How to Engage Brands and Women in the Digital Space

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How to Engage Brands and Women in the Digital Space

  1. 1. WOMEN in their digital domain digital paths to seeking, sharing & shopping
  2. 2. HOW ARE WOMEN OF ALL AGES USING TECHNOLOGY? HOW CAN BRANDS LEVERAGE DIGITAL MEDIA & TOOLS TO DEEPEN THEIR RELATIONSHIP WITH WOMEN? HOW CAN WE CREATE AND BUILD TRUE BRAND ENGAGEMENT WITH WOMEN IN THE DIGITAL SPACE? INTRODUCTION
  3. 3. why women are important Women have a lot of pocket power. Women influence 80% of all buying decisions in a home. In the past three decades, women’s median income has soared 63%. Women are very expressive. They speak 7000 words a day while men speak an average of 2000 words. Women are connected. More than 13.5 million women in the U.S. have adopted the business-born smartphone.
  4. 4. What men see as gadgets women see as tools. The Internet is just another channel for women to do what they enjoy: shopping, talking and caring. Aesthetics matter more to women. Women are drawn to well-designed, user-friendly and personally relevant information and tools. Women prefer personal entertainment-driven activities. Men prefer information-driven activities. “I don’t care what it is; I just care what it does!” Gender & attitudes
  5. 5. how digitAL mediA have transformed women’s Lives Women spend 8% more time online than men 89% of women have a social networking profile Women spend 40% more time on SNS than men 68% of QR code scanner users are women
  6. 6. how digitAL mediA have transformed women’s Lives Wired Mainstream digital users rely on an average 5.8 screens and actively use 12 digital devices in their homes or personal lives. No Boundaries Lines between work, family and “Me time” are blurred due to the digital world’s 24/7 accessibility. No OFF Switch In today’s digital world, women hardly sleep. 58% of all women say they never unplug.
  7. 7. Mega Media Meshing & Multitasking To meet the simultaneous demands they face, women divide up their attention while engaging with multiple media touch points. 62% of women multi-task while consuming any form of media. Taking the Blogosphere to the Stratosphere Women drive the blogging phenomenon. Mothers, in particular, have latched on to blogging. 36 million women participate in the blogosphere weekly. how digitAL mediA have transformed women’s Lives
  8. 8. The roLe of digitAL Across Ages & LifestAges 25-34 | Generation Y Technology is inextricably linked to their natural rhythm of life. They are digital naturals who engage in a most diverse repertoire of digital activities. Their preferred channels are cell phones, email, social networks, MP3 players and online shopping. For Gen Y, sociability is key.
  9. 9. 35-44 | Generation X The roLe of digitAL Across Ages & LifestAges Technology is a tool to help manage life. They are adult women at the height of their careers and busy caring for families. Technology serves to increase efficiencies for this hardest working group. For Gen Xers, connectivity is key.
  10. 10. The roLe of digitAL Across Ages & LifestAges 45-54 | Early Boomers Technology is a life enhancer. There are digital adopters and digital resisters. They engage in non-essential activities e.g. online shopping, pursuing passions and casual gaming. For Early Boomers, facilitating their passions is key.
  11. 11. Segmenting women Across the digitAL domAin DIGITAL OUTLINERS MAINSTREAM USERS DIGITAL DIVAS
  12. 12. DIGITAL DIVAS proportion of digital divas by age Digital Divas are an important cohort to understand. They are the precursors for what is to come. In due time, more mainstream users will adopt today’s more sophisticated digital behavior. Growth of the Diva population will translate into new opportunities for brands to grow their businesses. BRANDS SHOULD FOLLOW THE DIVAS!
  13. 13. MULTIPLICITY INTENSITY SOCIABILITY COMPETENCE 4 traits of DIGITAL DIVAS
  14. 14. moms as digital divas of new moms research products online.84% 82% of new moms purchase products online. OF DIGITAL DIVAS ARE MOMS. 51%
  15. 15. THE FEMALE NEED TRIFECTA
  16. 16. Rewards, Loyalty Cards Cell Phone Coupons Via Computer TIVO/DVR Video on Demand Opt-In Daily Emails Handheld Wireless Device 88% 85% 81% 77% 70% 68% 63% RSS Feeds YouTube Coupons Via Mobile 52% 50% 47% digital: blessing? curse?
  17. 17. home sweet home Women want to be able to customize their home pages and gravitate toward portal sites allow them to “decorate” their world just the way they want.
  18. 18. digital switches out with the old Yellow Pages Travel Agent Newspaper Maps Get the 411 CDs/Records Address Book Birthday Cards Desk Calendar Gossip Neighbor Alone with Problems in with the digital Online Search Engines Expedia, Kayak RSS Feed Reader GMS, Telenav Google Information iTunes, Amazon, Pandora Cell Phones Personalized E-cards Google Calendar, Outlook Twitter, Facebook Online Support, Skype, SNS
  19. 19. SEEKING SHARING & SHOPPING
  20. 20. digitALhAschAngedthewAywomenSeek Women are turning to the Internet where they have 24/7 access to unlimited amounts of information on anything and everything. The Web offers information that is immediate, aggregated and intimate. The Internet provides “instant gratification” and therefore provides greater efficiency to match women’s task orientation. Friends, family Strangers with experience Teachers Religious leaders Newspapers, magazines 1 2 3 4 5 Most Trusted Sources
  21. 21. The power of pass along 92% of women pass along information they find about best shopping deals to their friends and family. It’s all about community Women’s community sites are the second largest growth sector online, second only to politics. Feedback fosters loyalty Women love to express their opinions, and smart marketers can benefit from that. digitALhAschAngedthewAywomenShare
  22. 22. Campaign for Real Beauty digitALhAschAngedthewAywomenShare
  23. 23. digitALhAschAngedthewAywomenShare
  24. 24. shopping in terms of household items: 16% love shopping 38% like shopping 33% are neutral. 10% don’t like shopping 4% hate shopping digitALhAschAngedthewAywomenShop
  25. 25. digitALhAschAngedthewAywomenShop Understand the differences between men and women, without being patronizing. Until 2012, Nike had a high-testosterone image (Just Do It), and its ads featured top male athletes in winning scenarios. They had 50% of the men’s fitness market share, but only 20% of revenue came from women’s products. Nike shifted its focus, communicating with women to understand how they relate to sports, and the decisions they make when purchasing sportswear. Ad Campaign Targeting Women
  26. 26. digitALhAschAngedthewAywomenShop Ad Campaign Targeting Women Understand the differences between men and women, without being patronizing. The result was advertising that emphasized how sports fit in with their active lifestyles and showed regular women taking part in sports. Previously, Nike’s shoes for women were essentially smaller versions of their men’s shoes, but new designs catered to women’s different body shapes and movements, with more lines emphasizing a fashionable look.
  27. 27. digitALhAschAngedthewAywomenShop Think outside your existing market. While Starbucks saw a decrease in profits during the recession, McDonald's added some gloss to its inexpensive image by opening McCafe outlets. Their ads focused on fashionable, urban women, as well as hip, trend-setting customers. By adding salads and healthy options, and sponsoring fashion events, McDonald's was able to entice a whole new demographic, which played a part in increasing worldwide sales by 7% during the economic downturn.
  28. 28. HOW MARKETERS CAN ENGAGE WOMEN & BRANDS IN THE DIGITAL SPACE This presentation leads to a dozen points of action for marketers: 1 Dream bigger than your consumers Women want a lot from the digital space but cannot fathom all the possibilities. Go beyond typical marketing and build relationships to drive digital innovation marketing plans. 2 Remember the Female Need Trifecta Get the 411, stay connected and have some fun. Evaluate media tactics in terms of how well they provide women information, socialization and delight. 3 Squeeze yourself in Make it easy for women to engage with your brand. Create flexible content that she can consume in the time she has available whether it is 5 or 50 minutes.
  29. 29. HOW MARKETERS CAN ENGAGE WOMEN & BRANDS IN THE DIGITAL SPACE 4 Let women talk themselves into loving you Utilize message boards and blogs as channels. 75% of women want to sign up to be part of a consumer panel. Let them talk. They can be the most powerful advocates for your brand. 5 Make it pretty functional Women want something that is both pretty and functional. Design without function is aggravating and function without design is uninspiring. 6 Get her smart before the cart She is using the Internet as a tool to do online shopping and to prepare for all of her offline shopping. If you can get her to think about your brand in new ways, you’re bound to win big.
  30. 30. HOW MARKETERS CAN ENGAGE WOMEN & BRANDS IN THE DIGITAL SPACE 7 Get ahead of the conversation Conversations are going to happen with or without you. It is better to be there so you can monitor, participate in and facilitate the dialogue. 8 Make house calls When in doubt it’s all about her place, not yours. Be in the spaces and places that fit her digital style, Don’t expect her to come to your homepage - bring your content to her. 9 Consider not being “top of mind” If you are marketing a low-interest CPG item, automating the purchase of your brand can make her day if you are taking something off her to-do list.
  31. 31. HOW MARKETERS CAN ENGAGE WOMEN & BRANDS IN THE DIGITAL SPACE 10 Get personal; take your corporate hat off Brands that engage with their consumers on a more genuine, personal level are more apt to get women on their side. This is a sure way to build trust and gain their loyalty. 1 1 Stay on top of trends without getting caught up in them By the time you catch up, the Digital Divas will be on to the next new thing. Be smart and do what is right for your brand and your consumer, not necessarily what is hot. 12 Don’t get distracted from the brand/consumer relationship At the end of the day, the most important thing is building a relationship between your brand and your consumer. The brand/consumer relationship is eternal. Digital provides dynamic and effective ways to strengthen this relationship.
  32. 32. REFERENCES Business Week, September 2008 BlogHer/Compass Partners Social Media Study 2008 Digital Divas: How Girls Rule the Digital Universe Forrester North American Technographics Benchmark Study Harvard Business Review: Giving Customers a Fair Hearing Harvard Business Review: How Connecting with the Groundswell Transforms How to Target a Female Audience in Your Marketing Campaigns, L Istvanova 2013 Marketing to Women: How to Get it Right, Fast Company Mindshare’s MORe Annual Study of U.S. Consumers Pew/Internet, December 2008 Psychology Today, July 2004 Women in their Digital Domain, Ogilvy & Mather Your Company: Embracing Social Technologies in Your Business
  33. 33. VIEW MORE OF MY PRESENTATIONS
  34. 34. VERONICA YUSHI PENG yayveronica@gmail.com Attribution-NonCommercial-NoDerivs 2.5 Copyright (c) 2013 All Rights Reserved

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