If there’s a drumbeat among B-to-B marketing professionals, it’s grousing about cross-channel marketing attribution.

If there’s one common complaint among business-to-business marketing professionals, it’s about how difficult it is to measure and attribute the results of their campaigns across marketing channels.

Now, a new survey of marketing professionals conducted Demand Gen (sponsored by marketing forecasting firm BrightFunnel) shows that nothing has particularly changed in recent times.

The survey sample isn’t large (around 200 respondents), but the findings are quite clear.  Only around 4 in 10 of the respondents believe that they can measure marketing pipeline influences. As to why this is the case, the following issues were cited most often:

  • Inability to measure and track activity between buyer stages: ~51% of respondents
  • The data is a mess: ~42%
  • Lack of good reporting: ~42%
  • Not sure which key performance indicators are the important ones to measure: ~15%

And in turn, a lack of resources was cited by nearly half of the respondents as to why they face the problems above and can’t seem to tackle them properly.

As for how B-to-B marketers are attempting to track and report their campaign results these days, it’s the usual practices we’ve been working with for a decade or more:

  • Tracking web traffic: ~95%
  • E-mail open/clickthrough rates: ~94%
  • Contact acquisition and web query forms completed: ~86%
  • Organic search results: ~77%
  • Paid search results: ~76%
  • Social media engagements/shares: ~60%

None of these hit the bullseye when it comes to marketing attribution, and that’s what makes it particularly difficult to find out what marketers really want to know:

  • Marketing ROI by channel
  • Cross-channel engagement
  • Customer lifetime value

It seems that a lot of this remains wait-and-wish-for for many B-to-B marketers …

The full report from Demand Gen, which contains additional research data, is available to download here.

Are boomerang kids the “new normal” now?

I’ve blogged before about how the Great Recession and resulting high unemployment rates drove a significant number of young adults back into their childhood homes — or relying on Mom and Dad for financial support at least. It affected millions of young adults.

The economy and job prospects have been steadily improving since those dark days – even if the improvement hasn’t been as rapid as people would like to see …

But here’s an interesting finding: Those new jobs and the improving economy haven’t resulted in the kids moving back out of the house.

In fact, two studies conducted by the Pew Research Center in 2016 have determined that “living with parents” is now the single most common living arrangement for America’s 18-34 year olds.

That is correct: Instead of living with a spouse, a partner, a roommate or on his or her own, the largest single segment of millennials lives full-time with parents.  The phenomenon is most prevalent in Connecticut, New Jersey and New York, where it’s no coincidence that the cost of living is much higher than the national average.

For marketers, this means that the once-coveted 18-34 year-old cohort is today made up of many people who are consuming other people’s resources (e.g., the resources of their parents) rather than making all of their own purchase decisions and spending their own money.

Furthermore, Pew Research has determined that living with parents isn’t merely about employment (or the lack thereof). Over the past eight years, adults age 18-34 have continued to move back home in greater numbers — even as more of them have been able to find jobs.

The Pew findings suggest yet another surprising trend that appears to be in the making – that this is the first American generation where a large portion of the people won’t ever purchase a home.

It’s easy to figure that trends of this kind are transitory. But Pew cautions that the trends may well be more fundamental than the implications of an economic recession.  Instead, there are broader cultural dynamics at play – as well as the long-term challenges of economic independence for this generation of people.

The implications for marketers are intriguing, too.  For some, it will mean placing more emphasis on marketing initiatives aimed at parents, who are the now ones making purchase decisions within a larger multi-generational household — often one that stretches over three generations rather than just two.

And consider these dynamics as well: How do young adults and their parents work through multi-generational purchase decisions?  What are the most effective ways to target and reach multiple generations living under one roof who are making coordinated purchase decisions?  Maybe the old ideas of targeting each audience separately no longer make as much sense as before.

One thing’s for sure – it’s risky for marketers to wait for a return to normal … because that “normal” likely isn’t coming back.  Better to come up with new tactics and new messaging to reach and influence buyers in the new multi-generational environment.

Brand PR in the era of social media: Much ado about … what?

These days, brands often get caught up in a social media whirlwind whenever they might stumble. Whatever fallout there is can be magnified exponentially thanks to the reach of social platforms like Twitter, Facebook and Instagram.

When a “brand fail” becomes a topic of conversation in the media echo chamber, it can seem almost as though the wheels are coming off completely. But is that really the case?

Consider the past few weeks, during which time two airlines (United and American) and one consumer product (Pepsi) have come under fire in the social media sphere (and in other media as well) for alleged bad behavior.

In the case of United and American, it’s about the manhandling of air travelers and whether air carriers are contributing to the stress – and the potential dangers – of flying.

In the case of Pepsi, it’s about airing an allegedly controversial ad featuring Kendall Jenner at a nondescript urban protest, and whether the ad trivializes the virtues of protest movements in cities and on college campuses.

What exactly have we seen in these cases?  There’s been the predictable flurry of activity on social media, communicating strong opinions and even outrage.

United Airlines was mentioned nearly 3 million times on Twitter, Facebook and Instagram just on April 10th and 11th.  Reaction on social media over the Pepsi ad was similarly damning, if not at the same level of activity.

And now the outrage has started for American Airlines over the “strollergate” incident this past weekend.

But when you consider what the purpose of a brand actually is – to sell products and services to customers – what’s really happening to brand reputation?

A good proxy is the share price of the brands in question. United Airlines’ share price took a major hit the week the “draggergate” news and cellphone videos were broadcast, but it’s been climbing back ever since.  Today, United’s share price looks nearly the same as before the passenger incident came to light.

In the case of Pepsi, company shares are up more than 7% so far in 2017, making it a notably robust performer in the market. Moreover, a recent Morning Consult poll found that over 50% of the survey respondents had a more favorable opinion of the Pepsi brand as a result of the Kendall Jenner commercial.

That is correct:  The Pepsi commercial was viewed positively by far more people than the ones who complained (loudly) about it on social media.

What these developments show is that while a PR crisis isn’t a good thing for a brand’s reputation, social fervor doesn’t necessarily equate with brand desertion or other negative changes in consumer behavior.

Instead, it seems that the kind of “brand fails” causing the most lasting damage are ones that strike at the heart of consumers’ own individual self-interest.

Chipotle is a good example, wherein the fundamental fear of getting sick from eating Chipotle’s food has kept many people away from the chain restaurant’s stores for more than a year now.

One can certainly understand how fears about being dragged off of airplanes might influence a decision to select some other air carrier besides United – although it’s equally easy to understand how price-shopping in an elastic market like air travel could actually result in more people flying United rather than less, if the airline adjusts its fares to be more the more economical choice.

My sense is, that’s happening already.

And in the case of Pepsi, the Jenner ad is the biggest nothing-burger to come down the pike in a good while.  The outrage squad is likely made up of people who didn’t drink Pepsi products to begin with.

Still, as an open forum, social media is important for brands to embrace to speak directly to customers, as well as to learn more about what consumers want and need through their social likes, dislikes and desires.

But the notion of #BrandFails? As often as not, it’s #MuchAdoAboutNothing.

More raps for Google on the “fake reviews” front.

Google’s trying to not have its local search initiative devolve into charges and counter-charges of “fake news” à la the most recent U.S. presidential election campaign – but is it trying hard enough?

It’s becoming harder for the reviews that show up on Google’s local search function to be considered anything other than “suspect.”

The latest salvo comes from search expert and author Mike Blumenthal, whose recent blog posts on the subject question Google’s willingness to level with its customers.

Mr. Blumenthal could be considered one of the premiere experts on local search, and he’s been studying the phenomenon of fake information online for nearly a decade.

The gist of Blumenthal’s argument is that Google isn’t taking sufficient action to clean up fake reviews (and related service industry and affiliate spam) that appear on Google Maps search results, which is one of the most important utilities for local businesses and their customers.

Not only that, but Blumenthal also contends that Google is publishing reports which represent “weak research” that “misleads the public” about the extent of the fake reviews problem.

Mike Blumenthal

Google contends that the problem isn’t a large one. Blumenthal feels differently – in fact, he claims the problem as growing worse, not getting better.

In a blog article published this week, Blumenthal outlines how he’s built out spreadsheets of reviewers and the businesses on which they have commented.

From this exercise, he sees a pattern of fake reviews being written for overlapping businesses, and that somehow these telltale signs have been missed by Google’s algorithms.

A case in point: three “reviewers” — “Charlz Alexon,” “Ginger Karime” and “Jen Mathieu” — have all “reviewed” three very different businesses in completely different areas of the United States:  Bedoy Brothers Lawn & Maintenance (Nevada), Texas Car Mechanics (Texas), and The Joint Chiropractic (Arizona, California, Colorado, Florida, Minnesota, North Carolina).

They’re all 5-star reviews, of course.

It doesn’t take a genius to figure out that “Charlz Alexon,” “Ginger Karime” and “Jen Mathieu” won’t be found in the local telephone directories where these businesses are located. That’s because they’re figments of some spammer-for-hire’s imagination.

The question is, why doesn’t Google develop procedures to figure out the same obvious answers Blumenthal can see plain as day?

And the follow-up question: How soon will Google get serious about banning reviewers who post fake reviews on local search results?  (And not just targeting the “usual suspect” types of businesses, but also professional sites such as physicians and attorneys.)

“If their advanced verification [technology] is what it takes to solve the problem, then stop testing it and start using it,” Blumenthal concludes.

To my mind, it would be in Google’s own interest to get to the bottom of these nefarious practices. If the general public comes to view reviews as “fake, faux and phony,” that’s just one step before ceasing to use local search results at all – which would hurt Google in the pocketbook.

Might it get Google’s attention then?

When people think “search,” they still think “Google.”

… And they might say it, too — thanks to the rise of voice search.

Over the years, many things have changed in the world of cyberspace. But one thing seems to be pretty much a constant:  When people are in “search” mode online, most of them are playing in Google’s ballpark.

This behavior has been underscored yet again in a new survey of ~800 consumers conducted by Fivesight Research.

Take a look at these two statistics that show how strong Google’s search popularity remains today:

  • Desktop users: ~79% of searches are on Google
  • Smartphone users: ~86% use Google

The smartphone figure above is even more telling in that the percentage is that high whether users are on an iPhone or an Android system.

But here’s another very interesting finding from the Fivesight survey: Google’s biggest competition isn’t other search engines like Bing or Yahoo.  Instead, it’s Siri, which now accounts for ~6% of mobile search market share.

So what we’re seeing in search isn’t a shift to other providers, but rather a shift into new technologies. To illustrate, nearly three in four consumers are using voice technologies such as Siri, Google Now and Microsoft Cortana to supplement their traditional search activities.

Some marketing specialists contend that “voice search is the new search” – and it’s hard not to agree with them. Certainly, voice search has become easier in the past year or so as more mobile devices as well as personal home assistants like Amazon Alexa have been adopted by the marketplace.

It also helps that voice recognition technology continues to improve in quality, dramatically reducing the incidences of “machine mistakes” in understanding the meaning of voice search queries.

But whether it’s traditional or voice-activated, I suspect Google will continue to dominate the search segment for years to come.

That may or may not be a good thing for consumers. But it’s certainly a good thing for Google – seeing as how woefully ineffective the company has been in coming up with any other business endeavor even remotely as financially lucrative as its search business.

PR Practices: WOM Still Wins in the End

These days, there are more ways than ever to publicize a product or service so as to increase its popularity and its sales.

And yet … the type of thing most likely to convince someone to try a new product – or to change a brand – is a reference or endorsement from someone they know and trust.

Omnichannel marketing promotions firm YA conducted research in 2016 with ~1,000 American adults (age 18+) that quantifies what many have long suspected: ~85% of respondents reported that they are more likely to purchase a product or service if it is recommended by someone they know.

A similarly high percentage — 76% — reported that an endorsement from such a person would cause them to choose one brand over another.

Most important of all, ~38% of respondents reported that when researching product or services, a referral from a friend is the source of information they trust the most.  No other source comes close.

This means that online reviews, news reports and advertising – all of which have some impact – aren’t nearly as important as the opinions of friends, colleagues or family members.

… Even if those friends aren’t experts in the topic!

It boils down to this:  The level of trust between people has a greater bearing on purchase decisions because consumers value the opinion of people they know.

Likewise, the survey respondents exhibited a willingness to make referrals of products and services, with more than 90% reporting that they give referrals when they like a product. But a far lower percentage — ~22% — have actually participated in formal refer-a-friend programs.

This seems like it could be an opportunity for brands to create dedicated referral programs, wherein those who participate are rewarded for their involvement.

The key here is harnessing the referrers as “troops” in the campaign, so as to attract a larger share of referral business and where the opportunities are strongest — and tracking the results carefully, of course.