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市場調查報告書

美國的寵物用品的行銷趨勢:技術·行動·社群媒體

Pet Product Marketing Trends in the U.S.: Technology, Mobile and Social Media

出版商 Packaged Facts 商品編碼 347849
出版日期 內容資訊 英文 92 Pages
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美國的寵物用品的行銷趨勢:技術·行動·社群媒體 Pet Product Marketing Trends in the U.S.: Technology, Mobile and Social Media
出版日期: 2015年12月04日 內容資訊: 英文 92 Pages
簡介

本報告提供美國的寵物用品的行銷趨勢的相關調查,提供您寵物飼主的數位技術使用趨勢與活用了消費心理學,社群媒體和忠誠度計畫,電子郵件&行動行銷等數位技術的各種行銷手法和趨勢,並彙整主要經營者的配合措施範例等資料。

第1章 摘要整理

第2章 概要

  • 概要
  • 數位媒體利用和寵物飼主
  • 寵物飼主的數位行動
  • 寵物飼主的網際網路消費心理學
  • 寵物飼主的網路購物消費心理學
  • 寵物飼主的廣告消費心理學
  • 網際網路&行動零售
  • 零售業者:歡迎數位引進·全方位流通管道體驗
  • 寵物用品經銷商也樂於接收

第3章 忠誠度計畫

  • 忠誠度計畫
  • 消費者取向忠誠度計畫
  • 獸醫取向忠誠度計畫

第4章 電子郵件行銷

  • 電子郵件行銷
  • 電子郵件行銷:已實証的策略
  • 寵物飼主的電子郵件消費心理學
  • 消費者取向的電子郵件的配合措施
  • 電子郵件行銷:獸醫取向

第5章 行動行銷

  • 行動行銷
  • 對移動中的寵物飼主的有效半徑
  • 寵物飼主行動應用程式的利用
  • 寵物照護業者行動應用程式的利用
  • 寵物飼主的行動消費心理學
  • 應用程式網站
  • 地理定位型行銷

第6章 社群媒體

  • 社群媒體
  • 社群化的寵物飼主
  • 寵物飼主的社群媒體動作
  • 寵物飼主的社群媒體消費心理學
  • 受歡迎的社群媒體網站
  • 建立寵物產業的線上關係
  • 寵物零售業者
  • 寵物食品
  • 寵物用點心
  • 天然寵物用品
  • 寵物醫療
  • 行銷過程·社群媒體的交往

第7章 線上影片

  • 線上影片
  • 實行的寵物行銷

第8章 內容行銷/本機廣告

  • 內容行銷/本機廣告
  • 內容行銷
  • 本機廣告

第9章 其他數位策略

  • 其他的數位策略
  • 針對寵物飼主的各種獨創手法
  • 寵物圖畫文字
  • 互動遊戲
  • 收費檢索
  • 電子飛行家
  • 展示廣告
  • 成果報酬型廣告行銷
  • 個性化行銷
  • 寵物飼主的隱私相關愛好
  • 由群眾集資的品牌建立等
目錄
Product Code: LA5631017

The marketing of pet products and services has been undergoing a dramatic transformation. Recognizing that pet owners consume media in an ever-evolving way, pet marketers have been at the forefront of new tactics to engage and interact with pet owners.

Pet Product Marketing Trends in the U.S.: Technology, Mobile, and Social Media examines the ways in which pet companies have capitalized on and continue to leverage these tactics. More specifically, the report addresses:

  • A wide range of cutting-edge digital technologies, including social media, loyalty programs, e-mail marketing, mobile marketing, online video, content marketing and native advertising, interactive games, paid search, display advertising and many other forms.
  • Pet owner technology usage trends related to smartphones, desktops/laptops, e-mail, loyalty programs, social media, and mobile use.
  • Psychographic data for pet owners relating to Internet, mobile, and social media.
  • Dozens of images and examples of new technologies from pet marketers - from pet food and supply brands to pet retailers to pet medications to pet treats to veterinary services to animal shelters.

This brand new Packaged Facts report provides the pet marketer with a bevy of best practices for marketing to the pet parent. The report also contains analysis of consumer technology usage trends and motivations, drawing primarily on two data sources. The first is national consumer survey data from Simmons. Through an ongoing program of telephone and booklet questionnaire surveys of a large probability sample of consumers who represent a statistically accurate cross-section of the U.S. adult population, Simmons is able construct detailed demographic profiles across various consumer product and service markets, including the chocolate market. The discussion of consumer patterns also draws on the Packaged Facts Pet Owner Survey, an exclusive look at pet owners across the country.

Table of Contents

Chapter 1: Executive Summary

  • Scope and Methodology
  • Report Methodology
  • Digital Media Usage and Pet Owners
  • Table 1-1 Technologies Used in the Last Seven Days, Pet Owners vs. Non-Pet Owners
  • The Digital Behaviors of Pet Owners
  • Table 1-2 Pet Owners' Use of Internet for Pet Products, Last 30 Days
  • Retailers Embrace Digital Adoption, Omnichannel Experience
  • Pet Product Marketers and Service Providers Jumping in Too
  • Loyalty Programs a Key Tactic
  • E-mail Marketing a Tried and True Tactic
  • Reaching Pet Owners on the Move
  • Pet Owners Get Social
  • Pet Marketing in Action
  • Taking Control of the Narrative
  • No Shortage of Creative Ways to Reach Pet Owners

Chapter 2: Overview

  • Overview
  • Digital Media Usage and Pet Owners
  • Table 2-1 Technologies Used in the Last Seven Days, Pet Owners Vs. Non-Pet Owners
  • The Digital Behaviors of Pet Owners
  • Table 2-2 Pet Owners' Use of Internet for Pet Products,Last 30 Days
  • Internet Psychographics of Pet Owners
  • Table 2-3 Internet Psychographics of Pet Owners, 2015(overall percent and index by pet ownership)
  • Internet Shopping Psychographics of Pet Owners
  • Table 2-4 Internet Shopping Psychographics of Pet Owners, 2015(overall percent and index by pet ownership)
  • Advertising Psychographics of Pet Owners
  • Table 2-5 Advertising Psychographics of Pet Owners, 2015 (overall percent and index by pet ownership)
  • Internet and Mobile Retailing
  • Figure 2-1 Level of Agreement with the Statement: “I use the Internet to find information about pet care services,” 2014(percent)
  • Figure 2-2 Level of Agreement with the Statement: “I use the Internet to find information about which pet foods to buy,” 2014 (percent)
  • Retailers Embrace Digital Adoption, Omnichannel Experience
  • Pet Product Marketers Jumping in Too

Chapter 3: Loyalty Programs

  • Loyalty Programs
  • Nothing Like a Loyal Customer
  • Table 3-1 Influence of Loyalty Programs on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • Consumer Loyalty Programs
  • Illustration 3-1 Fresh Step Paw Points Rewards and Million Meow Mission
  • Loyalty Programs for Veterinarians
  • Illustration 3-2 Trade Ad for Elanco Earnings
  • Illustration 3-3 IDEXX Points Program screen shot

Chapter 4: E-mail Marketing

  • E-mail Marketing
  • E-mail Marketing a Tried and True Tactic
  • Table 4-1 Influence of E-mail on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • E-mail Psychographics of Pet Owners
  • Table 4-2 E-mail Psychographics of Pet Owners, 2015(overall percent and index by pet ownership)
  • Consumer E-mail Efforts
  • Illustration 4-1 Kong Connect Sign-Up Page
  • Illustration 4-2 Personalized E-mail for Thanksgiving from Purina
  • Illustration 4-3 PetFlow.com E-mail
  • E-Mail Marketing, Veterinary-Style
  • Illustration 4-4 Partners for Healthy Pets E-mail Marketing Program

Chapter 5: Mobile Marketing

  • Mobile Marketing
  • Reaching Pet Owners on the Move
  • Table 5-1 Influence of Mobile Marketing on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • Mobile App Usage of Pet Owners
  • Table 5-2 Pet Owners' Use of Mobile Apps, Last 7 Days
  • Table 5-3 Past and Future Mobile App Usage of Pet Product Shopping
  • Mobile App Usage of Pet Care
  • Table 5-4 Dog Care Apps, Past Usage and Future Interest in Using
  • Table 5-5 Cat Care Apps, Past Usage and Future Interest in Using
  • Mobile Psychographics of Pet Owners
  • Table 5-6 Mobile Psychographics of Pet Owners, 2015(overall percent and index by pet ownership)
  • Table 5-7 Mobile Advertising Psychographics of Pet Owners,2015 (overall percent and index by pet ownership)
  • Retailers and Brands Board the App Train
  • Illustration 5-1 Screenshots of Banfield Pet Health Tracker App
  • Illustration 5-2 Screenshot of Purina Pro Plan's P5 Dog Training
  • App Website
  • Illustration 5-3 Friskies CatFishing 2 Page on Google App Store
  • Illustration 5-4 Target's Purina Beggin' Poppers Mobile Game
  • Table 5-8 Selected Pet Apps
  • Location-Based Marketing
  • Illustration 5-5 Mobile Paid Search for Petco Near Me

Chapter 6: Social Media

  • Social Media
  • Pet Owners Get Social
  • Table 6-1 Influence of Social Media Post/Advertising on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • The Social Media Actions of Pet Owners
  • Table 6-2 Social Media Actions of Pet Owners
  • Table 6-3 Pet Owners' Reasons for Liking a Pet Retailer or Brand
  • Social Media Psychographics of Pet Owners
  • Table 6-4 Social Media Psychographics of Pet Owners, 2015(overall percent and index by pet ownership)
  • Popular Social Media Sites
  • Table 6-5 Popular Social Media Sites of Pet Owners, Last 30 Days(overall percent by pet owner)
  • Table 6-6 Popular Social Media Sites of Pet Owners, Last 30 Days(index by pet owner)
  • Pet Industry Cultivates Relationships Online
  • Pet Retailers
  • Pet Food
  • Illustration 6-1 Facebook Sampling Promotion for Fancy Feast Broths
  • Pet Treats
  • Illustration 6-2 Promoted Tweet for Nylabone Nutri Dent 3-Point Edible Dental Chews
  • Natural Pet Products
  • Illustration 6-3 Wellness TruFood Thanksgiving Twitter Chat
  • Illustration 6-4 Wellness Watercolor App
  • Pet Medication
  • The Intersection of Cause Marketing and Social Media
  • Illustration 6-5 Screen shot from NexGard “Doggone Funny” Video

Chapter 7: Online Video

  • Online Video
  • Pet Marketing in Action
  • Table 7-1 Influence of E-mail on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • A Story with Every Pet
  • Illustration 7-1 Friends with Animals PSA with Danny Trejo and Jaleel White
  • Illustration 7-2 Vital Essentials Trick or Treat Video Contest
  • Illustration 7-3 Screenshot from Temptations Snacky Cat Video
  • Illustration 7-4 Screenshot of Pets Add Life YouTube Channel and Paranormal Petivity Video
  • Illustration 7-5 Screen Shot from Vectra 3D Video
  • Illustration 7-6 Screen Shot from Dog Goldberg Machine by Beneful Video
  • Other Video Types
  • Illustration 7-7 Beggin' Vine Clip
  • Illustration 7-8 Purina ONE Cats' Twitter Feed Promoting its Periscope Appearance

Chapter 8: Content Marketing / Native Advertising

  • Content Marketing / Native Advertising
  • Content Marketing
  • Illustration 8-1 The Puppyhood website from Purina Puppy Chow
  • Illustration 8-2 Petplan on Pinterest
  • Illustration 8-3 Screenshot of Elanco's Celebrate the Bond website
  • Illustration 8-4 Screenshot of Bayer's PetParents.com website
  • Illustration 8-5 Screenshot of Merial's Power of 12 website
  • Illustration 8-6 Screenshot of Target's Digital Storybook
  • Native Advertising
  • Illustration 8-7 Buzzfeed Video for Purina Puppy Chow's Puppyhood on Youtube
  • Illustration 8-8 Buzzfeed Channel for Frontline Plus
  • Illustration 8-9 Buzzfeed Video for Pets Add Life

Chapter 9: Other Digital Strategies

  • Other Digital Strategies
  • No Shortage of Creative Ways to Reach Pet Owners
  • Pet Emojis
  • Illustration 9-1 Purina Cat Chow's New Meanings for Emojis
  • Illustration 9-2 Dogs Trust Emoji Keyboard
  • Interactive Games
  • Illustration 9-3 Purina's Playtime Page at Sam's Club
  • Illustration 9-4 Friskies CatFishing 2 Page on Google App Store
  • Illustration 9-5 Target's Purina Beggin' Poppers Mobile Game
  • Illustration 9-6 Frontline Branding in Pet Rescue Saga
  • Opinions About Brands in Video Games
  • Table 9-1 Pet Owners Opinions about Brands in Video Games,2015 (overall percent and index by pet ownership)
  • Daily Deal Sites
  • Popular Deal Sites
  • Table 9-2 Popular Deal Sites of Pet Owners, Last 30 Days(overall percent by pet owner)
  • Table 9-3 Popular Deal Sites of Pet Owners, Last 30 Days(index by pet owner)
  • Paid Search
  • Illustration 9-7 Blue Buffalo Paid Search Results on Google
  • Illustration 9-8 Paid Search Results on Google for Cat Treats
  • Electronic Flyers
  • Table 9-4 Influence of E-mail on Pet Owners' Pet Purchase Decisions, Last 30 Days
  • Illustration 9-9 Screenshot of Electronic Flyer from Pet Supplies Plus
  • Illustration 9-10 Kmart Pet Meds Flyer
  • Purina's Digital Aisle at Sam's Club
  • Illustration 9-11 Purina's Digital Aisle at Sam's Club
  • Display Advertising
  • Illustration 9-12 Display Ad for Convenia's My Pet Itches Website
  • Illustration 9-13 Display Ad for Litter-Robot's Open-Air Product
  • Illustration 9-14 Display Ad for Blue Buffalo's Holiday Treats
  • Affiliate Marketing
  • Illustration 9-15 Petco's Affiliate Marketing Program
  • Personalized Marketing
  • Illustration 9-16 The Honest Kitchen's Refer-A-Friend Program
  • Illustration 9-17 Happy Birthday Twitter Wishes from Purina
  • Privacy Preferences of Pet Owners
  • Table 9-5 Privacy Preferences of Pet Owners, 2015(overall percent and index by pet ownership)
  • Building the Brand through Crowdfunding
  • Illustration 9-18 Petcube
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