Guest blog post by Ethelbert Williams, Head of Marketing, Total Beauty Media Group
Search. Like it. Pin it. Share it.? Women online are taking a range of actions that signal ?I need help? or ?I?m ready to craft my shopping list?. These actions present opportunities for brands to raise their profile with shoppers and possibly gain her dollar.
More than 87 million women in the US incorporate digital media into their daily routine.? This number probably isn?t so surprising anymore.? What?s more interesting is what these women are doing online. A recent Total Beauty Media Group study found women spending more than 20 minutes preparing for their shopping trips by flocking to the web to research products, read reviews, seek out the best value and connect with other women about their beauty product experiences. That?s a lot of time and your brand should be there. Here are 3 tips to incorporate into your brand plans to engage in her digital life and get in her shopping cart.
#1 Give consumers more ways to engage with your brand, especially curating reviews
Women are online seeking product reviews and advice. So much so that they are spending 50% more time with web content when related category advice or reviews are available to aid the research process.?? User reviews are the most trusted voice for consumers across the beauty category.? Be sure your brand is curating the best reviews and leveraging as a credential shoppers are looking for.
#2 Entice her with samples and other offers
32% of women report samples as a top influential touchpoint to her purchase decision according to 2011 Total Beauty Media Group sample research data.? Samples uncovered through her online beauty brand research process can elevate your brand?s profile and place your brand in her consideration set.? Beyond converting women through trial, we?ve uncovered many positive benefits from sampling.? We?ve found 84% of women recommend the brand while 80% will talk about the brand online. Both these actions are relevant to elevating your brand?s profile online among a consumer?s peers.
#3 Be relevant and engage her in the right context, across channels
Women are shopping across channels and screens. At the store shelf, at home while online as well as on the go via mobile devices.? Visit addtothecart.com to download more insights around how your brand can get added to her shopping cart while she?s researching products online.? At InnoCos USA in July, I?ll be sharing ways your brand can be relevant to her across channels, with an emphasis on how to engage with the mobile road warrior. She?s leveraging mobile throughout her entire day including while she?s in store. Your brand needs to be relevant during every step of her shopping journey to secure her transaction.
CONTACT:
Ethelbert Williams, Head of Marketing, Total Beauty Media Group
ewilliams@totalbeautymedia.com
www.totalbeautymedia.com
Want to hear more?? Visit?InnoCos?USA conference in New York, 11&12 of July 2012
Click?HERE to download InnoCos conference agenda
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