Hawke Media Special Report: March 25, 2021


Thoughts and prayers aren’t enough. Time and time again, the US has been racked by gun violence and there has been no major policy action to enact laws that could curtail this gruesome trend.

“In the last five years, there have been at least 29 shootings with four or more fatalities, according to a database compiled by the Violence Project.” –The New York TImes

Here is a list of grassroots organizations that are pushing our legislators to enact laws for public safety in the face of gun violence:

What Wins Customers in 2021

Concerns when deciding to purchase from a brand

Source: GWI

Digital Overload

digital strain statistics

Source: Microsoft

The COVID 15

Source: American Psychological Association

  • In the US the pandemic is taking a massive toll on the health of people both mentally and physically as over 61% report undesired weight change, 42% of whom report an average weight gain of 29 lbs.
  • The world after the pandemic will be a new landscape where health has to be a focus since being locked down for over a year has had varying impacts on large swaths of the population.

The Ad Economy

Source: MediaPost

  • After 5 consecutive months of growth to close out 2020, the US ad economy contracted 7.3% in February 2021. However, digital advertising has bucked this trend with 18% growth YoY for February. 
  • Nearly 356 billion U.S. dollars were spent on digital advertising in 2020 and competition is only expected to increase as businesses continue to pour their ad dollars into digital platforms. The focus for brands moving forward should be on ad efficiency and getting the most out of their budget. 

Offline Advertising

MediaBuyers LLC

  • With US ad dollars increasingly going to digital platforms, that inherently means that there will be less competition in the print and broadcast space. This is especially helpful if your target audience is in the 50+ category as that age group spends almost twice as much time consuming traditional media than younger cohorts. -GlobeNewswire
  • Hawke Media recently acquired MediaBuyers.com to offer our clients a full spectrum service offering that covers digital and traditional media with the same highly effective and targeted approach.

The New B2B Buyer

New B2B buyers in hardware and software

Source: GWI

  • Termed “BETAs” by The B2B Institute, this cohort of 21-40-year-olds is changing the landscape of how and who makes purchasing decisions for businesses.
  • As the workforce changes and a new generation of workers moves into leadership roles, the implications of how to reach buyers has shifted focus to Millennials and early Gen Z who overwhelmingly interact with the digital landscape.

The State of Brick-and-Mortar

open sign in store window

  • US retailers are planning to open 3,344 new locations this year, outpacing closures by over 20% as it stands this year. –Retail Dive
  • 2021 will be a telling year for the long-term efficacy of some brick-and-mortar retailers as the shift toward eCommerce grows.

Special thanks to our friends at HawkeMedia for their insights on this topic.
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Steve has entrepreneurship in his DNA. Starting in the early 2000s, Steve achieved eBay Power Seller status which propelled him to become a founding partner of VisionPros.com, a contact lens and eyewear retailer. Four years later through a successful exit from that startup, he embarked on his next journey into digital strategy for direct-to-consumer brands.

Currently, Steve is a Senior Merchant Success Manager at Shopify, where he helps brands to identify, navigate and accelerate growth online and in-store.

To maintain his competitive edge, Steve also hosts the top-rated twice-weekly podcast eCommerce Fastlane. He interviews Shopify Partners and subject matter experts who share the latest marketing strategy, tactics, platforms, and must-have apps, that assist Shopify-powered brands to improve efficiencies, profitably grow revenue and to build lifetime customer loyalty.

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