Accrescent Marketing Fri, 18 Sep 2020 12:25:17 +0000 en-US hourly 1 Coronavirus Changing Media Habits Thu, 26 Mar 2020 14:56:55 +0000 People are watching more news
COVID-19 news is all encompassing on television and online. comScore reports that time ...]]>
The Coronavirus has affected nearly every country in the world. For most countries and people, concerns are focused around prevention and caution to spread the virus. People are suspending unnecessary errands and activities and spending more time staying home. This behavior shift is changing the way media is being consumed, and there are some interesting trends for marketers to take note of.

People are watching more news

COVID-19 news is all encompassing on television and online. comScore reports that time reading news content online has increased by 46% vs this same time last year. The increase in news consumption drives some of the other trends we are seeing: An increase in news content shared on social networks and the need to ease personal anxieties (or boredom) through streaming services.

Social media use is at an all-time high

  • Facebook reported yesterday that usage has increased by 70% globally during the coronavirus outbreak.
  • Views on Facebook Live and Instagram have doubled in the past week.
  • Messaging has also increased by 50% and Group Calls have increased by 1,000%.
  • Twitter is experiencing a 23% increase.

Instagram’s new “Co-Watching” feature

Instagram is launching a new feature called “Co-Watching” to help users connect via video chat while they scroll through their feed. Users are also able to share content inside of Instagram. Nothing better than watching my friends passively say “uh huh” as I disrupt their quality time on #DogsofInstagram.

Binge-watching replaces sports

Without sports on television, what to binge is the hot topic du jour  – “Killing Eve”, “Tiger King”, patiently waiting for the next episode of Hulu’s “Little Fires Everywhere”.

Streaming TV is experiencing significant increases in usage in the past 30 days:

  • Disney Plus 44% increase
  • HBO Go 24% increase
  • Netflix 18% increase
  • Hulu 8% increase
  • Amazon Prime 1% increase

E-Commerce Sales Increase

  • Amazon and Walmart will both be hiring over 100,000 warehouse and logistics workers each.
  • In a consumer research study by Izea last week, the potential impacts on households in confinement could be:
    • 79% of consumers with children ages 3-17 at home believe they may purchase home improvement or DIY items online
    • 92% of consumers will purchase groceries online
    • 64% believe their YouTube usage will increase
    • 63% expect their Facebook usage will increase
    • 44% of social media users would consider becoming a social media influencer to earn money for their household during an economic recession

What this means for media

It’s clear that media consumption has shifted during the “shelter in place” phase. Savvy companies that note this trend and adjust their marketing should expect to see lifts in both e-commerce and brand recognition. These companies will also be well positioned once we exit the pandemic with a stronger brand. Accrescent Marketing has helped companies navigate these turbulant times.

Now, if you’ll excuse me, I need to catch up on my #DogsofInstagram.


Data Privacy & Security Digital Media Regulatory Trends – Expected Outcomes in Practice Wed, 13 Nov 2019 16:05:11 +0000 Commonly in the business world, a wealth of opposition is expressed whenever new regulations are passed that affect the status quo in any industry.  In the late 1990s, HIPAA reached across our industry and those of our healthcare clients; the Telephone Consumer Protection Act (“TCPA”) did the same in the early 2000s – bringing with it the National Do Not Call Registry; and while neither client e-mail alerts, nor webinars, nor blogs existed in the early 20th century, there was quite the hullabaloo created by the establishment of the Federal Trade Commission.

Today, the industry is faced with another regulatory re-tooling.  This time it is working to comply with the European General Data Regulation (“GDPR”), the California Consumer Privacy Act (“CCPA”), the New York Stop Hacks and Improve Electronic Data Security Act (“SHIELD”), and a new host of proposed similar local, state, national, and international laws governing the way in which businesses collect, process, and use consumer data.  Regardless of the source or jurisdiction, these laws are attempting to solidify the notion that consumer data never really “belongs” to anyone other than the individual to whom it relates.  Correspondingly, each consumer data set must be treated with respect according to the direction of the individual consumer.

This principle may seem pretty logical, and it is.  However, it is a novel perspective in tech and data business circles.  In the data industry, businesses have long thought that customers gave their data and digital privacy away whenever they opened a free e-mail or social media account, ordered something online, or simply clicked through popups to read a news article.  This is almost entirely due to the boilerplate click-through agreements and privacy policies presented to customers as they arrive at websites and show interest in the content offered there.  This position will be (and is being) repudiated by consumers and government officials alike.  For businesses whose model is based on selling access to consumers’ data obtained in this way, this represents a strong disruption, but a necessary one.

Only those that embrace their new responsibilities by engaging their customers successfully and marshalling consumer data in accordance with applicable law will prosper.  CCPA and SHIELD place a greater burden on businesses than GDPR in terms of the types of data required to be disclosed at consumers’ requests, and also by providing consumers with direct means of determining the access to and use of data they will allow.  These laws are already changing the way digital advertising is conducted, and inevitably lead to better quality data at advertisers’ disposal.  As such, there is an impending corollary improvement in ad effectiveness and consumer experience for responsible brands

With the market and regulations in flux, companies would do well to focus on reaching out to individual consumers to obtain each one’s active consent to use their data.  Of course, the amount of data points the company has at its disposal may decrease, but what remains should be relatively risk-free and will relate to consumers who want what companies are selling.