The 2013 Digital Marketer: Consumer insights for amping up your campaigns

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Consumer insights for amping up your campaigns

@ExperianMkt #BeDigital

Heather DoughertyDirector of Research, Consumer Insights

2©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public. #BeDigital

Introducing our speaker

Agenda:

� Cross-channel consumer behavior

� Targeting: Early Adopter Millennials

� Connect with consumers via social media

� Opportunities for brand advertisers to engage consumers with the Shazam mobile app

The 2013 Digital Marketer Report: ex.pn/2013DM

Heather Dougherty, Director of Research, Consumer Insights


What percent of 18-34 year olds use three devices in the past week to social network?

The 2013 Digital MarketerCross-channel consumer behavior

19%

4©2013 Experian Information Solutions, Inc. All rights reserved.Experian Public.

Cross-channel consumer insightWe measure how consumers think and what they do


Reach of mobile phone nearly ties with TV for adults under 50

Simmons Connect


Younger audience far more engaged with digital platforms

Simmons Connect


Optimize email campaigns across platforms with your target consumers in mind

Simmons Connect


Consider point of access for social campaigns

Simmons Connect


Significant time spent on IM/chat & social networks

Day in the Life – Smartphone Usage by 18 to 34

Weekends

Simmons Connect


Targeting example: Early Adopter Millennials

How to Reach Them:

Messaging:

Who They Are:• Median Age: 26

• Median income: $61K

• One-third married

• Racially and ethnically diverse

• Striving to get to the top of

their careers

• Hyper-connected, have lived

most of their lives connected

to the Internet

• Gadget lovers and likely to

advise friends who are making

electronics purchases

• Still finding out who they are,

self-centered and demanding,

it’s all about “me”

• Mobile is key, but marketers

need to take a multi-channel

approach for reaching this hyper-

connected group

• Their constant need for

connectedness extends to brands

making social media an ideal way

to reach & engage Millennials

• Constantly inundated with

advertising messages, product

placement is a great way to reach

Millennials within the context of

their favorite TV show

• Excited to try new products and brands

• Appeal to this desire, but don’t expect

loyalty overnight

• Allow Millennials to make the message

their own by incorporating the ability to

spread the word with social media

integration


Social networks are key sources of communication, information and entertainment


Often following brands, sharing opinions and reading recommendations from friends

Simmons NCS, Fall 2012 Study


Diversify social strategy across networks to increase opportunities to interact with brands

Hitwise


Open to trying brands promoted via product placement on TV



Multi-tasking with digital platforms

While Watching TV….

27% Use Internet Other than Email

17% Use Mobile Phone

13% Sent or Received Email

12% Used Instant Messenger


• Early Adopter Millennials are 79% more likely than average to use the Shazam smartphone app

• 28% of Shazam users are Early Adopter Millennials

Using the Shazam mobile app to engage Millennial television audiences

Soft drink brands Shazam users drink: Index:

250Index: 169

Index: 212

Some of the best shows for reaching Shazam users are:

Index: 226 Index: 182 Index: 179 Index: 164



� Mobile nearly ties with TV for reach but mobile indexes higher against all adults for those under 18 to 34. Engagement is much higher across digital devices like mobile phones, game consoles, home PCs and mp3 players while those over 50 spend more time with traditional media like newspapers & magazines.

� When thinking about your campaigns, consider the number of devices being used to communicate and ensure that they are optimized across platforms for email, social networks and landing pages. Don’t underestimate those over 50 who engage in social networking on tablets more than their younger counterparts.

� As sources of communication, information and entertainment, social networks are key to 18 to 34 year olds. There are significant opportunities to leverage their social network usage because they trust the product info they receive and are often following brands, sharing opinions and reading recommendations from friends.

� While digital usage is high, Early Adopter Millennials are avid multi-taskers who are willing to try new products and brands that are promoted through TV product placements. They often recognize products viewed on TV with a higher overall opinion.

Key Takeaways


Questions

The 2013 Digital Marketer: Consumer insights for amping up your campaigns

Business

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