Digital marketers, take notice: Customer engagement in 2015 will heavily involve online research for information search, products and support to help consumers achieve their New Year’s resolutions.
A just-released survey from Kentico reveals that digital marketers will have more resolution-minded customers to cater to in 2015, offering marketers opportunities to gain more brand loyalty.
According to the survey, 31% of web users planned to make resolutions for the New Year. Of those who plan to make resolutions, 33% intend to search online for products or services that can help them achieve their New Year’s goals; 38% will look for sites or apps that can help them track their progress in achieving their goals; and 26% will look for blogs and other sites for helpful information.
“With a third of Americans planning to make resolutions for the New Year, it behooves digital marketers to cater to this demographic as a significant percentage of these self-improvers will be going online in search of information, products, and support that can help them achieve their goals,” said Kentico CEO and Founder Petr Palas in a release.
The survey suggests that women are twice as likely as men to go online for products and services, including trackers that can help them accomplish their New Year’s resolutions. The 18-29 demographic is the most enthusiastic about looking online for support, the survey says, while 45% plan to search for tracking sites and apps, and 39% will seek blogs and other sites for helpful information.
When asked about the areas in which they hope to improve themselves, resolution-minded survey participants listed the following among their top three choices:
- Fitness – 65%
- Healthy eating – 57%
- Relationships – 28%
- Professional – 19%
- Volunteer work / helping others – 15%
- Smoking, alcohol or other addictions – 12%
- Education – 11%
- Bad computer or cell phone habits – 1%
An interesting sidebar: Most of those who give up on their resolutions do so after a month (34%); 16% give up after six months; 34% either succeed in reaching their New Year’s goals or simply never give up trying to achieve them.
“Marketing to the resolution-minded can be done any number of ways,” Palas added. “Show how your products and services can be used to help people improve their lives—whether it’s at home, at work, on their bodies, or their minds, for themselves or for others. Content marketing, social media, and creative discounting are just some of the tools that can be used to educate and motivate.”