Logging In, Checking Out: What brands need to know to survive and thrive in the e-commerce economy
Though still a fraction of total sales, e-commerce is playing a deep (and occasionally devastating) role in retail. This presentation provides a deep dive on emerging Gen-Z and millennial e-commerce behavior, including online path-to-purchase, examining what they purchase online, the drivers behind the choices, and what it means for retailers and brands.
You will learn:
Types of products millennial and Gen-Z consumers are buying online
Role e-commerce plays in the path to purchase for GenYZ consumers
How purchase is affected by price comparison, reviews, return policies, payment options, etc
Role of mobile devices and apps in both online and in-store shopping experiences
America in 2018: Emotions, Behaviors and Intersections of Identity at Play
Through the use of a new machine learning methodology, Collage Group has uncovered the role that culture plays in advertising success and determined the advertising enablers that best engage the U.S. multicultural population.
Join us for a webinar in which we’ll examine everything from messaging to casting to tone, to determine the drivers that predict highest engagement levels in diverse populations using our innovative new Groundswell and Backlash metrics. We’ll also unveil rankings of advertisements by segment.
Facial Tracking Data: We incorporate facial tracking data to derive the true emotional state of ad viewers
Machine Learning Methodology: Our proprietary approach identifies ad characteristics that drive emotional response
Comparison & Rankings: Comparative ratings for select set of brands employing different cultural strategies
Critical Elements: What wins across multicultural and other segments, and key differences across segments
Money Matters: How Gen-Z and millennial consumers approach finances and spending
Much has been written about millennials and their apparent reticence to buy cars and homes. However, a lot of this can be chalked up to lifestage. How do generations that grew up during the “Great Recession” differ in their approach to money and financial services?
Financial education: How financially literate are young consumers and where do they turn to learn about finances?
Acquisition: When do they first acquire financial products such as credit cards and loans?
Payments and credit: What is the role of peer-to-peer transactions apps?
Financial planning: What is their approach to savings? Are millennials planning for retirement? What’s their risk tolerance for different types of investments.
Preparing for the Cliff: What Brands Need to Know to Survive and Thrive in the e-Commerce Economy
While the rise of e-commerce has been well documented, it is usually understood in aggregate. What is less explored is what the shift means for multicultural consumers. Diverse consumers’ different geographic areas, language barriers, and payment options all impact what they do and don’t purchase online. This initiative will explore multicultural consumers in the Amazon economy and how brands and retailers can capitalize on new trends.
Purchasing behaviors: Types of products multicultural consumers buy online
e-path-to-purchase: E-commerce path to purchase for multicultural consumers
Influence complexity: Impact of reviews, price comparisons, virtual assistants, etc., on purchases
On- and offline-strategy: Implications for balancing brick & mortar and online channels for retailers and brands
Capturing the Affluent Market: How Multicultural Consumers Approach Finances and Money Management
Affluent Hispanic, Asian, and African-American consumers are somewhat of a mystery. While much is written about the harsh financial realities of the working class of these populations, there is a gap when it comes to understanding the behaviors, values, and financial management habits of higher earners. Join this webinar to learn what makes these segments tick and what brands must do to capture their business.
Covered topics include:
Multicultural affluent landscape: A profile of where they live, what their households look like, and their sources of income Values and beliefs: Does broad messaging that resonates with multicultural consumers also work with affluent multicultural consumers? Servicing: What types of financial products do high-earning Hispanic, Asian, and African-Americans seek? Financial Planning and Retirement: What role does culture play in conceptions around savings and retirement?
Hispanic Parenting and the Rise of Millennial Moms
Univision joins us to present a webinar on the popular topic of Millennial Moms, originally featured at our December Executive Roundtable.
Parents, and moms in particular, have historically been an important target for many categories and brands. That target has been changing in the past several years as households look different, which means decision makers and shoppers also look different today than they did just 10 years ago. This is a consumer that no brand can afford to ignore.
We will discuss:
Parenting perceptions and styles
Hispanic moms in the workplace
What you need to know to engage with the Hispanic Mom
Multicultural segments have driven 100% of US population growth over the last five years, and are projected to continue driving growth for the foreseeable future.
As the multicultural population grows, it will become increasingly important to understand how segments are similar to and different from each other to ensure your messaging is appropriate and effective. This webinar will introduce you to our essentials series for multicultural marketing. The series consists of three studies (one for African-Americans, one for Asian-Americans, and one for Hispanic-Americans) and covers topics such as demographics, economic opportunity, media use, cultural values, and passion points for each segment.
Hispanic Cues or Spanish Language? Strategies for Activating the Hispanic Audience
We build on our proprietary AdRate methodology incorporating facial tracking and machine learning technologies to uncover the drivers of cultural resonance.
In this study, we apply the methodology to 10 recent exemplar ads targeting Hispanic consumers, to determine what works and what does not. We compare the effectiveness of Spanish language vs Hispanic cues and uncover powerful insights into what works for all Hispanics regardless of language dominance.
In this webinar we will discuss:
Which emotions provide the highest payoff
Drivers of groundswell and backlash across levels of acculturation
To win in today’s competitive markets, brands must be able to resonate with and activate all segments, including younger consumers who have yet to hit many important life-stages and may still be developing their tastes and brand loyalties. But you can’t just rely on what’s worked in the past—these young consumers are unlike previous generations in important ways that marketers need to understand to capture their attention.
This webinar will introduce you to our essentials series for Gen-Z and Millennial marketing. The series consists of two studies (one for Gen-Z and one for Millennials) and covers topics such as demographics, economic opportunity, media use, cultural values, and passion points for each segment. It is designed to help you understand what matters most to Gen-Z and Millennials and how these consumers differ from other generations and each other.
Despite increasing political polarization and a climate of uncertainty, it is indisputable that multicultural consumers are—and will continue to be—the prime growth engine for the U.S. economy. This is what we call the Big Shift. In this update with the most recent data available, we examine how demographics and spending shifts are driving the U.S. economy forward, and also playing a disproportionate role in supporting key industries.
This webinar will focus on three key topics:
Sizing the multicultural economic opportunity (Hispanic, African-American, and Asian) in 2019
Identifying pockets of growth in the economy by industry and ethnicity/race
Projecting how the Big Shift will continue to push the U.S. economy forward over the next 10 – 15 years