Focus USA Spotlight
A 2023 New Mover Year-End Review
The Intersection of Housing, Economics, and Migration
In the wake of the global pandemic, the landscape of the new mover and new homeowner markets has undergone significant changes. Amidst the backdrop of unpredictable interest rates, labor markets adapting to looming recession concerns, and the persistent volatility of home prices, the patterns observed in the new mover segment during 2023 represent a significant departure from the patterns witnessed in 2021 and 2022. As we navigate these evolving dynamics, it becomes imperative to assess the implications of these changes for your strategic new mover marketing initiatives set to unfold in 2024. While there was a lack of homes being listed for sale, there is not a lack in demand for home buyers.
Coffee & Conversions – Spotlight
Lessons Learned from CTV Unplugged
Navigating the Complex Landscape of Connected TV Advertising
While marketers from around the world were flocking to Advertising Week in New York City and waiting in line to see Paris Hilton and other marketing legends, I was tucked away in a state-of-the-art podcast studio (Studio G/340) with marketing experts of my own. Andrew Barbuto, Basis Technologies, and Jacqueline Jones, Giovatto Agency, sat down with me to discuss everyone’s new favorite marketing channel, Connected TV. According to eMarketer, marketers’ investment in Connected TV should reach over $25.09 Billion by the end of 2023 and then projects a spend of $40.9 Billion by the end of 2027. Andrew believes those numbers are too low and predicts higher volumes around $50 Billion in 2027.
Life Event Data – Automotive Marketing
Supercharging Auto Marketing with Life Event Data
When it comes to making significant life decisions, timing plays a crucial role. This is especially true for major investments, such as purchasing a vehicle. In today’s digital age, where data drives marketing strategies, automotive companies are increasingly recognizing the importance of leveraging life event data. We will explore how timing, as influenced by various life events, can significantly impact the decisions people make when buying cars. We’ll also delve into the benefits of using life event data to reach potential customers at pivotal moments, ultimately attracting new buyers and shortening the sales cycle.
Coffee & Conversions – Spotlight
Rethinking the Alignment of Sales and Marketing
Thoughtful Insights from Industry Leaders
The dialogue surrounding the alignment between sales and marketing teams has taken center stage in 2023. As we adapt to new technological tools and evolving client needs, the symbiosis of these two pivotal teams has never been more critical to an organization’s growth trajectory. In our recent webinar, Coffee & Conversions, we convened some of the foremost luminaries in the realm of sales and marketing. The participants – Kelly Grover from Lynkwell, Vincent Pietrafesa of Stirista, Melanie DeCaprio from SG360, and Vicki Harte of Paradigm Marketing & Design – shared transformative insights. Here are some of the key takeaways:
Omni-Channel Marketing
Maximizing the Potential of Omni-Channel Marketing
Welcome to the thrilling world of marketing in the digital age! In this fast-paced era, customers are no longer content with a single touchpoint. They want to engage with brands through a myriad of channels: social media, websites, mobile apps, CTV, and even brick and mortar stores. We hold the key to success: personalized omni-channel marketing. Today, I’ll unveil the secrets to streamline and integrate your campaigns, ensuring that you achieve remarkable success in this dynamic landscape. So, grab your strategy hats and let’s dive right in! You might be wondering, “Why do some brands thrive while others struggle with this approach?” Well, let me tell you, it’s not just luck. The lucky ones are not lucky at all. They realized early on that one size does not fit all. It’s about understanding that campaigns tailored for one industry or brand won’t work for another. It’s about planning, execution, optimization, and tracking. It’s about being strategic.
Marketing to New Movers
The Power of New Movers in Marketing
Before joining Focus USA, I didn’t fully grasp the potential of New Mover Data. I thought targeting new movers meant that they received mail packets with a ton of coupons. What were they called Value Packs? The simple idea of sending new mover coupons to attract new business and moving on to the next. However, as I developed my marketing career, I learned that I couldn’t be more wrong about this audience and marketing tactics. Now, I understand the power of the new mover audience. This audience is truly unique and in the process of completing a major life event. As a marketer, I’m fortunate enough to see this not only from the marketing side but also as a new mover.
Life Event Marketing
Be Seen Where It Matters Most - Life Event Marketing
The year 2020 changed a lot about the way we live our lives, but it did not change one very important thing – people are still doing it. Families are still expanding, jobs and living situations are still transitioning, and people are still celebrating the momentous occasions of life. At Focus USA, “life events” – life-changing, trigger, or milestone events consumers go through during their lives – was the most highly-dissected and widely-used data set in 2020. These life events include celebrating a wedding, a milestone birthday, or a new addition to the family as well as others like graduating college or buying a first home. Through analyzing this data, we learned that, despite a global pandemic and widespread unemployment, the more things changed, the more they stayed the same. Life events trigger a measurable change in a consumer’s normal buying behavior. With each life event comes the need and want to spend, creating an opportunity to reach the right consumers at the right time – before, during, or after their life event.
Life Event Triggers
Meet Betty – Timing Is Everything
With the vast amount of data at our disposal today, as marketers we have a wide range of options to choose from. But selecting a target audience is only one piece of the puzzle, right? You can find an audience that fits your customer profile to a T. You can even make sure that they have the financial capacity to buy your product. But with all of that data and insight feeding your marketing plan, why are we seeing traditional response rates drop year over year? Yes, there has been a vast shift towards digital engagement and creating conversations and a two-way communication with our customers. But we have also seen that timing is still the driving factor for consumers and their buying behavior.Forbes Communications Council Member – Meg Ugenti
11 Steps To Take When Sales Copy Isn’t Converting
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
Creating a steady pipeline of leads you can sell to is critical to the growth and success of any company. Without being able to connect properly with your potential customers, generating revenue would be virtually impossible. Where the […]
11 Tips To Improve Your Email List And Get The ‘Right’ People
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
An email list is a convenient way to reach customers who prefer more personal contact with companies, but marketers should be wary of the decline in quality of their list as time goes on. Changing […]
14 Top Tips For Brands Working On Messaging For Mobile Marketing
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
If you’ve ever accessed a site on your phone or tablet that had copy or imagery that was difficult to see or ran off the screen, you probably realize that not every business has optimized their […]
12 Marketing Strategies To Use For The Decline Of Brick-And-Mortar
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
Marketers may find difficulty in promoting a brick-and-mortar company while they see their numbers go down during the pandemic. Seeing a rapid decline in businesses during the pandemic made marketers think outside the box and explore techniques […]
14 Tactics Executives Can Use When On A Budget For A Marketing Campaign
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
When companies are on a budget, marketing teams must come up with creative ways to promote a brand. This may include everything from keeping the message short and sweet to using original content to […]
14 Things For E-Commerce Businesses To Look For A Marketing Firm
Meg Ugenti | Forbes Councils Member | Forbes Communications Council
Once it becomes a financially feasible, viable option for them, hiring a marketing firm is a big step many companies take to help grow and scale their business. Because agencies often cater to certain types of […]
