Appkodes Tinder Clone Script with Customisable Solutions.pptx
Reaching Social Moms
1. Marketing to Women in a Social World
Erin Hunter – Global Head of CPG Marketing
2.
3. Marketers today get less bang for their buck
Source: Advertising Age Data Center, accessed Nov 2012
1987 2012
Major Global CPG Advertiser
0
2
4
6
8
10
12
14
0
20
40
60
80
100
120
140
Sales/ad$spent
Salesvolume
Sales ($B) Sales/Ad Spend
4. The good ole’ days of centralized
and predictable TV are gone
5. It’s more difficult and expensive to reach the same
audience through TV than it was 15 years ago
Source: Advertising Age: "TV Has A Growing Reach Problem" by Dave Morgan (February 28, 2012)
$11.18
cost of network
primetime per
1000 homes
Target audience 1997 vs. 2012
$24.08
cost of network
primetime per
1000 homes
Reach
80–90%
Reach
60%
20121997
6. 39%
18%
5%
7%
31%Never use a mobile
device to shop
Only a couple times a year
Once a month
Daily
Mobile moms use their phones while shopping
Source: Alliance Data, "The Mobile Mom," April 2013
Weekly
7. Products for which US mom mobile shoppers use
their smartphone/tablet to shop or research
Source: Alliance Data, "The Mobile Mom," April 2013
6%
21%
31%
39%
42%
47%
56%
Clothing
Beauty products
Household products
Toys
Items I need for the kids
Jewelry
Other
14. Great creative on Facebook is … just great
creative
Timely/
User relevance
Initiative-basedSuperiority/
Benefit driven
Base business/
Equity
15. Luxury brand buyers are highly active on
Facebook and have lots of friends on the site
Source: Facebook Internal, Dec 2012
523
avg # friends
active users, U.S.
resident, retail/shopping:
luxury goods12.5M
2.5x
comments
3.2x
status
updates
3.7x
likes
16. She has 25% more friends
Her friends are other moms
Moms’ most trusted influencer is
other moms
More than anything else, she
shares news, photos and stories
about her family
She talks about family 140% more
Why Target Moms?
30. ―Heavy Buyer‖ segments developed based on
volume, sales dollars, recency and frequency
The future is not about demographics
Greeting cards
OTC drug
Grocery spending
behavior
Sweets & snacks
Household
cleaners & supplies
CerealDairy & eggs
Personal carePet care Health foodsFrozen foodsBeverages
Children’s food
& products
31.
32. Consumers receive messages
that are best for them
$18K
$18K
―Top rated in safety: the
all new XYZ‖
―On road or off-road: the
all new XYZ’s got it‖
―Built like a tank to give
you peace of mind‖
―XYZ can do 36 mpg in
its sleep‖
Old Way
Today
F 18–45
Sedan
Outdoors
F 18–55
Sedan
Green
W 18–34
Sedan
Moms
33. Marketers can reach their own consumers
through new platforms
Facebook
Marketer’s CRM database