Marketers Adapt to Digital Customer Trends for Holiday Shopping Season

Over the last few years, technology has truly revolutionized retail. Black Friday and the holiday season exemplify that change better than any other time of year. Now, marketers must reassess their strategies as consumers spend increasing amounts online ahead of the shopping weekend in order to capture the online shopping trend.
As of late, Black Friday and Cyber Monday  have experienced a change in spending patterns, with the Adobe Digital Index predicting that $2.6bn ‘ an increase of 15 percent ‘ will be spent on Cyber Monday alone, with Black Friday growth up by 28 percent to $2.48bn. The holiday season in the U.S. will aim to break online records for e-commerce spend at $72.41bn, a growth of 16.6 percent in the last year, according to eMarketer.
Luke Edson, senior vice president national markets at YP, recently told The Drum that businesses have had to realize the need to focus on the growth of consumers turning to their mobile devices when researching products before making a purchase. ‘Consumers are also connecting to businesses through mobile apps for everything from getting directions to finding a deal. Mobile has the unique ability to target customers in the moment and drive their behavior. What’s more mobile location data can provide key insights on a consumer’s behavioral patterns, including someone’s likes, lifestyle and habits,” he said.  
Customers spend more time online and it is becoming a place where shopping decisions can be influenced. “We know that we need to engage across multiple channels. This holiday season we have increased our focus on social and digital media, including creating an online only holiday gift guide, multiple social sweepstakes across Facebook, Twitter and Instagram, creating video content specifically for YouTube, and pushing content on Pinterest for the first time,’ Brandi Ply, director of marketing strategy at online retailer, Big Lots told The Drum.
Only five years ago mobile marketing and mobile sales for Black Friday did not exist- Black Friday was only about hitting the stores to get the best deals. Now, it seems that it’s more important for marketers to get their best deals on Thanksgiving Day online and through mobile marketing. Even Black Friday is now as much about online as it is about in-store sales.

‘Black Friday is a double-edged sword for most digital marketers. We know consumer engagement is going to be unusually high so it’s an ideal time to try and capture their attention, but we also know that all marketers are having the exact same thought so it can be difficult to stand out in such a crowded space,” said advertising technology company Spongecell chief executive, Ben Kartzman.  “This year, smart digital marketers will focus on delivering a dynamic experience for shoppers that they haven’t necessarily seen before.’

This Week In Market Research: 11/17/14 – 11/21/14

Investing in e-commerce? The importance of b2b mobile

Big Data: It’s Not What CMOs Know, It’s What They Do, via Forbes

Big Data: Who cares? The answer to business problems is not solved by a definition

5 Tips For Building A Great Data Science Team

No News Is Bad News for Your Data Science Team: Usually a sign that something is wrong and they be stressed out

E-Tailers Use Analytics to Read Your Mind: Can the amount of data they use allow them to offer better services with analytics

‘Tis The Season for UX: 3 Ways to Turn Holiday Shoppers Into Year-Round Customers

Has Artificial Intelligence Outsmarted Our Emotions? Emotional attachments to tech

Can Big Data Help Feed 9 Billion People? The population will swell to 9 Billion by 2050 and were going to need more food

Digital Branding, Are your Analytics Ready? Transitioning for new online advertising methods

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

GfK’s SVP of Media & Entertainment On How Viewing Devices and Services Impact Audience Measurement

In the first of The Media Insights Interview Series brought to you by The 2015 Media Insights & Engagement Conference, I caught up with David Tice, senior vice president, Media and Entertainment at GfK Custom Research, to discuss how the explosion of devices and services for viewing is impacting audience measurement.
This year, The Media Insights & Engagement Conference gives you an up-close, contextual view on the changing media experience to create better engagement strategies informed by actual viewing behaviors. This event gives you an opportunity to explore the new world of multi-platform, hyper-viewing in the post-disrupted media landscape, advance new insights and create future partnerships. This event is playing host to companies with some of the highest purchasing power in the industry, many of which spend more than $2.5 billion annually on advertising.
According to Tice, the two screen environment has made it easier for people to see an advertisement on TV and then go onto their smartphone or tablet and visit the website if they are interested. And, this in turn, has been really helpful to advertisers.

‘People’s use of television is, whether it’s younger or older folks, hasn’t changed a lot. What’s changing is the source of what they are watching,’ he said. ‘In the past it was your broadcast or cable networks, now people are using their TV sets to watch Netflix, Amazon or Hulu, because they want to use that bigger screen, that better quality sound than just watching it on a laptop or a tablet.’
Tice explained that in Gfk’s tracking research, each year they have seen that more digital viewers are using a TV set than are using computers.

Check out my full podcast interview with Tice below:

Want to hear more from David Tice? Don’t’ miss his session, ‘Insights into the effects of internet technology and video platform proliferation on viewing behaviors’ at The Media Insights & Engagement Conference at 2:00 pm on Wednesday, February 4, 2015. To learn more about this event or to register, please visit our website: http://bit.ly/1xS9zS0
About the Author: Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and print journalism, covering a variety of topics in business strategy, marketing, and technology. Amanda is the Editor at Large for several of IIR’s blogs including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business Analysts, and a regular contributor to Front End of Innovation and The Market Research Event,. She previously worked at Technology Marketing Corporation as a Web Editor where she covered breaking news and feature stories in the technology industry. She can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Millennials and Beauty: Serving the Eye of a New Generation of Beholders

According to a recent Future in Focus report, by 2017 the
Millennial generation, also known as Gen Y, is predicted to surpass the boomer generation
in spending power and become the most active spenders of the first half of the
21st century. The report dove into Millennial consumer behavior regarding
beauty, identifying and exploring attitudes and values that will shape their
purchasing patterns over the next decade.
Shaped by the digital age and the economic recession, this large
generation of 70 million in the U.S. has different priorities, shopping
behaviors, and attitudes from other generations. In fact, this always-connected
generation has concerns about their l finances that the older generation of
spenders did not at their age, and they are more ethnically and racially
diverse than any generation before them.  In fact, among adults age 18 to 29, just 61%
are Caucasian (compared to 70% of older adults), while 19% are Hispanic (vs.
13% of older adults), 14% African-American (vs. 11%), and 5% Asian. In
addition, Millennials are economically diverse’with one-third being lower
income, one-third middle income, and one-third upper income.
Millennials are the first to grow up with ubiquitous
information so they tend to have an affinity for the digital age and are always
connected. Five of six (83%) say they sleep with a mobile phone next to their
bed, compared to just 57% of all adults. They also use the Internet primarily
as a social tool, with 75% reporting having a profile on social media. And 80%
of younger Millennial social media users (i.e., 18 to 24 years old) connect
with their platforms several times a day. But this constant connection applies
to their consumer lives as well: 41% regularly use their phones to compare
prices while shopping, compared to just 26% of boomers.
This generation was hit hard by the Great Recession. As late
as 2012, 32% of Millennial shoppers reported having difficulty affording
groceries, compared to just 22% of the overall population. As a result, Gen Y
tends to be more frugal than older generations. In 2013, 22% of Millennials
(compared to just 17% of Xers and 14% of boomers) said they were putting more
money into savings during the previous year.  Still, Millennials have made beauty and
personal-care rituals part of their culture no matter the economic situation. They
are developing attitudes regarding beauty that will influence the products they
seek. Six of the most pervasive attitudes are beauty is a fun way to express
oneself; beauty is worth the expense; beauty is way more than skin deep; you’re
never too young for anti-aging; do-it-yourself beauty ; beauty is not just for
women and; beauty is a fun way to express oneself.
Image via Katie
Tegtmeyer (flickr)

Research by Mintel suggests that Millennial women associate
beauty with fun more than women of older generations. For instance, two out of
three 18- to 24-year-old women (65%) enjoy the ritual of putting on makeup’a
share nearly 50% higher than that of all women (45%). Nearly two in three Gen Y
women say they wear makeup every day, and nearly half (48%) say they spend more
than 10 minutes putting on makeup. In addition to having fun with it, most
Millennials see beauty care as another way to express themselves. More than two
in three women age 18 to 24 (69%) say they wear makeup that expresses their
personality, compared to just 55% of all women. Their ability to express
themselves through beauty may be part of the reason that almost all (94%) Gen Y
women say that makeup helps them feel more confident.
Millennials seem to think that enhancing their beauty is
worth the expense. In fact, they spend more than the average shopper on beauty
and personal care categories. Millennial shoppers spend over 25% more than
average US shoppers on such products as body scrubbers, shampoo, conditioner,
styling gels or mousses, and suntan products, and 20% more on cosmetics.  A significant majority (75%) of Millennial women
say they don’t mind spending money on makeup because it makes them feel good.
Additionally, unlike older generations, Millennials are more
attuned to skincare and anti-aging benefits at an early age. According to NPD,
39% of older Millennial women (those age 25 to 34) say that anti-aging is an
important benefit that they look for in skincare products. While younger
Millennials are often still dealing with acne, older Millennials are growing
aware that changes in their skin during early adulthood may mark the beginning
of an aging process.
But, Millennials take a more self-driven, DIY approach to
beauty care. Although influenced by their frugal nature, Millennials’
do-it-yourself approach to beauty may also be motivated by the fun they have
experimenting with new products. Millennials are twice as likely as the overall
population to embrace self-reliant, home-based beauty behaviors and at-home
beauty products.
Driven by social media and the increasing competitiveness of
the job market, Millennial men also think beauty matters too. They are putting
a greater emphasis than older generations did on looking and dressing their
best, which involves both fashion and grooming. In 2013, more than three in
four men (76%) said that the pressure on men to dress well and be well groomed
had increased. Nearly as many (73%) think that men now face as much pressure in
these respects as women do. For Millennial men, grooming is increasingly seen
as a component of healthy living, like exercise and eating well.  
From beauty companies’ point of view, Millennials are at a
critical stage in their lives. Millennials are establishing beauty and skincare
habits and consumer patterns that are likely to persist throughout their
lifetime. So, the companies and brands that win Gen Y consumers are likely to
retain these consumers for the long term.  

To read the full
report,
click here.

About the Author:
Amanda Ciccatelli, Social Media Strategist of the Marketing Division at IIR USA, has a background in digital and
print journalism, covering a variety of topics in business strategy, marketing,
and technology. Amanda is the Editor at Large for several of IIR’s blogs
including Next Big DesignCustomers 1stDigital Impact, STEAM Accelerator and ProjectWorld and World Congress for Business
Analysts
, and a regular contributor to Front End of Innovation and The Market Research Event,.
She previously worked at Technology Marketing Corporation as a Web Editor where
she covered breaking news and feature stories in the technology industry. She
can be reached at aciccatelli@iirusa.com. Follow her at @AmandaCicc.

Millennials and Beauty: Serving the Eye of a New Generation of Customers

According to a recent Future in Focus report, by 2017 the Millennial generation, also known as Gen Y, is predicted to surpass the boomer generation in spending power and become the most active spenders of the first half of the 21st century. The report dove into Millennial consumer behavior regarding beauty, identifying and exploring attitudes and values that will shape their purchasing patterns over the next decade.
Shaped by the digital age and the economic recession, this large generation of 70 million in the U.S. has different priorities, shopping behaviors, and attitudes from other generations. In fact, this always-connected generation has concerns about their l finances that the older generation of spenders did not at their age, and they are more ethnically and racially diverse than any generation before them.  In fact, among adults age 18 to 29, just 61% are Caucasian (compared to 70% of older adults), while 19% are Hispanic (vs. 13% of older adults), 14% African-American (vs. 11%), and 5% Asian. In addition, Millennials are economically diverse’with one-third being lower income, one-third middle income, and one-third upper income.
Millennials are the first to grow up with ubiquitous information so they tend to have an affinity for the digital age and are always connected. Five of six (83%) say they sleep with a mobile phone next to their bed, compared to just 57% of all adults. They also use the Internet primarily as a social tool, with 75% reporting having a profile on social media. And 80% of younger Millennial social media users (i.e., 18 to 24 years old) connect with their platforms several times a day. But this constant connection applies to their consumer lives as well: 41% regularly use their phones to compare prices while shopping, compared to just 26% of boomers.
This generation was hit hard by the Great Recession. As late as 2012, 32% of Millennial shoppers reported having difficulty affording groceries, compared to just 22% of the overall population. As a result, Gen Y tends to be more frugal than older generations. In 2013, 22% of Millennials (compared to just 17% of Xers and 14% of boomers) said they were putting more money into savings during the previous year.  Still, Millennials have made beauty and personal-care rituals part of their culture no matter the economic situation. They are developing attitudes regarding beauty that will influence the products they seek. Six of the most pervasive attitudes are beauty is a fun way to express oneself; beauty is worth the expense; beauty is way more than skin deep; you’re never too young for anti-aging; do-it-yourself beauty ; beauty is not just for women and; beauty is a fun way to express oneself.
Research by Mintel suggests that Millennial women associate beauty with fun more than women of older generations. For instance, two out of three 18- to 24-year-old women (65%) enjoy the ritual of putting on makeup’a share nearly 50% higher than that of all women (45%). Nearly two in three Gen Y women say they wear makeup every day, and nearly half (48%) say they spend more than 10 minutes putting on makeup. In addition to having fun with it, most Millennials see beauty care as another way to express themselves. More than two in three women age 18 to 24 (69%) say they wear makeup that expresses their personality, compared to just 55% of all women. Their ability to express themselves through beauty may be part of the reason that almost all (94%) Gen Y women say that makeup helps them feel more confident.
Millennials seem to think that enhancing their beauty is worth the expense. In fact, they spend more than the average shopper on beauty and personal care categories. Millennial shoppers spend over 25% more than average US shoppers on such products as body scrubbers, shampoo, conditioner, styling gels or mousses, and suntan products, and 20% more on cosmetics.  A significant majority (75%) of Millennial women say they don’t mind spending money on makeup because it makes them feel good.
Additionally, unlike older generations, Millennials are more attuned to skincare and anti-aging benefits at an early age. According to NPD, 39% of older Millennial women (those age 25 to 34) say that anti-aging is an important benefit that they look for in skincare products. While younger Millennials are often still dealing with acne, older Millennials are growing aware that changes in their skin during early adulthood may mark the beginning of an aging process.
But, Millennials take a more self-driven, DIY approach to beauty care. Although influenced by their frugal nature, Millennials’ do-it-yourself approach to beauty may also be motivated by the fun they have experimenting with new products. Millennials are twice as likely as the overall population to embrace self-reliant, home-based beauty behaviors and at-home beauty products.
Driven by social media and the increasing competitiveness of the job market, Millennial men also think beauty matters too. They are putting a greater emphasis than older generations did on looking and dressing their best, which involves both fashion and grooming. In 2013, more than three in four men (76%) said that the pressure on men to dress well and be well groomed had increased. Nearly as many (73%) think that men now face as much pressure in these respects as women do. For Millennial men, grooming is increasingly seen as a component of healthy living, like exercise and eating well.  
From beauty companies’ point of view, Millennials are at a critical stage in their lives. Millennials are establishing beauty and skincare habits and consumer patterns that are likely to persist throughout their lifetime. So, the companies and brands that win Gen Y consumers are likely to retain these consumers for the long term.  

To read the full report, click here.

Insights on Diversity in America from US Census Bureau, Univision, TV One & HBO Latin America

Earlier this year, the U.S. Census Bureau projected that
“by 2042, so-called racial minority groups will make up the majority of
the U.S. population.”
New technologies and viewing behaviors are not the only
things that media professionals have to worry about – the new challenge is
connecting with an ethnically diverse audience. What are you doing to better
understand this “new America” and engage with them on a deeper level?
The Media Insights & Engagement Conference has brought
together research leaders from ethnic networks (including MNet America, TV One
and Univision) to discuss The Changing Face of America with the U.S. Census
Bureau’s Data Dissemination Specialist, Marilyn Stephens. This keynote and
panel discussion will present an overview of ethnic population growth and their
incredible spending power, as well as viewership, media consumption and more.
The
Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Download the conference brochure for full details: http://bit.ly/1xPvEBC

Plus, you’ll also hear from HBO Latin America on:

Decoding the Entertainment Landscape in Latin America Across
Generations
In order to understand the evolution and current state of the Latin American
Media Consumer, HBO Latin America conducted an audience segmentation study to
uncover the consumption habits and traits that define today’s generations. By
uncovering these specific segments, HBO can more specifically target their
heavy consumers, loyal viewers and potential subscribers. Find out what Luis
Duarte, Audience Research Director, DirecTV Latin America (and Media Insights
2014 speaker) is looking for in partnerships: http://bit.ly/1BpdQ49
 For the full session description, download the
conference brochure: http://bit.ly/1xPvEBC
Join us in San Diego
and gain the insights you need to understand and engage with the Changing Face
of America. Register by Friday & save $600: http://bit.ly/1xPvEBC
Cheers,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15

MobileMR 2015: The latest advances in mobile market research technologies & methodologies

The Mobile Market Research Workshop, is a one-day immersion uncovering the latest advances in mobile market research technologies and methodologies taking place in New York City on December 5, 2014. Join leading industry experts for four highly curated and interactive workshops designed to showcase dramatic advances in mobile research in action!

This one day event is brought to you by the producers of The Market Research Event, the world’s #1 research and insights event, and the Mobile Market Research Association, a global trade association dedicated to the development and promotion of conducting market research on mobile devices.

Featured workshops:

Mobile Video for Quant and Qual with VoxPopMe


This highly interactive workshop will demonstrate the power of video and show why video should be a significant part of your MR toolkit. The results of a recent study comparing video feedback to open-ended text responses will be revealed. Participants will also be able to set up and run a real-time VoxPopMe campaign and capture 25 videos during the session.

Finding interesting ways video technology is being utilized, including integration into existing survey platforms and how WI-FI and Beacons can be used to trigger in-moment requests for video feedback will be discussed.

Key Learnings: 

‘ How video and mobile combine to provide the highest quality in-moment insight

‘ Sharing a recent study comparing open-ended text responses to video responses

‘ Leveraging tools to quickly understand large, cumbersome video data sets

‘ The future of video in market research

Mobile Millennials & Real-Time Research with YPulse

While the consumer is ready, willing and able to answer questions on the fly and in real-time, are you ready to incorporate real-time insights into your decision making process? By utilizing a new breed of real-time research tools, brands, manufacturers and retailers have the ability to incorporate consumer  feedback into lightning-fast production and merchandising schedules.

The question is, are companies comfortable making decisions at the speed at which consumers are willing to give their opinions?

This workshop will explore tools that have been designed to enable real-time feedback to companies as well as their relative success or failure in cannibalizing traditional decision-making tools.

Join us this next month as we give you the tools to leverage the mobile frontier to increase your ROI and get closer to your consumers.  Check out the full program here.

This Week In Market Research: 11/10/14 – 11/14/14

Tracking Everything Everywhere: How The Internet of Things Is Changing The Logistic Industry

Business Intelligence Comes To Big Data: What used to bee seen as waste is changing

How Big Data Will Help Save Healthcare: Anticipating and treating illnesses with data

5 Tips to Make Your In-Store Mobile Marketing More Engagement

The 4 Cs Driving Mobile Sales: Meeting Customer Needs and Winning Customers

Customer Experience Design: Engaging consumers beyond just theater

Is Your Organization Traveling On The Right Customer Experience Path? 3 main paths to choose from

Top 5 Holiday Shopping Trend predictions

Study Highlights Consumer Behavior in Tablet Purchase Journey

About the Author:
Ryan Polachi is a contributing
writer concentrating his focus on Marketing, Finance and Innovation. He can be
reached at rpolachi@IIRUSA.com.

Insights on Diversity in America from US Census Bureau, Univision, TV One & HBO Latin America

Earlier this year, the U.S. Census Bureau projected that “by 2042, so-called racial minority groups will make up the majority of the U.S. population.”
New technologies and viewing behaviors are not the only things that media professionals have to worry about – the new challenge is connecting with an ethnically diverse audience. What are you doing to better understand this “new America” and engage with them on a deeper level?
The Media Insights & Engagement Conference has brought together research leaders from ethnic networks (including MNet America, TV One and Univision) to discuss The Changing Face of America with the U.S. Census Bureau’s Data Dissemination Specialist, Marilyn Stephens. This keynote and panel discussion will present an overview of ethnic population growth and their incredible spending power, as well as viewership, media consumption and more.
The Media Insights & Engagement Conference 2015
February 3-5, 2015 // The Westin San Diego // San Diego, CA
Download the conference brochure for full details: http://bit.ly/1v9uOR7

Plus, you’ll also hear from HBO Latin America on:

Decoding the Entertainment Landscape in Latin America Across Generations
In order to understand the evolution and current state of the Latin American Media Consumer, HBO Latin America conducted an audience segmentation study to uncover the consumption habits and traits that define today’s generations. By uncovering these specific segments, HBO can more specifically target their heavy consumers, loyal viewers and potential subscribers. Find out what Luis Duarte, Audience Research Director, DirecTV Latin America (and Media Insights 2014 speaker) is looking for in partnerships: http://bit.ly/1BpdQ49
 For the full session description, download the conference brochure: http://bit.ly/1v9uOR7
Join us in San Diego and gain the insights you need to understand and engage with the Changing Face of America. Register by Friday & save $600: http://bit.ly/1v9uOR7
Cheers,
The Media Insights and Engagement Conference Team
@_MediaFusion
#MediaInsights15

Continuing the Conversation: The Power of Predictive Analytics

Connecting the best in insights from around the world at The Market Research Event (TMRE) showed that:

- People are a catalyst for inspiration. More than 1,300 leading executives and research professionals from across the globe gathered to experience the latest technologies and the most breakthrough applications of insights.

- Experience is a catalyst for disruption. Only when you purposefully change your surroundings, can you truly open your mind to new ideas.

- Stories are a catalyst for action. Over 150 cross-industry, research and insights experts shared best practices on insight-driven innovation.

To continue the stories and conversations generated from TMRE’s Big Data & Predictive Analytics sessions, check out “I Know What You’ll Do Next Summer: Why Marketers Must Embrace Predictive Analytics” by Andrew Frank.

How are you “applying the power of predictive analytics to real-time digital marketing?”

Peggy L. Bieniek, ABC is an Accredited Business
Communicator specializing in corporate communication best practices. Connect
with Peggy on LinkedIn, Twitter, Google+, and on her website at www.starrybluebrilliance.com.