Many marketers now comfortable with social media and the power of online product reviews have also started to lose their timidity about approaching bloggers.  In fact, some women bloggers report marketers may be becoming overeager.  Ketchum, conducting a survey of registrants for July’s annual BlogHer conference found that nearly one-half of respondents were contacted by PR professionals weekly. A further 30% got such messages on a daily basis.

Some of that contact, however, appears to be unwanted. Respondents to the Ketchum study indicated that marketers were not doing the necessary research when looking to stir up online word-of-mouth about their products. Some bloggers reported hearing about offers that were not even available in their location.  According to the study, women would like marketers to read and understand their blogs before making contact, to make sure they are a good fit with the product or service being marketed.

March 2009 data from BlogHer, iVillage and Compass Partners indicated that 8 million women in the US publish a blog.  The same study also found that 31% of women who read or posted to blogs did so to “provide advice and recommendations.”  Women bloggers are more than willing to help marketers out – when it makes sense to do so. About 40% of Ketchum respondents said they had provided marketers with information collected on their blogs, and 53% said they would consider doing so if asked.

“Our research at Ketchum shows that women want marketers to understand them, and the female blogger audience is saying the same thing, loud and clear,” said Kelley Skoloda of Ketchum in a statement. As with all social media, it is crucial for marketers’ blog outreach efforts to be a good fit for everyone involved: the brand, the blogger and the audience.

Source: Data compiled from Ketchum, BlogHer, iVillage and Compass Partners, as cited on an August 13, 2009 online report by eMarketer.  Website: www.emarketer.com.

Small business owners are hoping to engage customers in new ways in 2010. According to Ad-ology Research, 28% of small business owners say they plan to spend more on online video in 2010, up 75% over last year’s plans. Twenty five percent say the same about social networking, while 21% plan to commit more resources to mobile advertising.

Facebook was ranked the most beneficial social network for small business, followed by LinkedIn and Twitter.  These owners say the top business benefits of social networking are lead generation, keeping up with the industry, and monitoring the online conversation about their business.

E-mail marketing continues to be the most popular online marketing method for small businesses, but these numbers show increased acceptance for emerging media since last year’s study.

“Small business owners understand that the marketing landscape is changing, and they need to connect with consumers in new ways,” said C. Lee Smith, president and CEO of Ad-ology Research. “They’re still using traditional media, but they’re embracing these emerging media types as a way to take their business to the next level,” Smith said.

Twenty-nine percent plan increased advertising spending overall, targeting increased resources to online, direct mail, and newspaper advertising.

The Ad-ology Small Business Marketing Forecast reveals small business owners are generally hopeful, with more predicting increased sales in 2010 versus 2009, and one in five expressing optimism about the economy.

Other key findings from the study:

• 31% say they don’t use social media because their customers don’t use social media.
• More than one-third of these business owners plan to spend more time writing white papers and e-articles.
• 52% of small business owners surveyed plan to devote more resources to cause marketing in 2010.
• 42% plan to participate in trade shows or conferences, and the percentage of these planning to spend on trade publications increased 18% from last year.

The study was conducted in November 2009 by Ad-ology Research to analyze the attitudes and marketing plans of small business owners. The Small Business Marketing Forecast report is available for purchase through the Research Store at Ad-ology.com.

ABOUT AD-OLOGY RESEARCH

Ad-ology Research analyzes key marketing and advertising trends in over 440 industries and what motivates end-customers. The company’s research is used by over 2,000 advertising agencies, media properties, local governments, and product marketing departments across the United States. Ad-ology Research is a division of Sales Development Services (SDS), Inc. – a Westerville, Ohio firm founded in 1989.
METHODOLOGY

Ad-ology Research surveyed an online panel of 1100 owners of U.S. businesses with less than 100 employees in November 2009. The margin of error for this survey is +/- 2.95 percentage points.

EDITOR’S NOTE: The Ad-ology trade name should be hyphenated in all printed references.

PRESS CONTACT:
Michelle O’Brien
(614) 794-0500 ext. 100
pressrelations@ad-ology.net

Earlier this month I highlight studies on how more consumers plan to be smarter when it comes to managing their own money and financial data as they dig out from the effects of the recession. Another survey on this topic, from First Command, finds that middle-income consumers, those earning at least $50,000 annually, realize that life insurance is an important component of a secure financial future. Typically, major life events such as having a baby or purchasing a home often trigger the purchase of life insurance policies. During the recession, First Command points out that only 4% of consumers made changes to their policies.

Here are the specific actions taken by consumers who change their policies:

• Consumers who have increased coverage: 42%
• Consumers who have decreased coverage: 29%
• Consumers who have eliminated coverage: 17%

Slightly more consumers cut back or eliminated life insurance coverage which contributed to the  industry’s premium drop of 23% between January and June, 2009. And First Command analysts noted that some employers have been cutting life insurance benefits. This change has left consumers worried that their coverage may not be sufficient. Despite the fact that few current holders of life insurance policies have adjusted coverage, companies must increase sales to address the steep drop in premiums that occurred in the first half of 2009.  Life insurance companies, who often work closely with financial planners to sell policies, may increase marketing campaigns to help consumers understand the importance of coverage to replace income in the event of tragedy.

[Source: Company release, First Command, 9.8.09]

Solar technology is predicted to comprise a measurable component of renewable energy programs in the U.S. but investment and installations are proceeding at a very slow pace. A recent study on this topic found that improved marketing initiatives will be required to grow consumer interest in solar energy. The Clean Energy Group is encouraging solar marketers to connect with consumers using marketing messages that emphasize the financial and value benefits of this alternative technology.

The results of their study find that consumers still have concerns about solar. Here’s why consumers say they are not installing solar energy systems in their homes:

• Initial out of pocket costs were too high 47%
• Home/roof not available 7%
• Achieved savings weren’t significant 4%
• Too complicated 4%

As a result of findings like these, companies in the solar industry are expected to change the way they market the technology. Solar companies will invest significantly in educational Web sites to help consumers understand the technology and to explain the benefits of using tax credits to keep down the initial investment.  More companies will align their message with local celebrities and sports teams to increase awareness of their offerings.  Other companies will partner with local builders to showcase the benefits of solar technology in new homes.

Currently, over 1/3 of consumers wait over 2 years between the time they decide to purchase a solar system and actually install one. Another 23% of consumers need between 1 to 2 years to complete the sales cycle. Increased and more targeted marketing should help companies improve these statistics.

[Source: Clean Energy Group, Smart Solar Marketing Strategies, August 2009]