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The Back Deck

Our view on navigating today’s marketing landscape

16 Feb

What Consumer Marketers Need to Pay Attention to in the comScore 2010 Digital Year in Review

On Valentine’s Day, perchance did you mark the occasion with a love letter, or rather a text message, pecked out on your mobile Internet device?

You might have if you’re rounding the top of the bell curve of consumer spending. Consumers love their shiny new electronic gadgets 19 percent more than they did in dusty, dismal 2009. That’s according to comScore’s annual study of what made consumers swoon, click, consume, join and buy online last year.

In total, consumers spent upwards of $227 billion online in 2010—that’s a 9 percent uptick for those of you who are keeping score along with the analysts. It warms my heart to think that consumers are finally feeling the love from marketers and once again cracking open their pocketbooks. We’ve certainly been working hard to court them, no?

Here are a few comScore statistics that consumer marketers should embrace, or at least hug:

  • Primacy of Facebook: With a 38 percent gain in usage in the United States, a surging number of impressions served and a spot as the number-one organic search word, let’s face it—Facebook is a viable option as a campaign launching pad. It’s now the fourth-most visited Web property and has recently taken steps to make its pages more company-friendly. Marketers considering campaigns based on microsites would do well to reevaluate Facebook as an option—complementary or standalone.
  • Rethinking email: Email usage declined by 8 percent for people ages 35 to 44 and by a whopping 18 percent for the 25 to 34 set. The traditional “email blast” is rapidly following in the footsteps of postal mail—a specialized tactic that is likely to be used in specific circumstances, when the audience is proven to consume content this way. As one blogger recently said to me: “Get my attention in 140 characters, or not at all.” Be prepared to distill campaigns into tidbits of information that reach the target at the right time and place and, needless to say, on their social networks and devices of choice.
  • Finally, one word—smartphones: For the first time in 2010, more than a quarter of U.S. consumers owned a smartphone. The most frequent uses of smartphones tell a more compelling story—and placing a call doesn’t even rank. Text messaging, snapping pictures and reading the news are the top activities for smartphone users. Brands must become a natural part of these behaviors if they want to stay relevant in the mobile space.

Did you read anything in the comScore report that blew your mind?

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