I recently attended a MRCC (Media Research Club of Chicago) event with special guest, Bill Tancer, author of “Click: What Millions of People are Doing Online and Why it Matters.”  Mr. Tancer provided a very entertaining and insightful look at online consumer behavior. Here are a few highlights:

Advertisers can change online consumer behavior: Mr. Tancer shared eye-opening findings in regards to peculiar search behavior for the search term, prom dress. Prom season typically occurs between March and May; however, search volume for “prom dress” spiked in January. This bizarre spike in volume and expansion of prom season was later attributed to a teen fashion magazine’s advertising campaign that ran earlier in the year. Eureka – advertising works!

The economy influences consumers’ desire to save: Mr. Tancer talked about the Groupons of the world and how their growing popularity is largely due to the current state of the economy. Groupon is reaching mainstream adoption with the 55+ age group leading in average visits. The deal itself seems to be the ultimate driver, not the site. This was evident when LivingSocial scooped up Groupon’s market share with an 80% increase in traffic due to an attractive 50% off deal from Amazon. The economic downturn has created a new consumer segment, known as the “Boomerang” segment. “Boomerangers” are defined as young adults who, after living away from home, have returned to live with their baby boomer parents. Can you say hello new niche market?

Mobile: Mobile phones are for adults AND kids? In 2010, nearly a quarter (23%) of kids ages 6-11 had a cell phone.

Social: Social media is no longer for young adults (18-24). Now, you can find the entire family on Facebook. The 55+ age group in particular is one of the fast growing segments.

Digital usage continues to expand across all generations: This glimpse into consumer behavior offers valuable takeaways for advertisers, including observing online behavior, finding a diamond in the rough economy and tapping into new audience segments. What types of consumer behavior trends have you noticed this year?

AdAge - ANA Survey: 52% of Marketers Will Ask Agencies to Lower Internal Costs

This article accurately highlights many of the market challenges that agencies and advertisers face today. This quote is very telling: “Though the industry outlook is trending toward stability, marketers need to be careful not to simply rely on short-term answers to solve enduring budget issues.” It’s imperative that marketers focus on how they can extend their capabilities in an effort to accomplish more in the future, rather than hastily cutting budgets without fully understanding the long-term consequences.

The first step is to really focus on internal processes. It’s encouraging to hear that both marketers and agencies are taking a closer look internally to find ways to reduce costs; however, the key is to find the best possible ways to invest in smarter processes, so that key talent can be secured and leveraged to drive growth and profitability. Too often, key talent is not primarily focused on strategy and development due to stretched resources. Wouldn’t it be more beneficial if this valuable talent was empowered to focus on long-term media strategies?

As the media landscape evolves and new competitors arise, advertisers are continually fighting through clutter to ensure their voice is heard among consumers. So, how do advertisers develop messages that resonate with consumers? First stop, research!

I recently attended an American Marketing Association event that focused on “Measuring the Un-measurable.” A variety of innovative research methods were shared with participants. Here’s a quick recap:

• Neuroscience: Cargill Health and Nutrition shared ways in which they partnered with EmSense, leader in NeuroMetrics, to tap into the emotional side of advertisements. They used the EmBand, a neuromeasurment head band device, to capture brainwave activity and physical responses to advertisements. Results were used to tailor television ads according to positive and negative responses. Very cool and a little crazy, right?
• Implicit Messages: Market Data Corporation shared examples on how different ads can have explicit and implicit messages that impact a consumer’s brand perception and behavior. Depending on the ad, an unstated message, including brand associations, may speak the loudest and result in a positive or negative reaction. For example, an ice-cold beer advertisement may trigger an image of a warm beach, even though it’s not mentioned or seen in an ad. So, it’s not what advertisers say that makes an ad effective, it’s how consumers relate to it.
• Instant Research: Doyle Research talked about the value of “in the moment” research. This type of research captures experiences as they happen. “In the moment” insights can be captured through in-person or mobile interviews via pictures, text and/or voicemail. The results help advertisers learn about different triggers, pain points, thoughts and impulsive reactions. What’s better than learning about ad effectiveness straight from the consumers’ mouths?
• Social Metrics: NM Incite discussed the importance of leveraging “buzz sources,” which are public, online conversations via social networks. The key takeaway was to understand and listen to consumers, especially those who are the most influential. Social media channels provide real-time feedback that can help advertisers strengthen their brand, confront issues and look for new opportunities. So, advertisers just need to start eavesdropping on online conversations.

These different research tactics are good reminders to not overlook the emotional connection of a brand. Advertisers should continue to build stronger and deeper brand relationships that ignite positive, emotional responses. Most importantly, advertisers should always strive to be active listeners.