In 2015 we heard a lot about Millennials and the millennial buying power. Marketers called them “enigmatic” and questioned their brand loyalty, yet almost every brand was actively trying to appeal to this demographic. And perhaps that was the problem: instead of looking at demographics alone, marketers should be digging deeper to uncover key psychographics about their consumers: persona based marketing While demographics explain who your customer is, psychographics explain why they buy. Combining basic buyer and demographic data with richer psychographic information helps brands generate a comprehensive profile of their consumers and offer a detailed view of their buying habits and lifestyle preferences. This results in deeper, data-driven insights and enables marketers to more effectively speak to consumers.
Each January, 81% of Americans resolve to get fit, lose weight, and live a healthier lifestyle. How many people actually keep their resolutions? Researchers found that only 8% reach their goal. Yet, every year they try again with the hope that this time they’ll be successful. Our infographic illustrates the tools consumers are using to help keep them on track to reach their health and wellness goals in the new year. Have you resolved to increase awareness about your brand? Learn how Women’s Marketing, a media planning agency, can help you to reach your marketing goals in 2016.
Filed Under: Digital
Everyone is talking about the hot beauty trends for 2016, but we’re looking a little farther into the future. Beauty industry analysts have identified four cultural shifts and economic factors that will impact, and potentially revolutionize, the industry beyond 2016. From high tech to homemade, Women’s Marketing offers a glimpse into the opportunities and challenges beauty marketers will face in the not-too-distant future.
The consumer has spoken and food and beverage marketers are listening! This year’s trends reveal a continued interest in healthy, whole foods and products free from artificial additives. While gluten-free and high protein foods continue to ring up strong sales, there’s a new crop of good-for-you foods entering the marketplace, from anti-oxidant infused beverages to sippable soups. Conscious customers' desire for convenience and products that align with their perception of a healthy lifestyle, continue to drive innovation in the food and beverage categories, including eight trends we explore below.
Coupons may seem old-fashioned, but value is always in style! Researchers found that 62% of consumers say they take action to save on groceries with nearly all mobile users saying they searched for a mobile coupon in 2015. Another study found that 70% of consumers want coupons for the products they buy the most and almost half welcome coupon messaging on their smartphones. Contact Women’s Marketing to learn if adding coupons to your plan can enhance your mobile marketing strategy.
Filed Under: Digital
If marketers have one goal, it’s to reach consumers at the moments that most influence their decisions. Historically, those touchpoints were understood through the metaphor of a funnel—but today the path-to-purchase is more complex. Shifting consumer attitudes and multiple connected devices have changed the traditional linear path to resemble more of a maze. The explosion of digital channels, the always-on media ecosystem, and the emergence of an increasingly discerning female consumer is challenging even the savviest marketers who are choosing a marketing strategy.
The term “opposites attract” is never more apt than when discussing fashion—from mixing couture with fast fashion to athletic-inspired evening wear, the industry is constantly shifting perspectives to create modern viewpoints that reflect contemporary culture. Of course, this reflection on society is played out in the press, and increasingly, with women and social media. In 2015, we saw brands stepping up their presence on Instagram and livestreaming fashion shows on Snapchat, and Periscope. Interestingly, the trends that we’re seeing for 2016 seem to validate our opposites attract theory—from 70’s inspired skinny, high-waisted denim flares to futuristic tech-infused neoprene, to social shopping and engaging retail experiences, we take a look at the trends we expect to disrupt in 2016.
Consumers have been given a voice…and they expect it to be heard. A recent survey found that 67% of consumers frequently seek recommendations from family and friends when considering a purchase. Increasingly, their opinions are a critical factor in their decision to push the buy button. Our infographic illustrates the power of positive reviews for brands and the important role they play on the path to purchase. Are consumers giving your brand the love it deserves? Contact Women’s Marketing to learn how our strategic media and marketing services can earn your brand a thumbs up.
In 2014, Women’s Marketing partnered with Rodale to research the emerging consumer wellness trend. Based on our findings, we predicted that the wellness mindset would creep into all aspects of everyday life and emerge as one of the preeminent consumer trends of the decade. Today, the global wellness industry, which includes ten sectors including, beauty, vitamins and supplements, healthy eating, weight loss, fitness, alternative medicine, and wellness travel is estimated at roughly $3.4 trillion. And with a growing obesity and chronic disease crisis in the U.S., analysts believe that double-digit annual growth rates in the wellness sector will continue as more people proactively shift dollars toward preventative care, changing the way they eat, exercise, travel, and live.
A recent survey found that 82% of women believe social media drives the definition of beauty. This is incredibly powerful. It represents a dramatic change from a time when established industry tastemakers set the trends. Today, through selfies and influencers who’ve established themselves on social networks like YouTube or Instagram, women are seeing beauty through an entirely new lens. Marketers are already responding with an inclusionary approach to imagery, selecting diverse models and celebrity endorsers. As we approach 2016, Women’s Marketing takes a look at more trends that are poised to change the beauty industry’s perspective.
While Hispanic Americans have a variety of motivations and interests, researchers have found that living a healthy lifestyle is a common theme and a top priority for a majority of this group. Health and wellness brands will want to understand the unique perspective and needs of this growing community. Women’s Marketing offers a glimpse into the mindset of the Latina consumer to understand the role of health and wellness in her life. Women’s Marketing has deep insight into the lifestyle and purchasing priorities of female consumers across all demographics and psychographics. Contact us today to learn how we can put our expertise to work for your brand.
It seems as though it was only yesterday that we were making our media predictions for 2015. We said that social and mobile would explode, we told you Instagram would maintain high growth rate, we knew that brands would shift their marketing efforts into listening to their social communities, and envisioned that data would become a key factor for, well, just about everything. Now that 2016 is upon us, we’re anticipating big things for the coming year. Below, we provide insight into the media trends for 2016.
“Mom, what’s for dinner?” This question is asked every single day in households across America. And for many women, the answer is strikingly similar night after night. In a recent study, researchers found that 50% of women said their number one meal-time challenge is boredom. It seems that American women are preparing the same repertoire of meals week after week—and if they’re tired of making the same dinners time and again, it’s likely their families are bored too!
Women’s Marketing takes a peek into the closets of American women to learn what motivates them to shop, what she buys, and how much she spends. From tops to shoes, women of all ages are indulging their shopping habit. Women’s Marketing offers our clients innovative strategic thinking and bespoke strategic media plans. Contact us today to learn how we can position your brand as a trendsetter.