I recently attended the “On Line She Trusts... or Does She? The State of Women's Belief in a Virtual World” Webcast. The round table discussion visited this overall looming theme by focusing on what the panelists are doing to effectively position their brands among women who are online today. Having been with Lucid for nine months now, I feel the solutions the panelists provided were expected; something we are very familiar with here at Lucid.
Brands are changing the way they advertise to women online in order to meet changing expectations, and gain consumer trust. To do this, I'd like to share with you how some of the brands at the meeting are accomplishing this:
Looking at the market in a social and phsychographic way, instead of demographic to gain a better picture of how to approach the market.
Providing consumers with the entertainment, content and value they crave, while positioning the brand in the background.
Approaching their consumer within the consumer's online environment. Some brands are leaving content within the consumer's environment instead of redirecting the consumer back to the brand’s site.
I share this information with you because I realize this may be new to some.
While I attended this meeting hoping to learn something new about what tomorrow's demands will be, I was left feeling a little empty. The panelists recognized marketer’s need to adapt with the evolving expectations of their consumer. Then they described how they are taking action today. I'd prefer to know: what are you doing tomorrow?
