how to reach moms

UNDERSTANDING THE MOMS

CONTEXT

I am George Achillias, a guy crazy with Maths and Physics but in love with Anthropology and Ethnography@thibetian

THE WORLD changes

Touch-points Talk-points

Retailers Story-tellers

EVERYTHING WE DISCUSS TODAY IS RELATED

Search

AdvocacyContextual

MUM’s USE DIGITAL TO FULFILL different need states

MEME + BABY

ME + OTHERS

INFO: Parenting sites, Blogs & Forums

PURCHASE:Review Sites, eRetailers e.g. Amazon,

Kidicare

BABY TIME: VOD, YouTube, Kids properties & apps

e.g. Disney Jnr.

UTIILITY:Banking, Grocery Shopping, Maps,

Apps

NEWS:News Sites/Apps, Portals

ENTERTAINMENT:VOD, YouTube, Gaming, Websites,

Blogs, Apps

DISCOVERY:Google, Pintrest, Twitter, Facebook,

CONNECT & SHARE:Facebook, Twitter, Instagram,

Skype, Pintrest

this is underpinned by search & ADVOCACY

“ME TIME”-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY

SEARCH

ME + BABY

-INFORMATION-PURCHASE

ME + OTHERS

-CONNECT & SHARE

ADVOCACY

with social channels Performing divergent roles

“ME TIME”-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY

ME + BABY

-INFORMATION-PURCHASE

ME + OTHERS

-CONNECT & SHARE

WE NEED TO reach mums IN THE RIGHT PLACE, AT THE RIGHT TIME (WITH THE RIGHT MESSAGE)

ME-NEWS-ENTERTAINMENT-DISCOVERY -UTILITY

ME + BABY

-INFORMATION-PURCHASE-BABY TIME

ME + OTHERS

-CONNECT & SHARE

THE RIGHT CONTEXT

MUMS MEDIA eco-system

Exposure

Trigger

Inspire

Advocate

Share

Interact

TV PAID SOCIAL

PACKAGING POS

SEARCH

SEARCH HAS TO BE REALLY WELL INTEGRATED

SEO TV Display

•Positional Testing•Ad Copy and Meta Testing

•Ad Goup Budgets match TV Schedules•Upweight PPC spend in specific geo-areas

•Remarket PPC users against GDN•Test Performance Display instead of generics spend

KEY ONSITE FACTORS

Google is unable to discern what the homepage (the most

important page of any website) is about...

1. Page Titles

2. URL

3. Heading Structure

4. Page Content

5. Technical Factors

ONSITE CONTENT IS KEY

Quality Onsite

Content

Original, engaging, relevant

and recent

More likes and shares on social

media

More links to your site

Keyword focused

Improved user

experience

THE DIFFERENCE IN A KEYWORD

Generic keywords

Branded keywords

‘BMW’

‘BMW Hybrid Cars’

‘Cars’

‘Hybrid cars’

BUIDLING AWARENESS THROUGH GENERIC TERMS

‘toys’

‘bricks for toddlers’

‘toys for kids’

Broad search

detailed search

Brandedsearch

Help moms find what they need

Make it easier for the people searching to see the information they need most. Simply adding location extensions, a phone number or a click-to-call button right in the ad can help consumers take action faster.

Engage consumers near retail points

AT THE SAME TIME, MOMS 30+, HAVING A SMARTPHONE THEY ARE ALMOST ALWAYS ON WHILE IN SHOP BUYING

THINGS

http://www.youtube.com/watch?v=MYBURgFgP7w

Key things to have in mind• For every offline action, there is a digital reaction. Make sure the brand is present

for all relevant moments of discovery and research• During an event, or a new IP launch or an important season, augment your other

real-time marketing efforts with a search strategy that presents a timely yet informative message to position your brand in the conversation

• Before an “event”, anticipate the adjacent event searches and be present with brand message, even possibly creating or promoting event-specific content

• Look for opportunities to extend event interest after its conclusion and convert the excitement into demand for your offering

CONTEXTUAL

MISSING THAT MOMENT CAN CHANGE YOUR LIFE

WHAT IS CONTEXTUAL ADVERTISING?

Contextual advertising is advertising relevant to a

consumers interest at that moment in time

CONTEXTUAL ADVERTISING CAN HAPPEN ANYWHERE THAT IS RELEVANT..

Shift from Personalization to Contextualization. Personalization tailors content. Contextualization tailors the entire experience, including content

Contextualization adds data about the customer’s situation in the physical world, including location and motion, available social information, and signals indicating how the customer may be feeling at that moment.

Contextualization also utilizes other factors such as past behavior, past purchases, language, and device used

always Be there

When moms decide to buy something, it may be only a matter of moments between that decision and the purchase online

Always-on content means the brand and the content we create is ready to help and bridge the gap between business hours and customer behavior

Moms need information and they expect brand to supply it. If we don’t, our competitors almost certainly will

WE START WITH CHARLOTTE

1st time mom, 26-32 year old

FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING

ABOUTLifestage

FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING

ABOUT

Lifestage Mindset

FINDING THE RIGHT CONTEXT IS ABOUT UNDERSTANDING WHAT CHARLOTTE IS THINKING

ABOUT

Lifestage Mindset General

THIS ALLOWS US TO EMBRACE THE LONG TAIL

High reach lower

relevance

Lower reach greater relevance

This is harder but better quality

This is easier but less effective

Web

site

rea

ch

Number of websites

EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST

RELEVANT SITES

Identify Charlotte

online

1

Integrate Charlotte into online bidding

data

Identify Charlottes online behaviour

Engage your media agency

Use their profiling research

Analyse existing data taken from owned sites

Build look a like audience

EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST

RELEVANT SITES

Identify Charlotte

online

1

Profile Charlotte for

bidding

2

Integrate Charlotte into online bidding

data

Take key differentiators and match them to bid parameters e.g.

Age

Interests

Visit history

EMBRACE THE LONG TAIL: MATCHING CHARLOTTE’S BEHAVIOUR TO MOST

RELEVANT SITES

Identify Charlotte

online

1

Profile Charlotte for

bidding

2

Automatically deliver ads against page content and Charlotte’s profile

3

Integrate Charlotte into online bidding

data

CONTEXTUAL CASE STUDIES

ACER ULTRA-BOOK CASE STUDY

Challenge

To showcase Acer’s new Ultrabook and build brand awareness of the new tagline ‘explore beyond limits’

InsightBeyond geeks, tech can be quite dull. Bring tech benefits to life with real world benefits

Creative output

Keither Sutherland imitates his most famous role as 24’s Jack Bauer in his unrelenting search for the very best cupcake ingredients.

Solution Place ads around film, entertainment and 24 sites

Create the context that fits into moms’ life

http://www.youtube.com/watch?v=XFyj0_UF6yY

ADVOCACY

Advocacy marketing identifies individuals that have influence over

potential buyers, orienting marketing activity around these influencers

WHAT DO WE MEAN BY ADVOCACY MARKETING?

WHY DO WE BOTHER WITH ADVOCACY?

• 64% offer advice• 61% praise brand• 52% criticize brand• 51% share content brands produce

Source; TNS

A recommendation from a trusted friend of our mom conveying a relevant message is up to

More likely to trigger purchase than a low-impact recommendation

Our Mom’s friends are 70% more likely to be seen as a good source of information by people around them

CREATING ADVOCACY

START WITH CHARLOTTE, AGAIN….

Lifestage Mindset General

TWO TYPES OF INFLUENTIAL INDIVIDUALS WE CAN ACTIVATE

Advocates are connected non professional individuals who have enough impact to affect purchase decisions around toys for toddlers

AdvocatesInfluencers

Influencers are professional bloggers/ super users about the subjects Charlotte is interested in whilst

considering toys for her toddlers

It’s likely these relationships already exist

NOT ALL INFLUENCERS ARE EQUAL, SOME ARE MORE EQUAL THAN OTHERS…

Comms role

Market reach

Frequency of Impact

Influencer impact

Independence

Expertise

Persuasiveness

Thoroughness of role

DIFFERENT TACTICS ARE AVAILABLE TO PERSUADE INFLUENCERS

Content RewardEgo

CONTENT IS THE PRINCIPLE ENGAGEMENT STRATEGY

Content Need to think like a journalist; what is it they as respected bloggers want to tell their audience?

Deliver pieces of content that are:

Authentic

Insightful

Relevant

Entertaining

Content can include

Reports about major purchase barriers: cost, reliability, speed, convenience

Consumer studies

New angles on product demo

Consider engaging you PR agency

CONSIDER HOW THEY ARE GOING TO IMPROVE THEIR RELATIONSHIP WITH THEIR AUDIENCE

Two main strategies: Exclusivity and CRM

Exclusivity

Unique content only available to that influencer

CRM

Identify a relevant cause and work with the influencer to develop CRM activity

Make over of local community resource

Support/ start a social movement/ campaign

Ego

THE ONE MOVEMENT WE ALL REMEMBER:A CAMPAIGN DELIVERED WITH HUMAN VOICES

MONEY TALKS….

More appealing to advocates than influencers

Reward can alter depending on advocacy strategy

Simple reward programs for recommending or distributing our content

Larger rewards for member get member to build our advocate pool e.g. recommend to 5 friends

Negatives

Reduced authenticity

Lose of control of quality of advocacy

Reward

ADVOCACY CASE STUDIES

BUZZ AND VIRAL ARE TACTICS AT THE HEART OF ADVOCACY MARKETING

ViralLeveraging social networks to drive

awareness

BuzzGenerating free awareness by

‘hyping up’ consumers

CURIOSITY DELIVERS LOWER AWARENESS BUT HIGHER LIKELIHOOD TO SHARE

Philips ‘due date club’ connects expectant mothers

•Due Date Club•First rule of Due Date Club? Talk about pregnancy and parenting with other mothers in your area

•This gives Philips AVENT the chance to not only provide professional advice to first time mums, but also to guide them through their pregnancy and connect new mums together as they go through similar experiences.

Ovaltine encourages mum to share her favourite quotes

•Ovaltine has launched Quotograph, a Facebook app where fans can take the timeless nuggets of naive wisdom their kids emit and share them with the world.

•The effort includes an outreach programme that’s equipped mom bloggers to host contests and hold drawings for $100 Visa gift cards for readers that participate in the project; $1 discount coupons are also available to willing participants.

PUTTING CONTEXTUAL ADVERTISING AND

ADVOCACY IN PRACTICE

BOTH CONTEXTUAL ADVERTISING AND ADVOCACY SHARE MANY OF THE SAME PROCESSES

Contextual

advertising Advocacy

STEP BY STEP IMPLEMENTATION

Step 1 Build a picture

Step 2 Brief agencies as one team

Step 3 Platforms and technologies

Step 4 Implementation

Step 5 Pre launch

Step 6 Go live and beyond

Build a pictureDefine target audience

Who are they, what do they do? What do they like? Where are they?

brand/ Media

Identify purchase trigger points

Moving house, lifestage change, home improvement brand/Media

Use existing knowledge

Share with your media agency partner. We love this stuff! We can use it to help build more audience insight and help with the campaign idea

brand digital

Contextual only

Think of a list of search keywords that are current, relevant and also fit with your target markets day to day consumption around the product (e.g. dishwasher)

brand/ Media

Advocacy only Decide what content you have to deliver/ wish to create brand

Brief creativeDefine success Is it eyeballs that view, is it

engagement, is it site visits? brand

MediaBrief on budget, scale, markets to be involved, target audience, data, past learning or experiences and KPI’s

brand/ Media

Creative

What message should you be sayingWhat tone of voice (i.e. should you have different executions for diverse environments)Type of Creative (i.e. do you use standard formats? Most successful?)

brand/Creative

Contextual onlyAgency/Client to provide supplier best performing keywords from search activity (PPC and Organic) to include in their ‘keyword cloud’

brand/ Media

Advocacy only Identify influencers and value to the campaign All

Platforms and technology

Trading platform choice

Media agency build a bespoke content network around the target audiences habits? (e.g. target content around homes, moving homes, babies, parents, reviews sites)

Media

Campaign specifics

Dates, timings, creative assets, costs, align with KPIs

brand/ Media

Creative alignment

Ensure full range of creative formats are available

brand/Creative/

Media

Contextual only

Chose what related content will run against specific keywordsWork with creative agency to build different messaging based on the different content

brand/ Media/ Creative

Implementation

Media

• Create plan for sign off• Agency to brief in provider• Media agency to share estimation of

campaign success against KPI’s to client

• Set and define when to optimise the campaign

• Set and define when to report on the campaign

Media/brand

Creative Seek creative approval Creative/brand

Advocacy content Create content/ surveys/ reports for launch and post launch activity Social team

Pre-launch

Media

Media agency and provider ensure that all tags for a campaign are correctly set up, link where they want to link and that creative and link/tag matches the destination

Media/brand

Creative Test the creative in a non live environment

Creative/brand

Final checksFinalise timings and any creative issues to be aligned between media and creative agencies.

All

Advocacy onlyBegin to build relationship by reaching out to key stakeholders and influencers

Social agency

Go live and beyond

Optimisation

Optimise in real time; based in data, relevancy of the cookie (Customer) and creative. And against the set KPI’sListen to advocacy via Radian 6 and respond

Media

Analysis

Supplier will send across regular performance updates to media agency – regularity to be decided upon by the agencySupplier to send across optimisation reports to media agency

Supplier/ Media

ReportingMedia agency to update brand following analysis: Frequency agreed by brand and agency

Media/brand

REAL TIME PLANNING

Today's media, technology and data provide the channels to facilitate adaptive marketing

FROM:Big data

TO: Useable data

Rapid & tailored activities =increased relevance

Tailored marketing activities reduce commoditized communication, allowing for personalised messaging,

and consumer response feedback

PLAN FOR THE MOMENT. ALL RELEVANT MOMENTS

Always-on targeting

LiveResponse

Content Calendar

Scenario planning

REAL TIME PLANNING=ADAPTING MARKETING SCHEDULES ON THE

FLY, IN REACTION TO NEW DATA ABOUT HOW CUSTOMERS BEHAVE

Don’t just wait for the moment• Turn on an always-on approach to engaging in everyday moments. • Develop a proactive content calendar• Plan for possible scenarios, both good and bad, including the

response to the campaigns• Become a truly real-time team by learning to respond “live”

EVERY TWEET OR A POST CREATES A MOMENT.

EVERY CAMPAIGNCREATES A MOMENT.EVERY TV PROGRAM

CREATES A MOMENT.EVERY EVENT

CREATES A MOMENT

PLAN FOR THE MOMENT

WE NEED TO LISTEN AND THINK NIMBLE

Build great campaigns…

..then develop and nurture them at key moments and in response to the desires of the consumer..

• Real time planning uses listening platforms to understand what our consumers are saying across different touchpoints and responding to them

• Being credible in these spaces requires us to have adaptive creative content and to move with speed; be nimble

What it is the one key even brand should align to the coming months?

ADAPTING TO PHYSICAL CONTEXT HELPS BRING THE BRAND TO LIFE

90

https://www.youtube.com/watch?v=GtJx_pZjvzc

This BA execution used big data to

match up when BA flights were going past, and pulling

this into the creative execution

in real-time

PHYSICALCONTEXT

REAL TIME IS NOT JUST FOR THE DIGITAL SPACE

Google brings predictive planning to London bus stops and tube stations

The displays tap into Google Now technology, a predictive planner that uses contextual information to present the most relevant information to users.

The screens provide locally relevant information, e.g. directions, or advice on where to eat in the area. On rainy days the screens will likely recommend an indoor activity like going to see a movie.

PRODUCTCONTEXT

When it goes well, it can be legendary….

100

KPI’s / Benefits• The generic benefit of RTP campaigns is that brand will be able to communicate with moms

when they are more likely be receptive to your message, which is very important in a low interest category

• This means that consumers are more likely to notice and act upon your messaging• Which creates more effective advertising• Which creates more ROI, and greater profit

• A standard KPI for RTP campaigns is that we would deem our RTP activity to have been successful if it perceived to be more successful than the equivalent standard plan laid down in the traditional way

• Like for like methods for analysis include, econometrics, bespoke creative testing (in situ), and comparing country performance one with RTP one without

101

Summary

• We recommend employing RTP in more than one region to test it’s efficacy in the short term

• Presuming success on relatively small budgets it should be rolled out into more region, advertising more products wherever opportunities arise

• We should use the 7 stage planning process to get RTP started

Bring it all together for the brand brand

AT THE END OF THE DAY

Our Macro approach“Move a percentage of budget from individual campaign marketing to a

consistent digital presence”

1 2 3 4

Campaigns

1 2 3 4

SOCIAL / DIGITAL

“Always on” base of social / digital, with stand alone

campaigns bursts

From To

Surface.

An iterative approach

Learn

Refine

Repeat

Test

THANK YOUGeorge AchilliasGlobal Strategy Director

MAKE REAL TIME PLANNING HAPPENTWO SCENARIOS

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