Holiday Planning: What Do U.S. Consumers Want This Year?

Holiday Planning: What Do U.S. Consumers Want This Year?

By David Daniels, CEO and Founder of The Relevancy Group

Holiday PlanningWhat are U.S. consumer behaviors and attitudes this holiday season? Zeta Global recently partnered with The Relevancy Group to answer this question. Register to listen to a recording of the webinar, which highlights the attitudes and behaviors of consumers in the U.S. this holiday season.

We’ve highlighted the five most significant findings below, along with last minute tactics that marketers should embrace for the all-important holiday season.

1. U.S. Consumers are Engaged with Email All Day Long
Ninety-two percent of U.S. consumers are engaged with email every day. Fifty-four percent stated in a Relevancy Group survey that they check email multiple times a day. Another 17 percent state hourly or more frequently and still another 21 percent state daily. Email is a fixture in consumers’ daily life. It serves as the online digital fingerprint that is required to transact will retailers, banks and just about everything that is represented online: a fact that I have stated for a long time. Consumers state that non-relevance and high frequency will drive email marketing avoidance stressing how important it is for marketers to be relevant in order to stand out from their competitors.

2. Phones & Tablets are Increasingly the Primary Email Inbox and Shopping Device Among Consumers
Forty percent of U.S. consumers state that their mobile phone is their primary email inbox (i.e. phone first) and another 10 percent say the same for their tablet. The other half state that it is a mix of laptops and desktop computers. Overall 86 percent of U.S. consumers state they access their email account via a mobile phone, which is a well-known ubiquitous behavior. This behavior and the growing number of phone-first email users requires marketers to be well-versed in designing for these screens. Marketers must embrace responsive design, deep linking app technology and mobile measurement to understand this profound shift of email consumption on mobile.

3. Focus on Hygiene to Advance Holiday Email Campaign Results. Address Churn and Inactivity.
Consumers are nomadic. Twenty-nine percent of U.S. consumers stated in our survey that they have changed or created a new email address in the past year. Most change their email address not because of a life event like marriage, divorce or graduation but instead because of the promise of better security, speed and solutions, i.e. a better app features. Marketers must recognize this churn and have an ongoing win-back campaign, as well as target non-response email subscribers in other channels such as display and social. This is all made possible by leveraging identity resolution and implementing people-based marketing tactics (See The Future of Relevance).

4. Holiday Spending Attitudes
Sixty-four percent of U.S. consumers state they will spend the same as they did last year, 21 percent will spend less than last year and 15 percent state they will spend more. These numbers are up slightly from what U.S. consumers told us in 2016. For those of us that are more exclusively online, we are warmed by the intent that U.S. consumers have told us: 46 percent state they will spend half or more and another 10 percent state that all their holiday budget will be spent online. Just 10 percent state that they will not be shopping online. As of today, 47 percent of U.S. consumers already started their holiday spending and we will see the rest explode onto the shopping scene the last week in November and early December.

5. Self-Spending: The Often Forgotten Indulgence Gift Marketing Tactic
Who among us doesn’t love to buy themselves a gift or two? The Relevancy Group often notices that marketers forget to utilize this tactic, the notion of self-giving, that is unless you are a Zeta Global client. Zeta Global’s work with many clients on this topic is interesting but we love the bold work they have done with Ann Taylor where the email plainly states, “Everyone Else’s Gifts Can Wait,” and then there is a time-limited offer to get a significant self-shopping discount. The tactic is genius, as the discount is not going to be policed as who can tell whom you are spending on, but most important supports self-indulgence. U.S. consumers tell us that on average, they intend to spend $264 on themselves this holiday season. Personally, I like to order from gifts for myself from Amazon throughout the year. I get them gift wrapped with a note to myself, and by the time I get around to opening it on Christmas I often forget what I purchased. This year, I need to remember not to do Amazon Fresh this way: unwrapping old organic eggs on Christmas morning can make for an unpleasant unboxing.

Wishing you all a successful holiday season.
Until next time, Happy Holidays.

David

 

 

David Daniels

Steven Hawking Mulls AI at Web Summit: Will It Save Us or Destroy Us?

Steven Hawking Mulls AI at Web Summit: Will It Save Us or Destroy Us?

by Dianna Dilworth

The tech community must adopt responsible AI development in order to ensure that advances in technology benefit humanity and don’t destroy it.

This theme of responsibility towards the promise of technology and awareness of the perils, echoed through the presentations during the opening night at Web Summit in Lisbon this week.

Keynote speaker Steven Hawking, who was teleconferenced in to the show, said that AI could either the best or worst thing to happen to humanity. The reknowned scientist pointed out that AI computers could surpass humans intellectually within a few decades, which means that we have to begin to establish regulatory and ethical rules today.WebSummit

“I am an optimist and I believe that we can create AI for the good of the world,” he said. “That it can work in harmony with us. We simply need to be aware of the dangers, identify them, employ the best possible practice and management, and prepare for its consequences well in advance. Perhaps some of you listening today will already have solutions or answers to the many questions AI poses.”

Nuno Sebastião, Feedzai CEO and co-founder, who introduced Hawking said that his company is pushing the industry to adopt an AI code of ethics to build systems which “are fair, verifiable, benefit society, and do no harm,” but did not elaborate on what those look like.

Bryan Johnson, founder of Kernel, a company which is developing tools to better understand the brain in order to treat neurological diseases, called for data privacy rights. He compared the innovations coming in the next decade or so to a category 5 hurricane about to bear down. He stressed that if we prepare for the upheaval, we can make the most of the new opportunities. In the new era, in which he imagines interfaces will be able to stream thoughts and fantasies in real time, that data privacy should be a human right.

But practically speaking, will companies actually embrace rules or will they claim that regulations stifle innovation and competition? Kara Swisher, executive editor of Re/code, interviewed Margrethe Vestager, European Commissioner for competition at the European Commission, about her tough challenges. One of the major issues facing the Commission today is the fact that corporate taxation was invented when a company was physically present in a country. In today’s digital world, in which companies can exist in a country with only a server, the rules need to be rewritten, said Vestager.
As we saw in the revelations in the Paradise Papers this week, tech leaders like Apple can move their money to avoid taxation. The group is working on new ways to write regulations that takes into account the modern economic world, which involves more transparency in the full history of a company in order to establish fair taxation.

As a European, Vestager is confident that people want democracy more than they want technology and says that technology must work for us or it won’t work at all. She says the next issue is whether we can trust technology or not. “If we don’t relearn to trust technology then we’ll never make the most of the potential,” she warned.

Antonio Guterres, secretary general of the UN, called for the tech industry to team up with governments, academia, scientists and citizens in order to plan for the changes technology will usher in. As technology takes away jobs previously done by humans, we must prepare for the consequences. “Science and technology are not value neutral,” he said.

But Guterres warned that traditional forms of regulation can’t respond to the fast changing world we are facing with new technologies, so we must establish new forms of discussion groups to help respond to the inevitable change that tech will bring.

The opening night ended on a hopeful note. António Costa, the prime minister of Portugal and Fernando Medina, the mayor of Lisbon, presented Paddy Cosgrave, Web Summit CEO, with a compass. Speaking about Portugal’s rich history of ocean exploration, they called on the technologists in the audience to set out on the next “great adventure to connect humankind.”

The Marketer Quarterly Issue 15

Get The Latest Issue of The Marketer Quarterly

Free with registration get the latest edition of the digital magazine for marketers by marketers. This isssue includes an excerpt of The Relevancy Group’s Email Agency Buyer’s Guide, CMO Interviews and the latest on digital marketing trends. Additionally this issue covers:

  • Social Drives Honda Campaign
  • American Express Campaign Parodies Business Jargon
  • L’Eclisse Makeup Video Tutorials Showcases New Line

Register to get the a free subscription or download the MQ App and read it on all mobile platforms.The Marketer Quarterly

Enter The Marketer Quarterly 2017 Marketing Awards

Submit your best marketing and advertising efforts of 2017 and you may be recognized as The Marketer Quarterly Award winner in Issue 16 of The Marketer Quarterly (TMQ) digital magazine, a magazine by marketers for marketers.

Submissions will be judged by the market analysts and consultants from The Relevancy Group in a quantifiable scorecard driven process. Submissions will be judged on variety of attributes including relevance, utilization of data, creative, strategy and results among other category specific characteristics.

You can submit to more than one category. To do so, you will need to fill out this form multiple times, one for each category you want to enter. Each submission is subject to an entry fee.

Each entry fees is $225.00
Upon submitting this form, you will be asked to enter a valid credit card for processing.

Each category will have at least one winner, however some categories may have industry winners, i.e. travel, retail, etc. TMQ AwardsWinners will be recognized in Issue 16 of The Marketer Quarterly and will receive one lovely glass award for each entry won. Additional glass awards for clients or partners can purchased after the winners have been announced.

The submission deadline is 11/17/17.

Submission Categories – Email Marketing Awards 2017
1. Best Newsletter
2. Best Welcome Email/Email Series (i.e. Onboarding, lifecycle messages to convert actions)
3. Most Innovative Email (i.e. Utilization of video, animation, real-time data, location data)
4. Best Triggered Email (i.e. Browse abandon, abandon cart, re-targeting, alerts)
5. Best Offer (i.e. Coupons, daily deal, promotion)
6. Best Loyalty Member Email/Offer (i.e. Statements, offers, redemption)
7. Best Subject Line (i.e. Results oriented, your open/read rate has improved)

Submission Categories – Digital Marketing and Advertising Awards 2017
8. Best Display Ad
9. Best Retargeting (i.e. Display targeting)
10. Best Madtech (i.e. use of CRM data in advertising efforts, i.e. Facebook Custom Audiences)
11. Best Social Marketing Campaign
12. Best Use of Video (i.e. YouTube, or general usage of Video in advertising)
13. Best Cross-Channel Campaign (i.e. Coordinated marketing across channels)
14. Best Mobile Campaign (i.e. Utilization of mobile app, location, push messages, deep linking)

Submit your Entry Today

New Webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ

Join us on 10/25/17 at 1PM ET, for this webinar Email Acquisition in 2018: An exploration of strategies and tactics to employ. #WebinarWednesdays

In Q3, The Relevancy Group partnered with CertainSource to conduct research that quantifies the utilization and efficacy of strategies and tactics employed across business verticals to drive growth in 2017, and explores the challenges and opportunities.
Register to learn more about:
• The specific tactics utilized to acquire new email addresses by marketers in a wide variety of business sectors and which have been most effective
• Which data are most important to brands when acquiring new customers and prospects
• The top challenges encountered when growing a database and how top-performing brands and marketers address
• The keys to driving responsible growth and managing risk in today’s dynamic environment

Speakers Include:
• David Daniels, CEO & Founder – The Relevancy Group
• Nicholas Einstein, VP of Research – The Relevancy Group
• Lori Clure, President – CertainSource

Register and get the recording and the research.

Issue 14 of The Marketer Quarterly is Available With Registration

MQ14-cover-051317rev

Issue 14 of The Marketer Quarterly is now live. Sign up for your free subscription.

This issue includes:
– An excerpt of TRG’s 2017 consumer marketer study
– A day in the life of Denny’s CMO
– Wells Fargo’s #GetCollegeReady Push
– Dunkin Donuts & Mobile Ordering
– Wonderful Pistachios’ Biggest Campaign to Date
– Summer Getaway Search Trends
– The Musician’s Corner
– and much much more …

Get The Marketer Quarterly online or via The Apps.

Happy Mother’s Day: 5 CMO Mothers Talk Work Life Balance

Happy Mother’s day to all of our friends and colleagues. Here we look back on 5 interviews from The Marketer Quarterly where these CMO mom’s talk the work life balance.

Happy Mother’s Day!