‘Doggie Daycare’ Market Fetches Millennial Demand

Millennials are driving growth for AccuList USA’s clients in pet owner marketing, especially sales in the pet boarding and grooming arena, where spending hit an annual $6.16 billion in 2017 per the American Pet Products Association. For example, this summer the New York Post reported that growing demand from pet owners inspired the American Kennel Club to jump into the high-priced Manhattan real estate market: Its AKC Canine Retreat venture purchased five locations from Spot Canine Club as well as the Running Paws dog-jogging (not walking) service to re-brand under the AKC umbrella. Similarly, “doggie daycare” service Camp Bow Wow, founded in 2000, is busy adding franchises to its existing 144.

A New Generation of ‘Pet Parents’

The Millennial generation’s disposable income coupled with pet-centric attitudes are behind the trend, Camp Bow Wow’s Chief Barketer (also VP of marketing) Julie Turner recently explained to Direct Marketing News. As the Millennial age cohort marries and has children later in life than their parents, “they’re filling the gap with a dog,” she said, treating their dogs as “really a part of the family.” Millennials are not only frequent travelers who need pet boarding, they are working “pet parents” who choose daycare services so their canine companions can go to camp rather than stay home alone. They like to collect a “happy and tired dog” at the end of the day, she noted.

Mobile Marketing & Digital Strategies

Millennials are definitely mobile device addicts, so Camp Bow Wow upped its mobile strategy in 2014 when Turner came aboard, starting with a more mobile-responsive website “in line with other brands millennials support.” Camp Bow Wow introduced a mobile app that allows owners to find locations and make reservations, but its top use is watching live feeds of pets at play. “Pet parents want to talk about [the service] and show pictures of their dog at camp,” Turner explained, something Camp Bow Wow enables by texting photos of dogs having fun to their owners. The digital engagement and sense of community are not only key to retaining customers, digital strategies dominate acquisition via local search engine optimization, e-mail and texting programs, and social media advertising.  Camp Bow Wow actively works with social influencers to drive referrals, for example: “We have a very high net promoter score,” claimed Turner.

Event Promotions & Shelter Partnering

Camp Bow Wow reps also attend community events to promote the brand and acquire new customers. At events, the #GiveAFetch is a popular draw, dispensing tennis balls to happy pups from a what looks like a giant bubblegum machine. Plus, Camp Bow Wow ups its brand reputation by partnering with shelters and providing a temporary “foster home” environment for abandoned dogs to help with socialization.

Read the complete article on Camp Bow Wow’s marketing.

 

These Digital Tactics Can Power Insurance Marketing Lead Gen

Sometimes insurance marketers, used to face-to-face sales and targeted direct mail, struggle to adapt to the highly competitive and noisy digital marketplace for lead generation. Some helpful tips from the Blue Corona web marketing agency should be of interest to AccuList USA’s insurance marketing clients looking to improve their digital lead results.

Fast, Mobile-Friendly Pages Capture More Leads

The natural place to start is the insurance marketer’s website, where the majority of potential policyholders will first interact with the marketing message. Basically, the website must grab attention almost immediately. If consumers don’t connect with what they see within 10 seconds of landing on a web page, they’ll move on, per studies. That means up-front contact information, compelling call-to-action, plugins that localize content, etc. But it also means speedy page loading. Studies show that a website needs to load in under 3 seconds (in fact, 47% of people expect a web page to load in two seconds or less, points out Blue Corona). And that speed needs to happen on a mobile device. Over half of all digital searches for insurance information occur from mobile devices; more specifically, 58.6% of average monthly auto insurance searches and 55.4% of life insurance searches are via mobile, reports Blue Corona. If digital pages and ads aren’t mobile-optimized, they aren’t going to optimize leads.

Invest in SEO, Pay-per-Click Ads to Drive Traffic

How do you get prospects to those fast-loading, compelling, mobile-friendly pages? Search engine optimization is a basic requirement today for driving traffic. Out of the over 200 ranking factors, Blue Corona lists a few top tactics for getting to that coveted first page of a Google search: optimized title tags and meta descriptions on pages; site security (https vs http); mobile-friendly pages; schema markup; quality content; fast page downloading; social media signals; quality backlinks; and optimized images. But all searches are not created equal. Marketers want high-converting leads not shoppers. So Blue Corona suggests buying pay-per-click ads targeting search phrases that indicate high-commercial intent, such as “buy auto insurance” rather than “do I need auto insurance?” The ad content can then target a top consumer trigger. In most cases, that means competitive rates; for example, 70% of consumers say they look for the best deal when renewing an auto policy.

Engage via Blogging, Focused Content

A blog is another way to not only build traffic but also establish authority on insurance topics, build trust and go from policy hawker to insurance resource in the eyes of potential policyholders. If the average person consumes 11.4 pieces of content before making a purchasing decision, per Forrester, then insurance marketing wants to be at the top of that content list in terms of impact and quality. Blue Corona suggests blog topics such as “Factors You Didn’t Know Affect Your [Life/Auto/Liability/Etc.] Insurance Coverage,”  “How Much [Health/Auto/Liability/Etc.] Insurance Do You Need?” and “10 Tips for Keeping Insurance Rates Low.” Whether a blog post or a website page, the goal is to help insurance shoppers deal with an often confusing topic. TransUnion’s 2017 Healthcare Millennial Report found that 57% of millennial consumers identified as having “no understanding” or a “limited understanding” of their insurance benefits, while 50% of Generation X and 42% of Baby Boomers said the same. So don’t give prospects too many choices on website main pages, which can overwhelm and drive them away, and focus instead on the key solutions people need from insurance, advises Blue Corona.

For even more digital marketing suggestions to help retain policyholders and hone competitive edge, see https://www.bluecorona.com/blog/insurance-marketing-ideas-strategies

B2B Sales Trends Boost Mobile-Friendly Online Acquisition

With Forrester Research forecasting steady growth in B2B e-commerce, reaching $1.2 trillion in sales, or 13.1% of all B2B sales, by 2021, smart e-commerce marketing is more essential than ever for AccuList USA’s B2B catalog and e-commerce clients. A recent bigcommerce.com blog post highlighted many important trends for B2B e-commerce, but we’ll focus on three marketing-related takeaways.

Acquisition Is the New Online Focus

The days are gone when B2B online strategy could succeed by putting up a website as a customer service portal, a place for existing account re-orders or a passive catalog display. Online selling is becoming a core part of B2B business and sales strategy, argues bigcommerce.com post author Jillian Hufford, marketing analyst at nChannel, a multi-channel integration provider. B2B marketers should start by profiling customers to better target online and offline promotions to find high-ROI traffic. Note that a robust SEO/SEM strategy, coupled with website search tools, is essential given that 74% of B2B buyers report researching at least part of their work purchases online. Easy, seamless cross-channel ordering is another basic of online customer acquisition now. Plus, an investment in online content marketing, coupled with SEO strategy, can leverage educational and expert content on the website to attract searchers and win Google rank.

Online and Print Catalogs Work in Tandem

Five years ago, more than two-thirds of B2B sellers thought they would stop mailing paper catalogs. That hasn’t happened, but many B2B merchants are using an integrated multi-channel effort to balance smaller or less frequent print catalogs with more interactive online catalogs. For success with print-plus-online, the online catalog cannot merely mimic the print version. E-commerce means investing in interactive online tools that allow customizing, sharing, distributing, ordering and tracking, all supported by integrated back-end technology.

Mobile-Friendly Means Revenue-Friendly

Ever-expanding B2B mobile use is driving big marketing changes. Google and BCG research data from 2017 shows why: 80% of B2B buyers are using mobile at work; 60% of B2B buyers report that mobile played a significant role in a recent purchase; and 60% of B2B buyers expect to continue to increase their mobile usage. B2B retailers who are dragging their feet on mobile-friendly adaptation risk dragging down their own revenues; BCG research found that brands that are “mobile leaders” earn more traffic, more leads and more revenue than “mobile laggards.”

For more B2B e-commerce trends, and examples of real-life company online successes, see Hufford’s attached blog post.

2018 Digital Marketing Trends: Technology, Targeting, Tactics

Digital marketing continues to experience rapid changes. AccuList USA will be helping clients navigate this year via quality data, data services and other support efforts that take into account 2018 digital marketing trends recently outlined by Forbes magazine’s Forbes Agency Council.

Technology Drivers: AR, Conversational Interfaces, Video

The first of the article’s 15 trend predictions is continued growth in the use of Augmented Reality (AR), per Chris Carter of Rep Interactive, as mobile devices become more powerful, social apps improve AR integration, and, we would add, traditional print, from direct mail to ads to labels, also embraces AR. Meanwhile, the popularity of  conversational interactions will offer new opportunities and challenges, per a couple of council members—such as Amazon’s Alexa, Google’s Assistant, Microsoft’s Cortana, chatbots and more. Now that Google says 20% of its mobile queries are voice searches and usage set to climb further, marketers will need to create content targeting these types of searches and ads for non-traditional venues (such as sponsored smart-fridge recommendations), predicts Brett Farmiloe of Markitors. Video was a big story in 2017 and is now seen as a basic of success for 2018 marketers, per several Forbes council members. It also means that marketers will face a higher bar in terms of quality. As social media platforms jump into live video and add features, “the shaky, holding-a-phone-in-your-hand live video won’t be acceptable anymore,” warns Thomas Brodbeck of Site Strategics.

Targeting Goes Hyper: Personalized & Contextual

Most marketers agree that the days of impersonal e-mail blasts are done. So what’s ahead in 2018? Marketers will be focused on hyper-targeting and personalizing every interaction, forecast several experts. Watch for personalized landing pages connected to each advertising campaign, for example. The need for unbiased targeting, predictive analytics and budgeting at every step of the customer journey also will increase use of application programming interfaces for machine-learning algorithms, natural language processing and artificial intelligence, opines Douglas Karr of DK New Media. And as data protection regulation increases, ad tech vendors will need to go beyond tracking behavior with cookies to contextual targeting strategies based on page content, adds Julien Verdier of Adyoulike.

Some Tactics Keep Their Buzz, and Some Fade

“Influencer marketing” had marketing buzz in 2017, but Craig Greiwe of Rogers & Cowan predicts that 2018 will see a collapse of interest because brands that spent big on influencers haven’t seen measurable results. He expects brands instead to “zero in on a few select individuals who drive results or move to organic grassroots promotion, and away from high-cost, middle-tier influencers who drive awareness but little ROI.” Content marketing, meanwhile, will remain a key part of the marketing tool box—but with some changes. New formats, video, and voice search are ending the focus on blog posts and listicles and pushing marketers toward featured snippets, interactive spoken tutorials and integration with User Interface features, says Kristopher Jones of LSEO.com. In the crowded online grab for engagement, native advertising will retain appeal, too, per Timothy Nichols of ExactDrive, Inc., helping marketers to expand viral sharing and develop a more involved relationship with target markets.

For more trend predictions, see https://www.forbes.com/sites/forbesagencycouncil/2017/12/18/how-digital-marketing-will-change-in-2018-15-top-trends/#464141092d9a

2018 Digital Marketing Spend to Rise; High Hopes for Social

AccuList USA’s digital marketing clients are already looking ahead to 2018 results, with many planning to increase digital spending. They’re following the trend reported in a recent survey by Ascend2, which found that 93% of firms expect to boost digital marketing budgets in 2018.

Boosted Digital Spend Planned in 2018

The survey, conducted in December 2017, tapped 217 marketing influencers, with 43% working for B2B firms, 35% for B2C firms, and 22% for hybrid firms. The combined 52% planning marginal increases and 41% planning significant boosts in 2018 digital marketing budgets dwarfed the 7% who intend to decrease digital spending. But the more interesting data involves where the marketers foresee the biggest bang for digital bucks in the year ahead.

Social & Content Marketing Dubbed Most Effective

Respondents expected the most effective digital marketing tactics in 2018 to be social media marketing (18%), followed by content marketing (17%). Search engine optimization was seen as most effective by 15%, e-mail marketing was seen as leading by 13%, and paid search and social ads was chosen by only 11%. The lower ranking of e-mail and search ads was not due to execution barriers; both were rated as among the least difficult to implement.

Execution Challenges for Data Management & Technology

In contrast, surveyed marketers reported the greatest execution difficulties for data management (18% rated as most difficult) and marketing technology (also 18%). Content marketing and search engine optimization tied for second place in terms of implementation challenges, with both selected by 16%.

Go to https://research.ascend2.com/2018-digital-marketing/ to download a full copy of the Ascend report.

Use Key Direct Marketing KPIs to Gird 2018 Plans

The busy year-end holiday season, especially for fundraisers and retailers, should not distract direct marketers from the working on the analytics they need to finalize next year’s marketing plans and ROI. A recent post by the Digital Dog Direct agency helpfully offers a checklist of basic marketing Key Performance Indicators (KPIs).

Spending and Lead Generation

Marketing ROI is about effective spending and requires tracking results by channel and campaign. KPIs use actual annual outlay for direct mail marketing (lists, print, lettershop, creative, postage), digital marketing (e-mail, SEO/SEM, landing pages, social media and creative), as well as spending on PR/events/brand/content marketing.  Marketers must keep a tally of the number of outbound leads attributed to direct mail or e-mail campaigns, as well as the inbound leads generated by efforts such as SEO, blog content or PR. Then a cost per lead acquired can be calculated by dividing annual expenditure by the number of leads generated. Since the ultimate goal is sales not merely leads, the percentage of leads that become paying customers and the dollar sales per lead are key measures.

Multi-channel Performance Rates

Beyond evaluating general performance, marketing planners should use measurement to fine-tune future marketing plans and budgets. This means identifying the response rates and conversion rates for each channel, for each direct mail and digital campaign, and for tests of creative, timing, frequency, lists and segments. Performance rates should be measured not only for campaigns to acquire new leads/customers but also targeting of existing customers and reactivation of dormant customers. Website traffic reports from Google Analytics can not only show online ad and SEM effectiveness but also track spikes around direct mail or e-mail promotions to give a fuller picture of response. A simple ratio of the annual return on marketing investment, or ROI by channel and campaign, can be calculated by adding up incremental sales from marketing and subtracting marketing amount spent, and then dividing the result by amount spent on marketing.

Long-term Growth of High-Value Customers

But remember that a focus on annual or campaign results can be myopic since these do not necessarily deliver long-term growth–for example if attrition is high so more customers are lost than added. Marketers need to look at customer and prospect databases to make sure they are growing year-over-year. Because acquiring a single sale per lead also is less profitable long-term than acquiring a repeat customer, measuring average customer lifetime value is a vital KPI and is calculated by multiplying average dollar sale per customer by the average number of purchases per year and the average retention time in years.

See the full article for the KPI checklist.

 

Survey: Mismatches in Event Marketing Channels, Attendee Interest

Where should trade show and conference marketers go fishing for potential audience? In a multi-channel world, it can be challenging to balance online, e-mail, print and social media for best results. Now a recent survey by XING Events, as reported by MarketingProfs, shows interesting gaps between where event marketers are casting their nets and where potential attendees pool to research events.

Event Attendees Are Drawn by Word-of-Mouth & E-mail

According the the XING Events study, which is based on a global survey of 2,621 event attendees and 1,630 event organizers, event attendees most often learn about work-related events through word-of-mouth mention by friends and acquaintances (66%) and via e-mail newsletters (59%). Fewer event attendees (20%) report being influenced by ads for print and online professional publishing. Online search has more impact when the audience is already aware of the event; for example, 49% say they use online search to find details about trade shows or conferences they already have heard about (via word-of-mouth, e-mail or print). Just 22% learn about an event by doing keyword searches. However, an even smaller portion (16%) of event attendees report that they use social media to research events.

Event Marketers Focus on Websites, E-mail & Social Media

Event marketers don’t exactly mirror attendees’ preferences. About 89% of surveyed event organizers say they market their events through their own websites, culling search traffic. Some 76% say they market through e-mail newsletters, which is in line with attendee activity. The surprise is that 73% of event pros say they promote via social media even though it is not where most of the audience is currently looking for event information.  And about 47% use traditional print channels.

Event Planners Foresee Social Media Expansion

Despite its current lower usage among event attendees, social media is the marketing channel that most event marketers plan to grow in future. Some 65% of organizers say they would like to use social media more frequently in the future. The next most popular target for expanded investment is their own websites (48%) and e-mail (41%). Although “influencer marketing” is a trendy topic, only 33% of event pros plan to increase influencer or multiplicator marketing to pump word-of-mouth.

For more study results, see https://www.marketingprofs.com/charts/2017/32765/how-events-are-marketed-to-and-found-by-attendees?adref=nlt091817

 

 

Data & Content Are Keys to Profitable Audience Building

After long experience supporting publishers and media owners in circulation/audience growth, AccuList USA can affirm that, in the age of big data and exploding digital content, targeted data quality and database management are more essential than ever to profitable audience development.

It’s All in the Data

A recent Marketo blog post backs up that assertion with their advice. Demographics and firmographics are a key starting point, but now media owners also can mine transactional data, behavioral data, and psychographics/interests across channels, the post notes. Smart use of first-, second- and third-party data allows for tailored content, offers and channel targeting. As the Marketo article explains, “For example, you may know that a reader is a part of a cohort that is female, between 18-35 years old, with a household income between $64-96K….But what could you do–in terms of engagement–if you learn through her content consumption patterns that she’s interested in football, responds to sponsored content from travel brands, and mostly responds to content that’s shared on Facebook?”

And Data Management

Yet more data from multiple sources–web, print, mail, e-mail, social media–also presents challenges, and Marketo cites Folio’s recent survey of publishing leaders, which found 71% citing data management as a top priority for creating and monetizing media products. The solution is a single hub for audience data and automated cross-channel processing in real-time, the post advises. With a complete data profile of the audience, the focus can turn to delivering the right message at the right time to the right target. And we would add that an effective database will require strategies and support for data hygiene, database appending, analytics, and segmentation as well as automated triggering of messages across channels. Automation doesn’t apply only to digital messaging, by the way; marketers can capitalize on direct mail’s top response and brand engagement with automated mail triggering based on digital activity.

Commitment to Content

In publication/media marketing even more than other brand marketing, content counts. Faced with ever-growing digital content noise, media owners must work even harder to deliver content that interests and engages the target audience. To that end, a helpful Content Marketing Institute article by Neil Patel recently listed four common mistakes. No. 1 is offering content of more interest to the brand/publisher (and its advertisers/partners) than to the audience. Only audience-centric content builds audience. No. 2 is to focus only on selling in marketing messages, especially if poorly targeted. The long-term value of authenticity and relationship building suffers when the sales pitch is obvious and not personalized. No. 3 is an SEO addiction to the point of stuffing keyword phrases and irrelevant links into content, which can turn off and confuse readers and even earn search engine penalties. And No. 4 is an obsession with content quantity over quality. Simply delivering more content more often than competitors, especially if it is unwanted, sloppy and self-serving, is likely to turn off audiences. For good content marketing examples, go to Patel’s content marketing article.

Positive 2017 Fundraising Trends Create Opportunities

While 2017 is starting as a year of uncertainty, especially in politics, a recent CauseVox post provides some good news for AccuList USA’s current and future nonprofit direct marketing clients. CauseVox staff writer Tina Jepson spotlights 10 fundraising trends that offer opportunities for greater success this year, and we’ll pass along a few here.

Increased Individual, Corporate & Recurring Giving

Donation forecasts are upbeat, Jepson shares: Philanthropy Outlook 2016 & 2017 predicts that an increase in individual and household income will help to boost fundraising efforts for nonprofits, charities, and NGOs by as much as 3.8% in 2017.  Plus, with Gross Domestic Product and business savings on the rise, total corporate giving is predicted to rise by 4.7% in 2017. And monthly giving, which accounts for 17% of online revenue, also will continue increasing per the 2016 M+R Benchmarks report. The trick with individual donors is to catch the wave with smart targeting, inspiring creative and campaigns to get existing donors to boost giving, says Jepson, while, for corporate giving, nonprofits would do well to maximize gift matching, to court business leaders and to keep tabs on company arrivals and growth locally. Plus, Jepson urges nonprofits to amp up their monthly giving strategy, making monthly giving the first option for donors on the website and a marketing priority in e-letters, direct mail and e-mail.

Donor Retention at a Record High

Donor retention rates are at the highest rate since 2008 at 45.9%, and nonprofits and charities clearly should make retention a marketing priority to capitalize on this powerful fundraising engine, Jepson notes. She suggests capitalizing on the trend with tactics such as personalization; prior gift recognition; leveraging donors’ preferred channels; donor education via videos, infographics or pamphlets; and donor activation with engagement opportunities such as volunteering or advocacy.

More Donor Data Than Ever Before

Digital interactions—websites, e-mail, social media and now the Internet of Things (IoT)—combine with traditional channels such as direct mail to generate a wealth of data about existing and potential donors. A key goal for 2017 is to gather, analyze and use actionable data effectively. Jepson lists a few ways to do so: Tracking analytics on your website and social media posts to learn the demographics and behavior of your paid, earned and owned media audience; using Facebook and Instagram Ads and Business Manager to target ads to donors likely to give; and turning around data learning to share with, and inspire, donors in real-time online via options such as a website ROI ticker that tracks return on investment (possibly in lives changed) per average donation.

Social Media & Mobile Marketing Challenges

In social and mobile marketing, nonprofits face challenges as well as opportunities. Social media platforms, including Facebook, now are promoting organic content that prioritizes the audience’s friends and family over nonprofit messages. Jepson points out that this means that effective social media marketing will need to rely more on purchased ads and targeting of key demographics, as well as creating viral content that inspires shares. Meanwhile, if your nonprofit hasn’t invested in mobile optimization of websites and e-mails, you’re missing a key donation source: Mobile giving makes up 17% of all online giving now and is projected to rise further in 2017.

For more trends and Jepson’s suggestions on maximizing their fundraising impact, see https://www.causevox.com/blog/fundraising-trends-2017/

 

2017 Multi-Channel Marketers Challenged by 3 Key Digital Trends

As this year’s marketing gets underway, we want to alert marketers seeking our multi-channel support services to three important 2017 digital trends recently cited by digital marketing hub ClickZ author Rebecca Sentance.

‘Mobilized’ Search Is Digital Marketing Must

Marketers need to go beyond “mobile friendly” to a “mobile first” strategy given current search trends. Though ClickZ’s own Intelligence Report on 2016 mobile marketing found that 56% of client-side marketers and 44% of agency respondents still described their mobile ad efforts as “beginner,” big search market changes will spur more mobile strategy investment this year, Sentance notes. Think mobile is over-hyped? Sentance asks you to consider the following: Search-engine giant Google has removed the “right-hand rail” from the search results page and moved to only displaying paid ads at the top and bottom, making the main search results layout more adaptive to mobile; Google continues to strengthen a mobile-friendly ranking system that penalizes websites that aren’t mobile-optimized; and Google announced in October that it would further favor mobile search by splitting off desktop and mobile into separate search indexes, with mobile as its primary index.

‘Visualized’ Social Marketing Wins Followers

Marketers need to embrace visual elements and visually focused platforms for more effective social media performance. Sentance points out as an example that YouTube was the fourth-most cited channel of the 2016 Marketing Trends Survey when respondents were asked to name the top three performing networks for their social media marketing efforts (behind Facebook, Twitter and LinkedIn). And though Instagram came in fifth place, the rise of visually focused platforms like Instagram, Pinterest and Snapchat is undeniable. For example, Sentance reports that Instagram is far outstripping social competition in follower growth, with a median average of 6-8% follower growth month on month. So it’s no wonder that formerly text-based social media leaders Facebook and Twitter have made it a priority to meet the competitive challenge this year by integrating more multimedia into their platforms, with the addition of GIFs, short videos and live video streaming.

‘Commercialized’ Social Offers Sales As Well As Branding

Finally, marketers should stop assuming social media is mainly a tool for brand and traffic building rather than direct sales. Social media and e-commerce have been overlapping more and more, Sentance argues. She cites the launch of Facebook Marketplace, the acquisition of Famebit by Google/YouTube, and the change in Pinterest’s business profiles to showcase Buyable pins more prominently as just three recent examples of the trend to integrate e-commerce with social.

To read the complete ClickZ article go to https://www.clickz.com/three-major-developments-that-will-shape-multi-channel-marketing-in-2017/108468/