Plus: 3 keys to mobile search marketing; profiling tablet and e-reader users; women more loyal to brands than men; and more
Cluttered Web pages are killing digital media:: Too many media sites look like those junk-ridden homes on the TV show "Hoarders," says Matt Sanchez in Ad Age---jumbled messes of headlines and stories piled on each other with links, icons and ads thrown on top. Readers are confused and distracted, ads go unnoticed, and revenue is lost. Publishers should adopt content-enhancing layout and design principles from top print pubs and groundbreaking sites like The Verge and the Daily Beast, and make better use of new Web design technologies. Read more here.
3 keys to successful search marketing across the mobile universe:: Smartphone usage tripled in this country during 2011, and one-third of U.S. adults will own a tablet by 2015. The mobile revolution gives online advertisers more changes to reach consumers wherever they may wander, but that mobility is challenging search marketers when it comes to campaign strategy, management and execution. Sarah Johnson of Adotas offers three keys to help search marketers create winning strategies across mobile devices.
Who's using all these tablets and e-readers?:: We hear plenty about the stratospheric sales of tablets and e-readers, but this stat stands out: The number of Americans owning tablets or e-readers jumped 18% from December 2011 to January 2012. But before we flood these devices with more ads, just who are we targeting anyway? A study by Pew Internet gives a clear snapshot of tablet and e-reader users and what they do with their gizmos. For instance, 51% of U.S. tablet users are women; 47% are between the ages of 30 and 49; and 46% report annual household incomes of $75,000 and above. Check here for more info on these folks.
The kids are online: Children are going digital younger and younger, according to AdWeek, which offers some sobering stats for marketers (and parents): 21% of kids ages 5 to 8 (roughly Kindergarten to third grade) have their own Facebook page, and 30% of them spend up to an hour a day on a smartphone. Other findings show that kids' media usage differs greatly based on race, income and parents' education. For example, kids of parents with college degrees spend an hour less per day watching TV, DVDs or videos than kids of parents with high school degrees or less.
Attention, brands: Women are loyal, men are fickle: A Temkin Group study of 10,000 U.S. consumers of 206 companies shows that women are far more loyal to their brands than men. Their loyalty outranked men in all 18 industry categories measured in the study---and by double digits in 14 of them. The bottom line: Female customers may be even more valuable than advertisers thought. I feel like such a cad.
--- Robert Pickard