Marketing to Moms: Coupons Still Rule in All Forms

March 27, 2014 § Leave a comment

Moms seem to have the most desire to find bargains and clip coupons.  No doubt it’s because households with children under 18 spend more money than households with no children or with children 18+.

Gallup-Daily-Spending-Americans-With-Without-Children-Mar2014A Gallup poll shows that across all incomes, households with children just spend more – on all types of things.  So it is no surprise that Moms are the most active users of coupons.

Moms are seeking discounts, whether they get them from an app or still cut them out of the newspaper.  In a new report from eMarketer, Moms are seen to use coupons more than non-Moms.

170518The Allrecipes.com chart shows how printed coupons still reign, but coupon apps are still an important part of the mix.  As the smartphone becomes the tool of choice for many, apps will continue to grow in use.  Moms appear to be always on the alert for deals and ways to save money.

Also important in the total mix are the online saver sites.  Womensforum reported that 37.8% of mothers reported using the food or frugal website/blogger sites that share coupons.

Being frugal is still cool and may be a residual effect of the Great Recession for some time to come.  But certainly, households with children are looking for ways to stretch their dollar.

 

 

Marketing to Working Moms: New Scarborough Study!

January 29, 2014 § 1 Comment

Working Moms may have had a “pink collar” image in former generations, but today’s working mom is quite a different person.  They are more educated,  more affluent and more wired than ever before.  Working Moms represent 40% of moms.

Scarborough has surveyed this group and come up with some interesting statistics that marketers need to market to women, particularly working moms.  Here are just a few to whet your appetite.   For more, see the infographic below.

95% of working moms agree that spending time with their family is their top priority

27% of working moms are much more involved in their finances.  

72% of their households contributed to a charity in the past 12 months.

Working moms are spending less for name brands.  They use coupons and shop at Nordstrom Rack, Kohl’s Macy’s and TJ Maxx Home Goods.  

Working moms shop online and own smartphones, laptops, iPads and more.

Working moms are 22% more likely to attend professional sporting events and 24% more likely to have watched ESPN in the past 7 days.

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Holiday Marketing to Women: 43% of Women Shop Online at Work

December 10, 2013 § 1 Comment

Christmas Video ChatWomen are the holiday multi-taskers so it’s no surprise that 43% of female workers say they have holiday shopped online while at work, according to the new CareerBuilder CyberMonday study.  Jennifer Sullivan Grasz from CareerBuilder reports only 35% of male workers are also holiday shopping online.

CyberMonday shoppers work too!

Over half (54 percent) of all workers expect to be shopping online for the holidays.  Many of those will be planning to spend the time during lunch or during breaks.  The survey finds that one in five workers will spend between one and three hours browsing Internet deals from the office over the course of the holiday season and 10 percent will spend 3 hours or more; a quarter report just planning to spend an hour or less.

Back in 2010, we reported on a similar study that found that 40% of female workers 18-54 said they shopped online, and a whopping 84% of moms said they spent 15 minutes or more daily shopping.  And emails were a definite trigger for with 60% responding to email offers.

Workers are responding to lots of holiday emails.

No wonder we are responding to emails.   Some 28 percent of all emails are sent during the holiday season.  In fact, every brand is sending consumers an average of six emails, up from five last year.  Experian says that email accounts for nearly 3 percent of website visits (ahead of social) and higher conversions (3.58 percent) than search (2.49 percent) and social (.71 percent) combined. Oh, and don’t forget –  half of all emails are now read on mobile devices.

Email tips for marketers.

For marketers, we need to take all of this in consideration and start planning early.  Some of the important considerations are:

1.  Test emails and offers for effectiveness.

2.  Test timing of emails.  Weekends versus weekdays may yield different results.  By the way, half of all working women do their shopping between 11 am and 2 pm.

3.  Make sure your subject lines are appealing and stand out to your consumers.  Subject lines are where most people make a decision to unsubscribe.

4.  Help your customer with gift guides.  According to Experian, gift guide emails experience 48% higher transaction rates than normal promotion emails.

4.  Look for new ways to build your list and reach new people.

5.  Be more personal. Address your customer by name or tailor the message to your geography, weather or preferences.

6.  Use re-targeting and abandoned cart messages.

7.  Make sure you are optimized for mobile.

The CareerBuilder survey was conducted online within the U.S. by Harris Interactive© on behalf of CareerBuilder among 3,484 U.S. workers and 2,099 hiring managers and human resource professionals (employed full-time, not self-employed, non-government) between August 13 and September 6, 2013.

Marketing to Women: Dual Screen Viewing is Here!

July 5, 2013 § Leave a comment

UnknownAre you part of the two-screen world yet?  I bet you are.  If you ever use a mobile device (your smartphone or tablet) while watching television, you already are.  We use our devices to communicate with friends and family, look up information related to what we are watching, or multi-task.

The Facts about Dual Screen Viewing

The facts vary, but the trend is clear.  According to Nielsen, more than 39% of Americans use their smartphone while watching TV at least once each day, and 62% do so multiple times each week.  Google recently reported that we use on average three different screen combinations everyday, including tablets and smartphones while watching TV. And, research from Yahoo! and Razorfish shows that nearly 80 percent of consumers are on mobile devices while watching TV.

More than half of all mobile device users say they visit social networking sites while watching TV. And the social aspect of watching TV is important too: 21% of  tablet users and 18% of smartphone users say they read conversations about the program on a social networking site, and 20% of tablet users shop for products or services being advertised. Some even watched a particular TV program because comments on a social media site.

The Top Categories for Dual Screen Viewing

We use dual screen viewing for a variety of types of events.  The top five show categories that attract multitaskers are reality, news, comedy, sports and food.  I think we can understand why.  You are not as intellectually engaged to a plot in these type of shows – leaving room for net surfing.

But how do marketers take advantage of this new behavior?

1.  Apps are being built that enhance your viewing.  Major media companies, like Discovery Networks International, are already taking advantage of new App Cloud solutions to build rich dual-screen experiences for their broadcast properties.

2.  Synchronized Advertising may be around the corner.  A national ad runs on the television while a mobile device delivers up a geo-targeted companion ad that gives you local dealer information.

3.  Interactive applications allows an interactive quiz or game to be broadcast on television and viewers respond on their tablets, with results giving in real time.

4.  Special offers are delivered on television driving consumers to their mobile devices to redeem the special offers.

The future of marketing to women will be exciting as we determine how to combine media for the richest engagement.

Marketing to Women: 79% Trust Online Reviews As Much As Personal Recommendations

July 1, 2013 § 1 Comment

imagesA new study from BrightLocal shows that consumers are increasingly trusting online reviews for local purchases.  In fact, 79% of consumers trust online reviews as much as personal recommendations.  Only one in five consumers say they do not trust online recommendations.

Our research at Brand Wise has shown similar patterns in shopping behavior.  Most shopping starts online – whether the purchase is happening online or in-store.  BrightLocal found that 37% of consumers used the internet to find a local business in the past month.  The top searches are for restaurants (67% of consumers), doctors/dentists (35%), general shopping (35%), hotel accommodations (30%) and clothes (28%).

And with a growth in online reviews, consumers can make decisions in advance before making their purchase.  In fact, 85% of consumers say they have read online reviews for for local businesses, up from 76% in 2012.  And of course, consumers say positive reviews raise their level of trust in the business, and their likelihood to use the business.

What are consumers looking to find in a customer review? When it comes to “reputation traits,” 71% chose reliability as the most important trait in a local business (up from 64%), while 45% pointed to good value.

While we trust online reviews, we are still using word of mouth as our personal way of informing friends and relatives.  During the prior 12 months, 72% of consumers reported having recommended a local business by word of mouth (down from 78% last year), while 37% did so on Facebook (up from 32%).

Those who are marketing to women need to embrace reviews the way consumers have, providing ways for consumers to write reviews for your services, whether it is on your website or on review sites.  Since much of that research is happening on smartphones, businesses need to have a clear, easy-to-read mobile site. And it is important to engage consumers on-line and respond to all comments, whether positive or negative.

Marketing to Women: In 2016 44% of Retail Sales Impacted by Web

April 15, 2013 § 1 Comment

iStock_000018760804SmallWhether we buy online or research online, all retail is going to be impacted by online activity.  Not ten years from now, but just a couple of years from now.  How can that be, you ask, when only 5.4% of retail sales were reported as e-commerce in the fourth quarter of 2012?

Well, here’s the news bulletin.  While online retail sales are a smaller portion, many of today’s sales are web-influenced.  In fact, 70% of consumers research online before they make an in-store purchase.  And the average shopper may be using 10.4 sources of information to make a purchase decision.   Social media and mobile continue to become important  influencers in this shopping behavior.

Moms continue to be the heavy shoppers and one-third of all moms own a connected device.  Moms spend 6.1 hours per day on average on their smartphones – that’s more than magazines, TV or radio.   62% use shopping apps and 46% took action after seeing a mobile ad.  Mobile usage is growing among moms.  It’s  40% higher today than in 2009 for these mobile moms.  The statistics for moms shopping on tablets are off the charts - 97% made a purchase using their tablet in the last month.  And 46% actually want to receive information while they are in a store.

Warning to Retailers:  many retailers have been shown to be slow to adapt, and are without tablet websites or iPad sites.  When you don’t keep up, you are giving the competition the edge and giving iPad shopping startups a shot, like Pickie or Fab.com or others.

For more statistics on shopping, read more here.

Marketing to Moms (and Dads): The State of the American Mom 2013

March 26, 2013 § Leave a comment

FE_DA_BabyPlayTablet_071712The 2013 State of the American Mom report is out – and interestingly, they actually looked at opinions of both Moms and Dads.

Here are some of the results important for marketing to moms – and dads:

Men shop around too.  An equal amount of Moms and Dads, 78% and 76% respectively, shop at more than one grocery store weekly.  Most make the extra trip for the best sale prices.

Smartphones are the tool of choice.  Almost 60% of moms have a smartphone, compared to 44% in 2011.  It is certainly the primary organizer of life.  The report shows Moms are playing games (64%), looking up stores/locations (58%) and finding nearby restaurants (50%).

Baby wants a smartphone and a laptop too!  Of course, you know children won’t even know how to turn pages in a magazine or a book.  43% of Moms report their children start using a laptop or desktop at 3 – 6 years, and 25% of Moms say that’s when they start using a phone or tablet.

What are the trends behind these facts?

Multichannel Shopping.  Consumers are challenging retailers and brands to keep up with their multichannel shopping behaviors.  Two-thirds of all shoppers regularly use more than one channel to make purchases.  While the Mom report is talking about physical grocery stores, many are shopping online, warehouse stores, farmers markets, specialty stores and grocery stores to fill their pantries.  Some 70% still use bricks and mortar stores, but 47% are online.  And all research begins online before those “reality” shopping trips.

Life on a Smartphone.  We just feel smarter with a smartphone. Nielsen says in their 2013 Mobile Consumer Report that 61% of all adults have a smartphone and 94% have some type of mobile phone. Of course, we don’t actually talk on our phones.  We send and receive an average of 764 text messages versus 164 calls sent/received on our phones.  We use our phones for a variety of activities – email, music, shopping, location services and internet browsing.

Digital Children.  Hilary DeCesare, a cyberbullying expert and CEO of kids’ social networking site Everloop, thinks in an increasingly digital world, it’s important to expose children to different technologies early so that they are prepared to adapt and thrive in more advanced professional settings. The digital expert thinks kids as young as 2 can benefit from tablet use, as long as the parent “is monitoring what [the] child is watching.”

Marketing to Women: Just the Info, Please

January 27, 2013 § Leave a comment

Here is a great infographic on marketing to women, their habits and their importance online.   Top interest online?  Health.  Ahead of apparel, family and food.  How do they spend their time online – 18.5% of time spend with social networks.  Who dominates social networks?  Women of course; 56% of users are women.  For those who think email is dead, take note – 64% of 18-29 year olds read or send emails daily.  Search is the first place we go in the shopping process.  And mobile is the new frontier – more and more of us are getting smartphones which is synonymous with smart shopping.  Marketing to Women is understanding the online audiences, championing great content and provided useful engagement opportunities for women.

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2013 Marketing to Women: Psychic Predictions and Prognostications!

December 31, 2012 § Leave a comment

21I don’t have a crystal ball for 2013.  I don’t know if Facebook will continue to grow – or if retail stores will start to shrink because of online shopping. I subscribe to the John Naisbitt philosophy that “the most reliable way to anticipate the future is to understand the present.”

But in the spirit of the season, I thought it would be fun to gather some of the best predictions in one place for your reading pleasure.  Tell me if you think they are psychic, premature or PR poop!

Inside Facebook 2013 Social Media Predictions for Facebook, Google+, Pinterest and more. Some good input here.   Facebook users will continue to be disenchanted as Facebook tries to ad advertising value.  Google+ will become more business and local friendly.  Pinterest and other visual media will continue to grow with visual content.  Pinterest launched business pages and will soon open to third party developers.  Peer reviews will continue to be integrated into brand operations.

Forbes 2013 Marketing Predictions:  Content Marketing and Social Business  Great thoughts about the growing importance of content marketing.  We have to give customers valuable content that they want.  I am a big believer in the concept of brands as publishers.  The idea that a constant flow of curated information gives brand authority.

406762_10151176789435825_933945807_nHubspot 8 Insightful Marketing Predictions for 2014 and Beyond.  Hubspot correctly points out the overlap in search, social and content as SEO influencers.  It’s more than keywords.  It’s about high quality content.  And for those who think email is dead, think again.  In 2013, it will be more personalized and targeted.  Marketers will need to segment their lists and personalize content.  Marketing will be seen as more of a revenue generator.  In 2013, CMOs and senior executives will allocate more resources to creating a strong inbound engine — generating interest, traffic, leads, and conversions — to support the demand generation engine. And here’s a big one – marketing “campaigns” will decline as more marketers take advantage of the power of real-time communications to grow business. In 2013, buyers instantly engage with brands on their websites, talk back via social media like Twitter and Facebook, and follow breaking news in the markets they are interested.

Content Marketing Institute Social Media and Content Marketing Predictions for 2013.  “My prediction is that the “Content Strategist” role will become an important part of the marketing department in more than just a handful of brands. Michael Brenner,  Senior Director, Integrated Marketing and Content Strategy, SAP.  Yes, it’s about content.  And content includes more visuals – videos, pictures, creative graphics.  And as much as I like infographics, they may have reached their peak.  As Pinterist, Instagram, Slideshare and YouTube continue to grow, we have to think about visual content.
And as mobile usage soars, we need to understand how to maximize content for each type of screen.  Responsive design is really important for web sites.

Search Engine Journal B2B Marketing Predictions of 2013.  Inbound marketing becomes more important.  It’s less about push and more about providing information that your prospective customers seek out.  It’s about responsive design of websites – and shut my mouth, maybe a return to targeted direct mail to stand out from the online clutter.

Media Post 2013 Predictions from Online Ad, Marketing Experts.  The term is “opt-in push” here, allowing consumers to feel more comfortable allowing brands to recognize location, intent and preferences through devices.  Six experts weigh in here on the death of static web pages, campaign integration, integration of search with display advertising, Google dominance in search and the continuing complexities of SEO, and the death of the term “social media campaign.”

PSFK 2013 Predictions.  This is a great compilation by PSFK of thought leaders on a variety of subjects.  One of my favorites is George Parker – The Continuing Bastardization of the English Language.  He tell us that Shakespeare created 1700 words which included advertising!  And puke.  But today we use words in advertising like “artisanal pizza”; get a grip copywriters!  Shantell Martin thinks there will be more personalization with hand-drawn images.  Tom Evans of Saatchi LA thinks brands will become more focused on creating campaigns that engage the consumer based on their interests and passions—as opposed to which social network they prefer.  Yeah!

Forbes Google News Crumbles and More 2013 Media Predictions.  Ashley Harrison says 2013 will be the year that mobile consumption finally raises the bar on both advertising and publishing in the digital age.  It’s a year of change.  Mobile devices will become the #1 way to read news.  I received my final print Newsweek in the mail, and I was a little relieved that they had faced up to the change.   I made a cake from Gourmet Live, the replacement for the venerable Gourmet magazine, that re-invented itself last year.  The gap between consumer time spent and spending on mobile (10% and 1% respectively) creates a truly significant opportunity for advertisers and platforms alike. As digital publications and super blogs get smarter and begin to tap into online and mobile advertising, it will become a major revenue stream for the top players worldwide. In the past year alone, newspapers have lost $13 in print revenue for every dollar earned in digital revenue

Marketing to Women: 7 Tips for Selling Gift Cards Right Now!

November 17, 2012 § Leave a comment

Gift cards are set to reach an all-time high in sales this year.  National Retail Federation’s 2012 holiday consumer spending survey  shows that 81.1 percent of shoppers will purchase at least one gift card and will spend an average of $156.86 on gift cards, the highest amount in the survey’s 10-year history.  Total spending on gift cards will reach $28.79 billion.  We have put together seven tips on marketing gift cards to women right now!

How do you get the most from your gift card business?

1.  Sell an experience.  Maybe you could package a special experience for the shopper – a set of cooking lessons, a day at the spa, a day fly-fishing or a set of special bed linens.  It makes the gift card more personal for the giver and the recipient.  The recipient gets to pick the time or the sizes.

2.  Sell a popular package or specific amount that covers a popular item.  Don’t assume the shopper knows your store.  The shopper may have budgets for spending and may not know what an appropriate amount buys in your store.  A man may need help to know what to spend in a cosmetics or lingerie store.  Almost anyone needs help knowing what to buy a teenager.  And nothing is worse than getting a gift card to an expensive restaurant that doesn’t even cover the cost of the appetizer.

3.  Put together suggested gift lists.  This is another way to let customers know what a appropriate gift card amount might be.  A list of items for $25, $50 and $100 should suggest the right amount for the buyer.

4.  Make sure your website is gift card friendly.  Some 77% of retailers sold gift cards online last year. We know that consumers buy gift cards for convenience so the ability to buy gift cards on your website is extremely important.  Research indicates that many times gift card purchases come from outside the state where you are located.  Make the gift cards prominent on the website and make sure that buying a gift card is extremely easy with as few clicks as possible.  Allow people to share their experience online as well.  Make sure gift cards can be purchased on those smartphones as well.

5.  Make Gift Cards a Main Message.  Restaurants and department stores have long known the value of gift cards but other industries have lagged.  It’s not too late.  Get messages up in your store and at your check-out areas promoting gift cards.  Think about corporate sales and incentives.  Use social media to promote gift cards and the ease and convenience of them.  Put a voicemail message on your phones to promote gift cards.

6.  Send well-timed emails for more online sales.   Time your emails to land in inboxes on appropriate days like Thanksgiving, Black Friday, Hanukkah and Kwanzaa.  This year Hanukkah begins December 8 and ends December 16.  Kwanzaa begins December 26 and ends January 1.  First class domestic mail deadline this year is December 20 and parcel post is December 14.  Research has shown that 50 percent of instant gift card sales take place within 48 hours of Christmas, with December 24 being the top day to purchase a gift card online.

7.  Treat the buyer as well.  Promote a creative offer that rewards the buyer as well.  “Buy $100 in gift cards and get a $20 gift card for yourself.”  Not only do gift cards help your after Christmas sales, but a bonus may cause the buyer to create another occasion for using your business.  Offer specials for people in your neighborhood who may not get out to shop often.  Think about other business owners, first responders and retail workers.

 

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