, with advancements in technology, the continued rise of online shopping and current campaign saturation in the marketplace, how should we evolve this decades-old fundraising tactic to thrive successfully in 2020 and beyond?
Catalist conducted an online consumer research study in April 2016 of over 1700 Americans aged 18 and older.
Participants were of varying gender, geographic location, economic status and ethnicity. The margin of error associated with the total sample 2.5% with a 95% level of confidence.
The Results: inspiring, thought-provoking and groundbreaking. To us, they unveil five key revelations that will fuel progressive charitable campaigns at the register.
In 2014, the financial condition of retailers appears strong—and growing—with retailers having a more positive outlook on the upcoming holiday season as well as overall sales than even a year ago. Despite challenges related to technology adoption and the ability to buy anything anywhere, retailers are embracing change.
They are making new investments in products, expanding their digital strategy and becoming more comfortable with social media as a tool for multiple facets of their business.
In order to understand current retail industry trends, challenges and outlook, Harris Poll, on behalf of CIT, a leader in financing and advisory services to the retail sector, conducted research online from September 16 to October 3 among 251 financial decision makers in U.S.-based middle market retailers.
Unlocking Millennial Buying Power with New Payment StrategiesCommerceNext
While it is axiomatic that Millennials think differently about spending money, what is not as well known is why they think differently about money. One Millennial who definitely has insight on this topic is Afterpay’s 28-year old CEO Nick Molnar. We asked Nick to talk about the “why and how” of Millennial spending habits, what makes them fiercely loyal to a brand, and how retailers can profit from combining the these two concepts.
Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What's more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention
The chinese consumer in 2017 csri special report and other report collectionMYO AUNG Myanmar
The Chinese Consumer in 2017-CSRI Special Report and other report collection
အေရွ႕ေတာင္အာရွ တရုတ္ရင္းႏွီးျမွဳပ္ႏွံမႈ ႀကီးထြား
https://www.credit-suisse.com/ch/en/about-us.html
Our strategy is to be a leading wealth manager, with strong investment banking capabilities. We seek to follow a balanced approach to wealth management, aiming to capitalize on both the large pool of wealth within mature markets as well as the significant growth in wealth in Asia Pacific and other emerging markets. Founded in 1856, we today have a global reach with operations in about 50 countries and 47,170 employees from over 150 different nations.
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=AB8ED7F0-A7E8-869B-56ADCD7F97C74CCD
The Chinese Consumer in 2017
CSRI Special Report:
Research Institute
Thought leadership from Credit Suisse Research
and the world's foremost experts
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=AB9B12B0-91E5-77D0-EA2BE614DE9A70A8
Emerging Consumer
Survey 2017
https://publications.credit-suisse.com/tasks/render/file/?fileID=B8FDD84D-A4CD-D983-12840F52F61BA0B4
Credit Suisse Global-Investment Returns Yearbook 2017
Summary Edition – Dimson, Marsh, Staunton
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=BCD82CF0-CF9D-A6CB-BF7ED9C29DD02CB1
Getting over Globalization
https://publications.credit-suisse.com/tasks/render/file/?fileID=8AAA0C13-9451-48A2-A47C6A6D00205020
The Future of Monetary Policy
Mercury Mambo Hispanic Shopper & Retailer Study 2011Mercury Mambo
The follow-up study to the popular 2009 Hispanic Shopper & Retailer study by Mercury Mambo. Read first hand what Hispanic consumers and retailers look for in brand promotions and experiences.
Post 3rd Open Enrollment CMS figures by ethnic & racial group are yet to be published by CMS, however, as of last Fall, most states had yet to enroll more than half of their Hispanic & African American uninsured ACA eligibles. But surprisingly, Multicultural segments eligibles are surprisingly less risky than White Non-Hispanic eligibles. In fact, Multicultural segments tend to be more wellness-minded than WNH eligibles. What's more, Hispanics are the least likely segment to have a preventable chronic disease. In this context of trailing enrollment and vast opportunities, we focused our latest market assessment to identify 7 ways that would reboot Multicultural ACA enrollment and retention
The chinese consumer in 2017 csri special report and other report collectionMYO AUNG Myanmar
The Chinese Consumer in 2017-CSRI Special Report and other report collection
အေရွ႕ေတာင္အာရွ တရုတ္ရင္းႏွီးျမွဳပ္ႏွံမႈ ႀကီးထြား
https://www.credit-suisse.com/ch/en/about-us.html
Our strategy is to be a leading wealth manager, with strong investment banking capabilities. We seek to follow a balanced approach to wealth management, aiming to capitalize on both the large pool of wealth within mature markets as well as the significant growth in wealth in Asia Pacific and other emerging markets. Founded in 1856, we today have a global reach with operations in about 50 countries and 47,170 employees from over 150 different nations.
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=AB8ED7F0-A7E8-869B-56ADCD7F97C74CCD
The Chinese Consumer in 2017
CSRI Special Report:
Research Institute
Thought leadership from Credit Suisse Research
and the world's foremost experts
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=AB9B12B0-91E5-77D0-EA2BE614DE9A70A8
Emerging Consumer
Survey 2017
https://publications.credit-suisse.com/tasks/render/file/?fileID=B8FDD84D-A4CD-D983-12840F52F61BA0B4
Credit Suisse Global-Investment Returns Yearbook 2017
Summary Edition – Dimson, Marsh, Staunton
http://publications.credit-suisse.com/tasks/render/file/index.cfm?fileid=BCD82CF0-CF9D-A6CB-BF7ED9C29DD02CB1
Getting over Globalization
https://publications.credit-suisse.com/tasks/render/file/?fileID=8AAA0C13-9451-48A2-A47C6A6D00205020
The Future of Monetary Policy
Mercury Mambo Hispanic Shopper & Retailer Study 2011Mercury Mambo
The follow-up study to the popular 2009 Hispanic Shopper & Retailer study by Mercury Mambo. Read first hand what Hispanic consumers and retailers look for in brand promotions and experiences.
Partie II - Strategie et gouvernance universitairesJérémy Morvan
Introduction à la stratégie et à la gouvernance universitaire
- Connaitre les fondamentaux du diagnostic stratégique
- Définir un plan stratégique
- Connaitre les modalités d’application du plan stratégique
Las ventajas de ser un marginado stephen chboskyDavid Jons
narra las ventajas y desventajas de ser un marginado y lo mal que se pasa siendolo tambn trata un tema muy fuerte ya que en el libro cuenta que se le muere su amigo y aprende a vivir sin el intentando hacer nuevos amigos lo malo de todo es que termina cayendo en la droga y el alcohol y la vida se le complica mas de lo que la tenia
Les enjeux de la relation client en Assurance à l'heure du digitalSmahane MAKRINI
Au cours des vingt dernières années, le marché de l’assurance a connu de nombreuses évolutions dont l’arrivée grandissante de nouveaux acteurs rendant le marché saturé et plaçant ses acteurs face à des nouveaux défis.
En parallèle, le web s’est transformé à une vitesse exponentielle et continu de se développer de jour en jour offrant aux consommateurs un nouveau rapport de force. Désormais, c’est lui qui détient le pouvoir dans la relation client.
Bien que le marché de l’assurance soit perçu comme complexe, c’est à présent à ses acteurs de rejoindre la marche vers une digitalisation de ses process.
Ce mémoire de recherche a pour objectif de mesurer l’impact de la digitalisation sur la relation client dans l’assurance. Afin de mettre en avant les enjeux de ce processus pour les acteurs de l’assurance, une étude quantitative a été menée auprès d’un échantillon de clients de produits IARD.
When it comes to acquiring and retaining customers, the goal should be to develop strategies that scale efficiently and make the most of every dollar. But to do that, you first need to
understand your target consumers.
So we surveyed 1,800 U.S. consumers, illuminating trends on how they discover new retailers, why they decide to try a retailer, and what convinces them to recommend a retailer to others. From there, we developed strategies and tactics that capitalize on those behaviors to help you maintain a steady flow of new and repeat customers.
As the first true generation of digital natives, Gen Z teens are coming of age and our world will soon be reshaped in their image. In this report, we will take a closer look at this unique generation's outlook on media, their shopping habits, and other hot topics. This is a must-have resource for marketers who want to reach the influential consumers of today and tomorrow.
eCommerce appetite and adoption is at an all-time high.
If there was ever any uncertainty as to whether there was sufficient demand for grocery eCommerce, new research has put an end to any doubts, and has provided answers to the question that’s currently top of all retailers’ minds: Should we be selling our products online?
Mercatus has released the results from a survey conducted in the first quarter of 2016 in a brand new report entitled “Insights into Grocery eCommerce 2016”.
Among the key findings in the report:
Your customers, regardless of age, are online, consider themselves to be technologically savvy, and are making more digital purchases than ever before.
Consumers are willing to order groceries from locations other than their favorite store for the convenience of click-and-collect shopping.
The 2015 Reality of Retail Report
Learn What is REALLY Working for Consumers Inside Brick-and-Mortar
What’s in the Report?
Despite what you may have heard, eCommerce is not ruling retail. In fact, 94% of all retail sales in the U.S. were made in brick-and-mortar stores last year.
But, the reality is, the way consumers shop is changing and what used to work isn’t quite cutting it anymore. To help brands and retailers find out what’s REALLY happening in retail, we went out and surveyed shoppers to start an inaugural “Reality of Retail” report.
Some Highlights:
75% of shoppers are using their mobile devices with 25% of shoppers actually using these devices to make a purchase in store
Only 12% of shoppers feel the in-store sales associate is important in a purchase decision
71% of shoppers who use mobile loyalty programs still use their mobile for price comparisons
Natural and Organic Foods and Beverages in the U.S., 4th EditionMarketResearch.com
An outline of the Natural and Organic Foods and Beverages in the U.S., 4th Edition report which examines sales and growth potential, identifying key issues and trends that will affect the marketplace through 2019. The report also analyzes and profiles major marketers and retailers, examines marketing and new product trends, and tabulates consumer attitudes and behaviors toward natural/organic foods and beverages and the corresponding retail shopping patterns. Numerous tables, charts, graphs, and illustrations highlight and reinforce key points.
Consumers are going to spend more this holiday season than ever before. Learn what trends will impact how and where they're spending this season, to focus your strategy and maximize your ROI.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Is AI-Generated Content the Future of Content Creation?
Mspark's Aug 2016 Marketing Trends Monitor
1. TRENDSM O N I T O R
DOLLAR GENERAL BUYS 41
WALMART EXPRESS STORES
SURVEY FINDS ONE-THIRD OF
RESPONDENTS HAVE BEGUN HOLIDAY
PLANNING
THE FUTURE OF DIRECT MAIL
AND THE POWER OF TARGETING
IN THIS ISSUE:
AUGUST
2016
CT CA MT
# L O V E T H E S P A R K
MARCUS LEE: PLANT MANAGER
2. CONSUMER TRENDS CT
After years of challenges, things are looking up
in retail. NRF’s annual back-to-school survey
shows that parents of K-12 and college students
plan tospendarecord$75.8billionthissummer, a
whopping 11.5% increase over 2015.
They’re doing so largely because they feel
better about the economy. While many still
have concerns, the survey found 27% of K-12
families say the economy will have no effect
on their plans, up from 24% last year. The
same is said by 30% of college families, up
from 26%. Both are record highs.
Those aren’t the only upbeat indicators.
Gross domestic product is in line to grow
between 1.9% and 2.4% this year. June retail
sales as calculated by NRF — excluding
automobiles,gasolinestationsandrestaurants
— were up 5.1% over the same time last year.
Jobs grew by 287,000 in June from May,
including 29,500 in retail that brought our
industry’s job growth to a total of more than
240,000 since the same time a year ago. And
average hourly earnings were up 2.6%
year-over-year.
Even the weather seems to be on our side.
PatternsdevelopinginthePacificarecurrently
in transition from El Nino to La Nina, which has
the potential for a cooler-than-average winter
that would help drive sales of warm coats and
other seasonal apparel this fall. For retailers
who saw clothing sales take a hit from last
year’s unusually warm winter, that is clearly a
welcome relief.
We like what we’re seeing. In fact, we like
it so much that NRF has increased its official
forecast for retail sales growth for the year to
3.4% from our previous 3.1%. Given that sales
grew by nearly 4% in the first half of the year,
we’re pretty confident in the number.
That’s a big difference from this time last
year, when a slow start to the year forced us
to reduce our 2015 forecast to 3.5% from our
original 4.1%. And the year eventually turned
out slightly weaker, coming in at 3.4%.
All of this doesn’t mean that everything
is perfect. Overall job growth is slowing
somewhat. Inflation is inching forward, which
could lead to higher interest rates. External
factors as remote as Britain’s recent Brexit
vote can always lead to unexpected impacts.
The biggest challenge might be in how
uncertainty over the upcoming presidential
election affects consumer confidence. Voters
are often cautious around the time of change
in the White House. For the partisan, there
is the worry of what will happen with the
economy if the other side’s candidate should
win. Even for the politically neutral, there are
concerns about how the partisan will react.
On balance however, what we’re seeing
shows that consumers are taking a deep
breath and heading out to shop. And when
consumers take that deep breath, retailers
can breathe more easily.
WITH CONSUMERS
BREATHING MORE EASILY,
SO CAN RETAILERSB Y M A T T H E W S H A Y
3. CONSUMER TRENDSCT
I S S 8 / / A U G 2 0 1 6
Swagbucks,theweb’sleadingrewardsprogram
that’s already awarded its members more than
$130 million in gift card rewards, today released
the findings from its 2016 Holiday Planning
Survey. Swagbucks, in partnership with sister
site My Gift Cards Plus, found that one-third of
respondents have already started to plan for the
2016 holiday season. Another 18% report they
began saving for the holidays in June and another
21%plantostartsavingatthebeginningoffall.
While gifts for parents (66%), significant
others (60%) and children (55%) top most
members’ shopping lists, other major holiday
purchase concerns include food, decorations,
travel, holiday wardrobe and parties.
“The holidays may be six months away, but
savvy shoppers are already preparing. In fact,
many of our members already have a savings
plan that includes cash-back shopping apps
and sites to help them compare prices and make
their money go farther,” said Sarah Aibel, vice
president of marketing at Swagbucks.
Additional key findings from the survey include:
CHRISTMAS IN JULY. IS REAL.
• One-third (34%) of respondents have
already begun their holiday planning
• Meanwhile, 21% typically begin saving
for the holidays at the start of fall
• 19% said they don’t save at all
• 18% start saving in June
• 15% started saving in the beginning of
the year (January)
SEASONS SAVINGS
• When asked how they plan to save for
the holidays this year, 40% said they
will put themselves on a strict budget
• 24% will use cash-back sites
• 20% will use more coupons
• 10% have or will open a holiday
savings account
• 33% expect to spend between $250
and $500 this holiday season
• 26% between $500 and $1,000
• 20% between $100 and $250
• When asked how they spent last year,
over half (56%) said they remained
within their holiday budget
• 35% said they went over budget
• 9% said they spent less than budgeted
THE HIGH COSTS OF
THE HOLIDAYS
• When budgeting for the holidays, the
most obvious costs are presents
• But 46% are also budgeting for food
• 26% for decorations
• 26% for travel
• 25% for special-occasion clothing
SHOPPING SATISFACTION
• 58% of respondents said they enjoy
holiday shopping
• 19% said they dislike holiday shopping
• 22% were neutral
SURVEY FINDS ONE-THIRD OF
RESPONDENTS HAVE BEGUN
HOLIDAY PLANNINGB Y S W A G B U C K S
4. CONSUMER TRENDS CT
HISPANIC SHOPPERS
DECIDE WHERE TO SHOP
BASED ON COUPONSB Y E M A R K E T E R S T A F F
The Coupon Intelligence Study, conducted by
IpsosonbehalfofValassis,providesinsightinto
consumers’ savings and shopping behavior
within traditional consumer packaged goods
(CPG) categories. The study found that 92% of
Hispanic consumers use coupons (vs. 90% of
all consumers), and over 80% decide where to
shop based on those print and digital offers.
With the Selig Center for Economic Growth
projecting that the U.S. Hispanic market will
reach an annual buying power of $1.7 trillion
in 2020, retailers and marketers have an
opportunity to drive sales by engaging this
important demographic with coupons and
offers, says the report.
Eighty-five percent of Hispanic shoppers
decide where to shop where they can use
coupons, vs. 77% of all consumers; or 81% on
where they can use Smartphone or store card
coupons, vs. 66% of all consumers.
Stemming from the in-depth survey of
1,000consumers,15%ofwhomwereHispanic,
the research found a strong link between this
demographicandmobiledevicecouponusage.
Among the Hispanic consumers surveyed:
• 37% increased their use of mobile
devices for securing coupons and deals
since last year, significantly higher than
28% of all respondents
• 81% decide where to shop based on
paperless discounts delivered via mobile
devices, significantly higher than 66% of
all respondents
• 67% search for mobile discounts
while shopping in-store, compared to 46%
of all respondents
• 67% switched brands due to mobile
discounts while shopping in-store,
compared to 50% of all respondents
Fifty-three percent of Hispanic shoppers
check social media in search of coupons, vs.
37% of all consumers; and 61% visit coupon
websites, vs. 53% of all consumers.
Curtis Tingle, Valassis chief marketing
officer, notes that “… with substantial buying
power… Hispanic consumers are an influential
group for brands and retailers to activate…
combination of print and digital couponing
strategies…”
With a propensity for using print and digital
savings, among the Hispanic consumers
surveyed:
• 85% find print coupons in the free-
standing insert or mail before shopping
• 75% print coupons from the internet
before heading to the store
• 63% make a purchase based on a
mobile notification while in-store
5. CATEGORY TRENDSCA
I S S 8 / / A U G 2 0 1 6
DOLLAR GENERAL BUYS 41
WALMART EXPRESS STORESB Y S A R A H N A S S A U E R
After abandoning a small-store strategy to
competewithdollarandconveniencestores,
Walmart Stores Inc. has sold off a raft of its
failed locations to Dollar General Corp.
Dollar General said in late July, that it
bought 41 of the former Walmart Express
stores in almost a dozen states. The retailer
plans to relocate many existing stores to
the slightly larger locations, adding fresh
produce and meat to shelves, the company
said in a news release. Dollar General
spokeswoman MaryWinnPilkington declined
to provide details of the transaction.
Wal-Mart launched its Walmart Express
small-format stores in 2011 to compete with
the rising popularity of dollar stores and to
combat slowing growth from its cavernous
Supercenters. But in January Walmart
closed all 102 Walmart Express locations as
part of a rare retreat in the U.S. market.
Atthetime,Walmartchiefexecutive Doug
McMillon said the closures were “necessary
to keep the company strong and positioned
for the future,” allowing employees to focus
on growing Supercenters, Neighborhood
Markets and online sales. A spokesman for
Wal-Mart declined to comment on the Dollar
General sale.
By October, Dollar General plans to open
the new locations and add them to a growing
list of slightly larger stores that stock some
perishable food, dubbed internally “Dollar
General Plus,” said Ms. Pilkington. Currently about
120ofitsstorescarryfreshproduce,shesaid.
Small dollar stores like Dollar General are
usually located closer to residential areas
than the typical Wal-Mart and sell everyday
staples in smaller sizes to hit lower prices.
It is a concept that has resonated with
shoppers since the recession, allowing the
two largest dollar chains to add thousands
of stores.
Dollar General plans to grow from 13,000
locations to 20,000 U.S. stores by 2020 and
wants to add more perishable food, health
and beauty care items to aisles, executives
have said in recent months. Those items
tend to bring consumers into stores more
often, an important driver of sales at a time
when more shopping is shifting online.
w w w. w s j . c o m
6. CATEGORY TRENDS CA
LOWER GROCERY PRICES:
GOOD FOR CONSUMERS,
BAD FOR MCDONALD’SB Y R E U T E R S
McDonald’s reported worse-than-expected
quarterly sales at established U.S. restaurants
are becoming the latest chain hurt by
menu price increases that far outpaced
supermarket food costs, leading more
consumers to eat at home.
Shares in McDonald’s tumbled 4.3% to
$121.96 and pulled down most shares in
the restaurant sector. The Dow Jones U.S.
Restaurants & Bars Index was off 2%.
The world’s biggest fast-food chain gets
roughly one-third of its revenue and 40%
of profits from the United States.
The second-quarter report from
McDonald’s landed after chains such as
Dunkin’ Brands, Starbucks, and Wendy’s
also reported disappointing results for the
latest quarter in large part due to weak
customer traffic.
Bernstein analyst Sara Senatore said
restaurant companies, which are grappling
with profit-squeezing minimum wage
increases, use more labor than grocery
stores and have the extra burden of trying
to convince franchisees to hold back on
price increases aimed at offsetting higher
labor costs.
“Food prices are coming down, but labor
is not. That’s doubly bad for restaurants,”
Senatore said. “It’s hard to convince
everybody to operate in lockstep.”
When franchisees raise prices, she said,
“It just makes their prices look even higher
relative to grocery stores.”
McDonald’s sales at U.S. restaurants
open at least 13 months were up 1.8% in
the quarter, far less than the 3.2% rise that
analysts expected, according to research
firm Consensus Metrix.
Restaurant food inflation is outpacing
the increases at supermarkets and the
gap is widening, McDonald’s chief financial
officer Kevin Ozan said on a conference
call with analysts.
Food-at-home inflation is expected
to be flat to up about 1%for this year,
while food-away-from-home inflation is
expected to be up 2.5% to 3.5%, he said.
The food service industry is harder hit
by state and local minimum wage increases
because it employs more minimum wage
workers than any other occupation. Some
planned minimum wage hikes will more
than double the prevailing wage to $15 per
hour over time.
McDonald’s executives said they
expected labor cost pressures to continue,
but declined to elaborate. They did,
however, note that the company generally
needs same-restaurant sales to increase
2% to 3% to maintain profits.
Restaurant companies also pinned the
industry’s second-quarter softness on
the fractious U.S. presidential election and
uncertainty spawned by terrorist attacks
around the world.
“I think generally there’s just a broader
level of uncertainty in consumers’ minds
at the moment,” chief executive Steve
Easterbrook said on the company’s
earnings call.
McDonald’s total revenue declined 3.5%
to $6.27 billion, in line with the average
analyst estimate.
7. I S S 8 / / A U G 2 0 1 6
CATEGORY TRENDSCA
PIZZA CHAINS MAKE DOUGH IN
A ‘RESTAURANT RECESSION’B Y S H E L L Y B A N J O
Restaurantsarehavingaprettyunappetizing
earnings season. Fifteen of the 16 restaurant
chains that have reported second-quarter
earnings so far said sales were down from
a year ago, or that growth had slowed from
the previous quarter. For the first time since
2009, average comparable sales for the
group turned negative.
The downbeat results prompted Stifel
restaurant analyst Paul Westra to deem it
the start of a “restaurant recession.”
Earlier this month I warned the rapid
growth in restaurant sales may have hit
its peak as declining grocery prices spur
consumers to make more meals at home.
I suggested the world’s largest fast-food
chain, McDonald’s, could be one of the few
to thrive in a slowdown by using its might to
beat weaker competitors.
But McDonald’s won’t be alone atop the
food chain in a restaurant downturn: Pizza
chains will be up there, too.
Domino’s, for example, is the only chain
in the Bloomberg Intelligence restaurant
index, of those that have reported so far, to
say sales growth accelerated in the second
quarter. Sales at established U.S. locations
rose by nearly 10% from the year before,
marking the ninth consecutive quarter
of growth above 5%. Stripping Domino’s
out, average comparable sales growth for
restaurants in the BI index in the second
quarter is negative 1%. Competitors Papa
John’s and Papa Murphy’s report earnings in
July.
Bloomberg Intelligence analyst Michael
Halen points out that pizza chains typically
do well when consumers cut spending due
to their value proposition—there aren’t
many ways to feed a family on $7.99, which
is what a three-topping large pie will run
you at Domino’s. Pizza Hut and Papa John’s
are hawking two medium pizzas at $6.99
each, while Domino’s offers that same duo
for $5.99.
Those deals remain competitive even
as burger joints and other chains increase
promotions.
Pizza chains have also been quick to
adapt to changing technologies, realizing
the only thing more important to strapped
consumers than price is convenience.
Leading the digital charge is Domino’s,
which rakes in half of its U.S. sales through
digital ordering, up from a third in 2012.
Digital ordering lets Domino’s better target
offers to customers and serve a greater
variety of items. It helps Domino’s get
accurate orders and keep labor costs low.
The laziest of customers can now order
a pizza without ever getting off the couch,
whether by sending a pizza emoji on Twitter,
relaying an order via their car operating
system, or using Amazon’s voice-controlled
Echo speaker. (Alexa, get me a cheese pizza
with mushrooms.)
Domino’s has also sunk a lot of dough
into making its pizzas taste better since
its CEO admitted in 2010 that its pizza was
“devoid of flavor.” It vowed to improve
and introduced new recipes with better
ingredients. Sales volume has risen for
seven straight years, according to Halen.
Customers have liked the changes, and
so have investors: Domino’s shares have
gained 1,200% since its menu-improvement
campaign began, compared to a 110%
increase in the S&P 500. So far this year,
shares are up 33%, compared to a 6% rise in
the S&P 500.
But while restaurant-goers might eat
cheap at Domino’s, investors who want a
pieceofitwillpayapremium.Thecompany’s
stock trades at 32 times forward earnings,
compared with its five-year average
multiple of 28. By comparison, Papa John’s
and McDonald’s are trading at 29 and 20
times forward earnings, respectively.
But with pickings slim for growth
elsewhereintherestaurantindustry,pizzamay
still be one of the best choices on the menu.
8. MEDIA TRENDS MT
THE FUTURE OF DIRECT MAIL
AND THE POWER OF TARGETINGB Y C O X T A R G E T
To reach today’s consumers, targeting is
the name of the game. In fact, the power of
targeting lies in the way it unlocks a host of
other beneficial tactics that are otherwise
rendered ineffectual. The future of direct mail
is inextricably tied to targeting, and in today’s
post, we’re going to show you some of the
reasons why.
THE POWER OF TARGETING
When it comes to mass marketing, getting
your message in front of just nine million
of the right people is better than spending
the money to put it in front of 60 million of
the wrong people. The way you manage to
do this is through targeting, whether it’s
on a massive scale or on a hyper-targeted
individual scale. Targeting is, quite simply,
the segmentation of your audience into
meaningful chunks that let you understand
them more thoroughly, from their overall
needs to the way they expect to be able to
engage with your brand and on to other more
nuanced perspectives.
PERSONALIZATION
While it’s true that “personalization” is
the new black, it’s not without reason. A
survey by IBM last year showed that 50%
of consumers expect to see personalized
promotions online. This is unquestionably
related to the hyper personalization of
devices — gone are the days when you
were restricted to sharing the TV at home;
instead, you can record shows to watch
them when you want, or better yet, just
stream them from your mobile device. Thus
the days of having to cast a truly wide (and
generic) net and hope to catch the right
customers. Targeting means that you can
actively engage a customer on their level,
at the right stage of the consumer journey,
on the channels they use, with the message
they want to hear, and in the moment that
they need you.
EFFICIENT AND EFFECTIVE
What this works out to is that targeting
audience segments helps save you
unnecessary losses in ad spend. Why? You’re
only spending money on putting the most
effective marketing in front of the audience
it’s most likely to influence powerfully. You’re
able to craft marketing creative that speaks
directly to your audience — a very specific
audience — in order to see the best effect.
IT’S ALL ABOUT THE ROI
Did you know that 75% of Millennials have
made purchases resulting from materials
they received in the mail? It’s because most
Millennials see print as an authentic form of
communication. The real question is, do you
know which of your Millennial customers
feel that way, and if so, are you leveraging
it to your advantage? Targeting is what
lets you key into all the important ways to
influence your audience toward conversion
in a meaningful way. This, in turn, will impact
your bottom line with improved returns.
Take email segmentation, for example: the
average open rate for email campaigns sits
at about 22.5%, and proper list segmentation
can boost those rates between 20% and
40%. Now consider the fact that direct mail
offers a response rate that’s three times
better than email. Targeting combined with
direct mail makes for a strong bottom line.
HOW TARGETING WORKS FOR
DIRECT MAIL
If you’re wondering “What IS the future
of direct mail?” you’re probably not the only
one. In the digital era, it’s easy to believe that
traditional methods may be outdated in the
face of innovative, mobile-oriented options.
Perhaps in part that could be true, eventually,
but right now direct mail is still extremely
successful. And it’s all thanks to the power
of targeting.
OMNI-CHANNEL EXPERIENCES
One of the big buzzwords in business
right now is omni-channel marketing.
That’s because the consumer journey has
fragmented into a thousand micro-moments
and brands must fight for customer attention
one touchpoint at a time. You probably
already understand that you need a seamless
brand expression across channels — i.e., the
brand customers encounter on your Twitter
page should look and feel like the same
brand they find on your website or in your
TV ads — but what you may not realize is
that it also needs to be across mediums.
9. I S S 8 / / A U G 2 0 1 6
QUICK
FACTS!
8.6%AMERICANS WILL SPEND AN
ESTIMATED $310 BILLION ON
REMODELING AND REPAIRS IN 2016,
AN 8.6% INCREASE FROM 2015.
7%CONSUMERS PLAN ON SPENDING
7% MORE EACH MONTH ON HOME
IMPROVEMENT AND HARDWARE
PURCHASES, THAN THEY DID IN 2015.
Consumers expect a digital and physical
convergence of brand experience, something
that 95% of retailers already acknowledge
as being necessary. Part of that is going to
be your brick-and-mortar location, if you
have one. But part of that should also very
much be the tactile experience gained from
physical, direct mail. The emphasis here is on
the customer’s experience of your brand, and
targeting will tell you which customers will
be enamored with which kinds of direct mail
outreach.
SOCIAL MEDIA DRIVER
Direct mail is a beneficial tool in your
marketing mix that can not only push
conversions on its own merit, but boost
digital traffic too. In this case, social media
a key tool in a consumer’s research phase
in addition to the post-sale moments (e.g.,
customer support). By including your social
media handles, taking advantage of tools
like hashtags, and even using calls to action
that involve sharing experiences regarding
your brand on social media, you can promote
brand awareness, brand advocacy, and
conversations about your brand and your
industry that become vital touch points in
the way customers and their followers find
and approach your brand.
Targeting will help you determine which
customers are active on social media, which
platforms they choose to be active on, and
how they expect to interact with your brand
there, allowing you to send them only the
materials that promote exactly what they’re
looking to experience.
TECH TOOLS FOR TRACKING
Direct mail offers just as many tools to
track and engage customers on a specific
level as the digital world does, presuming
you understand how to leverage them. For
instance, through our Valpak brand, we offer
unique imprinting that provides tracking
at point-of-sale and the security to ensure
discounts and coupons are only redeemed
once. We can also ensure that each customer
gets customized deals, so you understand
what a specific customer is using (or isn’t
using) without having to deliver an offer to
an entire region. And these are only a few
of the mechanisms that make direct mail
trackable, not to mention open to faster
responses within the customer’s time frame.
While a display ad may be dismissed because
they aren’t interested in the moment, your
direct mail, which features a QR code or
individualized URL, can sit out as a reminder
tobetakenadvantageofthemomentthey’reready.
Now that you understand the power of
targeting and the role it plays in the future
of direct mail, you can audit your current
targeting tactics and how they define your
approach to a multi-channel marketing
outreach. Direct mail can and should be a key
part of your modern marketing mix, especially
if you’re using targeting at its full power. P r o s p e r M a y 2 0 1 6
H a r v a r d U n i v e r s i t y ’ s
J o i n t C e n t e r f o r
H o u s i n g S t u d i e s
10. MEDIA TRENDS MT
SHOPPER MARKETING
MOVING FROM IN-STORE TO
OMNI-CHANNELA A R O N B A A R
Once considered only a point-of-purchase
and in-store channel, shopper marketing
— thanks to technology — has grown to
involve the entire omni-channel experience.
According to a report from the Association of
National Advertisers and GfK, investment in
shopper marketing programs is expected to
increase nearly 6%, to $18.6 billion by 2020.
Mobile has become a key component of
shopper marketing efforts, with marketers
attempting to engage consumers not only
in stores, but also post-visit and through
geolocation technologies.
“[Shopper marketing] was originally
that ‘last moment of truth’” before making
a purchase,” says Sarah Gleason, senior vice
president of shopper and retail strategy at GfK.
“Marketers are now starting to realize there’s a
wide range of behaviors where a shopper can
be influenced by their brand or a competitor.”
After surveying 185 B2C and B2B
marketers, the ANA and GfK found the idea
of shopper marketing has shifted from a
short-term sales drive into a tool to motivate
shopper behavior. “The definition for shopper
marketing has now come to encompass the
time from when a consumer decides he or
she needs to make a purchase to the time of
that actual transaction,” Gleason says. “That
can involve everything from initial research
to in-store decision making involving prices,
features and brands,” she says.
“What happens at every point along that
path is shopper marketing,” Gleason says.
Marketers are also finding that having a
shopper marketing discipline is a distinct
advantage. More than half (51%) of those
surveyed said they felt having a dedicated
shopper marketing team was a competitive
advantage and that the practice reflected a
convergenceofbrands,shoppersandretailers.
“Although it’s been around for 10 years,
it’s still evolving dramatically,” Gleason
tells Marketing Daily. “Many companies are
still figuring out what they need to do for
shopper marketing.”
At the same time, many marketers feel
they have yet to tap into the full potential
of shopper marketing. According to the
study, only 40% of the respondents felt their
organizations were adequately investing in
shopper insights.
“Most of the time, if you’re looking at
researchbudgets,fundingshoppermarketing
insights is going to come at the expense of
[broader] consumer insights,” Gleason says.
“And [many marketers] aren’t willing to do
that yet.”
11. MEDIA TRENDSMT
WHAT TO ASK ABOUT YOUR
MARKETING STRATEGY BEFORE
YOU ASK ABOUT MILLENNIALSL E N A B O U R G E O I S
Millennials have been a marketing obsession
for several years now as the generation
develops into a larger percentage of the work
force and begins to earn and spend more. Yet,
a new storyline has recently emerged around
Millennials: It turns out, they’re not a uniform
generation with identical traits that apply to
every single member.
Smart marketers have known this for
years,ofcourse,butsomanyoftheresources
and information available to marketers have
painted the Millennial generation as one
singleblockthatlooksandactsalike.Thishas
led to a greater issue, where many marketers
consider Millennials a homogenous audience
that they need to reach, without asking why
they want to reach Millennials, or what the
audience will do for their business. Before
marketers ask about Millennials, they need to
consider their strategy, and why Millennials
should be a part of it.
“Millennials” is a term that generally refers
to a generation of consumers born during a
period of time, not a fixed age bracket, the
same way that “Baby Boomers” and “Gen X”
apply to a generation. The oldest consumers
within the generation are now in their mid-
30s, and many have already purchased
homes and cars and started families.
Contrast that with the youngest portion of
the generation, who are teenagers on the
cusp of earning their drivers’ licenses. Smack
dab in the middle sits a group in its late 20s
and early 30s who, perhaps for the very first
time, are considering settling down, taking
out a mortgage, or buying a new car.
These three different points within
the generation demonstrate just how
much variety exists within the Millennial
population.TheMillennialgenerationcontains
multitudes.Marketersmayhaveamandateto
“reach Millennials,” but marketers most likely
want to actually target the various segments
within the generation, and certainly not
with the same message. Instead, they want
to reach each segment of the population,
matching the right product to the right segment
to meet their marketing goals.
Thefirstthingsforamarketertodetermine
are what they are trying to do with their
marketing,and why Millennialsmattertotheir
strategy. That opens up a broader discussion
of what type of product and consumer profile
the brand actually wants to reach within
the Millennial generation. Is an auto brand
looking to reach first-time car buyers? Or
are they looking to reach first-time luxury
car buyers? Is a bank looking to reach first-
time home buyers, or those that may be in
need of a refinance? Is a travel brand looking
to sell all-inclusive packages to younger
budget-conscious travelers, or alternative
destinations to the more adventurous?
The only common thread these audience
segments share is that they are young.
Beyond that, we could be looking at very
different slices of the Millennial population
for each of these campaigns. Marketers
have the ability to look more deeply into the
Millennial generation, using segmentation
to help get a better picture of where certain
portions of the Millennial generation are
in their lives. Rather than pursue an entire
generation, marketers should consider
age ranges, income, presence of children,
whether or not the consumers own a home,
and their overall estimated asset level.
Armed with this information, marketers can
better understand the different segments of
the generation and see which cohorts line up
with each of their campaign goals.
What they find may surprise them. This is a
generationwhoseprioritiesvarydramatically
even by where they live. Thirty years ago, an
unmarried 30-year-old consumer without a
homeorcarwasconsideredunaccomplished.
Today, this perception may exist in some
markets, but certainly not all. Millennials
within the same age range and income
may have vastly different home lives and
expectations depending on whether they live
in a city, suburb, or rural area.
Meanwhile, it’s true that some Millennials
prefer experiences over buying material
things, but some actually like buying stuff
too! If a brand segments by affluence, age
range, life stage, discretionary spending, and
financial products that a consumer might
own, such as credit cards, then they should
get a clearer picture of why consumers
behave the way they do. Some consumers
may not make frequent high-end purchases,
but that may be because they are working
through debt.
Of course, this kind of segmentation is
most valuable when marketers start with
a clear campaign goal, rather than a vague
one like “reaching Millennials.” It’s foolish to
say that all Millennials want the same things.
Before you start asking about Millennials,
look at your marketing strategy and decide
who you want to reach and with which
product or service, why you want to reach
them, and what that audience will mean
to your brand. Millennials are a colorful,
varied generation, but a careful analysis will
uncover the segments of the population that
may drive more successful campaigns.
I S S 8 / / A U G 2 0 1 6
12. MSPARK TRENDSM
The longest rural delivery route is in Mangum,
OK. The carrier travels 187.6 miles daily and
delivers to 240 boxes, and the shortest rural
delivery route is in Carrollton, TX. The carrier
travels 1.2 miles daily and delivers to 312
central delivery boxes. (USPS)
RIDDLE ME THIS
MAILBOX
What’s a seven letter word containing thousands of letters?
DID YOU
KNOW THAT...
13. ARTICLE REFERENCE R
ARTICLE
REFERENCES
WITH CONSUMERS BREATHING MORE EASILY, SO CAN RETAILERS
https://nrf.com/news/consumers-breathing-more-easily-so-can-retailers
SURVEY FINDS ONE-THIRD OF RESPONDENTS HAVE BEGUN HOLIDAY PLANNING
http://www.marketwired.com/press-release/survey-finds-one-third-of-respondents-have-begun-holiday-planning-2141690.htm
HISPANIC SHOPPERS DECIDE WHERE TO SHOP BASED ON COUPONS
http://valassis.com/resources/infographics/item/160705/hispanics-lead-in-print-and-digital-coupon-use
DOLLAR GENERAL BUYS 41 WALMART EXPRESS STORES
http://www.wsj.com/articles/dollar-general-buys-41-walmart-express-stores-1469659090
LOWER GROCERY PRICES: GOOD FOR CONSUMERS, BAD FOR MCDONALD’S
http://www.nbcnews.com/business/consumer/lower-grocery-prices-good-consumers-bad-mcdonald-s-n617221
PIZZA CHAINS MAKE DOUGH IN A ‘RESTAURANT RECESSION’
http://www.chicagobusiness.com/article/20160802/NEWS07/160809961/pizza-chains-make-dough-in-a-restaurant-recession
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http://www.coxtarget.com/insights/the-future-of-direct-mail-and-the-power-of-targeting/
SHOPPER MARKETING MOVING FROM IN-STORE TO OMNI-CHANNEL
http://www.mediapost.com/publications/article/281111/?mc_cid=e5345f82dc&mc_eid=13067dc07e
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http://www.mediapost.com/publications/article/280137/what-to-ask-about-your-marketing-strategy-before-y.html