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I recently met with a new client to discuss her business goals and "ideal" audience. Her response short and sweet - older people. That's it... I was able to figure out that their current typical buyers are 55+ but they are looking to gain some interest from younger buyers, say 30 and up. Like many business owners, she was a bit skeptical of the "new-age" advertising outlets.
Currently, this particular business is spending most of their budget on local newspaper ads. They asked me to make a clear case with recent statistics to illustrate why they should move some of their marketing/ad efforts from newspaper & radio, to the Internet. Challenge accepted. This was a fun one, so I wanted to share my findings. Enjoy!
1. "Google gets over 100 billion searches a month."
(Mashable, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: ORGANIC SEARCH ENGINE OPTIMIZATION (SEO)
2. "64.6% of people click on Google ads when they are looking to buy an item online."
(WordStream, 2016) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: GOOGLE ADWORDS (Pay-Per-Click Advertising - PPC)
3. "72% of consumers who did a local search visited a store within five miles."
(WordStream, 2016) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: LOCAL SEARCH ENGINE OPTIMIZATION (SEO)
4. "51% of smartphone users have discovered a new company or product when conducting a search on their smartphone."
(Google, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: MOBILE SEARCH PRESENCE
5. "More Google searches take place on mobile devices than on computers in 10 countries including the U.S. and Japan."
(Google, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: MOBILE SEARCH PRESENCE
6. "75% of Gmail users access their accounts on mobile devices."
(TechCrunch, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: MOBILE EMAIL MARKETING
7. 86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily.
(Statista, 2015) (Source: https://www.hubspot.com/marketing-statistics)
Relative to: EMAIL MARKETING
So, there you have it. Here's a "bonus bit" of information I found pretty powerful. Until next time, Happy Marketing!
"The 50+ year-old population will control 70% of the United States disposable income, and inherit $15 trillion over the next 20 years. In addition, Baby Boomers spend the most money across every product category out of any other generation, but are only targeted by 5-10% of marketers. This audience has the numbers and the dollars."
(InternetMarketingInc.com, 2016) (Source: http://www.internetmarketinginc.com/blog/the-digital-landscape-of-seniors-and-baby-boomers/)