Reaching Social Moms
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1) Marketers today get less value from advertising dollars due to the fragmentation of media and audiences across multiple channels. 2) Women are increasingly using mobile devices to research and shop for products, especially for items related to their families. 3) Retail is being transformed as more sales are happening online and are influenced by digital interactions, with nearly half of retail sales expected to be online or digitally influenced by 2016. 4) Successful marketing today requires reaching consumers on the right channels and platforms and engaging them through relevant and high-quality content to build advocacy over time. General demographic targeting is less effective.
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Reaching Social Moms
- 1. Marketing to Women in a Social World Erin Hunter – Global Head of CPG Marketing
- 3. Marketers today get less bang for their buck Source: Advertising Age Data Center, accessed Nov 2012 1987 2012 Major Global CPG Advertiser 0 2 4 6 8 10 12 14 0 20 40 60 80 100 120 140 Sales/ad$spent Salesvolume Sales ($B) Sales/Ad Spend
- 4. The good ole’ days of centralized and predictable TV are gone
- 5. It’s more difficult and expensive to reach the same audience through TV than it was 15 years ago Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012) $11.18 cost of network primetime per 1000 homes Target audience 1997 vs. 2012 $24.08 cost of network primetime per 1000 homes Reach 80–90% Reach 60% 20121997
- 6. 39% 18% 5% 7% 31%Never use a mobile device to shop Only a couple times a year Once a month Daily Mobile moms use their phones while shopping Source: Alliance Data, "The Mobile Mom," April 2013 Weekly
- 7. Products for which US mom mobile shoppers use their smartphone/tablet to shop or research Source: Alliance Data, "The Mobile Mom," April 2013 6% 21% 31% 39% 42% 47% 56% Clothing Beauty products Household products Toys Items I need for the kids Jewelry Other
- 9. Sources: Forrester Retail is changing Share of retail sales 2001 1% 22% 77% Online Influenced Offline
- 10. 7% 47% 46% Online Influenced Offline Sources: Forrester Retail is changing Share of retail sales 2012
- 11. 9% 49% 42% Online Influenced Offline Sources: Forrester Retail is changing Share of retail sales 2016
- 12. 98% (3x) 84% (2x) 64% (2x)
- 13. Who’s doing it well today?
- 14. Great creative on Facebook is … just great creative Timely/ User relevance Initiative-basedSuperiority/ Benefit driven Base business/ Equity
- 15. Luxury brand buyers are highly active on Facebook and have lots of friends on the site Source: Facebook Internal, Dec 2012 523 avg # friends active users, U.S. resident, retail/shopping: luxury goods12.5M 2.5x comments 3.2x status updates 3.7x likes
- 16. She has 25% more friends Her friends are other moms Moms’ most trusted influencer is other moms More than anything else, she shares news, photos and stories about her family She talks about family 140% more Why Target Moms?
- 17. +
- 19. lift in sales —Laurent Faracci, Reckitt Benckiser
- 20. What’s Next?
- 22. Reach the RIGHT people
- 23. Reach ALL of them
- 24. Make them into engaged and loyal advocates
- 25. Television gets us scale but blunt targeting W 18–34 Luxury-Beauty ―Want natural products‖ W 18–34
- 26. Cable TV and print get us better targeting but limited scale W 18–34 Luxury-Beauty ―Want natural products‖ Luxury-Beauty
- 27. People have momsMarketers have demographics
- 28. WOMEN
- 29. WOMAN
- 30. ―Heavy Buyer‖ segments developed based on volume, sales dollars, recency and frequency The future is not about demographics Greeting cards OTC drug Grocery spending behavior Sweets & snacks Household cleaners & supplies CerealDairy & eggs Personal carePet care Health foodsFrozen foodsBeverages Children’s food & products
- 32. Consumers receive messages that are best for them $18K $18K ―Top rated in safety: the all new XYZ‖ ―On road or off-road: the all new XYZ’s got it‖ ―Built like a tank to give you peace of mind‖ ―XYZ can do 36 mpg in its sleep‖ Old Way Today F 18–45 Sedan Outdoors F 18–55 Sedan Green W 18–34 Sedan Moms
- 33. Marketers can reach their own consumers through new platforms Facebook Marketer’s CRM database