Teens are increasingly among the most influential shoppers. They're setting trends and forcing retailers to up the ante on the in-store experience. But if you think you can market to them the same way you're reaching Millennials, you're mistaken. Price conscious and independent, today's teenagers will do their research before heading to the store and have high expectations once they arrive.
“I just don’t have time to exercise!” You’ve heard it a thousand times—and probably said it yourself—and, while it may feel true, it may just be an excuse to cover a lack of motivation to exercise. A recent survey revealed that a quarter of respondents become bored with their exercise programs (they’re called routines for a reason!) and almost half of gym members say they need help to create an effective workout at the gym. Mobile apps to the rescue! These apps may offer a solution for workout weary, time crunched consumers, as well as an opportunity to reach them at a moment of peak relevancy.
In her role as Media Director, Digital Innovation Specialist at Women’s Marketing, Elissa Brown is responsible for integrating cutting-edge technologies and best-in-class digital partners into effective media strategies. She’s a dynamic force of nature at the agency, whether reporting back from SXSW or working personally with clients to consistently ensure their goals are met. To find out what else a Digital Innovation Specialist does, we let Elissa tell us, in her own words.
5 Ground Rules for Effective Mobile Video Ads
As video consumption continues to evolve, consumers are shifting away from the confines of traditional TV to the anytime, anywhere availability of mobile video. Analysts predict that soon, 69% of all internet traffic will come from video, with the majority watching on mobile. I think of a woman’s smartphone as her remote control for life! As consumers’ viewing habits change, marketers will have to identify effective mobile tactics to reach them. Here, are my top 5 proven ground rules for brands looking to create effective mobile video ads.
On December 22, 2015, the Federal Trade Commission issued tougher guidelines on native advertising to ensure that publishers, advertisers, and brands are clearly labeling paid digital editorial content as advertising. Their goal in establishing the new guidelines is to clearly differentiate paid content from editorial. Previously, native ads—or branded content—could have a similar look and feel to the publisher’s own content. The FTC believes this caused confusion among readers about what was sponsored content, often ambiguously embedded into entertainment programming or user generated videos on social media.
During the recession, Americans severely cut back on discretionary spending. Fast forward eight years, the economy has largely recovered, but consumers haven’t reverted to their pre-recession consumption habits. According to a recent study, 40% of women said they cut back on shopping because they realized they simply didn’t need “all that stuff.” But that doesn’t mean that consumers have stopped spending, rather, they’re more discerning about the products they’ll buy. Marketers now need to demonstrate how their products will enhance consumers’ lives and why they need them. Women’s Marketing takes a look at the challenges retailers face and the opportunities to innovate retail experience.
We have brunch, a mashup of breakfast and lunch, so why not “brinner.” a.k.a., “breakfast for dinner”? According to new research, the majority of Americans are embracing “brinner” already—nine out of ten say they eat breakfast for dinner, with more than half of respondents enjoying breakfast foods for an evening meal once a month or more and nearly 25% doing so once a week!
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.
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.