New York, April 1, 2020 – Cassandra, ENGINE’s insights and strategy group that studies trendsetting young consumers, announced today the release of Life Interrupted: A Cassandra Special Edition, a bi-weekly report providing insights into how Covid-19 will impact Gen Zs and Millennials, including their values, behaviors, and how the culture will move forward and evolve.
THE FUTURE OF DIGITAL MEDIA
Our time spent with screens, devices, and media seems to be ever increasing. Smartphones and connected devices give us more access to media content across a variety of platforms. 77% of Americans adults claim to go online on a daily basis, while 26% say they go online ‘almost constantly’.¹ This is even more pronounced among younger adults (18 to 29 year-olds) where nearly 4 in 10 claim to be constantly online. eMarketer² predicts daily consumption of digital media will overtake traditional media in the next year, reaching over 6 hours or 52% of media time.
Digital media can provide a wealth of information about their audiences. Previously marketers and research professionals would need to conduct qualitative and quantitative research to understand both their customers and audiences in an effort to reach potential buyers. Today, a variety of behavioral and business data can be brought to bear on the problem, providing insights into customer interests, where they spend their time online, and how much they spend on your products and services.
The challenge in this brave, new world is that more options means more fragmentation. The days where network TV could be relied upon to reach most of the populace, ensuring your message reaches a broad audience, are continuing to fade. This means the number of options marketers have to place their ad dollars is increasing. Newer formats also allow people to tune out or skip advertising they don’t find relevant or attention grabbing.
Precision Targeting for Digital Media Success
Engine’s Outcomes360:Ad solution connects belief and behavior by combining quantitative metrics, demographic data, digital behavior and advertising exposure to pinpoint the highest value consumers to target based on an understanding of motivations and a predictive analysis of behavior. This allows you to drive customer acquisition and retention, and to maximize lifetime value by delivering the right message to the right people at the right time.
An Engine telecommunications client used the solution to improve their market performance and increase acquisition. Engine conducted a primary survey which we tagged with known exposure to the company’s digital campaigns. This takes the guess work out of exposure by knowing who had an opportunity to see. Engine also appended the survey data with known behavioral data regarding websites the respondents had visited. This analysis allowed the company to introduce several new service plans, tailored to specific customer types and drive sales in their digital channels.
Another Engine client in the high-end sound system category had been looking to revive sales growth among one of their core segments. Again, digital behavior data was combined with survey results to build a more robust profile of the client’s target group. These enhanced insights allowed the client to create digital campaigns that spoke to newly discovered customer interests and drive a lift in conversion.
Although we can’t predict how or where people will get their information and entertainment in the future, we know that measurement will be the key for better performance and ROI for the short and long-term. Digital behavioral information can allow marketers to go beyond traditional survey approaches to create more relevant campaigns that speak to consumers and drive sales.
Learn how Engine uses Precision Targeting to Maximize the Impact of Marketing Messages
These Online CARAVAN® omnibus surveys were conducted March 13-15, March 20-22, and March 27-29, 2020. Approximately 1000 adults selected from opt-in panels were surveyed each time. The results are also weighted to U.S. Census data to be demographically representative.
COVID-19 is already emerging as the defining event for today’s Gen Zs and Millennials. Cassandra, ENGINE’s youth & culture experts leveraged their knowledge of these generations to take the long view into how Covid-19 will impact Gen Z & Millennials, their values, their behaviors, and even how culture moves forward and evolves from this.