Weekly Recap - March 24, 2017

Let’s talk social. Advertisers are investing more on social platforms. Millennials want socially responsible brands. And consumers are becoming more conscious of their social presence. Meanwhile, Instagram is making its platform better suited for shoppers. Let’s dive in.

DETAILS, please

Advertisers investing more in Facebook. Over the next 12 months, close to two-thirds of brands’ plan to increase their investment to the social platform.

Millennials driving brands to practice socially responsible marketing. How are Millennials going to collectively spend that $30 trillion?

A better shopping experience on Instagram. Discovery has been part of the Instagram experience from the beginning.

Meanwhile back at the RANCH

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly more aware, careful and sensitive to their own and other’s social presence.

Grocers are poised for Facebook greatness. Some brands struggle to find purpose on social media. Grocers aren’t among them.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide "Communicating with Visuals."

SHARING is CARING

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Grocers are poised for Facebook greatness.

Grocers are poised for Facebook greatness

Some brands struggle to find purpose on social media. For lack of relatable brand content, they resort to posting random memes, celebrating obscure holidays and sharing inspirational quotes. It can be painful to watch.

They must envy grocers. Most community managers would gladly surrender five years of brand content for the content potential on just one shelf of the cereal aisle. “What’s in your bowl?” “Bran. It’s not just for breakfast.” “Are you more Captain Crunch or Tony the Tiger?”

More than content, grocers have the benefit of a highly motivated audience. Consumers don’t have to be baited into liking grocer pages. They naturally seek them out, according to an FMI study.

About half (53 percent) of all shoppers—especially younger Millennials—connect with food retailers through social media. Seventy-three percent of Millennials (age 18-27 in 2017) and 59 percent of Gen Xers (age 38-51 in 2017) are influenced by social media.

Not just any social media. Facebook is the preferred channel for grocery shoppers of all generations. Millennials use it most, followed by Gen Xers, Boomers and Matures. They use social to scout sales and promotions (73 percent) and new products (72 percent), and to find recipes (59 percent). This according to a separate study by UPS called Pulse of the Online Shopper.

What are grocers doing with all that potential? Not nearly enough, per yet another study by Retail Feedback Group (RFG).

RFG found that while most (87 percent) supermarket shoppers follow one or more social media channels, just 25 percent have friended or connected to their primary grocery store. This is most likely because grocers are not claiming their Pages or spending scant resources to manage them.

Enough already.

Attention Grocers: Your consumers want to be (Facebook) friends

It’s time to get serious about social media, else customers may fall in “like” with a competitor. Data suggest Facebook is the most popular platform for grocery shopping, so start there. If you’ve already claimed your business page and just need a little inspiration, skip to number 2 below. If this is all still very new to you, begin at the top.

  1. Claim your page. Facebook created a step-by-step tutorial for just this occasion. You’ll need a profile picture, which will serve as the main icon of your page. The icon is square. Obvious choices are brand logo or store name. You’ll also want to have a cover photo handy. This is the dominant image that stretches across the top of your Facebook page. The official dimensions are 851x315 pixels. This is prime real estate and should be reserved for marketing campaigns and longer-term promotions.
     
  2. Evaluate your resources. Identify a champion who will be responsible for managing the page. It will be their job to regularly update and post to the page and follow user activity. This position is known as the community manager. Identify a backup community manager in the event of illness, vacation or job change. The community manager will likely come from your marketing team as social media is part of the marketing function.
     
  3. Follow the competition. Peruse a few months or more of the competition’s Facebook feed. Look for posts that generate significant engagement, as well as campaign themes and regular promotions.
     
  4. Develop a plan. Facebook business pages come with lots of features--analytics, reporting, security and access, and more. Take the time to understand how to manage the platform and how you’ll measure success before diving into content. Pay close attention to analytics, reporting and access. Once you understand the tools, create a plan that includes cadence (how often you’ll post weekly), communication (your ideal response time), and monitoring (how you’ll keep abreast of activity and respond to both positive and negative comments).  
     
  5. Create a content calendar. Everything on Facebook is content—copy, images, video. It’s all considered content. This is what your consumers are craving. Start with a quarter, just three months of content. Original content is ideal because it will be most relevant to your followers. But it’s okay to share complementary content once or twice a week from brands that you carry. Your content calendar should support your marketing strategy. Think in terms of sales goals and traffic.
     
  6. Promote your page. Boosting posts can be an effective and inexpensive way to advertise outside of your fan base. This video explains how to boost a post in under two minutes.

For more on content development check out “Content marketing: 4 rules to follow.”

Millennials find clever ways to finance life.

Millennials find clever ways to finance life.

Young, cash-strapped Millennials are leaning on their parents for help today. Still they’re not letting old-fashioned barriers like credit scores stand in the way of big purchases. Meanwhile, their affluent counterparts are using robo-advisers to build their next eggs.

Millennials aren’t the first generation to tap the Bank of ‘Rents. But they’re particularly sensitive about the handouts, according to CEB Iconoculture research.

Forty percent of young 20-somethings living away from home after school receive an average $3,000 annually from their parents, per a study reported in the New York Times. Those who live in the city get almost $1,000 more a year in support than those who live in rural areas.

Parental support varies by career pursuits. For example, right-side brainers tend to be more needy than left siders, according to the research. Of those who regularly receive financial assistance:

  • 53 percent work in the arts and design world
  • 37 percent work in healthcare
  • 30 percent work in blue-collar jobs
  • 29 percent work in personal services

No credit? No problem.

When Millennials do need credit, they’re not letting a little thing like credit score get in the way.

A pilot program launched by Fair Isaac, the company behind FICO, lets consumers with no credit history use utility bill payment history instead. SoFi and Float are also rewriting lending rules, enabling young adults to apply for emergency loans and mortgages without the benefit of credit history.

Float bases its lending decisions on bank transactions for the two past years. This lets credit newbies get into the game and saves Float the expense of pulling FICO data.

Millennials build nest eggs with algorithms.

Millennials are investing differently too, thanks to plucky internet startups and trusty algorithms.

For as little as a few bucks a month, online companies like Stash and WiseBanyan enable investors to start building their nest eggs.

Stash invites users to learn how to invest in themselves by selecting companies that complement their lifestyle and aspirations. They even have examples of investors who might look like you—the activist, the techie, the globetrotter and the trendsetter. Each persona includes a tidy sample portfolio.

$1 buys investors a seat at the table at WiseBanyan, where basic accounts are free and clients upgrade to fee-for-service only when necessary. Like Stash, the content is very accessible and easily digestible. It’s investing for the every man.

Millennials will find a way.

Whether scraping together enough money to pay the rent or planning retirement, Millennials will find a way. For brands to connect, they have to first understand the financial challenges Millennials are wrestling with. Younger Millennials (22-29 in 2017) are in the midst of quarter-life, reflecting on student loan debt, career choices, relationships and zip codes. Older Millennials (30-39 in 2017) are confronting marriage, parenthood and homeownership. Some have even flipped the script with their parents, providing them financial assistance.

Now, get plucky—Millennial style. Don’t expect them to be shoe-horned into traditional products and services. They’ll look elsewhere. Think convenience, flexibility and practicality. And if it can be accessed via smartphone, all the better. Stymied? Go to the source for inspiration. Host a brainstorming session with Millennial staffers or customers. Start by asking them what financial issues keep them up at night and advance to solutions.

Interested in more on the financial marketing front? Subscribe to our free quarterly newsletter, Marketing Statement.

Self-care and what it means for healthcare marketers.

Self-care and what it means for healthcare marketers.

You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine.

But, what does self-care really mean? According to CEB Iconoculture research, self-care encompasses the mental, physical, emotional and spiritual activities consumers engage in to enhance their overall health.

Self-care is a want.

Today, 90 percent of consumers are already partaking in self-care activities. In fact, consumers across generations are deeming self-care as a necessity:

  • 59 percent of Matures
  • 47 percent of Boomers
  • 54 percent of Gen X
  • 49 percent of Millennials

In looking at values on the rise for these consumer groups, CEB Iconoculture research suggests that "health," "relaxation" and "comfort" have all seen increases within the past five years. Conversation surrounding self-care has also seen a dramatic shift. In 2008, people associated words such as: health, home, nurse, treatment, medicine, doctor, etc. with self-care. In 2015, consumers accounted for a much broader association, with words like: life, people, work, writing, family, friends, love, book, talk, etc.

Self-care: blending of healthy and non-healthy behaviors.

When it comes to self-care, consumers are considering practices that involve both healthy and non-healthy activities. In addition to going to the gym, to yoga or getting their annual checkup, consumers are also indulging in non-healthy behaviors. Perhaps it's indulging with a cupcake or paczki. Binge watching the latest series added to Netflix, or even going to the movies. Did we mention having a glass of wine? All of these activities fall under the umbrella of self-care and touch on the mental, physical, emotion and spiritual practices consumers are involved with.

Per CEB Iconoculture research, 71 percent of U.S consumers view mental and physical health as closely linked and don't separate them when engaging in self-care activities. Across the generations, 60 percent of Millennials, 76 percent of Xers and 71 percent of Boomers agree with the previous statement.

What this means for your brand.

The self-care notion isn't new. For years there has been a blurring of "health" and "wellness" and what it means to consumers. Brands getting it right are acknowledging consumers' struggles, acknowledging genders and generations.

For more on healthcare marketing trends and insights, sign up for our monthly edition of the Brogan Healthcare Checkup.

Interested in marketing healthcare to the generations? Download our free guide.

Facebook and Google are losing the war against ad-blockers.

Facebook and Google are losing the war against ad-blockers

Ad-blocking software popularity is growing across desktop and mobile devices, despite the best efforts of Facebook and Google to stem advances, according to PageFair’s 2017 Adblock Report.

All told, internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491). Mobile use grew by 108 million and desktop grew by 34 million.

Ad blocking has gone mainstream.

Today, 11 percent of users have ad-blocking software. Male Millennial techies are partly responsible for the surge, but not totally. The average proportion of ad blockers in each of these age groups — 18-24, 35-44, 45-54, and 55-64 year-olds — is about 20 percent, according to the report.

What’s responsible for the growth in use? Most survey respondents cited security concerns (30 percent) and interruption (29 percent), followed by speed (16 percent) and ad overload (14 percent).

That’s not to suggest that respondents were completely ad averse. Most found some ad formats to be acceptable (77 percent), with more than half saying static banner ads are permissible and 35 percent preferring skippable video ads.

The bottom line? Consumers don’t mind advertisements. They even appreciate ads at times, provided they’re targeted to the right audience, at the right time, across the right channel.

No pressure. 

Want to keep up on the latest in marketing and advertising trends? Sign up for the free Brogan Weekly Recap.

Weekly Recap - January 27, 2017

From live streaming to stories to 360 views, video is not only popular but constantly evolving. So much so, Snapchat is partnering with Nielsen to give brands the ability to buy their audience. But before you do, here’s a little tip… consumers want to be rewarded after watching your ad. And speaking of consumers, are you paying attention to what Gen We is up to? We are, so let’s dive in.  

DETAILS, please

Snapchat is now selling ads against Nielsen’s TV-like ratings system. Today, Snapchat revealed a partnership with Nielsen's mobile Digital Ad Ratings unit, giving brands the ability to buy guaranteed Snapchat audiences by age group and gender. 

Can I get a reward with that? Most people want to be rewarded after watching an ad.

What brands need to know about Gen Z to reach the new generation of consumers. Hint: They could not be more different from their Millennial siblings.

Meanwhile back at the RANCH

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

THE Topic of conversation

Social media marketing. Download our free whitepaper "The Evolution of Social Media Marketing: 9 trends to know now."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Marketing Statement - First Quarter 2017

How's that 2017 marketing plan working out for your brand so far? Does it lean into social media? Does it leverage the many new features Facebook launched in 2016 to further connectivity—like live video, 360-degree photos and recommendations? There's still time to bedazzle those tactics. (Bright shiny objects below.)  It's (still) all about the customer experience—in good times and especially in bad times. A Pennsylvania healthcare system shows how to make the most of highly emotional, high performance customer opportunities.   

4 social media trends that are changing insurance marketing. From year to year, most insurance products stay the same, but there's one thing that does change: the way they're marketed. What does 2017 have in store?

Facebook was busy in 2016. Here are the CliffsNotes. For Facebook, every year brings advancements and enhancements—and 2016 was no different. With a strategic goal to make the world more connected, the Facebook team added new functionality, created new technology and worked to improve features that already exist.

A hospital system with a money back guarantee. Highly emotional, high performance opportunities are the stuff customer loyalty is made of, according to McKinsey studies into the retail banking industry. A Pennsylvania hospital system is putting this strategy to work in healthcare with promising results.

QUICK study

The green that's keeping Millennials up at night. Young adults fret about finances—especially building a sufficient nest egg in which to retire comfortably, according to a Schwab Retirement Plan Services study. It's the number-one reason Millennials lose sleep at night.

Zelle me all about it. Banks and credit unions are backing an open social payments platform in hopes of competing with the likes of PayPal, Venmo and Square. Like its competitors, Zelle lets consumers send money to friends or pay for goods and services at the touch of a smartphone app.

What motivates young people to save for retirement? Crow's feet. Researchers at Virtual Human Interaction Lab recently discovered a powerful tool to compel consumers to plan for retirement—aging. After meeting their aging avatars, college-aged subjects saved more than twice as much for retirement than those who did not.

Hey Gen X. This bank's for you. It seems every bank wants Millennials. But when Louisville, KY-based Republic Bank & Trust built its digital banking platform, MemoryBank, it was focused on an often overlooked generational cohort—Gen. X. Because peak earning years. 

SHARPEN the saw

You can depend on social media to change. Often. What's an industrious but insanely taxed marketer to do? Read our free whitepaper on the nine social media trends impacting your online performance, for starters. It's a quick read but rich with key insights to evolve your social strategies for optimum brand engagement. Download now.

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

Weekly Recap - January 13, 2017

Let’s talk UGC, shall we? Do you use branded hashtags? According to Adweek, 54 percent of Millennials want their friends and the brand to know they like the product, whereas 50 percent of Boomers do not. Want more facts? Try this, Samsung Electronics America noted VR users have consumed more than 10 million hours of 360-degree video content within the last year. Even Forbes is crystal-balling 2017 to be the year visual content will reign. But, keep in mind, consumers are still looking to reduce all the noise. Take a look.  

DETAILS, please

Infographic: How Millennials and Baby Boomers consumer user-generated content. And what brands can learn from their preferences.

Here are 8 interesting digital marketing stats from this week. The first week of 2017 didn’t disappoint when it comes to digital marketing statistics. See for yourself.

Top 10 trends that will transform digital marketing in 2017. Social and digital marketing have hit their stride—and it’s time to review the lessons learned from last year. 

Meanwhile back at the RANCH

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

THE topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - December 2016

Tis the season for giving, forging connections and the flu? Yes, that’s right. Let’s take a look.

Give: Rethink Breast Cancer has created thoughtful Give-A-Care products to gift one-by-one or send curated packages to loved ones diagnosed with breast cancer.

Connections: Celebrity endorsements may seem like a trend of the past, but they are still used in several marketing campaigns today. And believe it or not, Millennials are sticking with their pediatricians well into adulthood.

Flu: While the flu season is in full swing, Uber is making it more convenient for consumers interested in receiving the flu shot. See here.

VITAMIN B&P.

Rethink Breast Cancer makes it easy to show you care. The young women’s breast cancer movement has created thoughtful Give-A-Care products that help friends diagnosed with breast cancer get through the tough time ahead.

Healthcare marketing: Do celebrities still resonate? As we’ve recently seen in the latest Cigna TV spot, celebrities definitely capture our attention. (Especially when Dr. McDreamy is talking to us.) But, does this marketing tactic still resonate?

Millennials are sticking with pediatricians into adulthood. From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million.

Flu season driving you nuts? There's an app for that: #UberForHealth. The ride-sharing enterprise advertised their new promotional effort.

MARKETING SUPPLEMENTS.

Everything marketers need to know about paid search. How many times have you searched for something online? How many of those times did you search from your mobile device?

INDUSTRY PULSE.

From #GivingTuesday to patient centered storytelling, social media has seen quite the transformation this year. Take a look.

Healthcare embraces #GivingTuesday with innovative fundraising. With momentum on social media and a partnership with the United Nations Foundation, #GivingTuesday has quickly become a vast philanthropic effort led by Millennials.

How healthcare marketers use social media. Gamification. Disruption. Value-based messaging. See how healthcare marketers can tap into social media to share their brand message.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Millennials are sticking with pediatrician into adulthood.

Millennials are sticking with pediatrician into adulthood.

My siblings and I didn’t have a pediatrician when we were kids. Everyone in my house saw the family doctor. (Except for daddy, who self-medicated the rare virus with a strict regimen of warm Vernors, Vicks VapoRub and Campbell’s soup.)

So, I’m a little unclear about when kids age out of the system. And I’m a lot reluctant to find out.

I love the pediatrician’s office. The staff and doctors are empathetic, nurturing and wildly responsive. They shoehorn my kids into the schedule on a moment’s notice for even the most trivial ailment. And they never judge, no matter how many common colds you confuse for bird flu or whooping cough.

I assumed it would be my kids who would eventually insist on graduating to an adult office. Maybe not.

I took my 15-year-old son for a pediatric visit recently that I thought might be our last. His tall, lanky frame loomed large over miniature chairs and wooden toys. His size was even more pronounced in the park-themed examination room, surrounded by bright wall murals that served a helpful distraction when he was a fussy toddler.

But he didn’t say a thing. Not a word. He even grabbed a Scooby Doo sticker at check-out and mocked his good fortune.

Could he possibly appreciate the pediatrician’s office as much as I do?

A new survey suggests as much. And it’s not just older Gen We patients who are hesitant to take their medical charts elsewhere. Millennials are lingering longer, according to a National Hospital Ambulatory Medical Care Survey.

From 2002 to 2012, pediatric office visits by patients 19 and older grew from less than a million to 2.4 million. The number is expected to grow even higher under Obamacare as dependents can remain on their parents’ healthcare plan until age 26.

The trend has prompted New York City pediatricians to receive additional training to treat young adults. Dr. David Bell told the New York Times (June 23, 2016) that he’s steadily increased his age cutoff over the years from 24 to 27, 30 and now, 35.

At this rate, Millennials won’t leave the pediatrician until they concede the coveted relationship to their own children.

So what does this trend say about Millennials? That they’re loyal or complacent? Practical or peculiar? Then again, it may all come down to convenience. According to a Pew survey, 18-34 year olds today are more likely to live with a parent than a partner or a spouse for the first time in over a century.

For more on healthcare marketing trends, sign up for our monthly edition of the Brogan Healthcare Checkup.

Weekly Recap - November 11, 2016


Scroll. Tap. Click. Shop? Yes, it’s true. Instagram announced they will be rolling out a new feature to let brands and businesses tag their products in posts, linking them to the product page and onto the retailer’s website for purchase. Need to do some product research first? Search engines are updating how they will serve results and content. And is brand loyalty still a big deal? For multicultural Millennials, it is. See here.   

DETAILS, please

What Instagram's shopping update means for influencers. Instagram is finally letting users shop what they see in their feeds.

Topics over keywords: A simple framework for more effective content creation. Content marketing has seen a lot of changes over the past few years, particularly around the way that marketers have went about actually developing their content.

Infographic: Multicultural Millennials take brand loyalty seriously. Multicultural Millennials make up nearly half of the demographic. And new research sheds light on media, tech and shopping trends coming from this segment.

Meanwhile back at the RANCH

Starbucks’ holiday red cup is back and cheerier than ever. For the first time ever, the Starbucks holiday red cups feature designs created by customers. Take a look.

Healthcare marketing: Do celebrities still sell? As we’ve recently seen in the latest Cigna TV spot, celebrities definitely capture our attention. But, does this marketing tactic still resonate?

THE Topic of conversation

Authenticity. Discover which brands are getting real and how to market authenticity across genders, generations and ethnic groups. Download our free whitepaper “3 Rules to Creating an Authentic Brand.”

SHARING is CARING

Like what you see? Share the Brogan Recap.

Marketing Statement - Fourth Quarter 2016

Look who’s talking money now. Gen We is growing up and growing into bank accounts, credit cards and student loans. They’re approaching finances with eyes wide open, taking a decidedly sophisticated approach to money. And cautious, like their Millennial brethren. The percentage of Americans under 35 with credit card debt is at its lowest level since 1989, says the Fed. How is a financial brand to break through? Tap into their OSD. They’ve got obsessive smartphone disorder bad.

3 ways financial marketers can engage with Gen We. Molded by the Great Recession, young consumers have a distinct attitude toward money. They’re more involved in household economics, lean in for teachable moments and are emotionally engaged in money management.

Millennials and credit cards: a complicated relationship. Millennials are using credit cards more responsibly than older generations, says the Fed. They avoid charging small purchases and revolving debt.

Tech shame or celebrate? Marketing to the smartphone gen. Why you gotta’ be so screen? Brands try to disrupt the smartphone obsessed with varying degrees of success.

QUICK study

Millennials prefer to apply for mortgages in person. When they're shopping around for mortgages, more than half of young adults prefer in-person interviews over researching info on the internet, according to a SunTrust Bank survey of potential Millennial homebuyers. And once they have that meeting, they're often pleasantly surprised at how achievable their goal is.

They save, save, save. Frugal Millennials sock away 15 percent or more of their annual earnings, according to a Sallie Mae survey. And they're not just bolstering their own retirement. 65 percent of Millennials with kids under age 18 are saving for their kids' education, compared with just 50 percent of Gen Xers.

Don’t swipe the small stuff. Are you more emotionally invested in cash purchases than debit? You’re not alone. But because it's painful, the cash purchase is also more rewarding—even more delicious, according to a study published recently in the Journal of Consumer Research.

SHARPEN the saw

You can depend on social media to change. Often. What’s an industrious but insanely taxed marketer to do? Read our free whitepaper on the nine social media trends impacting your online performance for starters. It’s a quick read but rich with key insights to evolve your social strategies for optimum brand engagement. Download now.

START a conversation

Share the Marketing Statement. Tell two friends. And so on.

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