How can brands in low-interest, low-involvement categories truly engage women in the digital space? Which of women’s digital activities are purchase decision drivers vs. distractors? What do women really want from brands online? Ogilvy, Microsoft and Mindshare teamed up to tackle those questions and more with “Digital Divas,” a groundbreaking study of more than 12,800 women that reveals how the Venus-Mars analogy extends into the digital sphere: how women vs. men live and breathe online and what that means for brands. "Digital Divas" makes sense of the daunting deluge of data on women in the digital domain to tell the story of how women seek, share and shop across channels. We’ll discuss and debate some hot topics, like why women really “like” brands on Facebook and what a “like” is truly worth. We’ll share some surprising new digital developments, like what surpassed peer recommendations and store coupons in 2011 to become the No. 1 influencer of women’s online purchase decisions. And we’ll illustrate how even the least sexy brands are connecting with, captivating and cashing in on women in the digital domains they rule.
by Sara Meaney and Al McWilliams
Let’s face it. Leif Garrett (1979) and Justin Bieber (2011) are the same thing. Both made music videos, both had photo spreads in Tiger Beat, and both look(ed) more like girls than boys. It’s the same marketing formula: brand, messaging and distribution.
This point/counter-point style presentation will discuss examples of how the formula for marketing success has largely remained unchanged over the past decades, despite the rapid introduction of new channels.
The presenters will challenge the audience to think critically about the role of the Internet (distribution channel) vs. the quality of the brands and the messages themselves, while focusing on the need for a “back to basics” approach to marketing and communications, regardless of channel or medium, online or offline. Come prepared to debate and open to having your perspective widened.
9th–13th March 2012