Consumer Electronic Show, Digital Health Summit and Silvers Summit 2012

Once again, the Consumer Electronic Show (CES) was filled with energy, big ideas and big brands. In fact the buzz from the marketing crowd was a new name for the show – Consumers Engaged Socially (CES). A name that makes sense to us involved in media and marketing. I enjoyed listening to CMO and VP of Marketing panelists from the following companies share their thoughts about new media.  The consistent theme over the 60-minute discussion focused on social media, connectivity, listening to the customer, responding to the customer and using data effectively:

·        Unilever’s, Keith Weed

·      Hyundai, Steve Shannon

·      Walmart, Stephen Quinn

·      Facebook, Carolyn Everson

·      GE, Beth Comstock

·      ATT, David Christopher

One of the questions asked of the big brand panelists, “what could you not give up in your daily life?”  Unanimous answer was clear, “my smart phone.”  I believe that would be the answer for just about anyone who owns one too.  Not only is our smart phone a business tool, even more importantly it connects us emotionally to our loved ones, friends, passions and interests.

When technology and healthcare converge

Within the CES there were two fast trending conferences called the Digital Health Summit http://digitalhealthsummit.com and Silvers Summit. http://silverssummit.com   The information imparted across panels believed the technology of the future will have accurate diagnoses, effective treatments and individualized treatment programs. Not one size fits all.  In fact, one amazing and long-awaited technology was announced by Life Technologies that reads human genes, detects mutations and prescribes solutions, under $1,000 and under two hours. Additional announcements and growth technologies included remote monitoring, smart watches, improved sensors and body monitoring that will help understand and affect behavioral change. It didn’t take long to understand all these devices will target and help baby boomers improve their health and quality of life.

Top 10 Highlights from CES, Digital Health Summit and Silvers Summit

 Connectivity   

Social Engagement     

Community

Using consumer data effectively

Engaging women Age 50 + Online

Diabetes pandemic

Digital transformation

Personalized health

Don’t sell me, educate me

Baby Boomer’s hold 70% of the U.S. Wealth

Generally we are all in agreement that technology improves lives. One of the trends discussed centered around home - bring family back to the kitchen.  Current stats say only one third of meals are consumed at the dinner table and grades go up as well as drug and alcohol use go down when more meals are shared at home.  And note 40% of tablets are now used for reading recipes while cooking in the kitchen.

CES is the largest tradeshow in the world drawing 140,000 industry executives. Four days of over 1.7 million square feet of exhibit space that is equivalent to 35 football fields. The average U.S. household has 24 consumer electronics and sales will exceed $190 billion in 2012 – marketers should keep in mind that boomers purchase the majority of technology.

In fact, Boomer spending according to Forrester Research includes telecom fees, gadget and device spending and overall online purchases. Boomers averaged $650 spent online vs Gen X $581 and Gen Y $429. It also is worth noting that boomers internet behavior includes 91% use email, 88% search engines, 80% research health and 74% get news. For additional Baby Boomer facts and stats visit Navigate Boomer Media http://navigateboomermedia.com Perhaps the new name for CES could be BES – Boomers Engaged Socially.

Nancy Shonka Padberg, CEO of Navigate Boomer Media Speaking at Silvers Summit 2012 about the Profile and Economic Strength of Women Online Gamers

PRESS RELEASE NAVIGATE BOOMER MEDIA 

SANTA MONICA, CA – December 29, 2011 – The 2012 Consumer Electronic Show’s Silvers Summit takes place on January 10, 2012. Nancy Shonka Padberg, CEO Navigate Boomer Media will be on a billion dollar industry panel discussing the health and wealth of boomer women. http://silverssummit.com

The “Games Silvers Play” panel includes Randy Paynter from Care2, Asi Burak of Games for Change and Fred Howard of Kingsisle Entertainment. Together, they will uncover the facts and stats of this growing industry and dismiss the myths and misconceptions of boomers and seniors. Attendees and marketers will also better understand the key female target audience economic strength, who makes or influences 80% of the household decisions and one of the ways to reach her online.

Data from the recent Harris Interactive Survey confirms that women over the age 35 are having more sex then non-gamer females.

Women Gamer Stats Include:

• 64% over age 35 
• 57% have sex once per week 
• 86% socialize once per day online
• 61% play to relieve stress 
• 58% play to alleviate boredom and take a mental break

Marketers and ad agencies are looking for new online ideas – beyond the banners. Some of the unique online advertising programs utilized at Navigate Boomer Media is integrating brands into games, pages, video and content into their 140 site partners. The questions Navigate Boomer Media answers for marketers include - Is my brand reaching and engaging baby boomers online where they spend their time on a trusted site with relevant content? Is this custom program scalable? Will my brand be in a premium position?

Whether its gaming, gardening, grandparenting, socializing, gaming, quilting, chatting on auto sites, learning about finance and wealth strategies, reading about health issues or planning the next big trip – the fact is boomers/seniors are on that site by choice. They have a relationship with the site, content and other members.

About Navigate Boomer Media Navigate Boomer Media, (www.navigateboomermedia.com), Santa Monica, CA is the largest online baby boomer media resource delivering 112 million monthly visitors on 140 sites through banner advertising, sponsorships, email, mobile, research, and content placement with complete transparency. Their sites serve the 78 million U.S. Baby Boomers, born between 1946 and 1964, which control 70% of the U.S. wealth.

Political Race and Summer Olympics Drive Advertising Increases in 2012

Excerpt Mediapost by Steve McClellan, December 5, 2011

In its latest forecast, released Monday, Publicis Groupe’s Zenith Optimedia is predicting global ad spending growth next year of 4.7% to nearly $486 billion -- more than a full percentage point higher than the 3.5% growth the agency now says to expect for full-year 2011, which would bring this year’s worldwide total to $464.3 billion.

In the U.S., growth next year will be short of the global pace -- up 3.5% to $160.3 billion, per the ZO forecast. But year-to-year growth in the U.S. will be up, as the agency is standing by its October call that 2011 will be up 2.2% to nearly $155 billion. 

Separately, WPP’s GroupM predicts that the quadrennial effect will provide a somewhat higher boost to global ad spend growth, which it predicts will climb 6.4% reaching $522 billion. Much like ZO, GroupM says growth next year will be higher than 2011, which will close out with a 5% spending gain to $490 billion. 

In the U.S., GroupM predicts that spending next year will grow 4% to $153 billion, which would be slightly higher than the 3.3% growth expected for full-year 2011, when the total is expected to reach $147 billion. Both ZO and GroupM are presenting their ad spending forecasts in detail at the UBS Media and Communications Conference in New York on Monday.

Spending next year in political, Olympics and the European Football finals will contribute between 1 and 1.5 percentage points of the expected 2012 growth in ad spend, according to the forecaster. But the underlying ad economy is being weighed down by the turmoil in the Euro-Zone, job worries and concerns about consumer confidence in the U.S.

Comment:

Baby Boomers fuel the purchase power in the U.S. by holding 70% of the U.S. wealth. Baby boomers are online 15 hours per week and spend 2X as Gen X. Navigate Boomer Media has created a company that WPP and Publicis use to reach baby boomers online with 140 websites for ads, content and sponsorships.

Link to Full Story:

http://www.mediapost.com/publications/article/163406/agency-forecasters-flex-their-quads-say-effects-w.html

Baby Boomers Want Engagement - eMarketer Interview with Nancy Shonka Padberg, CEO Navigate Boomer Media

AN INTERVIEW WITH:

Nancy Shonka Padberg, CEO

Navigate Boomer Media

March 08, 2011

Nancy Shonka Padberg is CEO of Navigate Boomer Media, which represents140 websites in the US and Canada for display, content delivering 1.5 billion page impressions per month, as well as email, mobile and caregiver databases. Nancy is a former Fortune 500 executive with 19 years of media leadership experience and has consulted with consumer brands such as PETCO, Whole Foods Market, Fairmont Hotels & Resorts, Volvo, Pillsbury, Disneyland, Universal Studios and Discovery Network. She is also the founder of BestBoomerTowns.com. She answered questions from eMarketer senior analyst Lisa E. Phillips about how marketers can make digital connections with baby boomers.

eMarketer: How do boomers view advertisers and marketing messages? Are

they as brand loyal as some marketers assume?

Nancy Shonka Padberg: The answer is both yes and no. For the brands that

have evolved and stayed relevant and engaged with boomers, they are very

loyal. For brands that are relying on the same strategy and tactics they used

over the last few decades, no, boomers are no longer showing loyalty to them.

“Boomers want engagement and connection.They want advertisers to understand their evolving needs without stereotyping them intotraditional aging segments.”

Boomers want engagement and connection. They want advertisers to understand their evolving needs without stereotyping them into traditional aging segments. For example, entertainment as a category, if boomers are engaged by movies such as “The King's Speech,” “Black Swan,” “True Grit” and “It's Complicated,” sales increase. Ticket sales for movies are increasing in the boomer demographic and the same will happen for other categories of business. Boomers spend over $3 trillion annually. Those brands that engage will get their share of the boomer wallet.

eMarketer: How can advertisers reach this audience online, and through other digital media?

Padberg: First, brands need to know their customers better. Media buyers

think people over age 50 are dead, so they need to do their research and learn

that:

• 78 million US boomers spend billions annually online
• Their number one hobby is gardening
• They spend 15 hours per week online
• Purchase 80% of luxury travel
• Buy three out of five new cars today
• Women over age 50 buy or influence 80% of all household purchases

There are many digital tactics marketers can use that leverage display, content, email, mobile, e-newsletters, sponsorships and social media. But the real ROI comes from packaging these into initiatives that foster open community and communication with their consumers.

The idea of a campaign with a start and an end is really ineffectual online. Marketers need to think about ongoing relationship management with their online spend.

Building a brand doesn't happen overnight in traditional media or online. Both take time, should tell a story and have consistency in message. Placing ads online around appropriate content and the right demographic is a good place to start.

eMarketer: Is anyone doing a good job, or are they still mostly using TV

eMarketer: Is anyone doing a good job, or are they still mostly using TV and

print to reach boomers?

“Some brands like Lincoln, Cadillac, CVS, General Mills, Microsoft and even CBS and CNN are starting to leverage the internet to go beyond one way brand communication and create two-way communication in vibrant communities across diverse platforms.”

Padberg: In our opinion, not really. Some brands like Lincoln, Cadillac, CVS, General Mills, Microsoft and even CBS and CNN are starting to leverage the internet to go beyond one-way brand communication and create two-way communication in vibrant communities across diverse platforms.

We are beginning to have more inquiries and media buys right now from brands in the pharmaceutical, travel, wealth, automotive and health categories based on the rapid growth of boomers online in the past 18 months.

Behavior has noticeably changed. Facebook, LinkedIn and women-focused websites have captured the most powerful consumer in the US: women ages 45- to 65-years-old. They spend more time online each week than watching TV or reading a magazine or newspaper. And they spend more money online each month than Gen X.

©2011 eMarketer Inc.


Navigate Boomer Media
http://navigateboomermedia.com

Black Friday and Cyber Monday - Boomers will be Buying

Born between 1946 and 1964 (46 – 64 years of age) Baby Boomers are 78 million strong. Baby Boomers have led social and cultural revolutions and built companies, families and created vision.  They have helped shape the social, political and economic times of our country today. Their achievements have made them one of the greatest generations of all time and their wealth and influence is greater than any other generation today.

The Boomer is the largest generation, with a population nearly doubles that of Gen X. Boomers are poised at the very top of the worlds largest, most successful companies and as established careers and they have incredible buying power online and offline.

Online they spend 15 hours per week, more time than teenagers. Baby Boomers also spend 2X as much online than Gen X or Gen Y. Look out Black Friday and Cyber Monday. 

Reaching Boomers Online - Navigate Boomer Media http://navigateboomermedia.com

Baby Boomers Spend Double Online

Baby boomers have become more comfortable with technology and have begin to spend more money online. And while nearly all online U.S. Adults own a mobile phone, more than one third own a smart phone.

According to the Forrester Research study "The State of Consumers and  Technology: Benchmark 2011, U.S.", consumers ages 56 to 66 spend the most online among all the generations. In the past three months, they spent on average $367 more than double the amount of those ages 18 to 22 spend online. 

Finally, more than 70% of consumers ages 45 to 55 made an online purchase in the past three months.

Contributed by Pauline Reuter

Sources: Mediapost

http://www.mediapost.com/publications/article/161763/baby-boomers-feeding-money-into-online-sales.html

Baby Boomers Will Influence 2012 Election

With the Baby Boomer Generation representing about 28 percent of our total population, Boomers have a significant influence on the politics and economics of the United States. Today Baby Boomers influence the Government with a dominant number of them office - 78 Million of them.

Here are some facts a marketers should know about Boomers and politics: 

• Boomers represent 37 percent of the voting age population, bigger than any other age group. 

• Boomers are far more conservatives than liberals and the percentage of self-described conservatives has increased since 2000 from 35% to 42% among Boomers.

Contributed by: Pauline Reuter

Sources:

http://pewresearch.org/pubs/2122/generation-gap-barack-obama-mitt-romney-republicans-democrats-silent-generation-millenials-genxers-baby-boomers?src=prc-newsletter

http://www.npr.org/2011/11/04/142016986/baby-boomers-remain-skeptical-of-the-establishment