A new E-Commerce report from The Media Audit reveals that three in five U.S. adults now shop online at least once per year, while one in five adults shop at least once per month. According to the National Report, the percent increase between 2006 and 2007 among adults who now shop online is 5.2%, while the percent increase among frequent online shoppers - those who shop twelve or more times in a typical year - has risen by 5.6%. Surveys were conducted in 88 U.S. markets between January 2007 and March 2008.
The region with the greatest concentration of online shoppers is the Northeast region, where 61% of adults shop online at least once in a typical year- a figure that is 4% above the national average. However, 23.2% of adults in the Northeast region make twelve or more purchases in a typical year- a figure that is 11% higher than the national average. More specifically, adults who live in the New England Census Division are most likely to frequently shop online. Nearly one in four New Englanders shop online twelve or more times in a year, a figure that is 17% higher than the national average. The report further reveals that adults who live in the Midwest are the least likely to be frequent online shoppers. Among Midwesterners, 56% shop online at least once in a typical year, a figure that is 4% less than the national average, and 18.2% have made twelve or more online purchases in the past year, a figure that is 13% below the national average.
As the outlook for the holiday retail season is expected to be bleak for 2008, analysis from The Media Audit E-Commerce Report suggests that the best place to find potential big spenders this season is online. According to the report, online shoppers - those adults who have shopped online at least once in the past twelve months - earn more in household income and in general are more optimistic about their financial future. Among online shoppers, 64.3% are considered financial optimists, a figure that is 9% higher than all adults nationally. Furthermore, 43% of adults who shop online earn $75,000 or more in household income, (demographic of ThisWeekNews.com users) a figure that is 39% higher than for all adults, suggesting they might be more able to weather tough economic times.
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Friday
Objection #2 - I believe I duplicate too much if I already buy print newspaper advertising and add the newspaper's website
Of course there is duplication between the print and online reader, much as their is a print reader and television/radio viewer/listener. Most newspapers report 45-50% of their online audience not reading the printed product. In addition, the website allows for animation and an interactive user experience. Don't think of it as duplication, think of it as increased frequency of your message to your target audience which will increase awareness and recognition. However, most of the readership on a newspaper website is unduplicated against newspaper readership, they come looking for something different then they did/did not find in print.
5 things to do to seed social media into your marketing strategy.
While you might not be setting up your own social networking site; many of our advertisers still understand the value of the web or at the very least viral marketing. Social Media on the web is just viral advertising (through the computer). Knowing what you're talking about is always a plus, whether you're just talking about it or if you're trying to sell around the need.
So here are five things to do to seed social media into your marketing strategy.
Find your peeps. It's all about targeting. The goal is to comfortably intersect with your customers and prospects. In some cases, you can add social media elements to your Web site and to your marketing campaigns. In other cases, it makes more sense to go where they are already going. Think like an anthropologist. Find your people. Watch what they say and do. Look for patterns. Ask them what they like and what they want.
Dare to be embarrassed. Social media shifts control from brands to customers. It's about what they think and what they want; not what you're pushing. Some think you suck. But you knew that and it's okay. To embrace social networks is to risk being next to content that you don't control, to receive and respond to reviews and criticism you're not used to -- and possibly to take your brand not so seriously.
Lead with your long suit. Social networks give brands the opportunity to expose things they know, showcase expertise, present ideas or designs, float trial balloons and introduce personalities. It's an unparalleled chance to invite customers and prospects into your world. Don't underestimate how into your brand your best customers are. Don't be bashful. Put your people and your best stuff out there. Don't let the lawyers tell you otherwise.
Play around. We're in the early stages. There are no proven formulas and no real best practices. It's a real chance to play around by asking users to send in things, participate in contests, answer survey questions, sample products or services, download coupons, upload photos and who knows what else? Test and learn your way to greatness.
Play to the cheap seats. Social media is like talk radio or old-fashioned telephone party lines. A tiny percent call -- but everybody is listening. The beauty of having friends and linkages is seeing what they are doing and watching them experiment from the sidelines. The numbers of passive and occasional users far outnumber the hardcore players, even among the younger demographic groups. But don't ignore them because they're getting off and getting their own ideas watching what goes on.
So here are five things to do to seed social media into your marketing strategy.
Find your peeps. It's all about targeting. The goal is to comfortably intersect with your customers and prospects. In some cases, you can add social media elements to your Web site and to your marketing campaigns. In other cases, it makes more sense to go where they are already going. Think like an anthropologist. Find your people. Watch what they say and do. Look for patterns. Ask them what they like and what they want.
Dare to be embarrassed. Social media shifts control from brands to customers. It's about what they think and what they want; not what you're pushing. Some think you suck. But you knew that and it's okay. To embrace social networks is to risk being next to content that you don't control, to receive and respond to reviews and criticism you're not used to -- and possibly to take your brand not so seriously.
Lead with your long suit. Social networks give brands the opportunity to expose things they know, showcase expertise, present ideas or designs, float trial balloons and introduce personalities. It's an unparalleled chance to invite customers and prospects into your world. Don't underestimate how into your brand your best customers are. Don't be bashful. Put your people and your best stuff out there. Don't let the lawyers tell you otherwise.
Play around. We're in the early stages. There are no proven formulas and no real best practices. It's a real chance to play around by asking users to send in things, participate in contests, answer survey questions, sample products or services, download coupons, upload photos and who knows what else? Test and learn your way to greatness.
Play to the cheap seats. Social media is like talk radio or old-fashioned telephone party lines. A tiny percent call -- but everybody is listening. The beauty of having friends and linkages is seeing what they are doing and watching them experiment from the sidelines. The numbers of passive and occasional users far outnumber the hardcore players, even among the younger demographic groups. But don't ignore them because they're getting off and getting their own ideas watching what goes on.
Wednesday
Online Bargain Hunters go Social
Though email from retailers is still the best way for consumers to learn about discounts and deals online, nearly 30% of shoppers now say they look to links forwarded from friends, peer comments and social sites for the best bargains, according to a survey from Guidance, in association with Synovate.
When asked what they thought was the best way to find out about bargains and deals on the internet, the majority of the 1,000 respondents surveyed still cited traditional “top-down,” retailer-to-consumer channels. Nearly half (45%) said email is the best way to learn about deals, while 16% looked to messages from retailer websites and 10% cited banner ads.
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When asked what they thought was the best way to find out about bargains and deals on the internet, the majority of the 1,000 respondents surveyed still cited traditional “top-down,” retailer-to-consumer channels. Nearly half (45%) said email is the best way to learn about deals, while 16% looked to messages from retailer websites and 10% cited banner ads.
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Monday
The Most Common Objections to Advertising on Newspaper Websites
This is going to be a series: We'll review one objection a day...
1. I buy search words, why do I need more than that?
Because search words only capture people who are actually looking for your product by
type or name. By only using this form of advertising, you are missing opportunities to
brand your product with local audiences that typically account for the majority of
storefront foot traffic. When the consumer determines it’s time – you want to be top of
mind. No search necessary. Display ads not only add to brand awareness but increase
the clickthrough rate on your search buys. Higher brand awareness means more
searches on keywords associated with your brand which means more clicks.
1. I buy search words, why do I need more than that?
Because search words only capture people who are actually looking for your product by
type or name. By only using this form of advertising, you are missing opportunities to
brand your product with local audiences that typically account for the majority of
storefront foot traffic. When the consumer determines it’s time – you want to be top of
mind. No search necessary. Display ads not only add to brand awareness but increase
the clickthrough rate on your search buys. Higher brand awareness means more
searches on keywords associated with your brand which means more clicks.
New saying "we're facilitating dialogue"
Our sales manager Christal and I had the opportunity to attend a SNA (Suburban Newspapers of America) Symposium last week and of course my mind was reeling with all the great ideas. But one of the things that I heard that stuck was....we are in the business of facilitating dialogue.
What does that mean?
I think it can mean something different to our editors and our readers; our clients and consumers, sports teams and their fans...you get the idea.
Our advertisers want their message to reach consumers; our teachers want to talk to their students' parents, charities want their message to be heard by people who care.
Our products facilitate dialogue between different communities. Dublin parents and the administration at Dublin Coffman High; the People In Need charity organization and city volunteers; Central Ohio shoppers trying to save money and women that have the know how to help....
Ask yourself and your advertisers, what dialogue should you be participating in?
We are the in the business of targeted messaging aka niche marketing
I think that we need to reevaluate how we think. We often have been taught to spit off numbers in bulk. For example we reach 800,000 households and 90% of the population (this is an example of course).
If you ask our advertisers, would you rather reach 20,000 people that may look at your message or 500 who really want it, what do you think they will say? It probably depends on if they want an awareness campaign or a campaign that will more immediately bring results.
In Real Estate for example, we've all heard the expression it only takes 2 people to buy and sell a home...so don't you want to hit the people that are really looking to take that step and put your message in front of them, do we really spend time researching how we can help our clients do this?
Social Networking is one way that you can reach niche audiences
Search Marketing,
Targeted Banner Advertising
Email marketing to sub groups
These are all ways that we can hit the masses...OR we can target communities of people looking for a particular service or product.
While our community newspapers and websites in general have the ability to blanket some markets and provide a TOMA (top of mind awareness campaign), I don't think we stress enough just how targeted our messaging can be to the "sub" communities all throughout our city...What do you think?
What does that mean?
I think it can mean something different to our editors and our readers; our clients and consumers, sports teams and their fans...you get the idea.
Our advertisers want their message to reach consumers; our teachers want to talk to their students' parents, charities want their message to be heard by people who care.
Our products facilitate dialogue between different communities. Dublin parents and the administration at Dublin Coffman High; the People In Need charity organization and city volunteers; Central Ohio shoppers trying to save money and women that have the know how to help....
Ask yourself and your advertisers, what dialogue should you be participating in?
We are the in the business of targeted messaging aka niche marketing
I think that we need to reevaluate how we think. We often have been taught to spit off numbers in bulk. For example we reach 800,000 households and 90% of the population (this is an example of course).
If you ask our advertisers, would you rather reach 20,000 people that may look at your message or 500 who really want it, what do you think they will say? It probably depends on if they want an awareness campaign or a campaign that will more immediately bring results.
In Real Estate for example, we've all heard the expression it only takes 2 people to buy and sell a home...so don't you want to hit the people that are really looking to take that step and put your message in front of them, do we really spend time researching how we can help our clients do this?
Social Networking is one way that you can reach niche audiences
Search Marketing,
Targeted Banner Advertising
Email marketing to sub groups
These are all ways that we can hit the masses...OR we can target communities of people looking for a particular service or product.
While our community newspapers and websites in general have the ability to blanket some markets and provide a TOMA (top of mind awareness campaign), I don't think we stress enough just how targeted our messaging can be to the "sub" communities all throughout our city...What do you think?
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