When should you not advertise?

Is there ever a time where an advertising agency may suggest to an advertiser to go dark and not run a campaign? Depending who you talk to, the answer may be an emphatic “no” or a conditional “yes.”

In my opinion, it depends on the client. An argument could be made that non-retailer advertisers may steer clear of advertising during heavy retail holiday times like Memorial Day, 4^th of July, Labor Day, and Black Friday. These and other dates have national advertisers who have access to big budgets to have high frequency and high impact campaigns, which is great. However, for non-retail, local advertisers who have a smaller budget, your message may get lost in the shuffle.

Another situation in which an advertiser may lighten up a campaign is customer behavior. An example may be a retirement facility that doesn’t heavily advertise in May because families are focused on graduations and finishing up the school year. However, that same facility may heavy-up schedules in January when families realize that relatives may need to start looking for living alternatives.

Overall, advertising your product or service is a 24/7, year-round job. However, there are times where a schedule may be pulled back strategically in order to use a budget wisely. It really comes down to knowing your audience and understanding your advertising environment.

US internet users weigh in on how they make purchases digitally

While digital purchasing can be the preferred payment method by the consumer on goods and services, it is wrong to state that consumers choose to buy all categories in that manner. eMarketer reports the results of a June 2014 study performed by Harris Interactive.

Not surprisingly, US internet users used a digital device of some kind (desktop, laptop, smartphone, or tablet) to purchase clothing 69% of the time. The remaining 31% had never purchased a clothing item online. 

Some of the categories that had internet users prefer a brick-and-mortar experience over a digital one were cosmetics and personal grooming, prescription medications, specialty food and beverages, over-the-counter medications, and general food purchases. Cosmetics and personal grooming was the only one among these groups that saw digital purchases reach past 30% at 35%.

A few categories had close to an even split between consumers who have purchased items online and those who never have. Those include accessories, personal electronics, and household electronics.

As marketers work to reach a target audience, it can be crucial to know how a product or service is purchased by a consumer.

Singles and smartphone habits

If you are a single American adult, chances are that you are in a committed relationship with your smartphone. eMarketer reports on a recent survey conducted by online dating sites Christian Mingle and JDate. The survey interviewed single adults and discovered a few mobile trends.

·        Apparently, 47% of those surveyed constantly check text messages throughout the day.

·        38% utilize the internet on his/her phone several times in the day.

·        35% check and send emails several times daily.

·        32% constantly check a social networking site throughout the day.

·        40% talk on the phone several times in a day.

·        31% look at or share photos several times a week or at least once a week.

·        47% rarely or never check online dating sites or apps.

The study also shows that the age group of 27–34 single adults seems to have the stronger reactions to certain statements regarding mobile habits.

·        61% of 27-34 acknowledged “I’m always afraid of missing something interesting if I don’t check my mobile device(s) frequently.”

·        57% admitted that they are, “so dependent on my mobile device(s) that it’s like an addiction.

·        47% stated, “I often get less sleep than I should because I’m using my mobile device(s) late at night.

What does this tell advertisers? While it would be great to use this as across the board responses for all single American adults, it has to be put in the perspective that these results are coming from a niche group of people from niche dating sites. Use this information as an insight to the single adult habits, but don’t consider it to be the absolute truth. 

Which websites users go to for health information

You’ve had a headache for about two days straight, and you think you have a slight fever. Are you getting sick? What are your options- go to the doctor? Go to a friend for health tips? Go to a minute clinic? Go online? For those of you who chose going online with your symptom inquiries, what website did you use? If you are like 53% of respondents from the Makovsky Health and Kelton research survey, you went to WebMD.

According to eMarketer, a recent study of US internet users went to WebMD as the major online resource for health information. Following the health website was Wikipedia with 22%, health magazine websites at 19%, advocacy group websites at 16%, YouTube at 12%, blogs with 10%, Facebook at 10% and lastly, pharma company websites with 9%.

The survey focused on pharma company websites a bit further. A common reason for a user to navigate to this website is to research drugs/procedures following a diagnosis. This goes in line with the earlier results that few users seek these types of websites for health information and diagnosis.

Health care advertisers should take note in where potential patients get information. 

New report shows top valued brands in U.S.

Worldwide, consumers have been surveyed to find out what brands they value most. Havas Media put out the report “Meaningful Brands” which surveyed 134,000 consumers in 23 countries. The report focused on positive perceptions of brands like health, happiness, relationships, and financial well-being.

MediaPost reports that the brands with top marks across all surveyed were Google, Ikea, Dove, Nike and Walmart. In the U.S. exclusively, Amazon, Target, Johnson & Johnson, Campbell’s, and Google were the top five brands.

The survey reports there is an American shift to a demand in value. Consumer focus is more locked into family, savings, stability, health, and safety. Whereas, the American focus a few years prior was on luxury, entertainment and social status.

It makes sense to see the shift from luxury to stability in the U.S. With the economic crash a few years back, consumers had to rearrange priorities. That being said, there was a higher demand for products and companies to be more accountable. Knowing how brands are perceived and consumer priorities, advertisers should be able to use this knowledge to better align the campaign with the target audience.