Marketers and consumers have a disconnect. 72% of consumers seek out discounts and deals whereas 61% of marketers want “teach something” via social. Perhaps the early naughts practice of giving coupons for likes backfired. It’s a big hurdle to move from a discount treasure hunt to storytelling.
QR Codes, the fad that never caught on in marketing, find a new use as a security measure in cryptocurrency. Perhaps the multiple step process that hindered usage in advertising is a desirable feature for financial exchange.
“About two-thirds of respondents were somewhat confident in the demographic data they buy. However, just one-fifth were very confident in this data.” (Emarketer)
I would like to see a better understanding of this statement. As a researcher, the real meat of the targeting is on demographics with a psychographic component. In a world of demographics of Millennial parents and Generation X parents, a simple psychograph question can determine the difference between dual-income parents, single parents, sandwich generation parents, and traditional gender role parents.
That’s why I really like this YouGov study on Affluents. 50% of Affluent consumers purchase luxury goods when it’s discounted but the real take-away is looking beyond the psychographics of “I consider myself frugal”. 28% of the discount-oriented affluents did not grow up with wealth so “their journey with wealth is just beginning…their affluent lifestyle is new to them and they are not at the point they comfortable with the money they accumulated.”
Each group’s interest in messaging about product features and their motivations behind the purchase are completely different.
This article has me scratching my head. The insight is “Only about two percent of the 50 million people who own and use Alexa-ready devices have used them to make a purchase in 2018 so far, according to The Information. And of those who did use Alexa to shop, 90 percent did not try it more than once.” QR Codes ended up being too problematic to catch on but yet interest in the electric car never seems to go away. I don’t think the future voice assistants for shopping is necessarily “all talk”. I disagree with this article and that adoption will increase as the existing bugs are worked out. I envision that the voice assistant will record items as a shopping list and the user will review the list (make corrections as necessary) and then place orders. What do you think?
Last year were bots that brought stock to associates refill shelves.
Now bots can pack orders and bring them to associates for faster customer service.