We all know that the mobile device is important to reach our target audiences—and the penetration is staggering. Then why are brands not shifting enough money to solid long-term strategies for mobile initiatives directed towards women, the key purchasing influencer and the CEO of the family? Even digital brand plans still do not capitalize on mobile devices in the hands of the consumer—and they are almost always on.
Boston Consulting Group estimates women control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spending. And this consumer has changed. Martine Reardon, Executive VP of Marketing at Macy’s, speaking to Ad Age, described the retailer’s 25- to 49-year-old female target: “Ten years ago she was probably at home. Now she is a working mom. She’s juggling many, many balls. She may still be home, but she’s working from home.”
Mobile Spend Must Increase
Marketers must therefore use new approaches to reach consumers who rarely have time to sit and are simultaneously doing something else. The reason mobile spend must increase: This female consumer moves through all of those activities, she carries a phone, most likely logs onto Facebook, and watches YouTube.
Facebook, for example, a mobile app, is an amazing media platform. It is the most sophisticated predictive reach and frequency channel we have ever had. What is important about the platform? You now have modestly 200 million people a day, checking in 14 times for 32 minutes. So when did your brand show up in those 14 checks? It is proven and it is a must, but used as an ad platform, not a PR campaign, brand page, like, or share platform. With these numbers, traditional media measures of awareness are off the charts. If you ran a TV ad in your career, there is no match (as proven by P&G) to the reach of the Facebook platform. Rx and non-branded communications reach more people in a week than a TV ad did in six weeks.
Some bold steps need to be taken. As a first step—and to keep pace with the U.S. demographics—we must include Hispanic women as lead female target consumers—not in a multi-cultural plan, but in your general market plan. According to Liliana Gil, Co-founder and President of XL Alliance, Latinas are outpacing Caucasians in growth, and savvy Latina consumers rely on technology and are interested in new options to manage their healthcare. Make that targeted messaging about the family, not individually focused as in general marketing.
Understand the female connected consumer’s gatekeeper role. She is clearly the healthcare decision maker for the entire family, from children to elderly parents. Tailor your digital screens and messaging accordingly.
Focus on healthy living content for the female mobile consumers—even when explaining more serious health issues. She engages more in campaigns promoting wellness rather than those dealing only with serious issues.
Leverage digital to extend the caring touch of all of your patient support programs in the company. Optimize and customize communications based on engagement along the patient journey. Continue to leverage ongoing engagement via email and text.
The phone is the first check in the morning, and is on throughout the day. Now more than ever before, we need to accelerate our reach of the connected female consumer using mobile-first technologies and plans.
