Thursday, September 24, 2015

Online Content Can Fall Through Generation Gaps

Online content marketing risks slipping through some surprise generation gaps, according to the latest study from Fractl and BuzzStream of digital content consumption by Millennial, Generation X and Baby Boom age cohorts. As reported recently by MarketingProfs, the study found that each generation's online consumption habits differ in terms of quantity consumed, timing, and device preferences. It turns out that online content viewing skews older, for example. Baby Boomers (those born 1946-1964) spend more time online than the younger generations; a quarter of Boomers say they spend 20 or more hours each week consuming online content, while the largest shares (22% each) of Gen Xers (born 1965-1976) and Millennials (born 1977-1995) spend only 5-10 hours per week with online content. Marketers may also want to think about online promotional timing: Boomers tend to consume online content during the work week, while more Millennials save online content viewing for weekends, and Gen Xers fall in between in terms of consumption timing. When it comes to devices, Boomers prefer to use a laptop (43%) or tablet (40%), while the younger Millennials tilt toward mobile devices as primary online viewing tools (25%). Indeed, of people using mobile devices as the primary way to view content, over half (52%) are Millennials. Marketers aiming for younger prospects better make mobile optimization of online content a priority. At least when it comes to content length, the generations agree: 300 words is ideal. For more details from the study, read the MarketingProfs article: http://www.marketingprofs.com/charts/2015/28460/generation-gap-online-content-consumption-and-age

Tuesday, September 22, 2015

'Choice' Is the New Magic Word for E-mail Opens

Putting the word "choice" or "choose" in an e-mail subject line can help a campaign generate 22% more revenue per e-mail and a 46% higher transaction rate on average, according to the latest analysis from Experian Marketing Services. As reported recently by a post for The Wall Street Journal's CMO Today blog, Experian data shows that a subject line such as "Choose your gift today" trumps even the personalization factor of putting the customer's first name in the subject line, which boosted open rates 20% on average. Why is appearing to offer a choice so important? The WSJ post quotes Spencer Kollas, Experian Marketing Services vice president of global deliverability services: "Marketers know that consumers are the ones in control of their relationship today. Consumers are responding to brands that explicitly given them that control." Today's e-mail campaigns definitely need to find some magic words for open rates in the increasingly crowded e-mail space. Experian data cited shows that while e-mail marketing campaigns rose 16% in the second quarter compared to a year earlier, unique open and click rates stagnated at 17% and 2% respectively. For the full post, go to http://blogs.wsj.com/cmo/2015/09/10/this-word-can-boost-the-performance-of-your-brands-email-campaign/