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For consumers, they prefer advertisers that embed ads into the content experience rather than forcing irrelevant, interactive campaigns.
For brand owners, they want to attract female consumers, but there are too many platforms on the market claiming that they can reach female consumers. In terms of confirming the number of target users, brand owners may not be so puzzled; what they cannot understand may be more about the quality of marketing. How should they determine which sites are most likely to achieve desired results? How to measure the value of a platform and the potential value of its users?
A useful metric that has recently emerged in the industry is consumer engagement. In last week's column, I recommended a company that does this very well. Through scope-specific invitations and customized brand websites, they help advertisers engage well with their target audiences. The companies featured this week also have their own ways of encouraging users to participate in their activities and build brand affinity. So what's its secret weapon? sponsor.
With its focus on lifestyle content, community and original video series, SheKnows.com has established itself as a major player in the industry. According to data from a US research institution, the website had 23.6 million unique visitors in January this year. The site offers a variety of content that is generally of interest to modern women, from love and life to parenting, pets, and more. But for marketers, the site has successfully built a name for itself through its own advertising program.
“The key to engaging female consumers is providing the information and entertainment they are looking for within a community they trust,” said Kyle Cox, vice president and general manager of SheKnows. Other core features offer interactive options including brand events, photo collections, mobile media, quizzes and polls. Cox said that our central idea is to create an immersive brand experience that allows users to have a better impression of SheKnows advertisers.
SheKnows previously launched the original video series "Challenge the Delicious Life", which tells the story of four real-life women who experienced major changes in their lives with the help of nutritionists, designers, life coaches and trainers. Sponsor Lean Cuisine put its brand next to the title "Making Life Delicious" to let viewers know it exists. From the beginning, SheKnows worked with Lean Cuisine to create a campaign that both reflected the brand’s values and resonated with its audience. The series is just one of the series available on the SheKnows TV platform, where each episode will provide a brand with a sponsorship opportunity to provide immersive branding effects.
At the same time, Corner Kitchen, another feature of SheKnows, has also been sponsored by some brands, such as Kraft. The brand cleverly places its products into video recipes and cooking tips. Cesar Pet Food also sponsors the SheKnows city guide, now integrated with the mobile app. On the page introducing pet-friendly outing centers, a relevant banner ad for the brand will appear next to it, and the ad will invite consumers to watch some "heartwarming moments" and provide advice on how to care for your pet while traveling. Some suggestions.
After carefully observing SheKnows' activity, you will find that most ad positions and their side-by-side ads are actually connected almost seamlessly. The social activities launched by SheKnows are roughly the same. According to Cox, SheKnows recently launched one of its first Facebook-based tools, called SheKnows Dares. Connected via Facebook, the tool will not only allow women to challenge each other to improve their lives; it will also provide services provided by advertisers. For example, Kraft and Electrolux launched brand competitions and have been calling on people to act quickly, "We believe you will win $1,000."
I believe media buyers have long known that consumers prefer advertisers that integrate ads into the content experience rather than advertisers that force irrelevant interactive activities. For this reason, sponsorships have a unique advantage: they essentially support the content of the website, so they are more likely to be liked by users. Consumers know that sponsors can provide more of the information and entertainment they love. Therefore, in many cases, they have a better impression of these brands, and they are likely to develop into long-term supporters and promoters of the brand owners. And that’s what marketers and brands are looking for.
(Original article first published: March 24, 2011, compiled by: Zeng Cui)
Author: iResearch Expert-Tessa Wegert
Article source: iResearch