Category: Research

Findings that can guide communication efforts.


What Action Can You Expect from Online Engagement?

Your company is likely on social media to connect with your audience and to get them to take beneficial action. But what is realistic to expect? Nielsen Norman Group has identified 6 types of interactions that users have with companies on social media.

They identified the following core interactions, illustrated in this image in order of frequency.

User interactions with businesses on social media

Make Your Social Content Meet These Needs

Discover: Can I find something interesting?

Brands that help people to connect with interesting information tap into the interest in discovery.

Research: What is this? How does it work for me? How could I use it?

People look for content that helps them understand the people, products and services they encounter. Information that goes beyond pitches and sales language to help with understanding is the most valued.

Engage: Am I interested in the content the company posts on social media?

When someone gets excited about a brand, they want a way to feel connected. Social content helps them to feel connected in an ongoing way. This content nurtures a sense of ongoing relationship and makes it easy to share with others.

Purchase: How can I buy it?

Every brand loves when people come to buy. Businesses benefit when they make the process clear and easy. This is probably the most desired action. Not that it is not the top motivation for users.

Support: Can you help me solve a problem?

Problems have a way of cropping up outside of business hours. Brands that have an effective online presence help users get answers 24/7. Online content should help solve common user problems.

Promote: How can I share my experience with others?

Sometimes users want to create their own content related to brands. An online presence on the platform they are using lets them connect with the brand more meaningfully than a text mention.

Meet the Gen Z Shopper

DealAid recently released the “Generation Z Shopping Report” to summarize data collected from 1130 Gen Z consumers in the US.

Generation Z is an age group born between 1995 and 2010. Their spending power is pegged at over $140 billion annually. Further, they influence up to $600 billion in spending by others.

Marketers need to understand the preferences of this up and coming consumer group now to gain their business and their loyalty.

Key Gen Z Shopping Behaviors

  • 87.6% of Gen Z consumers do more shopping online than in-store
  • Amazon Shopping & Walmart Shopping are two most popular shopping apps among Gen Z
  • 60.2% of Gen Z consumers prefer to receive discounts and coupons via email while 49.9% and 37.2% prefer to receive deals via social media and in-app respectively

See all the findings in the Generation Z Shopping Report.

Podcasting Thrives in COVID Times

When COVID arrived, I wondered how it would impact clients who use podcasting as part of their digital strategy.  People stopped commuting. Would they find time to listen to podcasts?

Apparently yes. Data show that podcasting is thriving during COVID times.

The podcasting industry is strong. There are more podcasts and more listeners. More tools and platforms have come online to help creators and consumers.

Podcasting Stats Show They Are COVID-Proof

Here are 5 stats about the podcast industry shared by Resonate, one of many podcast production services.

1. The podcasting industry is projected to be more than $1 Billion by 2021 (https://www.iab.com/insights/third-annual-podcast-ad-revenue-study-by-iab-and-pwc-reports-significant-growth/)

2. 90 million Americans listen to podcasts monthly (https://www.convinceandconvert.com/podcast-research/2019-podcast-statistics/)

3. 43% of monthly podcast listeners say they have listened to a podcast on Spotify, and 35% on Pandora (https://www.edisonresearch.com/the-podcast-consumer-2019/)

4. 51% of Americans 12+ have listened to a podcast (https://www.edisonresearch.com/the-podcast-consumer-2019/)

5. According to a study conducted in the UK, most podcasts are listened to on weekday evenings. (https://www.acast.com/uk-audio-intelligence-report)

Consider Podcasts for Your Marketing Strategy

Podcasts connect people and ideas, entertain, inspire, and teach. Do you have content that fits with these goals? It may be time to look into podcasting as part of your digital strategy.

Learn More: Podcast Secrets From Behind The Mic