Are Moms The Perfect Target For Brand Engagement?

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It has long been known that if you can get your timing right, then brand engagement can produce long term brand loyalty. Mothers appear to be a perfect candidate for brand engagement if you can gain their attention in all the right places. Gaining their attention could be a difficult hurdle to cross; do it well and you may gain loyal customers. The question is how to gain their attention.

The art of reating engaging content for moms is no small feat. Knowing how to get that content in front of them can be a science in itself. There have been numerous reports over the last 18-24 months reporting on demographic trends and their use of online services. The fastest growth in internet use is in the female demographic and a recent report suggests that moms are more likely to use search than non-moms. The report suggests that moms will use search twice as much as non-mums and that they are quite savvy in they way they use search.

Search is the number one activity for moms (85%) followed by email (83%). Shopping was down the list at number 4 (72%) and social 5th (67%). Those numbers are important if you want to catch their attention particularly if you want to catch their attention early.

When it comes to search, there are three other factors to be considered. The first is that mom’s place a lot of trust in Google. This then leads to them selecting results from above the fold and rarely going below the fold, let alone to page two. The third factor involves the use of long tail searches. Moms are most likely to use sentences, often in the form of questions, when conducting a search.

Based on that information, the logical places to target are the search engines using long tail keywords. If you can gain a listing above the fold on page one, then your halfway there. If getting to page one is too competitive, then PPC advertising may be an option that can achieve similar results.

What is often forgotten is that 67% of moms engage in social networking. That’s where brand engagement can create initial ties. Search engine results (paid or organic)  will then reinforce those ties creating a strong brand image in the mind. If you can put it all together in a successful campaign and then follow up with quality products and/or service, you may just win the hearts of moms as they become loyal long term customers.

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Wisk laundry detergent unsoils the Internets.

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According to a recent press release, Wisk laundry detergent has just come out with a new app called Wisk-it that allows you to clean up those embarrassing photos on Facebook with the click of a button. Wisk is a real detergent company that’s been around since 1956 and are famous for the “ring around the collar” TV campaign that was a big hit in the 1970’s. I recently did a video post about how an automobile company manufactured a detergent to help sell a sporty new line of car. But here, we have a detergent company manufacturing an app that helps you clean facebook of those pics you wish would just go away. I think it’s a brilliant way to reinforce brand values of a company that’s all about cleaning. Here’s how it works.

“¢ Once installed, the user is offered a removal request to send to the photo’s owner, such as: “Are you serious? Please wash this one away!” “Where did you find that photo???” and “This photo has got to go!”

“¢ Want to get more personal? Users are also provided with the option to personalize the removal request allowing them the forum to plead their case on why this photo should never have seen the light of day.

“¢ Once the owner receives the removal message, he or she is prompted to install the WISK-IT application and “wash away” the compromising photo. Users are also offered the opportunity to search their friends’ photo albums that may include problematic snapshots.

“¢ All Facebook users can invite their friends to “clean up” their own Facebook image with WISK-IT.

Want to try it out? Install it here at wisk-it.com or if you’re not in the mood to clean, sit back and relax by clicking on the video below.

Taxi NYC makes ingesting fun again.

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Are you allergic to peanuts? Are you lactose intolerant? Does eating fish give you the hives? If you’re one of the 70 million+ people in North America who suffer from food sensitivities or food allergies, help is on the way. Today, advertising and marketing think-tank TAXI New York announced the release of FoodContentAlerts.com, a free online and mobile tool that allows you to catalog and manage the foods you eat. It’s both a web and mobile tool that you can customize for your particular food sensitivities. You can even design your own custom home page with drag-and-drop style layout elements right on the site. No only do you get to  control the content, you can even match up with other people who share similar profiles so you can share recipes, advice and build a community. Once you’ve got that all set up, you can access everything you create online from your mobile phone. Pretty cool. According to FoodContentAlerts.com, the site’s features include:

My Safe Foods: Allows users to create customized lists of “personally approved” foods and share them. A great way to find new recommendations for people on restricted diets.

My Recipes: Input your own recipes, discover new recipes, share with others, and add ingredients to a shopping list or share with friends and family.

My Shopping Lists: Create and manage multiple lists; update or add items from your safe-foods list; and share with teachers, daycare facilities, camp counselors, friends and family.

Community Forums: Share ideas with other people suffering from food sensitivities.

News Modules: Receive up-to-the-minute product safety alerts or custom information on food allergies, celiac and more – from around the world.

Mobile Access: Many features of FoodContentAlerts.com are designed to be available to anyone with a web-enabled phone, allowing users to access their online account to verify that a product is on a safe-food list, check a recipe’s ingredient list and more. Mobile works on just about every web-enabled phone around the world.

Boun appetito.

Branding your company with micro blogging

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According to a recent New York Times article small businesses are utilizing micro blog technology like Twitter in lieu of advertising and marketing campaigns. According to the article, “small businesses typically get more than half of their customers through word of mouth, he said, and Twitter is the digital manifestation of that.” By microblogging, small businesses can broadcast deals and offers to loyal customers and those just interested in their business. Location based services like LA based Kogi and Coolhaus can tell their customers where they will be on any given summer day in the city of angels. I think the increase of small businesses is also due to the fact that business owners often don’t have time to think about marketing strategies; Twitter facilitates getting the word out. Plus, a business owner can tweet by phone app whilst ringing you up for that sushi sampler you just ordered. No need for fancy ad or flyer when you can tweet at your hearts content.

For more traffic, sprinkle on the green fairy dust.

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Is the importance of page ranking ranking lower than it used to? Yes, according to Google’s Matt Cutts. The holy grail of search marketing used to be figuring out which phrases ranked highest so that you garnered the most clicks with the least effort. But times have changed. In a recent interview, Mr. Cutts reported, the challenge is not to pay so much attention to ranking, pay attention to traffic, pay attention to conversions and keep building good content and don’t worry about ‘can I show people that I rank number one for my trophy phrase.”

That’s not to say that page ranking isn’t an important factor. It still is. But just because someone clicks over to your site doesn’t mean diddlysquat. Is that visitor converting? Is a sale happening? In the non-pixilated world, putting a “sale” sign on a retail storefront is enough to get people to take a peak. But that doesn’t mean the gawkers are going to buy whatever it is you’re hawking. Other factors come into play; the quality of what you’re selling, the price, the way it’s displayed, etc. The list of factors goes on and on. And so it is in the wonderful world of online retailing too.

“Paying attention to the content on your site, building good stuff, those are the things that will help. Not “can I get my PageRank higher with one more sprinkle of green fairy dust?”, says Mr. Cutts. But then again, there’s no real data on the effectiveness of green fairy dust. Or maybe there is; Matt’s just keeping it to himself.

Enzo F. Cesario