Marketing Studies Spotlight of the Week 11/10/17
Who ya gonna trust?
A new study conducted by PwC and BAV Group surveyed a nationally representative sample of 2,000 U.S. adults to see which businesses they trust most to manage their data. It’s great news if you work for a hospital, bank, healthcare provider, insurer, or nonprofit, but lousy news if you’re in marketing and advertising.
Here are the types of businesses consumers trust most:
- 42% – Hospitals, banks
- 39% – Healthcare providers
- 26% – Insurance companies
- 24% – Nonprofits
- 23% – Utilities, government
- 21% – Information technology
- 17% – Professional services
- 16% – Pharma
- 14% – Aerospace, food and beverage
- 13% – Online retailers
- 12% – Agriculture
- 11% – Energy, hotels
- 10% – Automotive, airlines
- 9% – Manufacturing, telecom
- 8% – Sports organizations
- 6% – Media and entertainment
- 5% – Startups
- 3% – Marketing and advertising
“This could have serious repercussions, since 87% of consumers say they will take their business elsewhere if they don’t trust their data is being handled responsibly, according to PwC.” (MediaPost)
Have you tried influencer marketing?
According to the recent L2 Intelligence Report: Influencers (and reported in AdWeek), 38% of marketers are unable to tell whether influencer activity actually drives sales, and 86% are unsure how influencer fees should be calculated.
The study focused on big brands but, “not every brand can afford premium celebrities. As a result, budget-conscious brands are working with a wider range of influencers, often prioritizing engagement quality over scale.”
Bottom line? If you work for smaller organizations than the “big guys,” using local “celebrities” and experts in your field, ensure that influencer campaigns meet your overall marketing objectives and that you’re working with a plan.
Should you still use email marketing with younger GenZ consumers (13-21)?
According to recent research from SendGrid and Egg Strategy (and reported by MarketingProfs), 85% of Gen-Z respondents say they have used email in the past month.
Half of Gen-Z respondents say their use of email has increased over the past few years, 29% say it has stayed the same, and only 20% say their use of email has decreased over the past few years.
Some 48% of Gen-Z respondents expect their use of email to increase in the next five years while 35% expect their use to stay the same.