forget the shopper mom; it's all about the solomo mom
DESCRIPTION
The days where dad and the kids were the consumers and mom was the shopper are gone. Mom is now driving the consumption behavior. Why? Because, according to her SoLoMo behaviors, she has moved past the "gaming mom" and has now become much more aware of products and benefits. She is getting aware on social sites, and she is researching on parenting blogs and then making the buying choices for her family. Her multimedia consumption is leading to faster, smarter and better buying decisions. Join us as we take a look at media engagement and activating the SoLoMo Mom. We will look at the differences in how media behavior, geography, culture and other demographics impact these statistics.TRANSCRIPT
Forget The Shopper Mom… It's all about the SoLoMo Mom
Today we are going to see how SoLoMo is changing
the way Moms are interac=ng with Brands.
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About Us
Past Crea=ons:
Story Currently Being wriEen:
Chicago
Digitas: Technology and marke=ng solu=ons Beam Global Spirits and Wine: Premium Spirits Brands
Inspiring new and crea=ve ways to engage consumers
Barbara Liss Director Digital/Social Media Quaker Foods at PepsiCo
Home San Francisco
Rhythm NewMedia: mobile video adver=sing Buysight: Now AOL, behavior targe=ng
Making Offline and Online ac=onable for Brands
Past Crea=ons:
Story Currently Being WriEen:
Rajat Shroff VP Products at Brand.net
Home
SoLoMo (Social Local Mobile) is changing the way people are interac=ng and learning
about Brands and Products.
Source: ITZPublishing
Every 1 minute:
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2000% increase in social data shared from 2005 to 2013
Yesterday’s mom (Early 2000s)…
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She wasn’t as digitally connected
> 3 hours
< 1 hour
2012
2002
Average =me mom spends online in 24 hours
Source: Edison Research 2012
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Average number of online friends Dad:
96 Mom:70
33% 26%
Have friended their kid on a social network
Source Voxox
The Family (Kids + Dad) Were The Ones Online
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“Mom, I really want this!” “Ok….”
Therefore, The Family Drove The Consump=on Behavior
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Brands fine tuned their messaging based on this behavior
Shopper Consumer
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SoLoMo has Changed Everything…….
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Today’s Mom She is Connected
Moms spend 6.1 hours per day on average on
their smartphones.
She is Social
Nearly 1 out of 3 minutes a mom spends online is
on Facebook
She is aware of things…
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Mom Clubs Have Given Way To Online Communi=es That Are Fully Connected
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80% of working mothers use message boards or forums
75% naming it as one of the top two most valued resources for informaKon
“Mom, I really want this!”
The Consump=on Behavior Now Has a Major Influencer
“I know you do, but my social community told me of something be?er”
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Brands Need To Change How They Drive Consump=on
Consump=on Influencer Consumer
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About The SoLoMo Mom
93% of moms have internet access at any loca=on
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Internet Is Mom’s #1 source for info on products and services
Source Google 2012-‐moms-‐digital-‐path-‐to-‐purchase_research-‐studies
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77% of moms follow 1 or more brands on social media
23% follow 10 or more brands
smallbusiness.yahoo.com
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Type of Social Media that most affects the purchase decisions of US mom internet
users
Source:Marketer
Blogs 18.3%
Friends’ opinions online 20.7%
Product Reviews 49.5%
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Mom’s that have made a purchase as a result of a recommenda=on on a social site
(Source: Sta,sta).
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What Does This Mean for Brands?
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Stay With The Consumer Out-‐Reach, But Stop Trea=ng The Mom Only As “The Shopper”
Consump=on Influencer Consumer
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HOW? Make An Impact
At the Right Place and The Right Time
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Social: Content that MaEers
Mobile: Beyond the Banner
Local: Personal to Her
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Brand.net connects Brands to Consumers and Shoppers
We are a naKonal focused digital adverKsing plaSorm driving consumer awareness and in store purchase with unrivaled efficiency
Leading to up to 50% Increase In Sales
What Sets Us Apart Valassis Offline soluKons, together with
Brand.net Digital soluKons, are with your consumers along the enKre path to
purchase
35 billion+ inserts distributed via Shared Mail
70 billion+ FSI pages distributed
6 billion+ solo newspaper inserts
distributed
12 billion+ display impressions served (PC, Tablet & Mobile)
1.2 million+ AdverKsing Signs and Coupons In Store
Sharpshooters®
ONLINE Syndicated
Brand.net offers more data sources than compe==on
ONLINE Proprietary
OFFLINE Syndicated
OFFLINE Proprietary
TradiKonal digital targeKng approach…
Brand.net extends beyond tradiKonal digital targeKng to include addiKonal online and offline data sets…
Efficient Reach
Brand.net provides the high precision of tradiKonal online targeKng in combinaKon with expanded reach uKlizing offline targeKng. ONLINE DATA • High precision • Limited reach OFFLINE • Expanded reach • Quality precision
The Brand.net approach to Efficient Reach
THANK YOU
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