Winning The Ukraine Narrative

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A Very Strange Super Bowl

Introduction

David Erickson: So we have a break this week. I don’t have any football to watch. I don’t have a team to root for necessarily in this year’s Super Bowl. But I do have someone to root for. And I–probably doesn’t need a rooting because Amanda Gorman, the young poet who read that amazing The Hill We Climb poem for the inauguration is going to read a poem at the Super Bowl during the Super Bowl!.

BL Ochman: Isn’t that amazing?

Super Bowl Poet Laureate Amanda Gorman

David Erickson: That is insane. So this is from BuzzFeed’s Salvador Hernandez, who reports, you know, Amanda Gorman…she’s gonna be basically the first Super Bowl Poet Laureate. Hopefully, there will be many more.

But she is going to recite a new poem before the official coin toss to recognize an educator, a nurse, and a veteran for helping their communities during the pandemic. The poem will be broadcast nationally on CBS.

New Poem Honors Pandemic Heros

David Erickson: The new poem will honor Trimaine Davis, who is an educator who worked to secure electronic equipment for students; Suzie Dorner, who’s an ICU nurse in Tampa; and James Martin who is a marine veteran who work to support fellow vets and high school athletes.

It’s just stunning to me that a poet would be reading a poem during the Super Bowl, before the Super Bowl. The NFL…I mean, half of their fans or probably more than half their fans are–

BL Ochman: Never heard a poem.

David Erickson: Well, now, I mean, come on, be fair. Poetry is not their first choice of reading, I would argue. It’s not most people’s first choice of reading. So there’s that. But of all the sports, it’s probably the most conservative. And so choosing Amanda Gorman who spoke at Biden’s inauguration, I think is a fairly courageous choice by the NFL. Again, who’s going to criticize–I’m sure people will–a poem devoted…honoring, you know, these people. So that’s kind of safe. But, oh my God, I’d never would have seen the day when I’m when a poet would be reading a poem at the Super Bowl.

BL Ochman: I can’t wait. I mean, she’s so spectacular. And, you know, apparently she signed with a modeling agency. She has two books that are already bestsellers; one’s a children’s book, one’s for adults. I mean, she’s not just a poet. She’s a performer. And, you know, it doesn’t hurt that she’s beautiful. She’s a Harvard graduate. I mean, she’s got it all this one. And, you know, her poem at the inauguration was mind-blowing. I mean, she’s–

David Erickson: Yep. I would say–

BL Ochman: She’s a hero–

David Erickson: The only thing I would flip around in what you said is she’s not just a performer. She’s a poet. There’s a higher level of talent for poetry than there is for being–

BL Ochman: I agree. But she’s a wonderful presenter, let’s put it that way.

David Erickson: I agree.

Budweiser Donates Super Bowl Ad Budget

BL Ochman: Yeah. Okay, so talking about the Super Bowl. We’re not gonna see Clydesdales at the Super Bowl this year. For the first time in 37 years, Budweiser is not advertising on the Super Bowl. Instead, they are donating a million dollars and their airtime to the Ad Council and COVID Collaborative’s COVID-19 Vaccine Education Initiative.

So Monica Rustgi, who is Vice President of Marketing at Budweiser said “like everyone else, we’re eager to get people back together, reopen restaurants and bars and be able to gather to cheer with friends and family. And to do this and to bring consumers back into the neighborhood bars and restaurants that were hit exceptionally hard by the pandemic, we’re stepping up to support critical awareness of the COVID-19 vaccine.” And that’s why Budweiser is joined together with their partner, the Ad Council.

So they tweeted that “the Clydesdales may not be in our commercial, but they’ll be making an appearance in a new way. Stay tuned on our social channels on Super Bowl Sunday.” So Clydesdales are going to show up on social media.

Coca-Cola Bows Out Too

BL Ochman: And Coca-Cola and Avocados of Mexico also announced that they won’t advertise and other brands are expected to change their messages to focus on COVID vaccine awareness and social issues. Very unusual for brands this year, because they don’t know whether people want to laugh or they want to be serious. It’s really hard. It’s a hard call for any brand to know how to play this. And I think that what Budweiser is doing is pretty admirable.

A Strange Super Bowl

David Erickson: Yeah, it’s gonna be a different Super Bowl. I mean everything is obviously different due to COVID and the reaction to 2020. And advertisers are often–that’s part of their considerations for advertising at the Super Bowl. So it will be interesting. I think more than many years past, I will be interested to watch the commercials to just see how you know how they approach it.

Super Bowl LV Ad Spending

Super Bowl ad prices are expected to rise 7.7% for Super Bowl 55, with the average expected price for a 30-second spot reaching $5.6 million, per the latest research from Kantar. This is up from the record-breaking $5.2 million per 30-second ad seen last year for Super Bowl 54.

Looking back to last year’s Super Bowl, total ad time was about 46 minutes. That’s 5 minutes more advertising time than in 2019, but 1 minute less than Super Bowl 51 in 2017. Read the rest at Marketing Charts.

ROI Of Super Bowl LV Commercials

With an average thirty-second spot costing $5.6 million dollars this year, the ROI of that spend is down significantly from last year.

This year’s matchup between Tampa Bay and Kansas City is expected to draw 186.6 million US adults compared to 193.8 million last year.

• 2021 Super Bowl Commercial ROI: $300,107 per person reached
• 2020 Super Bowl Commercial ROI: $268,317 per person reached

Super Bowl LV Consumer Spending Down

The National Retail Federation survey of 7,882 adults finds that the average per person spending for Super Bowl LV is $74.55, down from an all-time high of $88.65 last year.

That’s likely because Super Bowl parties appear not to be a thing during pandemics. The NRF survey reveals that 72% of respondents will not host nor attend a Super Bowl party this year while 13% plan to throw a party this year and 12% plan to attend one.

Women are more likely than men to sit this year out and the younger you are, the more likely you will be to host or attend a Super Bowl party or watch the game from a bar or restaurant.

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Dyspatch’s The Future of Email Marketing August, 2020 survey reinforces an article of faith among email marketers about the top factors that encourage someone to open an email.

A third of respondents cited the sender’s name or company as a reason to open an email. A known sender is a powerful trust factor that encourages recipients to open an email.

Another third cited the email subject line as a factor in their decision to open an email. That, of course, make eminent sense, assuming the subject line gives the recipient a taste of what they will get by opening the email.

The preheader, or preview text, was cited by 22% of respondents as a factor in opening up an email.

The Top Three Factors Should Work In Concert

In fact, these top three factors all work in concert to convince someone to open an email. Email marketers will have much more success boosting their open rates if they put themselves in the head of the recipients and think through how they actually experience the email communications.

They receive the email in their inbox, glance at the From field to see who is sending them the message. Trusting the sender, they move on to the subject line to identify what’s in the email. If the content teased in the subject line interests them, the preview text can offer supporting persuasion that the message is worth opening.

Mobile vs Desktop Email

Six percent of respondents cited whether or not they were seeing the email on their mobile device versus their desktop as a factor in their decision to open it.

Due to the limited space on mobile devices and the nature of the context of their use, people are much more likely to make calculations about which emails to delete on mobile than they are within a desktop environment.

Think about it. People use their mobile devices to take productive advantage of downtime, so they’ll scan their inboxes and swipe delete on emails they feel they don’t need while standing in line or while riding an elevator.

The desktop environment, on the other hand, is usually experienced in a fixed space such as on a laptop at home or an office computer. The much larger screen that accompanies this experience makes it a much easier and more enjoyable way to consume email content.

Email Dayparting & Send Time

While email marketers may obesses over what day and time to send their campaigns, it appears their subscribers don’t give it much thought at all. Only four percent said the time of the day was a factor in them opening an email and only three percent said the day of the week was a factor.

eMarketer principal analysts at Insider Intelligence Jeremy Goldman and Nicole Perrin discuss how the pandemic changed email, what consumers want from it, and how to build a best-in-class campaign:

The post Factors That Prompt People To Open Emails appeared first on e-Strategy.

Several entreprenuers are trying to rebuild social media from the ground up, with new features and codes of conduct that they hope will create a more civil environment and one less susceptible to manipulation by malign influences.

Episode Transcript

David Erickson: So I can’t remember–Casey Newton: Has he left The Verge?

BL Ochman: He has left The Verge.

David Erickson: Or did he just take his subscribers and launch…? Okay, he’s left The Verge. So this is a piece by Casey Newton, in his last days at The Verge. And it is a great piece.

Telepath Launched By Quora Veterans

David Erickson: It’s about a new social network called Telepath. Telepath was launched by or started by Richard Henry and Marc Bodnick, who had previously worked at Quora together. They have had Telepath in beta and they announced a wider release recently. It is only available in private beta right now; it requires an invitation I asked for one, so please give me one.

Hybrid Of Twitter & Reddit

David Erickson: But it is a hybrid of Twitter and Reddit. And so there’s like Twitter, it has a central scrolling feed of updates. But like Reddit, every post needs to be created within a group, within a subsection of the site like subReddits are on Reddit.

Real Identity Required

David Erickson: It requires real names. So when you sign up, you have to sign up with your real name, which the article cites that it obviously it makes it difficult for activists and dissidents who want to remain anonymous. It requires a real mobile number as well.

Behavior Code Of Conduct

David Erickson: But it also tells you how to act. So the other social networks never told us: This is what we expect of you, the user, on how to behave on the platform. So the first rule is actual behavioral norms for your time spent on Telepath.

Rules Of Civility

David Erickson: And they are: Be kind, don’t be mean, don’t attack people or insult what they post, assume that people have good intentions. And if a reasonable person would think that you’re being a jerk, that’s not okay. Persistent behavior that’s on the line–so this is where, you know, people skirt the boundaries of policies–persistent behavior, that’s on the line, is not okay.

Human Moderators

David Erickson: Okay, so it’s setting up these are the norms of the of the community that you have to abide by. They plan to add moderators as it grows. And they’re assuming…they’re assuming that they will have lower profit margins, eventually, because they’re going to have a heavy investment in fulltime employees working on these issues.

Privacy Baked In

David Erickson: They decided to launch more widely only after implementing a key privacy feature, which is that the conversations delete by default after 30 days. So taking a page from Snapchat’s playbook. But you can save save your conversations to your private archive as well

A Different Approach To Social

David Erickson: But it’s an interesting, different approach; learning from what everybody else has not learned, you know, of all the other social channels of what is wrong with them. So we’ll see how it works. But I’m anxious to get my invite, because I definitely want to try this out and see how it works.

Similar To Clubhouse

BL Ochman: It’s in many ways very similar to Clubhouse, which I…where you have to be brought in by a person. You know, you’re not just given invitations. I haven’t quite figured out how I get an invitation.

But there is the same thing there. It didn’t start out with the rules of behavior but they had to evolve. It’s limited in size right now. But eventually it’s very well financed and it will be a huge network.

Problems At Clubhouse

BL Ochman: There have already been problems there with stalking and anti-semitism and insults and there are moderators, there will over time, I’m sure, be paid moderators.

Clubhouse Is Voice Only

BL Ochman: There’s one person who runs a dinner, a virtual dinner on Saturday night and a hundred people come to that. And the difference between it and what I think you’re describing is that Clubhouse is voice only. And at the moment only on iOS. But you have to have your real name, you have to have a picture, you have to have a bio. You know, it’s…you have to be, you have to raise your hand if you have something to say if you’re not a moderator.

24/7 Conversations

BL Ochman: But what I find astounding about it–and I guess it’s astounding about every social network–is that people are talking constantly, twenty four hours a day; like, I don’t know, doesn’t anybody do anything else anymore except talk? I don’t quite get it.

David Erickson: BL, there are different time zones in the world.

BL Ochman: The same people, it’s the same people. They’re always there. I’m not going to name them but I wonder what the hell else they do.

David Erickson: The article does cite Clubhouse.

BL Ochman: Yes.

Up Front Expected Behavior

David Erickson: It does make the comparison to Clubhouse. What I found fascinating about it was, one, of the rules of behavior from the start; but also, you know, saying at the outset that we don’t expect to make as much money as the other channels are making. And that’s, I think, a key aspect of it.

Framing Growth Expectations

David Erickson: Because if you’re then getting investors, or your intention is going public, then you’re setting up the framing of it that we don’t–to be successful, we don’t have to be like everybody else.

And you know, that’s kind of the brilliance of what what Jeff Bezos did with Amazon. See, he didn’t make money for forever and ever and ever and ever and ever. He just–that was–it was just growth and growth and growth in different areas. So we’ll see how that works. But I’m impressed with the approach, anyway.

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Explore an extensive compilation of grocery shopping statistics from 2012 to present about how consumers interact with their grocery providers.

Making Grocery Lists

Thirty percent of those surveyed from the entire Allrecipe.com and Meredith pool reported using Pinterest at least once a week. 

Three-quarters of them use Pinterest as a source of inspiration for trying new meal ideas. Read the rest at eMarketer.

A September 2012 study by Fleishman-Hillard and The Motherhood Inc. indicated that websites were king in terms of recipe sources US mothers accessed.

However, Pinterest was not far behind. Seventy-eight percent of US mom internet users surveyed who looked for recipes online or off went to websites vs. 66% who said they’d used Pinterest. Read the rest at eMarketer.

A 2012 Compete survey found that retail websites were more commonly used for product research than search engines, online ads, online reviews, retail emails and a wide variety of other information sources before consumers made online purchases of grocery products.

Finding Grocery Stores

Local search incidence is very high across 11 product and service categories, according to an October 2012 report from YP, conducted by Immr and in collaboration with Street Fight. 4 in 10 respondents use local search once a day, and two-thirds use local search at least 3-4 times a week.

Use is lowest in the grocery category, used by 61% of respondents, but the category is the most common among purchasers. Fully 96% of respondents had made a grocery purchase in the previous year. 

In the grocery category, the highest use was finding listings (reported by 35% of grocery consumers), followed by hours of operation (34%).

According to a 2012 survey conducted by Perception Research Services International, respondents who were responsible for at least half of their household’s grocery shopping, were generally less likely to use QR codes to obtain product reviews (42%), loyalty rewards (40%), or to find a store’s location (29%).

Grocery Shopping Frequency

Latinx Families Make More Grocery Shopping Trips

The Hispanic population is the fastest-growing and youngest segment of the US population. As such, according to a new eMarketer report, “Hispanic Grocery Shoppers: The Digital Habits of a Highly Social Demographic,” Hispanics are a key target for growth among CPG brand marketers.

Add to that, Hispanics do more grocery shopping than the average US shopper, according to an August 2012 survey from Acosta Sales & Marketing and Univision Communications.

Once in-store, they spend 20% more during routine grocery shopping trips.
Read the rest at eMarketer.

Grocery Coupons

Grocery Coupon Use

Mothers are active seekers of coupons and other money-saving offers. In an era when technology puts guidance from fellow mothers at her fingertips, a mother will often be indifferent to the boasts of a brand or store.

But she does welcome—and seek—marketers’ offers of money-saving deals, according to a new eMarketer report, “Mothers as Bargain Hunters: Using Old and New Means to Get the Most for Their Money.”

Couponing is certainly the norm among mothers. In December 2013 Allrecipes.com polling, over seven in 10 mothers said they used “coupons I have clipped” when at the grocery store, and more than one-third used the store’s printed flyer/coupon book. Read the rest at eMarketer.

In the Spring 2013 Acosta survey titled “The Why? Behind The Buy,” 28% of grocery shoppers indicated they regularly print a coupon from a website before, during or after their grocery shopping trips, up from 24% in the Fall of 2012.

More consumers were also signing up to get future emails from a product manufacturer or store (21% vs. 17%), loading coupons onto their shopper cards from a website (19% vs. 14%), and signing up for texts and emails that provide coupons they can print out (17% vs. 13%), among others.

That was part of an overall trend towards greater use of digital technology to assist with grocery shopping. Between 2012 and 2013, the percentage of respondents regularly using social networking to plan their shopping trip or decide which products to buy grew from 11% to 14%, as did those using a mobile application (from 9% to 11%). Read the rest at MarketingCharts.

Digital coupon users – particularly heavy users – shop more often than the average shopper, and spend more heavily when they do, details Coupons.com in 2012 research conducted by GfK.

The study looked at 120 campaigns which ran a digital coupon on Coupons.com during 2012, representing a cross-section of CPG categories, and compared the shopping behavior of digital coupon redeemers with the behavior of 2.3 million households in the GfK Knowledge Networks database.

Digital coupon users were found to spend 13% more per grocery shopping trip than the average shopper ($53.14 vs. $47.01) and 42% more annually ($4,295 vs. $3,035).

Heavy digital coupon users were even more active consumers. They spent 50% more than the average shopper per trip ($70.38 vs. $47.01), which combined with their 35% higher number of annual trips (88 vs. 65), led to them spending more than twice as much in annual dollars per household ($6,206 vs. $3.035). Read the rest at MarketingCharts.

A 2013 survey [PDF] from RadiumOne looks at the different ways in which women aged 35-54 used coupons on their mobile devices for household purchases.

Among the findings, more than 6 in 10 redeemed grocery and consumer retail goods-based coupons. Of those, less than one-quarter preferred scanning-based methods, according to the report, with a slight majority preferring to display the coupon to a cashier, and 42% preferring SMS-based coupons.

The study also revealed that 36% find push notifications of mobile coupon offers useful, while less than 3 in 10 preferred barcode-scan mobile coupons. The report also revealed that behind groceries and retail goods, food and drink coupons are the most frequently redeemed by this demographic. 

Social Sharing Of Grocery Store Daily Deals

36% of subscribers had used a social network to recommend a daily deal for food or a grocery store promotion, according to a 2012 Constant Contact survey.

Grocery Brands

Why People Try New Grocery Brands

When grocery shopping in a retail store, US consumers are most likely to buy something new or different from usual if it’s on sale for a good price (56%) or if they have a coupon (50%), finds Nielsen, although almost half will do so out of an urge to try something new.

Interestingly, recommendations from friends, ads, and attention-grabbing packaging are all par in terms of driving new brand decisions, per the report.

Grocery Shoppers Prefer Branded Products

Branded products still account for the bulk of consumer packaged goods (CPG) purchases across all income groups, a September 2012 report from Nielsen found.

And the variance among income levels is relatively minor. For the 52-week period ending in late February 2012, and using dry grocery edible goods as an example:

• Branded products represented 83% of unit sales to upper-income households (100k+),
• 79% to middle-income households ($30k-$100k),
• and 76% to lower-income households (<$30k). 

The same correlation between household income and national brand preference holds true for two other edible categories, frozen and dairy.

Unit sales of branded frozen edibles hovered around 77% for all economic strata, though branded products represents just 63% of dairy unit sales to upper-income households, 58% to middle income and 55% to lower-income households.

Or Do They?

Generational differences abound in grocery shopping behavior, revealed Acosta Sales & Marketing in a 2013 report. The study indicated that younger shoppers tend to be less loyal to brands:

• 42% of Millennials (born between 1982 and the early 2000s) said they were buying more store brands to save money,
• A figure that drops to 36% among Boomers (born between 1946 and 1964) and
• Just 26% of Silents (born between 1925 and 1945).

Although they make the most number of routine shopping shopping trips per month (4.1 on average), Millennials have the smallest average monthly grocery spend.

At $252.60 per month, Millennials trail Silents ($263.70) and Baby Boomers ($295.50) in average monthly grocery spend, with Gen Xers (born between 1965 and 1981) spending easily the most ($323.10). Read the rest at Marketing Charts.

More than half of consumers decide on which products they’ll buy at the grocery store before they leave their homes, according to 2013 data released by Information Resources Inc. (IRI).

However, the survey results indicate that in-store marketing tactics still sway some. 48% of respondents indicate that shopper loyalty card discounts influence their final brand decisions, while 44% say the same about in-store circulars.

More than one-quarter of consumers said their brand decisions are affected by signs and displays in the store.

In-store kiosks and in-store touch screen digital displays are perceived to be an influence by fewer consumers, at 10% and 4%, respectively. Read the rest at MarketingCharts.

Half Of Dad’s Are The Household’s Grocery Shopper

Dads display distinctive patterns of shopping behavior as they increase their purchasing in traditionally female-skewing product categories.

About half of dads said they were mostly or always the household member responsible for grocery shopping, according to a February 2012 survey from The Parenting Group and public relations company Edelman.

More than four in 10 claimed to be the household’s chief cook. 

Another survey reveals 52% of fathers claiming they are primarily responsible for grocery purchasing decisions, with just 10% saying the responsibility belongs fully to someone else, according to results from a Cone Communications survey released in June 2012.

And while mothers may not necessarily agree (83% claim primary responsibility), 35% admit that fathers are exerting more influence now over product purchases.

Even so, fathers who claim primary responsibility for household grocery shopping appear to need a healthy amount of input from others.

72% say they receive either moderate (38%) or a lot (34%) of input. Just 47% of mothers who say they are primarily responsible for grocery shopping report the same level of outside input. Read the rest at MarketingCharts.

The Grocery Shopping Experience

The grocery industry enjoyed the third-best net perception among US adults in 2016, according to Gallup, with 36% viewing it favorably. Read the rest at MarketingCharts.com.

According to a 2017 Gallup survey on industry perception, the grocery industry enjoyed a +43 rating. The net perception ratings are determined by taking the percentage of respondents with a positive overall view of the industry and subtracting from that the percentage with a negative view. 

A 2013 study of 246 companies by the Temkin Group found that grocery store chains on average were rated as “good” on the Temkin Experience Rating scale.

To quantify customer experience, the researchers asked consumers to rate companies on a 7-point scale across the functional, accessible, and emotional aspects of their experiences.

Smartphones are most likely to be used for store-related shopping when the customer is close to or at the point of making a purchase, rather than as a passive shopping device.

More than 60% of mobile shoppers use their smartphones while in a store, and another 50% while on their way to a store, according to Deloitte’s 2012 report, “The Dawn of Mobile Influence,” reports Marketing Charts. Deloitte developed a metric called the “mobile influence factor,” which measures the percentage of traditional in-store sales being influenced by mobile devices, versus by straight dollar figures.

A 2012 report from Microsoft, “Mobile in the Consumer Journey,” found that one-third of average consumers use their mobile phones to compare grocery prices, both in-store and during planning, a figure that rises to 71% among savvy smartphone users.

Online Grocery Shopping Activities

Mobile Grocery Shopping App Obstacles

An April 2014 study by digital shopper marketing firm Catalina found that 62% of mobile shoppers were extremely or very likely to use digital coupons in the future—twice the percentage of respondents who said they had used more than 31 digitally delivered coupons in the past six months.

Offers aside, there are other aspects of mobile that shoppers find useful. Catapult Marketing’s latest digital shopper research found that consumers increasingly valued the tools mobile offered shoppers for groceries, personal care, and wine and spirits.

Augmented reality—the ability to make logos and other facets of packaging interactive—was the most helpful tool, growing from 32% to 53% between 2012 and 2013. Read the rest at eMarketer.

Mobile Content That Influences Grocery Decisions

In 2013, grocery brands were especially interested in testing mobile efforts as a way to connect with the consumer closer to the point of purchase.

Mobile allows that connection, giving brands the opportunity to go directly to consumers while they stroll the grocery store aisle. A September 2013 study by mobile technology company Ninth Decimal (formerly JiWire) found that in-store, grocery shoppers were most receptive to messages that offered discounts:

• 28% said that receiving a coupon was the biggest influencer of purchases, while
• 20% said notification of an item on sale would prompt a purchase.
• Advertising—without any sort of offer—influenced just 15% of shoppers. 

Read the rest at eMarketer.

Incentives That Prompt Online Grocery Shopping

While CPG brands have invested millions of dollars in creating robust brand sites and digital marketing campaigns—all in the interest of engaging loyal buyers—pushing the buy button is not happening as frequently in the CPG category as others.

One reason is that this button isn’t available in many cases, especially on brand sites, which are not prepared to deal with the issues of fulfillment and shipping.

Even when the option exists, the cost of shipping, premium prices and the wait for delivery can all disincentivize online shoppers. And these are not generation-specific issues.

Better prices, free shipping and same-day service matter equally to Millennials, Generation X and Baby Boomers, according to a February 2012 survey by Integrated Marketing Services. Read the rest at eMarketer.

49% of more than 28,000 online consumers in 56 countries around the world surveyed in Q1 2012 said they had bought a grocery product online in the previous month, per results from a Nielsen study released in August 2012.

The internet also counted as a resource for 61% of respondents to conduct grocery shopping research, such as checking prices and reading consumers reviews.

The internet’s influence on grocery shopping extends to other activities, too. 45% used the internet to get information about a product, 43% to search for deals, and one-third to read a grocery retailer’s promotional circular/flyer and look for coupons. 18% provided feedback through social media, and 11% used a digital shopping list. Read the rest at MarketingCharts.

Field Agent surveyed US online grocery shoppers in August 2018 after they made a minimum $30 purchase either for delivery or pickup.

Fully 63% had bought center store groceries during that shopping session. Dairy and eggs (38%), meat (29%) and fresh produce (29%) had lower purchase levels.

But it doesn’t appear that center store groceries are being bought online at the same rate as in-store. There was a gap when comparing behavior between online and in-store grocery shoppers.

For example, toilet paper was the leading product bought by all shoppers, but there was a 22-percentage-point difference between in-store and online.

2017 survey data from Gallup explores the demographic groups who are most likely to be shopping for groceries online.

Overall, 9% of adults report ordering groceries online for pickup or delivery on at least a monthly basis.

How Millennials & Boomers Use Mobile For Grocery Shopping

Millennials’ grocery shopping habits are a mixed bag, according to a 2012 eMarketer report, “Millennials in Aisle 2.0: Keeping Young Supermarket Shoppers Engaged with Brands.”

The weekly stock-up shopping trip is falling by the wayside as young adult consumers mix trips to farmers’ markets and specialty food stores with grocery buys at mass retailers, drug stores and, increasingly, online retailers.

Female Smartphone Grocery Shopping Activities

Nearly half of women reported using their smartphone more often while grocery shopping, and of those, 47% said they were doing so because apps were easy and quick to use in-store.

Moreover, 36% said they sometimes used mobile apps to help decide what items to purchase for a meal. Read the rest at eMarketer.

Parents’ Grocery Information Sources

Targeting dads is worth the effort since dads really have taken on more of the household shopping—even if it’s not as much as they suppose. Untraditional though they may feel in some respects, dads often rely on old-fangled marketing channels to inform their grocery decisions.

In a May 2012 survey from Cone Communications, in-store promotions topped the ranking of sources dads cited as influential. The catchall category “advertising” and traditional media were also high on the list of responses. 

The COVID 19 Grocery Shopping Experience

Mobile shopping, grocery delivery and curbside pickup were rising trends well before the pandemic hit our shores. COVID 19 has only accelerated those trends.

According to July 2020 research from CommerceNext and CassarCo Strategy and Analytics, 43% of US internet users said they tried curbside pickup for the first time during the pandemic, while slightly fewer (27%) said they picked up a digital order in-store.

Adoption of click and collect is also evidenced in our bimonthly ecommerce survey conducted by Bizrate Insights.

In February, 18% of digital buyers in the US reported picking up their digital purchases at physical stores. Fast-forward to June, and that figure increased to 22%. Similarly, the response rate for curbside pickup increased from 7% to 22% during the same period.

According to the Adobe Digital Economy Index, not surprisingly, the COVID-19 pandemic is driving consumers to buy online and pickup in-store.

The online grocery shopping category overall saw a 100% increase in daily online sales between March 13 and March 15, while BOPIS has seen a surge with a 62% year-over-year increase between February 24 and March 21.

Mobile Grocery Store Payments

In August 2015 polling by Wristly, 80% of Apple Watch owners were using Apple Pay. That’s up to five times the rate of Apple Pay usage among iPhone owners more broadly—and a quarter of Wristly respondents who had used Apple Pay said they had tried it for the first time on their Apple Watch.

Those who were using Apple Pay were most likely to be incorporating the service into their everyday lives.

Four in five said they used it for everyday shopping activities, like going to the grocery store. Read the rest at eMarketer.

Grocery Store Loyalty

A frequent customer is not always a loyal one, says Cardlytics in a 2014 study [PDF] based on a “whole-wallet” analysis of transaction records held by consumers’ banks for nearly 70% of US households.

The research indicates that customers who frequently visit specific retailers tend to be heavy category spenders, meaning that they also frequently visit other retailers in the same category.

Instead, true loyalty is often the domain of “light customers,” who make fewer trips to stores but typically shop at the same ones.

Eighty-one percent of grocery store customers visit the same store most of the time. Read the rest at Marketing Charts.

Grocery Store Loyalty Programs

One-quarter of grocery shoppers worldwide report that retailer loyalty reward programs have had a major impact on their purchases in the prior 12 months, while an additional 44% report a small impact, per results  of an August 2012 report from Nielsen.

Other “store service” factors that have impacted consumer choices by at least a small amount include new retail stores opening in the area (67%) and self-service checkouts (64%). 

3 in 5 respondents – hailing from 56 countries around the world – say that grocery shopping online has had an impact on their decisions, including 24% who say it has had a major impact. Read the rest at MarketingCharts.

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A May 2019 survey by Adobe found that 62% of US adults said diversity in a brand’s advertising had at least some impact on the way they perceived that brand’s products and services, with 24% reporting it had a “major” impact. More than six in 10 (61%) respondents said diversity in ads was somewhat important or very important, and 38% said they’d be more likely to trust a brand that showed diversity in its advertising.

Culture & Visible Representation In Advertising

What consumers are looking for in advertising varies greatly, but there’s even more of a distinction between ads that represent cultural ideas and those that promote the visibility of celebrities who are seen to reflect the target audience.   

For proper representation, marketers need to tell stories that show an adept understanding of culture, language, family dynamics, values, preferences, and so on.

Whereas visibility requires less of a cultural story, instead offering consumers a reflection of themselves in prominent media. Read the Rest at GlobalWebIndex.

Americans With Disabilities By Type

People with disabilities make up a large, but diverse and underserved, segment of the US population. According to recent statistics from the Centers for Disease Control and Prevention (CDC), 67 million adults in the US—or 26% of the population—reported living with at least one type of disability.

In fact, the disability community includes more than two in every five adults ages 65 and older (43.8%), more than one in four women (27.2%), and nearly two in five non-Hispanic Native Americans or Alaska Natives, making it the nation’s largest minority.

Brands Recognized For Diverse Advertising

According to Adobe research from May 2020, US adults deemed Nike, Coca-Cola, Google, Apple, and Dove among the brands with the most advertising diversity.

These brands, and others, are noteworthy for their successful attempts to embody corporate diversity, equity and inclusion commitments in their marketing. Via eMarketer.

Nike’s Diverse Advertising Example

Backlash Over Coca-Cola’s Multicultural Super Bowl Commercial

Episode Transcript

David Erickson: As usual, I often pick something that can be categorized as good or it can be categorized as bad. This one’s good and bad.

Coca-Cola’s America The Beautify Ad

David Erickson: The good part of it is that Coca-Cola did this wonderful ad during the Super Bowl that featured America The Beautiful, being sung in many different languages and highlighting the diversity of America.

Backlash From America The Ugly Crowd

David Erickson: But the bad part of it is, xenophobes in our country took to Twitter to criticize Coke for running an ad that highlighted you know, some things that are great about America. And there’s a lot of, you know, “speak English or get the F out” types of tweets and stuff.

The Brilliance Of America

David Erickson: And I guess it’s to be expected but you know, it is…the brilliance of this country is that it was founded on an idea not a clan of people or something like that. People want to come to America to be Americans, right? So it should be something those people are all about. But no–

BL Ochman: The melting pot, you know, remember that? The melting pot?

David Erickson: Right, right. Yeah, yeah. So anyway–

BL Ochman: That was a no good deed goes unpunished moment if ever there was one.

The Company You Keep

David Erickson: Exactly. Well, the backlash, actually–I mean, I think Coca-Cola does brand marketing better, as well, or better than anyone. But just the backlash, the–being in the context of that backlash, made them look even better, you know? So, you’re defined by who your friends are and who your enemies are, sometimes. Well, if you got enemies like that…

Consumer Expectations For Brand Behavior Regarding Racial Injustice

Episode Transcript

Edelman’s Trust Barometer from June of this year, addressing racial injustice and brand trust.

Racial Injustice & Brand Trust

This is US adults who say select brand responses to racial injustice are important to earning, keeping their trust.

Customer Sentiment About Brands & Racial Justice

64% of the respondents said setting an example within their own organization is important response. Reflect the full diversity of the country in their communications: 63% very important. You and I have talked about the lily-white PR and advertising industries.

• Make products accessible and suitable to all communities, 61%.
• Invest in addressing the root causes of racial inequality, 60%.
• Acknowledge the problem, 60%.
• Inspire customers and employees to get involved, 58%.
• Advocate for racial equality, 58%.
• And educate the public, 57%.

So, it seems like a dramatic shift but I don’t think we’ve ever seen these numbers, you know, these questions asked before.

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While the stimulus money will scale based on how many dependents are in a household, survey data shows how many Americans feel the stimulus money is still too little for many basic needs to be met.

According to a recent YouGov survey, 70 percent of Americans said $600 is too little to meet basic needs like rent and essentials. Still, 28 percent of respondents said they’ll use the money to pay off bills, with another 17 percent saying they’ll put most of the money toward paying off debts they owe.

A fourth of respondents said they’ll put much of the new stimulus check in savings or retirement plans, while 14 percent said they’ll spend much of the money on essentials like food, hygiene and other necessary products. Read the rest at statista.

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Sixteen sets of brand awareness statistics from 2012 to present.

Ad Formats Preferred By SMBs

More than 40% of SMBs in the US rely on social media ads for brand awareness as well as revenue generation.

Top Reasons For Creating Thought Leadership Content

47% of respondents said a top intention for creating thought leadership content was to set their business apart from competitors.

Benefits Of Top-Tier Public Relations

Some 94% of respondents who had secured top-tier public relations feature coverage reported an increase in brand awareness.

How Consumers Find Out About New Products

Consumers’ top purchase influencers are also their top sources of new product awareness.

Brand Awareness Of AdChoices

74% were not familiar with the campaign supporting AdChoices brand awareness.

Search Advertising’s Effect On Brand Awareness

Search ads provide a lift in top-of-mind brand awareness, according to results from 61 simulated search experiments conducted last year by Google and Ipsos MediaCT.

American Brands’ Use Of Twitter As A Marketing Tool

US brands are most likely to be using Twitter as a marketing tool in order to increase brand awareness.

How American Men Learn About New Grooming Brands

When it comes to grooming, word-of-mouth and ads both play an important role in the path to purchase for men.

According to data released in February 2014 by Defy Media, more than four in 10 US male internet users who had bought a new grooming product in the three months prior to being polled had become aware of the new brand through a friend or family member.

Meanwhile, 41% of men who used at least one grooming product had recommended a brand to another person.

Ad circulars, coupons and mailers played just as much of a role in creating brand awareness among males: More than 40% credited such sources for making them aware of a grooming product they had purchased in the previous three months.

In addition, nearly four out of 10 respondents cited advertising they saw as an adult as the reason they had known about the grooming product.

And among those who used at least one grooming product, 31% said they had purchased a product because they liked the brand’s ads. Read the rest at eMarketer.

Top B2B vs B2C Online Marketing Objectives

Lead generation ranks as the top objective for B2B companies’ digital marketing programs, according to a study by Webmarketing123.

Presented with a list of 6 objectives, a leading 41% of B2B respondents chose lead generation as their top goal, while 27% pointed to sales and revenue generation and 17% to brand and product awareness.

Not surprisingly, generating enough leads counted as the leading digital marketing challenge, for 21% of respondents, closely followed by producing enough quality content (20%) and converting leads to customers (19%).

The study notes that compared to last year, more B2B marketers cited revenue generation as a top objective, while fewer identified lead generation. That suggests that their digital marketing objectives are starting to more closely resemble those of their B2C counterparts.

Presented with the same list of objectives, a leading 40% of B2C marketers rated revenue generation as their top priority, with brand and product awareness (27%) next on the list, and lead generation (18%) further behind.

With their focus squarely on sales and revenues, one-quarter of B2C respondents named measurement and proof of ROI their top digital marketing challenge, while 22% said that converting leads into customers was their biggest challenge. Read the rest at MarketingCharts.

Most Important Social Media Marketing Objectives Worldwide

Brand awareness and customer engagement were the top social marketing objectives among marketing professionals worldwide for the upcoming year.

B2B Marketing Tactics For Awareness Building & Lead Generation

B2B marketers are not abandoning print and event-based marketing for digital avenues.

In fact, digital channels still take a back seat to in-person events in substantial ways: Marketers rated face-to-face event attendance and face-to-face event sponsorship as the top two methods of developing awareness of new products and services, as well as generating targeted leads. Read the rest at eMarketer.

How Social Media Users Find New Brands, Products Or Services

Although social media users’ top methods of discovering, researching and keeping in touch with brands vary, they rely heavily on social networks throughout the entire customer life process.

Efficacy Of Promotional Items For Brand Awareness

A study [PDF] from the Promotional Products Association International (PPAI) takes a look at the benefits of… promotional products.

Among the findings of the survey, about 7 in 10 respondents recalled receiving at least a single promotional product in the prior 12 months, with 88% of those recalling the advertiser and 62% the message.

Aside from generating high recall, the study shows that 59% of respondents reported a more favorable impression of the advertiser after receiving a product.

Among the 88% of respondents (referring from hereon out to those who recalled receiving a promotional product in the prior 12 months) who were previously familiar with the advertiser before receiving the item, 60% said their impression was more favorable after receiving it.

Among the 12% to whom the advertiser was a new name, 50% reported a more favorable impression. Read the rest at MarketingCharts.

Facebookers Share Products On Facebook, Twitter & Pinterest

A July 2012 survey of Facebook users in the US by social commerce service provider 8thBridge found that while a substantial number of respondents did not share info about products at all on social media, those who did were heavily predisposed to doing so on Facebook.

In fact, 63% said they used Facebook to alert their friends and family to products, compared to 25% who did the same on Twitter.

Clearly, the results in this case are heavily weighted toward Facebook, as the sample drew solely from Facebook users, but the data does demonstrate that a majority of those on the social network are willing to create awareness of products. Read the rest at eMarketer.

Importance Of Select Channels By Stage Of Purchase Process

Consumers have different expectations and preferences for customer service depending on where they are in the purchase journey and the types of questions they have.

A 2012 global customer experience study sponsored by Capgemini found that social media was most important in the awareness stage (learning about products and promotions), while smartphones were most valuable in the delivery and after-sales care stages. Read the rest at eMarketer.

Top Digital Channels For Product Awareness

Internet sites remain the preferred digital channel for shoppers across most phases of the online shopping journey, beginning with the awareness phase of research, according to a July 2012 report by Capgemini.

• 72% of the more than 16,000 digital shoppers surveyed across 16 countries rated internet sites as important or extremely important for learning about products, followed by
• email (58%) and
• in-store technology such as kiosks (49%). 
• Social media was cited by 45%, ahead of
• smartphone applications (40%), with
• call centers trailing, at 32%.

The value of the internet as a research tool holds firm across commodity types. 79% of electronics shoppers said the internet is important during the awareness phase.

74% of do-it-yourself (DIY) shoppers said the same, as did 73% of fashion shoppers, 70% of health and personal care shoppers, and 59% of food shoppers. Read the rest at MarketingCharts.

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