The engaged viewer

What's the value of an engaged viewer? This is the headline of Google's True Video launch announcement on YouTube. The answer may arguably be, 'everything'. An engaged viewer find value in having their need state met. Engagement invites conversation and hopefully a long term relationship if not a transactional one. True Video simply enables viewers to decide which ads they see when. This puts user centricity and relevancy at the forefront - delivering messages to the right person at the right time in the right environment. This is a trend being embraced by many, including Hulu with their self-selecting ad capability.

In its five years of existence, with 3.5 years under the Google umbrella, YouTube videos are streamed 2 billion times every day and YouTube is ranked as the second largest search engine behind parent Google. According to Mintel, watching videos over a PC is the most popular way to view videos, with the majority of those under 45 years of age doing so - particularly watching TV shows. eMarketer notes that video leads in the creation of 'magnetic content' defined as content that consumers genuinely want to engage in and pass along to others. The upside for brands is that they only pay when someone actually views their ad or video on YouTube - so it is win-win for the media publisher, the audience and the brand.

So, as marketers, the need to establish a reciprocal value, served within the context of relevancy, extends beyond merely creating the video, but also in redefining the 'ads' served as well. Shifting from advertising to engagement, awareness to education, push to invite - will be key success factors a brand's ability to form and sustain a relationship with their audiences. Perhaps instead of focusing on creating a marketing plan, we need to shift to understanding what our brand's value plan is.

New media in a constantly new world

We are all acutely aware of the fragmentation of media and the declining impact of pure 'advertising'. New media changes things in that it constantly shifts the balance of power from paid media to owned and earned media. The recent Mintel report on Attitudes Toward the Internet and New Media Marketing reports that consumers are more likely to click (42%) to arrive at a purchase (23%) from a webpage link than they are from a search ad, email ad, or banner ad. This means that to engage target customers effectively, brands must fragment their presence - but also their value and relevancy.

Consumer trust in the information provided by third party Web sites is on the rise, particularly among the under-45s and highest income groups with close to half trusting this type of content, according to Mintel. With 57% having social networking profiles, social networking sites (SNS) are part of this footprint. Smart brands are also tapping into blogs, video distribution and content syndication as well. This is no longer forward thinking, it is survival.

Despite the still higher penetration of traditional media ads to new media ones (86% vs. 44%), new media is increasingly displacing traditional with its measureability and credibility. Hulu, the online TV/movie video site starting asking viewers "was this ad relevant to you?" and also plans on offering surveys in lieu of watching ads to view content. Ads related to user interactivity are the most successful in terms of purchasing pull-through - earned/owned media sites certainly are a part of this. Lastly, organic or natural search engine optimization (SEO) is critical. It's no wonder that a third of the increase in new media spending from 2007 is in Search. No other segment topped 10% spend growth, despite a disproportionate increase in audience growth for video (91%), in-game ads (91%) and social network marketing (140%).

Google Slam

There are rare times when I read my industry updates with my morning coffee and say "wow, that's amazing". Google's Demo Slam is definitely one of those moments. Contests are not new to marketing. However contests where a brand's audience, or ideally their fans, celebrate the product and elevate it's usage to others - that is not common in our current environment of splintered consumer media attention and brand loyalty. Demo Slam is experiential in how it engages fans in the many existing and emerging Google products, and reinforces Google as a branded house, not a house of brands.

The idea is eloquent in its simplicity. Upload your own video of how you use a Google product, and your idea will face off with another video to be voted on and ranked. Current champs include "The Logo Bandits" featuring Google's Change Background Theme, and "Rushmore by Slam Force One, featuring Google Goggles for mobile. This week's contenders are battling it out over Gmail Video Chat, and my pick for this week - Google Real Time Search, (which is different from next week's slam on Google Instant Search which can save 2-5 seconds per search), where two guys compose a song on the fly using real-time search results for "babe" - video below.

The Dad Demo

Now for some fair balance on mom-marketing. True, moms tend to be the household decision makers, but Dads are a high value-target as well. According to a survey from DadCentral (interestingly enough, a division of MomCentral), 92% of Dad's put on their "Dad Lens" when shopping for their family - applying a different set of criteria. Being a Dad influences their decision making and who they ask for advice. Dads' communication style is different too, with 80% favoring one-on-one conversations and 86% work conversations, with social networking increasing but still not as predominant as with their mom counterpart.

According to a Man of the House survey, men have a difficult time transition to parenthood - an unmet need that marketers are beginning to address. The Fatherhood.gov initiative is trying to do so with their AdCouncil PSA series and Web site. In 2010, Pampers promoted Fathers Day celebrity events with their Daddy PlayDate initiative.

The August, 2010 Mintel Report, Marketing to Dads, notes that Dads are not "just another mom", they bring a unique perspective. They are more evenly spread out on the age spectrum, with 1/3 of Dads having kids 18 and under being younger than 34, and 30% being over 45 years of age. Dads today are far more likely to share in the child rearing responsibilities, skewing higher with household income trends. With 15% of Dads self-identifying as stay-at-home-Dads, P&G created the Man of the House web site - engaging Dads directly with a relevant value proposition.

Retail brands have begun utilizing "manly merchandising" guy-gear displays, targeted to Dads. This is carrying over to the non-brick and mortar space with increased content and advertising focused on Dads, sending them to destinations with Dad content and Dad imagery. Many marketers are straddling the fence or are choosing to be gender neutral. Sears' ManageMyLife Web site gives parents alike all the information they need to simplify their life, from making stuffing for Thanksgiving to changing the oil in your car. TV spots are doing less "Dad-bashing" and putting Dads in more of a positive light with respect to their kids and family role. Daddy blogging sites are increasing as well, including DadLabs, RebelDads, DadCentric, and others. Dads are under-targeted and perhaps under served with respect to childrens brands and health decisions - but hopefully this is a trend that will continue to reverse with brand marketers.

Mom Stats and Segmentation

A few mom stats for you. Of the nearly 83 million mothers in the US, according to Mintel's Marketing to Moms 2010 report, 55% are between the ages of 15 and 44, with the population of women 35-44, or Gen X, declining. By 2015 most women of childbearing age will be Echo Boomers or Gen Y, born between 1977 and 1994. The mean age of first-time moms is 25. Just over 30% of US households have children under the age of 18. Nearly 71% of moms participate in the workforce.

Beyond the stats, the traits considered to define a "good mom" include focusing on what's most important - safety, emotional health, fitness and nutrition for her children. Engaging kids in meaningful organized activities has also emerged as a train - such as museum trips, Wii games the family can play together, etc.

Mom definitely still owns the purchasing decision power, but while they do seek information from a variety of sources, they also trust their own instincts and preferences, often preferring brands they are familiar with. New moms tend to reach out more for advice. Social networking, according to BabyCenter.com research, has increased from 11% in 2006 to 63% in 2009, with many new sites focusing on product opinions such as 24/7 Moms and Cool Mom Picks.

Mintel's Cluster Analysis identified three segments: Family Engineers (34%), Chill Moms (45%), and Networkers (21%). Family Engineers like brand familiarity, and make family a high priority. They are 45 years and older, with HHI of 25k - 50k. These moms appreciate genuine marketing messages that emphasize family time, especially in our changing economic times. Campaigns such as Target's "Up & Up" focusing on "real moms" are an example of this. Chill Moms, with lower HH incomes are more neutral about mom recommendations, but they are influenced by TV and print ads. They are more relaxed in their motherhood approach, and respond best to value positioning but not just price value. Networkers are more likely to use daycare than the other two segments, tend to be aged 25-24 years with HHI of $100k or more, and are more likely to have smartphones. They value healthy living and being a good mother. Networkers are super-connected, and are considered "influencials" especially in new media. Sites such as CafeMom and Motherproof.com are examples of this. Brands targeting her should focus on harnessing social media to create relevancy and value for her.

Mom-it-Forward

After my last post on Moms and Media, a co-worker, "Kay" told me about her journey as a "mommy blogger", now getting close to 1,100 followers on her own blog. She was bubbling with excitement over MomItForward.com, a mom resource site. What's unique about it is their #GNO or Girls Night Out Twitter parties, hosted for 2 hours on a weekly basis on a variety of topics, both educational and also sponsored, reaching a wide audience of engaged mom bloggers. According to the BlogHer blogging network, 23 million women engage weekly in blogging activity.

Kay told me all about a Seventh Generation GNO she participated in where a series of audience market research/ attitudinal questions were asked followed by a education component on their green and non-toxic products. For Kay, this was illuminating for her in that her child has skin sensitivities, and so she is going to try their laundry products based off of this, and then blog about her results and opinion (and hopefully recommendation).

For consumer products, the fit is obvious - brands are able to engage customers in their brand story and the value or relevancy the brand may bring moms, and hope they then spread the word. The upcoming GNO sponsored by Snapfish provides tips for making holiday cards with family photographs. For health and wellness, MomItForward may offer a unique story telling forum through their GNOs, such as the ability to tell the factual case for preventable disease vaccinations and debunking the myths - arming moms with the facts to have more informed discussions with their pediatric and family doctors and make decisions they feel more confident in....and hopefully, spread the facts through word of mouth. What's different is that MomItForward allows brands to invite their audience into the conversation and not just market to them!

Moms and Media

Let's take a look at the media consumption habits of Moms. Everyone talks about Mom as the influencer, chief purchasing office, alpha mom, health decision maker. It's not enough to reach her or target her, brands need to engage with her. "Women do not buy brands, they join them" according to the President of Pink Tank, who goes on to say that "to connect with women, be sure you're inviting them to a group they'd want to join".

Let's assume you have that part down for now, meaning - creating a compelling, relevant value proposition to her. How then do brands reach her? According to the Digital Mom report, by Razorfish and Cafe Mom, "...digital technologies are making things easier" for her. The survey reports that more digital moms interact with social media (65%) and SMS (56%) than with news sites, and just as many are gaming as well (52%). But the report also cites the "digital divide". Moms under 35 are more likely to leverage new technology platforms and social media, yet moms 45+ tend to utilize informational tools such as news and consumer reviews - or, it they have children over 12, they may use social media to monitor them. Regardless, digital channels are prevalent at all stages of brand engagement.

The average mom spends 8 hours a day with media. The Living La Vida Rapida report by AOL echos the trends toward multi-tasking, "handling 27 hours of activities in a 16-hour waking day". Media consumption is more mixed in the baby/toddler years, then trends less TV/newspapers in the 5-8 year old and more mobile in the tween/teen years - with the Internet being a constant. Their media consumption is tied not only to the rational purpose it serves, but to an emotional connection to her. The Internet is associated with productivity, and for being a "lifeline" to the outside world. Radio/TV are preferred for background, TV for recreation, spending time alone, relaxing and noticing ads, and games for killing time. Email and mobile are preferred for spending time with friends. The Cafe Mom report notes that Social is a growing trend in communicating efficiently with word of mouth from friends or "people like me" more valued than ever among moms.

Internet is the most important medium for both everyday life and for parenting information or advice for moms. Of the 8 hours consuming media, the highest is spent on the Internet which is the preferred format for task oriented things - shopping, coupons, advise, health information, connecting, etc. Think about the fact that 95% of moms co-use media at lease once a week with their children - this increases the potential footprint of a brand, but also increases the need for reciprocal value. So then, be sure you're inviting them to a group (brand) they'd want to join!