Consumer Behavior

Archive for the ‘Consumer Behavior’ Category

June 10, 2019

Study Shows, Once Again, Clicks Are Not Customers

Despite all the sophistication now available in analytics and customer journey analysis, a substantial number of marketers are still focused on clicks — including last-click attribution. And while clicks can be a helpful directional metric, it’s usually a mistake to focus on CTR as a primary KPI. This point was originally made more than a decade agao by…

Contributed by: Greg Sterling

May 23, 2019

A Year After GDPR, User Location Sharing Is Much More Selective

This Saturday marks the one-year anniversary of the implementation of Europe’s GDPR data privacy regulations. From an enforcement standpoint, with the exception of a single major fine against Google and a potentially significant new Irish investigation, it has mostly been a non-event. In fact, the overwhelming majority of consumers (according to one survey) have done little to exercise their privacy…

Contributed by: Greg Sterling

February 11, 2019

Using Mobile and Online Coupons to Attract Local Customers

We can all remember the days when we cut coupons before going to the grocery store or other retailers. That time seems so long ago now that we have a mobile “wallet” and smartphones with easy access to digital coupons and offers. Today’s conveniences are appealing because not only do they allow us to leave…

Contributed by: Bernadette Coleman

February 5, 2019

Google: Online Consumer Touchpoints Range Between 20 – 500 Depending on Purchase

Most marketers have come to understand the reality of a nuanced, unique and non-linear path to purchase for consumers. The new path is a result of access to information online that helps consumers make informed purchase decisions and the smartphone has made this information accessible anywhere. The challenge marketers for brands and small businesses face…

Contributed by: Joe Morsello

January 18, 2019

What If Everything You Thought You Knew about Mobile Ads Is Wrong?

There’s a mobile-marketing cliché that promises mobile ads can deliver the “right message at the right time and right place.” In that context and most marketing discussions, the focus is on customer journey touchpoints, audience targeting, relevance and location. Must less often is the discussion about creative or the role of brand awareness in driving customer engagement. A new survey of…

Contributed by: Greg Sterling

January 17, 2019

What 2018 Holiday Shopping Trends Say about Local

Online holiday retail spending was up 16.5% vs. 2017 reaching $126 billion according to the “Holiday Recap 2018” from Adobe Digital Insights. While this is strong growth, it represents only about 11% of the $1.1 trillion Deloitte projected would be spent during the 2018 holiday season. There were four key takeaways from Adobe’s study that…

Contributed by: Joe Morsello

January 16, 2019

What Unique Experiences Motivate Consumers to Shop In-store?

The term “retail apocalypse” is probably overused, but it captures the challenges traditional retailers are facing in a more fragmented and complex market. One of the major challenges for stores is driving foot traffic and repeat visits in the era of one-click commerce. A new survey from Yes Lifecycle marketing of 1,000 consumers revealed some…

Contributed by: LSA Editors

January 9, 2019

The Four Reasons People Click on Paid Search Ads

Paid search is probably the internet’s most successful advertising model. PPC traffic converts at 50% higher rates than organic traffic, and 52% of online shoppers who interact with PPC ads will call the advertiser immediately once they’re done browsing. Why do people click on paid-search ads? It’s all about intent, and relevant content, as a…

Contributed by: LSA Editors

January 2, 2019

Trust Was a Big Theme in 2018, It Will Be Again in 2019

Trust in political institutions, corporations, internet platforms and digital media is in serious decline. That’s one of the big digital themes of 2018 that will continue in 2019 and beyond. Every sector of the online media ecosystem is now rife with distrust. Almost daily we read about fake news, brand safety issues, bot traffic, click fraud, location fraud, as well as increasing…

Contributed by: Greg Sterling

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