Women, Brand Marketing, and Social Media

Two recent headlines summarize the dilemma for marketers:
• SocNet Branding Fails to Sway Women
• Are Women Really Ignoring Social Network Marketing? (eMarketer, September 17, 2009)
Both articles are based on data from a Q Interactive study recently presented at AdTech Chicago. (See the full presentation here; it has a lot of data and includes two successful brand studies.)

First, let’s admit that the research is all over the place and that headlines often fail to capture nuances. We know that women are on social networks like Facebook in large numbers. However the study as reported in eMarketer makes it clear that some brand marketing activities do have impact. In this economy, not surprisingly, coupons and discounts have the most impact—not exactly what brand marketers want to hear. Online ads have much less impact; purchasing advice from blogs, online communities and website have even less. A study by the Marketing to Moms Coalition and reported in Marketing Charts asks the question more broadly and finds 49% of online moms doing product/price research and 45% shopping for their children.


So moms are online; they are researching and making purchases. Why do they report so little influence from online brand development efforts like marketer blogging and use of social networks. Maybe it’s just the word “marketer.” We also know that WOM is still the most trusted source of information. In the study I talked about earlier this month “Consumer opinions posted online” came in a distant, but still strong, second. Surprise, surprise! Consumers have never been highly trusting of advertising. I don’t think it matters a bit whether that advertising is online or in traditional media.

The difference, obviously, is that consumers now have the ability to make their experiences and opinions available online. That puts them in strong competition with marketers who are trying to make their voices heard online. And since “people like me” are trusted to give good advice, their voices have impact. That says a lot about how brand marketers should be approaching social network marketing. In the Kraft and Fisher-Price brand studies in the Q Interactive presentation, you’ll see lots of coupons, which the data says women are looking for, and contests, which are engaging. But you’ll also see growing attempts to dialog with women and to listen to what they are saying.

But there may well be another issue that arises from the nature of the social platforms themselves. A study from BlogHer, iVillage and Compass Partners reminds us that women use different social platforms for different purposes. Social networks are primarily used for social purposes. Blogs score much higher for both getting information and sharing opinions. (See the full presentation here.)

Social media can work for brand development and marketing. It doesn’t come quickly or easily, as I’ve said many times. It’s important to start by recognizing that not all platforms are created equal, as far as marketers are concerned. The corollary to that statement is that it takes different types of marketing effort to be successful on different platforms. Starting from this rather simple premise should help brand marketers develop social media strategies that do have impact.

Consumers Trust (Some) Online Content

We know that traditional media is declining and that consumer attention and marketer budgets are aggressively moving online. One of the comments to a post last week reminded me of the importance of the question, “What content can we trust online?” That motivated me to pull out the Nielsen Global Online Consumer Survey data from this summer and take a look at it. This twice-yearly study surveys 25,000 consumers across the globe.According to the article in AdWeek, “When it comes to trust, personal recommendations and consumer opinions posted online are most valued by consumers worldwide.” Word of mouth from people you know is the most trusted. Consumer reviews posted online are second, although there’s quite a gap. It’s interesting that brand websites are equally trusted. It’s also interesting that traditional media ads rate considerably higher than do online ads.

Additional data from the study, presented in the Marketing Analytics blog, gives another perspective. The study found trust in advertising increasing across the board. According to this report, “consumers today are more trusting of every marketing channel tracked compared to two years ago, save newspaper advertising, trust in which declined a marginal 3%.

The study disclosed some good news for online in particularly banner ads. The percentage of global consumers trusting banner ads grew 27% between 2007 and 2009 and the percentage trusting ads in search engine results grew 21% from 2007 to 2009.” According to eMarketer (August 3, 2009) there are differences between various areas of the world. North America sits pretty much on the average. Even at that, the overall level of trust in online advertising could still be higher.

Why is trust growing? Better behavior on the part of marketers? More need felt by consumers? The respondents feel that advertising helps them make more informed decisions. Some even find it entertaining! I wonder how much the state of the economy has to do with it. Seventy-one percent of respondents agreed or strongly agreed with the statement, “Advertising contributes to growth of the economy.”

That shouldn’t let marketers off the hook; it seems abundantly clear that consumers are looking for information—from their friends, from online reviews, and from advertising. Doesn’t that give a strong message as to what we marketers should be doing?