The document discusses how digital advertising and data analytics may not fully capture why consumers purchase certain products. It notes that people may buy something they saw in an ad even if they were already planning to buy it (IWGBIAP). Correlation between seeing an ad and purchasing a product doesn't prove the ad caused the purchase. The document also discusses how recommendations from other people, like a Facebook friend purchasing shoes, can influence additional purchases in ways not tracked by traditional digital advertising models. It concludes that while data helps support human behavior, the true "magic" lies in human decisions and influences outside of digital advertising metrics.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
Rethinking Marketing to Women: Presented by Crowdtap & Beeby Clark+MeylerCrowdtapforBusiness
With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale.
Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.
Speakers:
Mindy Davis, SVP, Professional Services, Crowdtap
Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
The Art of Story Telling using Social MediaSimplify360
Story telling is the fundamental aspect of social media. How you do it depends on you and your business goals. The presentation looks into the aspect of story telling using various media and platforms.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
Rethinking Marketing to Women: Presented by Crowdtap & Beeby Clark+MeylerCrowdtapforBusiness
With the rise of female-empowerment campaigns, marketing to women has shifted from painting an idyllic portrait of how life should be, to a refreshing and realistic reflection of how life is for millions of women. The challenge for brands in this new environment becomes how to surface the powerful stories of real women – and do so effectively and at-scale.
Learn how forward-thinking brands are putting people at the heart of their marketing to drive product ideation, inform marketing strategy and create authentic content that fuels earned media.
Speakers:
Mindy Davis, SVP, Professional Services, Crowdtap
Mariana Rodriguez, Senior Account Director, Beeby Clark + Meyler
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
The Art of Story Telling using Social MediaSimplify360
Story telling is the fundamental aspect of social media. How you do it depends on you and your business goals. The presentation looks into the aspect of story telling using various media and platforms.
12. A Facebook ad made Anna buy
Pineapple Shoes
And Beth bought some too based on
Anna’s recommendation.
13. How can we attribute the
behavior that occurs outside
of the traditional digital
advertising model?
“Half the money I spend on advertising is wasted; the
trouble is, I don’t know which half.”
John Wanamaker
14. The MAGIC isn’t about being nebulous.
The MAGIC is in our
human behavior and
the data helps to
support it.
Ask audience who works with data? Who uses data in their personal lives?
Data affects us all
I work with data and love it. Here at Ve…. Email and ad campaign explanations.
Article sent to me by coworker
Title made me feel like my livelihood is a sham.
Mel met with Larry and Sergey
Mel had a career as a long career as a high level ad and marketing sales
They described how they could track the effectiveness of online advertising and how great all that data would be
Mel thought this was going to be bad for marketing and advertising –> Advertising can be sold because you CAN’T measure it’s effectiveness
John Wanamaker quote: “Half the money I spend on advertising is wasted; the trouble is, I don’t know which half.”
Google is saying they would be able to tell you which half, thereby opening the door for potential slashes in marketing/ad spends
Advertising needs room for grey area and a little magic, and giving pure reporting would ruin that.
Mell is fucking with googles magic of using the data
If I go online and type in “J Crew Pink Sweater” and get the following results, and click on one of the top choices, J Crew has to pay someone…
ANNA: I make myself click on links
But I was probably
We have a different mindset….i want them to spend a little money on me
Next slide is correlation vs. causation
Argument of correlation vs causation
Article is arguing that most online business comes from correlation, not causation
Did you pay for no reason
Does it matter Anna bought a pink sweater
We know ecommerce industry set to be a 500billion a year by 2018 – so that can’t happen without online advertising….and that not pissing in the wind..
Can’t correlate data at every point doesn’t mean than having no information is better
Grey area – see value in incremental bumps
There’s a reason they showed me this pair of shoes Data
BETH
Data provided Facebook with necessary consumer profile to target the right user
Argument can be made that the ad was responsible for both purchases. However, the data won’t reflect that.
Human behavior can’t always be quantified. But we’ve demonstrated that the data can still be effective. In fact, we’ve demonstrated that one ad led to TWO sales even though the business analytics will never show that.
