A new study finds finds that content-rich sites, not social networks, are the hot ticket for brands marketing to women
Connectonomics, a newly-released research study from Yahoo! and the brand development and marketing insight consultancy, Added Value, details women’s needs and how they relate to the online channels they use on a daily basis.
Qualitative and online quantitative interviews were conducted with more than 3000 women across the country to understand their most prevalent core needs and which online channels, from social media to blogs to special interest sites, best fulfill those needs.
The following slideshow explores the value of content-rich sites and has some interesting research insights.
- Need States – the common ground: Despite demographic differences, women share the same core needs which revolve around personal growth and a shared interdependence on others. Companies may be better served by understanding women’s core “needs” or what drives and motivates them rather than subscribing to existing stereotypes about Xers vs. Millenials, moms vs. non moms, stay-at-home moms vs. working moms etc. Understanding women’s need states allows marketers to have more relevant conversations with them.
- Different strokes for different channels, not just different folks: Various online channels cater to different need states. Women receive, share and are receptive to information in varying degrees on each of these channels. Understanding this is key to media and marketing effectiveness.
- Power of Anonymity: The study found that the anonymity that content channels offer can lead to deeper emotional connections for women. Women said these sites offer users access to like-minded women and solutions to problems without the risk of being judged by people they know in real life.
- Social media is not a silver bullet: Also surprising is the insight that social media is less relevant in the context of shopping, brands and purchase decisions. Content channels such as lifestyle and special interest sites offer 3x the impact on purchase decisions compared to other online channels, creating much better opportunities for advertisers to build relationships. Marketing messages resonate more with women when presented in the context of content channels as opposed to social media sites.
Read more about the Connectonomics research study.
About Added Value
Added Value, www.added-value.com, provides consultancy on brand development and marketing insight for iconic brands, both big and small, around the world. They help solve clients’ central marketing questions about market, equity, positioning, innovation and communications.
Many clients are Fortune 500 companies, such as AT&T, Microsoft, Ford, HSBC, Allianz, and P&G, but they work with start-ups and challenger brands too.
The company has 22 offices in 14 countries, yet their experience spreads across 150 markets worldwide and across all industry sectors.
Added Value operates under the business names Added Value, Icon Added Value, Oracle Added Value, Cheskin Added Value, AV-Stratosfera and Added Value Saffron Hill.
Added Value is now one of the largest operations within WPP’s Kantar division www.kantar.com, a wholly-owned subsidiary of WPP plc. WPP is the world leader in marketing communications services, employing 135,000 people (including associates) in 2,400 offices in 107 countries. For more information, visit www.wpp.com.
Yahoo! attracts hundreds of millions of users every month through its innovative technology and engaging content and services, making it one of the most visited Internet destinations and a world-class online media company. Yahoo!’s vision is to be the center of people’s online lives by delivering personally relevant, meaningful Internet experiences. Yahoo! is headquartered in Sunnyvale, California. For more information, visit pressroom.yahoo.com or the company’s blog, Yodel Anecdotal (yodel.yahoo.com).
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