It’s ALWAYS About Understanding Your Consumer

Posted by Rahna on December 11, 2008 under Consumer Engagement, Consumer Research, Strategy, Uncategorized | Be the First to Comment

I read an interesting article by Morgan Steward on Email Insider that commented and compared two different panels hosted by two Email Insider Summits (one in May and one in December).  The panel from May provided insights into how college students use email and the one in December highlighted  moms usage.  The writer provides a synopsis of the differences between the two target groups that should be noted by marketers…basically, college kids (who have the luxury of time) are looking for interactivity, connectedness, and engagement, while time-starved moms are looking for facts, structure and streamlined communications.  Steward surmises, “Seems to me that in all the conversations we have about being relevant or about the influence of social media on email, we need to acknowledge that there is a fork in the road. Moms’ use of email (and the Web in general) is incredibly utilitarian, while students use of the Internet is incredibly interactive.”

Here was my response: Marketers need to remember that e-mail is simply another medium, another way to deliver their message.  The differences shown between college kids and moms is merely indicative of the multitudinous ways that the medium is used.  The visual is not a fork in the road…the image that comes to my mind resembles the myriad computer cables that snake under the floor of the stock exchange!  There are as many ways to use e-mail as there are consumer groups that use the medium.  Just think of the television.  Most providers offer over 600 channels from which to choose…not two.  Marketers need to look at their messages and find out how best to convey their message to their audiences, on HGTV, ESPN or Nickelodeon, in fifteen second spots or thirty minute infomercials.  Email, just like television, is just the medium.   The marketer’s job, AS ALWAYS, is to understand their consumer–their media consumption habits and desires so that they can deliver their message in the most impactful, compelling manner possible.

At the end of the article, Steward re-poses a good question posed by someone at the Email Insider Summit: “Have we even really scratched the surface?”

If you are involved in email marketing, evaluate your data.  Email stats can be tracked in order to give you information…for free!  What messages or offers are getting response?  What patterns can you find that can help you further segment your lists? In short, what can you do to understand your consumer?

An Interesting Conversation With The Folks at Nickelodeon

Posted by Rahna on November 17, 2008 under Consumer Research | Be the First to Comment

The new consumer requires a new marketing plan. Last week I had a meeting with the research team at Nickelodeon’s headquarters in New York to talk about the possibility of doing some focus groups or other proprietary research for them.  We were talking about how interesting it is to be in research right now.  The massive, tectonic-plate-sized shifts in economic stability, combined with the political changes underway, have made this an incredible time to be studying consumer insights.  Consumer confidence has been shaken to the core and people’s faith in their own personal stability is impacting behavior dramatically.  

For business communities both large and small, this is complicating the decision-making process. Even research done six months ago may not be reliable. Because I work with both large and small businesses, I see the impact the broad-sweeping impact this is having.  For large companies, they are going to want to take the consumer’s temperature early and often, in order to keep up with the massive shifts in buying behaviors.  For start-ups, they cannot rely on industry information published earlier this year.   

Even so, there is reason for optimism.  Amidst the chaos, opportunities exist.  Those who can react quickly have an opportunity to meet the needs of this new, uncertain consumer.  Are you in an industry that serves career counseling?  Do you sell a low-cost alternative product or service?  Then now is the time to re-double your marketing efforts!  The team at Nickelodeon has found that their offerings are needed even more now than before, as television represents a low-cost entertainment vehicle that consumers can afford.  If you’re an advertiser, this means you should be considering an even bigger buy than before!   

By the way, we love to conduct consumer research, especially primary research like focus groups.  If you know of someone in the research department of your company that might be looking for savvy, consumer-oriented strategists to help them monitor their consumer target’s shifting viewpoint, please let us know so that we can reach out to them! 

What is the biggest impact that you have seen in your business?  We’d love to hear from you.