It’s not just mums marketers are failing (‘The five myths of marketing to mums’). Too many brands concentrate on female stereotypes, treating women as a homogenous group rather than individuals. Worse, they are often ignored by marketers, or patronised with a ‘pink it and shrink it’ approach.
Women are complex and play multiple roles. They are also demanding and brand literate. So it is surprising that brands still use such a blunt approach to marketing to them, especially as you can create communications that have greater appeal to both sexes by considering the discerning female perspective.
Sam Ellison, managing partner, Red Shoe Brand Design
A right loyal pain
One further challenge facing Tesco Rewards is the sophistication of its customers when identifying online offers. I recently received an ‘exclusive member offer’ for Sky TV from a sports association. But with some research anyone with a browser could have found a similar offer.
Loyalty marketers need to better understand internet-savvy customers who can track down value. If companies want to impress, innovation is vital, but honesty and exclusivity are traits that are missing from so many loyalty schemes. In turn, this leads consumers to think they are beating the system when genuine savings are made, which is not conducive to a long-term relationship.
David Saxon, chartered marketer
IAB standards a good start
The IAB’s new viewability standards are welcome but are just a starting point for a deeper discussion.
First, is the standard ‘50% of an ad must be in view for one second’ good enough? As viewability tools increase granularity of reporting, advertisers will want more.
Second, mobile and video ads are securing a bigger share of budget but are not included in the standards.
Finally, what are the right expectations for viewability? The industry needs more sophisticated analytics to better predict the impact of fickle consumer viewing behaviour on viewability.
But overall, the standards are important in reflecting advertisers’ desire to regain control, question the accountability of their digital media spend and demand clarity of ad delivery and measurement.
Mark Connolly, chief revenue officer, AudienceScience
Vouch for customers
Your article ‘A personal touch gives smarter rewards’ overlooked data as instrumental to enriching a consumer’s online shopping experience.
Brands must recognise the need to provide a dynamic shopping experience online and offline, especially one that rewards customer loyalty with relevant offers based on their live and previous browsing and purchases. If you deliver these, you will increase customers’ propensity to buy.
Data plays a big part in this but so does a deep understanding of the customer. Data has to become insight. It is true that customers can be a brand’s biggest advocate and a crucial marketing asset, but you have to understand why they are a customer in the first place and respond with the right offer.
But be ready to adapt, what’s hot today might no provoke the same engagement tomorrow.
Christopher Kollat, country manager UK&I, Teradata