We are witnessing an unprecedented data explosion in the 21st century. As we live our day-to-day lives, we’re leaving trails of data everywhere.
Veterinarians discuss medications and health-related services with clients every day, but they’re not always as confident about recommending pet foods, treats and supplements, especially if they don’t carry the product in-clinic. In fact, many veterinarians are actually worried that endorsing a product they don’t carry will hurt their bottom line or take valuable visit time that should be used to discuss something more important.
We wanted to better understand the difference between how the subscribers of the biggest internet providers think compared to subscribers of the rest, including those who subscribe to smaller, regional internet providers.
Through a national internet survey, we asked home internet subscribers how frequently they used their subscription for common daily activities such as emailing, surfing, shopping and even working from home. Four activities stood out—streaming videos, streaming music, listening to podcasts and online gaming. These, in conjunction with perceived home internet download speeds and service tier, yielded three distinct streaming segments.
Here’s yet another article about marketing to Millennials. You already know they use social media. An article from the Wall Street Journal shows that Millennials spend almost 8 hours a day using social media. What you may not know is that one of the biggest mistakes in marketing is lumping Millennials into one big category. According to research by Curalate, there are 14 distinct Millennial personas, and at Trone Research + Consulting, we know how to create content to get the attention of each one of them. There’s a Millennial called “The Boss Babe.” She probably has a dog. So does “the Quarter-Life Crisis,” because pets make everything better.
Many veterinarians have expressed concern about pet owners using the internet to seek advice about pet healthcare rather than visiting a veterinarian for an examination of their pet by a professional. Veterinarians fear that pet owners may even reduce their visits to the clinic due to the abundance of information readily available online. These concerns are understandable. But need veterinarians fret?
If you play a role in marketing today you’ve likely heard the attention span of the average human has shrunk to only eight seconds. Last year, the New York Times published a story that stated our attention span is now shorter than that of a goldfish. Since we are exposed to seemingly endless choices and messages every moment of every day, it’s no wonder our ability to focus has decreased. As a result, marketers are constantly seeking new ways to effectively reach out to their audience and gain their attention.
The battle for pet pharmaceutical sales has grown to a point where brick-and-mortar retailers and Internet/mail order retailers accounted for a combined 42% of the nearly $8 billion in national pet medication sales in 2014 according to a report by the market research firm, Packaged Facts. The same report forecasts that pet pharmaceuticals will be one of the highest growth areas of pet retailing over the next 10 years due to increased over-the-counter drugs and interest by chain retailers.
Having too few options in life can be limiting and frustrating. This is especially true in the pet pharmaceutical market where pet owners want more prescription options from both a price and convenience standpoint. We uncovered this trend in our recent Pet Pharmaceutical Market Study, which revealed a shift in pet pharmaceutical revenue from the veterinary pharmacy to online pharmacies and brick-and-mortar retail pharmacies.
