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What women want ? (Brands want it also !) The 25th of November 2008 Moscow 30th of July 2008of July 21.07.201530th 2008 1 What women want ? 21.07.2015 2 Table of contents • • • • Introduction Analysis of Women Internet resources market ? Western and Russian trends Future of Women Runet 21.07.2015 3 Introduction • Why is it important for all of us to speak the right way to women? – Because if you are rude with them, your mother will beat you! – Because studies all over the world show that women buy or influence 80% of all consumer goods – Because women make 80% of the home buying decisions in the $180 to $500K – Because if you find the right words to speak to them, they are more likely to share their experiences with other via word-ofmouth or word-of-mouse. 21.07.2015 4 Analysis of Women Internet resources • A community which creates powerful and efficient websites worldwide : – Ivillage.com : 20 Millions UV – Revenues > $100 Millions – Glam.com : 20 Millions UV – Revenues > $100 Millions (Forecast 2008) – Aufeminin.com : 20 Millions UV – Project Valuation > EUR 280 Millions • An attractive segment which permanently gives idea for new projects : – USA : Ivillage, Sugar Inc., Glam.com, Martha’s Circle, … – France : Aufeminin.com, Doctissimo, Hellocoton, Vioo, Terrafemina 21.07.2015 5 Analysis of Women Internet resources • A female section inside a global portal or network : – MSN, Ladymail.ru, Yahoo, Tata.ru • A companion website : – Elle, Cosmo, Vogue, … • A destination website : – Ivillage, Glam.com, Aufeminin, WomanJournal.ru … • The 3 models are working fine altogether for advertisers who want to reach 100% of the female’s online audience. Efficiency may change, depending on the audience’s quality. 21.07.2015 6 Western and Russian trends • • In the US : One of the most dynamic growth among the online communities. Leading sites : – USA : Ivillage.com, Glam.com (network) – France/Europe : Aufeminin.com, Doctissimo.com, … 21.07.2015 7 Western and Russian trends • An attractive and active market : – – – – • • NBC bought Ivillage for $600 Mio Axel Springer bought Aufeminin.com for $284 Mio Lagardere bought Doctissimo for $138 Mio “Meredith Corp.” Invest in “Real Girls Media network” (Nov. 2008) The leader wins all ! USA/Europe : – Mature market with good volume of sales (>$100Mio of sales per site in the US, >$10Mio in France per site). – A lot of marketing innovation and special formats for sales and packages • Russia : A growing market which needs to turn from quantity to quality. 21.07.2015 8 WomanJournal.ru focus • Some key points about Womanjournal.ru : – Site launched in January 2006 – October 2009 : 3.4 Mio Unique Visitors (Source Google Analytics). – Almost 32 Mio pageviews (source Google Analytics). – A constant increase of the traffic and sales. – Partnership with IMHO VI 21.07.2015 9 Future of women Runet • Internet may become the “crisis-proof” media. • Some competitive advantages for the crisis : – Targeting and affinity – Measurement and return on investment – Costs 21.07.2015 10 Future of women Runet • Targeting: – – – – Selection of one section in the site Repetition on the target Reach Association of the brand with the media The higher the quality is, the higher your efficiency is. 21.07.2015 11 Future of women Runet • Tracking and measures: – Follow-up of the post clicks/post impressions. – Exact measurement of the contacts 21.07.2015 12 Future of women Runet • Costs : – Competitive compare to TV and other media – A cost per contact very competitive The more we know our audience, the higer the CPM will be. 21.07.2015 13 What women want ? … • Even if you’ve seen the movie “What women want?” and read the books of “Venus” and “Mars”, it’s almost impossible to guess what women want at 100%. Still we have some clues : – They want lifestyle relevance: • a product must be nice AND useful. It must bring benefits. – They want to have the choice and be able to decide: • Give more white spaces on the web, and time to choose what they want. – They want to be seduced: • Make sure you take time to go through the phases of love : – – – – – Attraction Intimacy Romance Passion Commitment 21.07.2015 14 … Brands want it also! • Brands are close to women in the fact that their expectations meet the women’s ones. They look for a long term relationship, with trust, commitment … – Loyalty : Brands want women to be loyal to them, and women want to trust the brands promise. – Efficiency : Brands want that their products pleased the women, and women want these products to be nice and useful. – Long term relationship : the Brands want to be near the women for a long time and women want to keep the same good products for a long time. 21.07.2015 15 Stay in touch 21.07.2015 16 Offer as many choices as possible 21.07.2015 17 Get to know them 21.07.2015 18 Don’t stray from the path! 21.07.2015 19 21.07.2015 20 The female consumer is your wife, mother, sister, daughter and friend • Womanjournal.ru offers 9 sections and 9 services covering all the needs of women : – Love, fashion, psychology, cooking, familly and kids, … • • Womanjournal.ru offers on-demand special projects to answer your special needs. Womanjournal.ru has 2 additional sites to cover the largest women’s audience : – leLuxe.ru : Fashion, Lifestyle, Wellness, Catwalks. – Stardoll.com Russia : to reach the youngest audience. Exclusive packages with banners and product placements. 21.07.2015 21 21.07.2015 22 Thanks for your attention ! Pierric Duthoit [email protected] www.womanjournal.ru 21.07.2015 23