Marketing to Women in 2016: Ten Trends

January 4, 2016 § Leave a comment

Marketing to Women

Here are some insights that will help us navigate the New Year of Marketing to Women. They are less crystal ball thoughts and more practical information for the new year.

  1. Social is marketing. Women are embracing new platforms of social media and marketing needs to follow. Instagram is now larger than Twitter with more than 400 million users, with 59% using Instagram daily. Some 55% of online adults use Instagram, composed of 31% women and 24% men. On average, millennial moms have 3.4 social media accounts, versus the 2.6 for moms in general. (Weber Shandwick)
  2. Marketing to Moms means marketing to Millennials. Currently, one-third of millennials have children and that number will continue to grow in 2016. Millennials increase their smartphone usage by 63% after becoming moms, and they spend 35% more time on their mobile device than on their PC or laptop. Those numbers keep growing—a trend we expect to see continue in 2016.  Some 81% of millennial moms researched or purchased items via on their phones while shopping in-store this year. And one in four moms do more than half of their shopping online. (BabyCenter/IAB)
  3. Women expect to shop anywhere, anytime. The online shopping tipping point happened this holiday season proving the importance of omnichannel and smartphone shopping. Retail sales were up 7.9% between Black Friday and Christmas Eve, with brick and mortar sales down while online sales grew 20%. And Amazon seems to be the touchstone. A poll conducted by CNBC this holiday season found that about 49 percent of shoppers say they ‘‘always’’ or ‘‘most of the time’’ browse Amazon when they shop online. Amazon says almost 70 percent of its customers this holiday season shopped via a mobile device and the number of Amazon app shoppers more than doubled in the same period. Amazon set the bar high this year with their same day Prime deliveries. In Seattle, Amazon Santa delivered its final pre-Christmas package at 11:59 p.m. on Christmas Eve. Free shipping seems so yesterday in this last minute world.
  4. Generation Z cannot be ignored. While some are just catching on to Millennials, it seems that Centennials or Generation Z (anyone born after 1995) are a new consumer not to be ignored. Gen Z makes up one-quarter of our country’s population, and by 2020, they will account for 40% of all consumers. Gen Z is exerting a powerful influence on their families’ spending. Indeed, 93% of parents say that their children shape their families’ spending and household purchases. Start studying this generation and see how they fit into your consumer world.
  5. Email is still relevant. The widely reported “death of email” was overblown. Research tells us that emails are hugely relevant for women, but they must be mobile-friendly. Best performing emails need to have a special offer, coupon or deal.
  6. The :15 video is the standard. Life is busy and women don’t have time to watch long videos. Consider how-to and product videos showing how the product is being used. Website videos still have a place as well as a source of buying information.
  7. The reviews are in. Nearly 70 percent of consumers and 82 percent of millennials seek opinions before buying, according to Mintel’s survey of 2,000 U.S. adults. Fifty-six percent of respondents said online reviews from people they don’t know help them decide which products or services to consider, and half said they would pay more for a product with positive online reviews. Women rely on reviews more than men. Top factors influencing women to purchase a product (84%) was a recommendation from family, friends or peers.  On average women research 10 sources of information before buying a product (versus two for men). Brands need to give women an opportunity to learn more about them and give them the tools to try, share and recommend. Monitoring your reviews and providing information to buyers is extremely important. Research has shown that 42 percent of customers who complain via social media expect a response within 60 minutes. In addition, 52 percent expect responses at night and on weekends, even if it is not during the business hours.
  8. Brand values matter. Women expect brands to be more open and transparent about their philosophy and values. Brands can’t just sell warmth and empathy in big splashy media but not deliver when they meet the consumer online or in-store. Women expect brand service and brand delivery to be warm and empathetic.
  9. Marketing to women is not marketing to gender or just showing women in ads. Brands need to consider the various multiple roles of women and focus on her areas of interest – children, health, business, shopping.  
  10. Bring back humanity. In a time of big data, programmatic digital and native experiences, the technology seemed to trump the message. In 2016, it is time for a return to the type of brand relationships that win over hearts and minds. We can no longer “sell”. It’s time for valuable content, engagement, personalized communication, and living experiences.

 

 

Five Things You Need to Know About This Holiday Season

October 6, 2015 § Leave a comment

635527976455857363-NAS-DECKHALL-01We haven’t heard Brenda Lee singing Rockin’ Around the Christmas Tree yet, but holiday shopping has already begun.  Around 32 million Americans –- or 14% of consumers -– have started their holiday shopping.  Or should we say 32 million women have started their shopping?

Google has identified five holiday shopping trends we need to watch this year, based on last year’s behavior.

  1. This will be the most connected holiday shopping season ever. Forty percent of holiday shopping occurred online last year and this year will be bigger. We rely more on the internet for holiday research than we do friends and family.
  2. Mobile will continue to influence more sales. Nearly 28% of all retail sales were influenced by shopping-related mobile searches. Fifty-three percent of those who shopped online used mobile smartphones and tablets to make purchases.
  3. Early shopping will take away some of the clout of Black Friday and Cyber Monday. Some 48% of holiday shoppers say they did the majority of their shopping on or before Cyber Monday, up from 40% in 2013.
  4. Consumers more open to new stores and brands for holiday shopping.More than half of shoppers were open to buying from a new retailer and 41% actually made purchases at new retailer.
  5. Holiday shoppers turn to peer review on You Tube. Of people who watched online videos to help with holiday shopping, 68% preferred product videos from “people like me.”

Five Things to Know About 2014 Back-to-School Marketing

July 10, 2014 § Leave a comment

UnknownBack-to-school is in full swing now.  The traditional back-to-school season has changed and marketers need to make note.  The reason for many of these changes are year-round school schedules, just-in-time shopping, online shopping habits and budgets.  The back-to-school season has become more of a pinnacle of an ongoing activity than a confined season.

How big is back-to-school?  The average family will spend $670 on shopping this year, up 5% from 2013 according to the National Retail Federation.   However, 21% of families with children in elementary, middle school or high school reported in a NRF survey they will spend less this year.

Did you know?  Combined school and college spending was estimated at $72.5 billion, making it the second-biggest season for retailers. Winter holiday ranks first at $84 billion and Mother’s Day comes in at third at $21 billion.

Here are five things to know about this year.

1.  Back-to-school shopping starts in July.  Americans began their search as early as June last year.  Google conducted a study during the 2013 season and found that 23% of respondents began back-to-school research before July 4, with nearly two-thirds (65%) starting by the end of July. In contrast, only 35% said they made a purchase by the end of July.  174621

BTS-Content-ConsumptionThe spending is spread out over several months, with traditional spending in August and September.  The early shoppers take advantage fresh merchandise, early bird sales and comparison shopping, while the later shoppers are necessity shopping and maybe taking advantage of end-of-season sales.

One difference in the early and traditional shopper may be their form of shopping.  The early shoppers are using their desktop and tablets to shop, while the more traditional are using mobile devices and shopping in-store.

During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012.  There is a whopping 78% of smartphone owners using their mobile devices for shopping.

2.  Just in time shopping.   The mall has been replaced by online and teens are constantly shopping for new ideas.  The world of disposable fashion has lead teens to take advantage of affordable retailers and wait to see what their friends are wearing.  Digital-native students are shopping constantly throughout the year, even if they’re not buying.

Just-in-time shopping also shows that as many as 50% parents only buy what is essential for back to school and then buy additional needs during the holiday season, when they expect the best deals.  It is a way of spreading out the shopping expense to make it more manageable for their budget.  And parents are saving money by buying store-brand items, shopping sales and using coupons.

3. Online is #3 destination.   eMarketer forecasts that digital sales for the back-to-school season will increase 16.0% in 2014.  One-third of all back-to-school shoppers will make an online purchase, and 45% of back-to-college shoppers will head online.  According to Deloitte, among top back-to-school shopping destinations in 2013, 36 percent of consumers shopped online, moving online shopping to the third destination behind discount and office supply/technology stores, a significant jump from the No. 8 position in 2012.

9754-1652-140701-Back_to_School-l4.  College Online Spending Big.  More than $3 of every $5 aimed at back-to-school clothes and supplies is spent on college-bound students.   A PM Digital report shows online shoppers stealing 37% of this market as the online college segment spends over $1,100 per family.  In fact, shopping expenditures are higher online – with 37.3% K-12 and 37.1% college students buying through e-commerce.

5.  Smartphone Tool for Shopping.  During back-to-school 2013, competitive pricing was the top use of mobile, with 66 percent of shoppers planning to use their smartphones to obtain price information and 60 percent to obtain discounts, coupons, or sale information–up 15 percentage points from 2012. There is a whopping 78% of smartphone owners using their mobile devices for shopping.

What should marketers do this season?

1.  Make sure your campaigns are live now and active through September.  To stand out, thing about using video and consumer stories to help tell the story.  Search should be already in place.

2.  Make sure content is available on tablet and mobile.  Don’t forget social. Hashtags like #stapleshasit and L.L.Bean’s #packmentality, which leapt from social media into display, email and print last season, will proliferate in 2014.

3.  Solicit stories from your customers to drive positive reviews.

4.  Time your sales (early-bird and end of season) to match buying periods.

5.  Differentiate between back-to-school and back-to-college.

 

 

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.

Holiday Marketing to Women: Online Shopping Rules!

November 13, 2013 § Leave a comment

wanders_target_bullseyeThe stores are already decked in Christmas decorations.  Santa has shown up in some malls.  The holiday television spots have started.  And retailers are planning moving up the selling season from Black Friday to Thanksgiving Day.  The holiday reports point to a holiday shopping season that will start online and continue in full force through December.

 eMarketer says the US holiday season online retail commerce spending will be up 15.1% over last year and will reach $61.8 billion.  November and December spending will account for nearly one-fourth of all retail ecommerce spending for 2013.  Total holiday sales are expected to top $602 billion, up 3.9% from last year.

Deloitte‘s annual report shows that 47% of internet users expect to shop online this holiday season and 38% of respondents said they would spend at least half of their budgets online.  Where are they shopping if they are not online:  some 44% said they would shop at a discount or value department store, 28% planned to shop at a traditional department store, and 21% anticipated going to an electronics, office supply or computer store.

The National Federation of Retailers says that online holiday shoppers expect to spend 20 percent more than other shoppers.  The online shoppers expect to spend a net average $884.55 on gifts, decorations, food and more this holiday season, compared with an average $737.95 among all holiday shoppers.

The Google 2013 Holiday Shopping Intentions Study reports that  64% of women, compared with 56% of men, are more likely than men to start shopping early and purchase on the big days.  But some 41% will still be shopping in December.

And shopping has already started.  More than 40 percent of holiday shoppers said they started their shopping in October or before.   Two-thirds of online holiday shoppers started early to help spread out their budget. Another half want to avoid the stress of last-minute shopping and the crowds.  This holiday season will continue to highlight the importance of  smartphones and tablets in shopping.  Shoppers will use them to research products, compare prices, look up retailer information, and redeem coupons.

Value will continue to be important.  Many say they are focusing on what they need and will be making practical purchases this year.  Google finds that 81% of shoppers will rely on discounts, 76% will take advantage of free shipping, and 60% will act on purchase incentives.

Marketing to Women: The Mobile Shopping Love Affair

September 4, 2013 § Leave a comment

We can no longer separate the female shopper from her shopping tool of choice – the smartphone and the tablet.  Retailers should understand that the love affair of women and their mobile devices is deep and growing.  In fact,  57% of women would rather give up sex than give up their smartphone for seven days.

woman-smartphone-app-horiz

Who is the Mobile Shopper?

The mobile shopper is divided equally between men and women but women are more likely to use their devices for physical purchases.  Mobile shoppers tend to skew younger. The majority (57%) are under 45 years old and make up a growing share of mobile shoppers, and 34 percent are under 34 years old.

Nielsen says that both men and women participate in shopping but women are the dominant shopper in every retailer category except convenience stores.  Women drive the larger shopping trips outspending males by $14.31 per trip in supercenters and by $10.32 per trip in grocery stores.

Women Shop Mobile At Home

We are using our devices most frequently at home, according to Nielsen.   More than two-thirds of smartphone shoppers and four-out-of-five tablet shoppers are shopping at home—sometimes while watching TV.   Tablet owners are more likely to be doing research on purchases (59%) and are more likely to purchase physical items (38%) than smartphone shoppers (24%).

Women Shop Mobile In-Store

Smartphones are necessary shopping outside the home.  The are the in-store device of choice for most.  While on the way to the store, 70 percent of smartphone shoppers use a store locator to plan their shopping trip.  Once inside the store, 37 percent stay organized using lists while shopping on their phones.    We use our devices to check prices, and the majority of smartphone (63%) and tablet (53%) owners then use search and scanners to determine price and deals.  At the checkout lane, smartphone shoppers then are more likely to use their devices for mobile coupons (34%) and for payment (23%).

Women Continue After the Shopping Experience

After we finish our shopping, we pick up our tablets to track and share our shopping experience. Some 20 percent write comments on social media and 16 percent use their tablets to write reviews of their purchases.  For the at-home mobile shopper, the majority of smartphone (55%) and tablet (52%) shoppers are using their devices to track the progress of their online orders.

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

July 1, 2013 § 2 Comments

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.

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