On Friday, February 21 in New York City, Lippe Taylor (www.lippetaylor.com) hosted a Social Media Week panel entitled, “Are Social Savvy Women Driving the Economy,” featuring some of the most dynamic voices influencing women today. The lively discussion played to a packed house and covered ground including what will most impact the path to purchase for women in 2014.
“What do brands do to build loyalty?” was a common theme during the discussion in which the panelists all agreed, brands need to create relevant content/storytelling. Whether it’s online or offline, we all try to avoid advertising. So what does that mean for brands? An increase in content marketing—the ones that find a compelling way to tell their brand story will win. The panelists also recommended brands to focus on benefits, not features and added value (i.e., apps should be useful). Additionally, they discussed that while awareness is still important, measurement is moving toward business outcomes (i.e., could be sales, share of voice, increase in influencers).
- Maureen Lippe, CEO of Lippe Taylor: “Women will drive an incremental $5 trillion in global spending over the next several years. Brands who don’t capitalize on it will miss out on the most important commercial opportunity of our lifetime.”
- Jen Drexler, author of “What she’s not telling you – Why Women Hide the Truth and What Marketers Can Do About It”: “In 2014, Twitter will become a transactional channel and women will be able to use their 140 characters to make purchases. You’ll use 140 characters and spend $140 at the same time.”
- Stacey DeBroff, founder and CEO of Mom Central “All of our spending will converge and all of our objects will connect using our mobile devices as the hub. More women today would rather lose their wallet than their cell phones.”
- Aliza Freud, founder and CEO of SheSpeaks: “The path to purchase is compressing and will only continue to compress. From the first moment of awareness to clicking to buy, it can all be much tighter and shorter in a digital world.”
Pictured from left to right is Maureen Lippe, CEO of Lippe Taylor; Stacy DeBroff, founder and CEO of Mom Central; Aliza Freud, founder and CEO of SheSpeaks; and Jen Drexler, author of “What she’s not telling you – Why Women Hide the Truth and What Marketers Can Do About It.”