April 18, 2014

Women Dominate Smartphone Use The Chinese say women hold up half the sky. According to new research on smartphone use from Nielsen, ExactTarget, Pew and Simmons Connect, compiled into infographics by financesonline.com, women have a dominant hold on smartphone usage. Everyone knows that men and women think act and feel differently, but women have embraced smartphones as an all-encompassing Swiss Army Knife for life. Men use their phones selectively, like a tool, to accomplish specific tasks. Women are more likely than men to use their smartphones for messaging, talk, web surfing, social networking, games, app downloads and picture taking or sharing. Men and women use email about the same. Men dominate in watching videos, listening to music, reading newspapers and using the GPS app or device. Looking at mobile social media use, men focus on business and dating while women go for relationship building, sharing, entertainment and self-help. Not surprising gender differences affect consumer behavior. Men are 1.5 times more likely to scan coupons or QR codes. Men are less likely to ignore social media ads and prefer commercial messages with cars, sports, action and sexual themes. In contrast women ignore more social and mobile ads, even though they follow 4 times more brands than men. Women prefer ads with sentimental, family, real-life and pet themes. The clear implications for marketers are … Gender Matters. Consider whom you are addressing, both what they doing as they move through their day and how they generally think about mobility and social media. The old clichés and assumptions are no longer valid. Abandon them. Design offers and calls-to-action accordingly. One Size Doesn’t Fit All. If they think, act and use language differently, it only makes sense to create different content aimed at men and women. Target Behavior. Now that you know what they use phones for and the themes that resonate with men and women, time and target messages to intersect natural mobile or social behavior. Efficiently give me the information they’re after and make female-oriented content entertaining and shareable. Honor Half the Sky. Women have been early adopters and are aggressive users of mobile and social technologies. Don’t under-estimate them. Don’t forget their role as household CFO and principal buyer of almost every category of goods and services. Women frequently influence men. And interactions between the genders are often relevant in building brand awareness, consideration and preference.
Tumblr's Timid Ad Play Now that they’ve drawn a crowd and sold themselves to Yahoo, Tumblr is trying to figure out how to make a buck. They’ve marshaled traffic, usage and psycho-demographic stats and are trying to simultaneously associate themselves with Facebook, Twitter and Pinterest, to gain consideration and access to social ad budgets, while differentiating themselves from the competition to attract specific brands and buys. To do this, Tumblr raises a couple of new ideas about the use and value of social networks for brands. Play the Platform. Tumblr argues that they are a two-fer – an independent web platform featuring an easy to use CMS, which can fit seamlessly into a brands’ overall digital ecosystem, and a large and growing global social network. Creating a branded Tumblr, marketers can expand reach, add link juice and add to a robust content strategy by creating a digital brand asset. A blank canvas, a Tumblr blog can be anything, though the more successful ones are highly visual, featuring striking images, videos and gifs. There are no comment options, beyond reblogging, so sentiment tends to be more positive than on other social platforms. A branded Tumblr page is part of the Tumblr network and its emerging topical community subsets. This potentially yields some endorsement by association and the prospect of added viral distribution not to mention a future ad targeting option. Free Virility. In contrast to Facebook, who has choked off access to followers, Tumblr argues that reblogging is an engine of goodness for brands. Each individual blogger creates a Tumblr post, which is often curated and reblogged by others who reach large audiences where reblogging takes place again. They have created a waterfall chart to help marketers wrap their heads around this fundamental social media concept. The only missing part is hard data to prove it. One uniquely interesting aspect of Tumblr reblogging is a latency period. More than half of reblogs take place more than 15 days after an original post. This suggests either that usage is less frequent or intense or that users take their time and give more consideration to the memes they share. But in spite of these interesting sales pitches, buying Tumblr is a challenge. Blog content is highly visual and idiosyncratic. Users only see content from those they follow. To develop significant followings to get substantial reach and or frequency against desirable segments, brands will have to accumulate followers. Brands need to know why people use Tumblr and how either the people and their intentions, moods and behaviors differ from the other social networks. You can follow anyone without his or her blessing so the WOM value and personal endorsement aspect is likely to be weaker than on Facebook. Each user follows a different set of bloggers and nobody has crunched the numbers to determine what the patterns and affinities might be so aggregating audiences at scale is not really possible. Content categories aren’t marketing channels. So far, targeting options are limited to gender and geography; hardly sophisticated tools. For Tumblr attracts 12.8 million moms (referred to as Mumblrs) but there is no clear or easy path to reach them! Tumblr has a sizeable audience but they haven’t yet packaged it to sell to advertisers. Maybe this reflects tension between the original intention of founder David Carp and the aggressive plans of acquirer Marissa Mayer. But unless they get much more serious about slicing and dicing the audience and giving marketers a reason to buy, they will not be competitive.

Danny Flamberg

I am a veteran marketing consultant working with leading and emerging brands

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