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Having logged in to a number of Advertising Week Europe’s talks and seminars, one that stood out for me amongst a ream of brilliant discussions was the ‘How to reach today's modern Mothers’.

The panel consisted of:  

• Sarah Cawood Blogger
• Nicola Kemp Features Editor, MARKETING UK
• Sasha Miller International Manager Editor, BABYCENTRE
• Rachel Swift Marketing Head, Fashion & Nursery, JOHN LEWIS

The basis of discussion was around both how modern mothers are coping in a world where they have so many resources to turn too that the Mother/Mother-in-Law are no longer the only option and therefore from the advertisers perspective, what is the best way to converse with them.

Whilst the debate covered a multitude of issues, concerns and ideas, I wanted to outline a few that I found particularly interesting all of which cantered around the modern mothers online consumption habits

Today, 68% of Mums purchase more goods online than offline. It was agreed by the panel that anecdotally most Mums hate shopping and will therefore look for the most efficient way of doing it whether it is clothes or groceries even if they enjoyed it prior to children. However it is not just shopping that draws mothers and mother-to-be online. For example, friends , family and support groups have always been a key area of support for Mums both in terms of asking questions but also wider emotional support. The online space is increasingly a space that Mums turn to whether it be asking  Google what temperature bottled milk should be or going on Social Network platforms for discussions, further questions and general support. It is in these areas that Mums are beginning to put increasing trust in. A couple of stats that stood out for me were: 

• 35% of Mums spend more time online than the average in the UK (46 hours a month)
• 47% of Mums are more likely to consume Social Media than the average.
• 88% say internet is the key source of information.
• Social Media is the new NCT class. Gives support, answers questions and share issues. Feel less alone.

Mobile is another area that is key to the modern Mum and indeed advertisers looking to reach them. Mobile is such a great platform for Mothers as it enables them to get online quickly whilst on the move or when they have a couple of spare minutes. It has become such a useful accessary for Mums that 28% increase mobile usage when they become a Mum. They going on Social Network sites, use Apps and even make purchases, something many other groups are still nervous about.

Following on from the points that both online and mobile were key to reaching mothers, the debate turned to when the best time to reach them is (time targeting being a luxury that online and mobile advertising has brought with them). It was unanimously understood that to reach Mums and be effective you need to be very opportunistic with your marketing. One needs to think like a Mum, when will they have time? When are they most relaxed?  They have precious few spare minutes in a day and therefore can no longer do things like browsing magazines for long time periods and picking out their favourite fashion items.

Not just when but also how mothers experience the brand is key. They no longer have time for poor user journeys or shop experiences so anything that the advertiser/website/store can do to smooth this experience out and make it “mother-friendly” immediately strikes the right cord. Rachel Swift was giving the example  of the John Lewis stores which  have crèches aimed at making the experience less stressful for Mums meaning a) they come into the shop and b) they spend longer once they get there.

Finally, like advertising in general, conversational v’s broadcast comms is key. Mothers want to be talked to and helped through the process at whatever stage they are at. They want what is best for their kids and therefore don’t just want to be sold to but they want a discussion about why it is the best product for them and their child. As such the notions of trust and community are key. Throughout history Mums have looked to those they trust for support and therefore if the brand can occupy this space by providing advocacy, relevant content and value exchange then Mums will grow to trust the brand and the key to this is they will tell others about it either online of off.

The discussion finished with the conclusion that the resources, touchpoints and information available to the modern Mother is like nothing seen before. There are a multitude of platforms, communities and spaces for the Mothers to use which brings with it vast opportunities for the advertiser  however they need to do it properly. They need to select the right platform, use the right tone and create trust. Only then will a proper conversation happen with the tech savvy, time poor Mother of the modern world.

Recently, the TV team had the pleasure of attending a breakfast meeting with Sky Media where Nick Milligan gave an insight into Sky’s future plans over the next year or so. One of the most interesting topics discussed was their launch of Ad Smart in 2013

What is AdSmart?

Just in case you haven’t already heard… AdSmart will be available via a Sky HD+ box and contains a hard drive of targeted ads. These ads will be put together based on various factors: regionality, viewing habits, demographics of subscribers with similar programme packages etc. From this, households will be matched with ads that are much more relevant to them, eliminating audience-targeted ad wastage.

The TV team got talking about the pros and cons of AdSmart and as the conversation turned into a debate, some very strong and opposing opinions were revealed (as is usual on the team!!). Ultimately, a singular question came out trumps:

How relevant is all TV advertising to all viewers?

Here are our opinions, so you can judge for yourself…

Emily:

I think AdSmart will be fantastic. No longer will I have to sit through ad breaks thinking… “Next. Next. Next” whilst a carousel of irrelevant adverts jump across my screen. No matter how much it makes me chuckle to see dogs with false teeth, I don’t have a dog! So in my opinion, this advert is wasted on me as I’m not going to go out and buy the product. On the same note, car insurance, mortgages, family cars, baby formula, hair dye for greying men - I am not currently the target market for these products so each 30” of an ad is 30” of my time that I’ll never get back, nor benefit from.

Gosh that sounds mean. Don’t get me wrong… I’m not criticising the adverts themselves – often they are very well made, engaging, funny, informative and many certainly catch my attention. But, usually, the aim of an advert is to sell the product and as I won’t be buying they aren’t applicable to me.

Limiting wastage

Working in a media agency obviously separates me from the ‘average TV viewer’ because I’m aware of the objectives a brand may want to achieve by advertising on TV. There are plenty of fantastic reasons to advertise on TV and I see every day how effective it can be for growing a brand’s reputation, raising awareness, forming an association with a channel or genre etc. Buying TV spots on an audience basis certainly targets thousands (if not millions) of the desired audience, but there is always inevitably going to be viewing wastage and this is where I think the AdSmart service is going to shine.

Effective targeting

The frustration of viewing an advert for something you already own or use will be prevented by AdSmart, and no longer will advertising be wasted on viewers who have no relation to the product. Instead, adverts will be targeted at, for example, those who have kids and may be in the market for a family car, or those who live in the South East and would be interested to know about the Mega-Sale happening at Blue Water this weekend, or even those who have grown endlessly tired of Rover’s smelly breath and want a quick fix so that they can cuddle him once more – Hooray! Adverts that appeal to them and make them want to DO something about it, rather than just think (as I often do), “Ah. That was nice. Next!” AdSmart... I welcome you as soon as possible!

Sam:

The much anticipated launch of AdSmart will no doubt see advertisers investing big bucks to make sure their adverts are targeted to the relevant individual’s needs and interests. But whilst this ‘Big Brother is watching’ innovation is remarkably clever, it makes me think ‘is advertising ever irrelevant?’, and is a 30” spot ever a wasted investment?

There is a universal acceptance that advertising’s main aim is the instant call-to-action of, “Buy nooooooowwww!” However, there is an argument that some advertisers are going down a different route by raising awareness and putting themselves front of mind for viewers’ future purchase considerations.

Front of mind

Take Saga, for example. I’m 29 and I don’t own a car so it’s safe to say that the problem with overpriced car insurance for the elderly is not a huge concern of mine, so me seeing a Saga ad is a waste of the advertiser’s money right? But is it? The fact that I’m talking about them clearly means that their advertising has raised my awareness. And there will come a time when I am 50, grumbling about how I’m being punished on my premiums because of some jumped up teenagers in their electric hover-cars with their reckless inter-planetary space driving! (I can’t predict the future, but hover-cars! How amazing would that be! I digress...) And when that time comes they will be front of mind. If the launch of AdSmart means that Saga adverts will only be seen by the over 50’s car owners, I would have no idea who Saga are and subsequently, when I do turn 50 and my Sky subscription is renewed and adverts re-targeted, I will have to start my consumer journey from scratch, rather than having my awareness of their services raised for 20 years before turning 50.

Over targeting

There is also the argument of over-targeting and doing a job that isn’t needed. If an individual has an interest in a product or genre, there is a chance that they would have already considered their purchase before seeing any advertising. For example, I’m extremely excited about the new Dark Knight Rises film so I am already following it on social media, reading blogs about it, keeping as up to date as possible on all things to do with the film and I’m so excited that I’ve even pre-booked my tickets. Whilst targeting me with movie trailers will enhance my viewing experience, is it advertiser’s money down the drain? Would that budget be better spent targeting those who are not familiar with the upcoming summer blockbuster, or, perhaps more importantly, targeting people who are not particularly interested in film at all?  Is there the chance that over targeting could alienate potential new customers?

Targeted advertising is growing online and on TV and perhaps one day all types of advertising may be personally targeted to each of us, and I can truly see how it would be beneficial both for viewers and advertisers.  But I can also see the potential pitfalls of over targeting as there is a lot to be said for broader coverage.  After all, you don’t want to miss out on the potential customers you never knew existed.

By Sam Olive & Emily Chapman

I recently attended the WACL (Women in Advertising and Communications, London) Gather event “Future Proofing for Success” with incredible guest speakers such as Elizabeth Fagan, Marketing Director at Boots UK, Louise Mensch - MP, Debbie Klien - CEO of Engine, Fru Hazlitt - CEO of ITV, Lindsay Clay, MD of Thinkbox and Shelly Lazarus Chairman of Ogilvy Worldwide. 

Navigating my way along York Road to Kings Place there was no distant whiff of burning bras and on approach not one of the delegates was sporting a Ginger Spice Union Jack dress or had GIRL POWER written across their knuckles.

The majority of topics were in fact totally relevant for both women AND men e.g. How to embrace change - not just technological changes but changes within an organisation or in your personal life, how to network effectively and how to invest in your future.

It’s impossible for me to summarise everything from the day because all of it was inspirational. However, I will firstly share 2 common and favourite themes and then touch on something more controversial.

Take Risks: What’s the worst that can happen?

Fru and Shelly both admitted that they fell into media. But have become hugely successful by throwing themselves into everything and embracing every opportunity. What’s the worst that can happen? You only realise your potential if you go for it!

Authenticity

A common theme that every speaker agreed upon was BE TRUE TO YOURSELF. Never try to be someone else – not only is it exhausting but people will see through it. Also, stick to your personal values and if you feel strongly about something, voice it. Don’t just nod because other people do.

I refer to one of my favourite quotes of all time, from a great TV ad campaign:

“Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently — they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.” – Steve Jobs

Watch the video here:

On this note, Shelly Lazarus (CEO of Ogilvy Worldwide) has worked in the advertising industry since the 70’s and faced many challenges, particularly as sexism was at one time commonplace. There were not many women in the advertising industry and certainly not in senior positions and women who wanted to succeed were advised to try and behave more like men. But despite decades of being the only female in the room Shelly never tried to emulate men, dress like men OR talk like men. You think and you would hope in this day and age these sorts of issues won’t arise, however this week I came across an article in Forbes*. Below are 2 of the tips within this article:

“TIP #1: It’s the way you talk. I’ve noticed? This habit? Among women? In the workplace? Over the last few years? To make everything they say? Sound like it’s a question? This is particularly prevalent among young women. Talking like this does you a terrible disservice. It makes you come across as if you have no idea what you’re talking about, like you rely upon others for approval, like you’re not sure enough in what you think to dare to make a statement.

TIP #3: It’s that you’re here to make friends.You’re at work, but why? My guess is that if you ask most men, they won’t say they work to “make friends.” But sometimes it seems like that’s a big part of what women are doing at work. Bonding. That’s nice, but as I’ve stated before, work is dog-eat-dog, not kumbaya.” 

My personal view on the above - ludicrous!  Firstly, there are women AND men who speak with a rising inflection or as Stephen Fry once referred to it AQI (Australian Question Intonation).

Secondly, if the way you speak affects your career, quite frankly – GET OUT!! You are in the wrong place. If you are passionate and good at what you do, you will succeed no matter what your voice is like.

With regards to Tip#3 – once again, this is definitely not just true of women! Also, there is absolutely no problem with making friends at work. It’s not essential and I would say respect is more important, however, if you get on with people, they will want to work with you. We spend more time at work than we do at home with our family, so surely life’s more fun if we all get on? And if you and your colleagues are happy because you get on, the chances are you will be more productive!

*See the full Forbes article here: “Three ways women undermine themselves at work”.