November 8, 2015 § 1 Comment
Want to know something right away? The Google Consumer Survey is a new way to quickly answer marketing questions like “are brides keeping their maiden names”. The New York Times recently quoted a Google Consumer Survey, reporting some 20% of women married in recent years have kept their names. The Google Consumer Survey is a great alternative for quick-turn around questions. How does it work?
If you are thinking about a pre-test of a marketing campaign, testing some key product messages or gauging opinion or reactions, Google Consumer Surveys could be your answer.
With Google Consumer Surveys, you can write your own survey questions online. You pick your target, either the entire US internet population or a custom audience: 25-34 year olds, people who live in Nashville, women, etc. The survey can be fielded to a validated, representative sample of respondents whenever you want it. That means quick results.
Where do the respondents come from? Unlike traditional survey methods, Google survey respondents are people browsing the web who come across your questions as they seek out online content, such as news, entertainment and reference sites. I have answered questions on sites like The Tennessean to be able to access stories. Users answer up to 10 questions in exchange for access to the content.
Google says they automatically aggregate and analyze responses, providing the data through a simple online interface. They give you interactive histograms, clickable demographic segmentation and comparisons, and statistically significant insights―all easily sharable. Results appear as they come in, with full survey completion within days.
And pricing is really attractive. General population surveys are $.10 per complete for 1 question surveys and $1.00 per complete for 2-10 question surveys (regardless of how many questions you have).
Surveys targeted towards specific age, gender, or location demographics are now $.15 for 1 question surveys and $1.50 per complete for 2-10 question surveys.
So back to maiden names for women today! The Google survey found that higher-income urban women were much more likely to keep their names. The Times compared this subgroup to the wedding pages of The Times. Their results: nearly half of women featured in The Times since 1985 changed their names, while about a quarter kept their names and a quarter did not say, according to an analysis of 7,835 opposite-sex wedding announcements in five-year intervals.
It seems the resurgence in keeping names could be because women now go to college at higher rates than men, celebrities usually opt for their single names and couples commonly live together before marriage using both names. By the time, women marry, they have established themselves by their maiden name.
So, Google on friends.
October 6, 2015 § Leave a comment
We haven’t heard Brenda Lee singing Rockin’ Around the Christmas Tree yet, but holiday shopping has already begun. Around 32 million Americans –- or 14% of consumers -– have started their holiday shopping. Or should we say 32 million women have started their shopping?
Google has identified five holiday shopping trends we need to watch this year, based on last year’s behavior.
- This will be the most connected holiday shopping season ever. Forty percent of holiday shopping occurred online last year and this year will be bigger. We rely more on the internet for holiday research than we do friends and family.
- Mobile will continue to influence more sales. Nearly 28% of all retail sales were influenced by shopping-related mobile searches. Fifty-three percent of those who shopped online used mobile smartphones and tablets to make purchases.
- Early shopping will take away some of the clout of Black Friday and Cyber Monday. Some 48% of holiday shoppers say they did the majority of their shopping on or before Cyber Monday, up from 40% in 2013.
- Consumers more open to new stores and brands for holiday shopping.More than half of shoppers were open to buying from a new retailer and 41% actually made purchases at new retailer.
- Holiday shoppers turn to peer review on You Tube. Of people who watched online videos to help with holiday shopping, 68% preferred product videos from “people like me.”
February 21, 2015 § Leave a comment
Google has partnered with the Mayo Clinic to deliver health information through search in a totally new way to provide more information on symptoms and treatment. This change, which began on February 10, will certainly set a new bar for how Americans seek information and medical facilities respond. But it may also pose a challenge for marketers.
Rather than relying on information resulting from a regular search, Google has taken the position that health information needs to be presented in a different and more reliable way. Mayo Clinic has partnered with Google to review all the information provided. Now, when a consumer does a search, they will see an expanded box next to their Google search on desktop and more detailed information on the Google app.
And while this new search box will provide useful information, the change certainly impacts content and search strategy for marketers. The addition of this information box to the search results may likely mean a reduction in clicks to the websites in the SERPs. The person searching may not perceive a need to go to the website with specific information. For instance, if a person needs information on heart attack warning signs, they may never go to a local hospital site, only relying on the Google box of information. Video may be a strong tool in getting around the knowledge graph. Currently videos are not included in the knowledge graph. A 2011 study by AimClear demonstrated that video can receive as much as 41 percent more clicks in organic search over text results.
According to Google, “the box will be filled with enhanced information culled from throughout the web, verified by multiple physicians and, finally, signed off by doctors from Mayo. Altogether, an average of 11.1 physicians have inspected and approved the information Google will now present.”
The information may include special illustrations, symptoms and treatments. Google is beginning with 400 medical conditions which will inform about 10% of current health searches.
This initiative is huge in Google. Here are some of the reasons why Google has made this change:
1. One in every 20 searches on Google is about health information.
2. Three-quarters of all health inquiries start with a search engine, according to Pew Research.
3. The most commonly-researched topics are specific diseases or conditions, treatments or procedures, and doctors for health professionals.
4. 35% of US adult say that they have gone online specifically to try to figure out what medical condition they have or someone else has.
5. One in five internet users have consulted online reviews and/or rankings of healthcare providers/treatments.
6. 31% of cell phone owners, and 52% of smartphone owners, have used their phone to look up health or medical information.
The technology that Google is using is part of the Knowledge Graph which links searches to connected information. Now, you currently see this technology at work when you see the box of information to the right of a search results displayed for a celebrity or famous personality.
December 16, 2014 § 1 Comment
There is a new study reported in The Chronicle of Philanthropy identifying a rising group of charitable donors. The study finds “Millennial and Generation X women who are single and unaffiliated with a religion give two-and-a-half times more money to charity than their older, similarly secular counterparts, according to the report, which looked exclusively at unmarried donors. Their giving also doubles that of peers who have loose ties to a religion.”
For many years, it has been reported that people of faith gave more than unchurched individuals, so this report indicates that intensity of faith may not be as strong an indicator of giving as previously thought.
It seems that young single women may be bucking the trend, but there may be other factors at play as well. Young single women may represent a growing group of highly educated, high income women who have decided to defer marriage. This group of Single Indies represent some 28 million women, or one out of three adult women, who spend around $1 trillion each year. They may have more disposable income and be predisposed to charitable interests.
The report also cites that one-third of Americans under 30 have no religious affiliation.
Clearly, for non-profits, this group of younger women represent an opportunity for both giving and volunteer activities. Marketing should recognize and speak to this power group.
December 16, 2014 § Leave a comment
Shopping local is more than a trend. It is growing for several reasons. Shopping local is good for business, good for the environment and good for our desire to find one-of-a-kind, meaningful products.
Good for Business
Local shopping is not insignificant. In a world of online shopping and big box retailers, the 23 million independent stores in America account for 54 percent of sales. These independent stores provide 55 percent of jobs, and 66 percent of all net new jobs since the 1970s.
One study says that local business generates 70% more local economic activity per square foot than big box retail. Keeping dollars in the local economy has been the rally cry for small business. My friend Linda Berry, owner of fine linen store Bella Linea in Nashville, Tennessee, recently shared some of the facts with her customers to reinforce the importance of keeping dollars in her community. She shared statistics showing that for every $100 spent at a locally owned store, $45 remains in the local economy, compared with about $13 per $100 spent at a big box and almost zero for online shopping.
A movement around Shopping Local has begun. American Express founded Small Business Saturday in 2010 to encourage consumers to visit small businesses in their community as part of the after Thanksgiving shopping. This year shopping local has grown double digits. A report from the National Federation of Independent Business (NFIB) and American Express – the Small Business Saturday Consumer Insights Survey – revealed that 88 million consumers “shopped small” this year, up 14.9 percent from just a year ago.
Good for Our Need for One-of-A-Kind Finds and One-of-A-Kind Experiences
Many retailers like Linda Berry also talk about the importance of meeting needs for today’s shoppers. Linda spends time traveling to find and create one-of-kind products that her customers can’t find anywhere else. Services like free designer consultation and free gift wrapping make small businesses like Bella Linea stand out among the mass marketers.
Trends like eating local and the Maker Movement also continue to provide unique goods and experiences that meet the desires of today’s consumer. The Maker Movement really captures the group of people creating individually made pieces for the home, small-batch food products, hand-knit, handmade and hand crafted items that can’t be mass produced.
Food has gone local with independent restaurants, local food purveyors, handmade food products and farmers markets proliferating. Beyond the food, food experiences have become custom as well. There are food tours, hands-on cooking lessons and small batch wine classes.
Good for the Environment
And, surprisingly, shopping local is also good for the environment. Shopping locally helps cut down on processing, packaging and transportation waste, leading to less pollution and less fuel consumption.
So, with just a few days of the shopping season left, visit a local store and make a difference in your community.
October 6, 2014 § 3 Comments
My daughter Katie often sends me pictures of her fabulous vintage finds like a folkloric skirt from the 50s or a cocktail dress from the 60s. She is one of many milliennials regularly frequenting shops that specialize in vintage, retro and thrift clothing.
One of the shops Shareen Vintage of Los Angeles describes their vintage wonderland as the creative center of a secret society of women who love to be at the cutting edge of fashion trends. In their store, clothing is divided by decades, starting in the 1920s through the 1990s, providing a living retrospect to fashion. Another store Re-mix Classic Vintage Footwear actually started out selling vintage shoes, but when demand outpaced their stock, they began having their own 20s – 50s vintage designs manufactured for women demanding more of the vintage looks.
Millennials have embraced Thrift Style, a fashion movement that incorporates several trends with their desire to be an individual. Research by Ypulse shows that 36% of Millennials find thrift shopping cool and 56% of Millennials say that thrift shopping is a great way to find cheap and unique clothes.
Six Key Trends Shaping Millennial Shopping
1. The end of conspicuous branding and the rise of personal style. Some 55% of people between 13 and 34 say they don’t follow trends. Millennials want to stand out and prize individualism over “fitting in.” With access to global stores like Abercrombie and Fitch are having problems enticing millennials because their fashions are seen as ubiquitous and too high priced for their taste. A big logo is no longer a coveted status symbol. Finding something completely original is the goal of trendsetters today. A thrift store find is both unique and rare. Even celebrities have contributed to the vintage culture by wearing vintage couture to big events like the Oscars and Grammys.
2. Saving money is cool. There is no surprise that 60% of millennials worldwide feel personally influenced by the economic crisis. So the ability to save money and find a personl look are added bonuses of thrift shopping. Shoppers pride themselves on smart finds at great prices. In fact, because of the durability of the items, they are actually seen as an investment in higher quality goods.
3. Sustainability. There is a decided movement against the “disposable culture” of throwaway plastic bags and planned obsolescence of electronics. Shoppers don’t really care if their retail purchases are over-wrapped or put into paper or plastic for transport. They are fine with foregoing some of the traditional trappings of the retail environment. Vintage items are often seen as being constructed better and made out of high quality fabrics. And the ability to recycle things of the past helps cutdown on their personal footprint in society.
4. Nostalgia for better times. In an unconscious way, milllennials are drawn to simpler times. Those who lived during the first Strawberry Shortcake period remember it with fondness and positive memories. For those who did not experience the 50s and 60s, the vintage look recalls a time of stability and lack of stress. Here in Nashville you can buy and experience a little slice of Grand Ole Opry history by just shopping at Katy’s Western Wear.
5. Personalization and DIY. Personal style means personalization. And, influenced by programming such as Project Runway, millennials turn to online sites such as Etsy and eBay for fun finds. These shoppers and designers can express their own creativity by reworking clothes with sewing, knitting, embellishing and dying their finds. Some 22% of Millennials say they often modify, cut up or embellish their clothing.
6. Purchases with a Purpose. Thrift stores are getting a millennial makeover to appeal to young shoppers who like to shop with a purpose. The idea that the YWCA can help women, Goodwill trains disadvantaged for retail jobs or ThriftSmart actually gives their proceeds to real charities is an appealing proposition to millennials who want to make a difference in the world around them.
Retailers and marketers alike need to understand the way Millennials shop and how best to appeal to their interests.