The Growth of Internet Usage

It is clear to see that people are using the Internet more and more as each day goes by. It is rare to see people without a smartphone in their hand, as it is an accessory that has gone from being a luxury to feeling essential in today’s world. More tasks can be done online, from buying a new pair of shoes to paying your utility bills, so it is obvious that Internet usage is on the rise.

You can access many online services from wherever you are, whether that is on the train going to work or sitting on a beach. WiFi has become an expectation at hotels, cafés and bars and this is because people want to be able to access the Internet around the clock.

The stats shown in the infographic have given us some useful insight into just how far the Internet has come in terms of usage. For example, Google now records over 3.5 billion searches per day and we are seeing functions like voice search surge in popularity. There are now over a billion voice searches per month, with this figure expected to increase significantly over the next 12 months.

Social media has become so popular that many people now wake up and the first thing that they do is check their social media accounts. Facebook alone has 2.2 billion monthly active users and there are now more than 3.1 billion social media users, an increase of 13% since 2017. YouTube is another platform that has seen huge increases in usage, with more than 1.5 billion users now using the site to view or upload videos. This increase in Internet usage is showing no signs of slowing down, and the stats for 2019 will no doubt reflect this.


Find The Balance In Marketing to Moms

It’s often said that being a Mom is the toughest job in the world. How can you be a “present” caregiver for your children—and still find the time and energy to nurture your own needs and career, so you can provide the best for them?

Research indicates that when Moms try to do both, they often get caught in the middle.  This affects how they feel about brands—and how and where those brands market to them. Mintel* recently released a study about marketing to Moms that sheds light on how they see their role. Many of the feelings Moms expressed seem contradictory on the surface, so a closer look is necessary to reveal the insights for marketers. Here’s the upshot:


They know technology is pervasive, and it’s not going away. They know their kids will need to understand technology—and are likely to embrace any tech product that aids in learning and development.


They read the news—so they know the dangers for kids in the digital world, and they don’t want their kids engrossed in screens all day. Products or activities that get kids outdoors or moving around can help Moms provide that balance for their kids.


Moms love it for their sakes. A strong majority (71%) say they visit Facebook every day. Social media is a great way to connect with other Moms, get recommendations for kid-friendly products and services, and solicit advice from their peers. Therefore, it’s also a great way to deliver your marketing message.


Moms fear it for their kids’ sakes. They’re worried about social-media addiction, and who their kids might meet on social-media platforms. Their desire to protect their kids may affect household decisions about allowing more technology and social media into the home.


More than half of working Moms said they’d prefer to be full-time, stay-at-home parents. Many working Moms (43%) said they feel the need to justify their decision to go to work. So any product or service that saves them time, allowing them to spend more with their kids, will likely find enthusiastic acceptance.


Here’s the flip side: nearly a third of stay-at-home Moms said they’d rather work outside the home, and nearly half of those say they feel the need to justify their decision to stay home. Brands that help them meet their own needs and feel engaged in the outside world will resonate with these Moms.


More than three-quarters of Moms surveyed said their finances are “healthy” or “OK.” This is good news for marketers who are fighting for this coveted group’s share of wallet. Digital advertising’s ability to finely target Moms—with just the right message at the right time on the right platform—is key to maximizing marketing success.



While most Moms say they’re OK financially, only a third say that they have enough to pay for all the activities their kids want to engage in. They can pay bills and make ends meet, but they’re also making compromises as compared to what they’d like to do for their kids. Marketers of kid-focused activities have to really up their game to make sure that they’re one of the chosen few.

When yes is no and up is down, what’s a marketer to do? Research. Analyze. Discover insights. Plan your strategy. Finely tune your targets. Execute the plan. Measure. Tweak the plan based on your results. Redeploy.

Branding and marketing are no longer “set it and forget it.” It’s a process that’s constantly evolving. Marketers that remain open-minded and agile will find the most success marketing to moms. The reward is the ability to reach this coveted audience of Moms with your message—helping make their lives a little easier, and your campaigns more effective.


*Source: Mintel, Marketing to Moms, U.S., October 2018.

The Personal(ized) Side of Marketing: 3 Ways Retail Brands Are Using CRM Data to Their Advantage

We hear it all the time: data is yesterday’s “big thing,” today’s “big thing,” and—more than likely—tomorrow’s “big thing.” But how can a brand leverage its data in a way that is truly meaningful from a marketing perspective? The answer is personalization. Personalization is the practice of producing and delivering individualized content to people by using data collection, analysis, and automation technology. Though it has been viewed as “creepy” by some, the truth is that both brands and consumers alike are coming to embrace personalization—even the slow adopters. Why? Because it’s a very effective marketing tactic that serves consumers products or services that they were probably already thinking about purchasing anyway.

A recent article from Marketo stated that: “email personalization boosts open rates by 26%, and click-through rates by 97%”. Also, according to recent Epsilon research, “80 percent of consumers are more likely to do business with a company if it offers a personalized experience.” So how can retail brands put this into practice using their own Customer Retention Management (CRM) data? Here are three ways:

Scanner Applications: Scanner data can be used to capture consumer preferences and buying habits. Many retailers use scannable cards, which are loaded with personal consumer data, to plan for and outline marketing strategies. For instance, a retailer could use that data to offer coupons that are specific to a brand that was purchased. One can also offer a percentage or dollar amount off of future purchases based on total dollars spent by that consumer. Scanner data allows you to reach a consumer when your products or brands are still top of mind.

Recommender Engines: Using the data you have access to by just doing business can be a simple way to implement personalized marketing. Let’s say you are a sporting goods retailer, and a consumer purchased a lacrosse stick from your website. A few days later, you could then use that information to generate an email to send that consumer recommending lacrosse balls. Generating recommendations based on purchasing behavior is one of the simplest and most effective marketing tactics, as consumers likely need or want what you’re recommending based on what they’ve already purchased. Segmenting your CRM data into lists depending on purchasing behavior allows you to remind consumers of items they likely need to complement past purchases or are clearly interested in based on those past purchases.

Subscription Services: This example is slightly different than the previous ones, in that subscription services provide a much more obvious way to encourage consumer purchases based on preferences that are directly provided. A subscription service, such as Stitch Fix, for example, requires consumers to fill out a survey that details their personal fashion preferences. Doing so very clearly defines what a consumer might buy, and, in turn, allows Stitch Fix to send 5 curated items to the consumer that they know they will like based on the data. In turn, that consumer is more likely to purchase those items because the items have been selected in response to the personal preferences data that was collected.

If you’d like to learn more about how to leverage your customer data, please call 585.421.0100.

The Official Blog of Martino Flynn