‘Social, Local, Mobile’ Changes the way Moms Interact with Brands
Brand.net and Quaker Reveal Media Engagement and Activation Strategies for the ‘SoLoMo’ Mom
SAN FRANCISCO, June 6, 2013 /PRNewswire/ — Brand.net, a Valassis (NYSE:VCI) Digital Company, announced today that SoLoMo (Social, Local, Mobile) is changing the way people are interacting and learning about brands and products.
Industry experts Rajat Shroff, Vice President of Product Management and Business Development at Brand.net, and Barbara Liss, Director of Digital and Social Media at Quaker Foods of PepsiCo, shared insights at the recent iMedia Summit on media engagement and activating the SoLoMo mom, who is now driving consumption behavior.
In the early 2000s, moms weren’t as digitally connected, spending only about one hour online a day versus more than three hours a day in 2012. Rather, it was her family spending time online, finding products they wanted her to purchase for them. Today’s mom now spends an average of 6.1 hours a day on her smartphone. In addition, 1 of every 3 minutes a mom spends online is on Facebook. She’s also joining online mom clubs and is more aware of product attributes than ever.
At the iMedia Summit, Shroff and Liss discussed how today’s SoLoMo mom is becoming aware of products on social sites, researching on parenting blogs, and then making the buying choices for her family. Her multi-media consumption is leading to faster, smarter and better buying decisions. Shroff and Liss also discussed the differences in how media behavior, geography, culture and other demographics impact the SoLoMo mom.
Shroff heads up product strategy with a specific focus on unlocking the unique data and assets at the company to make them actionable for digital advertising. He has also held product management leadership positions and led strategy and delivery of products for analytics, personalization, search, advertising and merchandising. “Brands are engaging with consumers, especially with moms, in so many different ways today,” Shroff said. “Media consumption continues to grow on digital screens and the opportunities to engage with consumers innovatively across them is leading to loyalty and activation.”
Liss is responsible for driving the digital agenda across the Quaker portfolio. During her tenure, she has spearheaded the brand’s e-commerce initiatives, enhanced Quaker’s social CRM program and overseen their entry into mobile marketing. According to Liss, “Social, Local and Mobile are key engagement arenas for Quaker Foods to connect with the Digital mom. We are continuously pursuing new areas to reach, engage and activate moms. Brand.net has been open to working with us on new techniques and the early signs are successful.”
Brand.net, a Valassis Digital Company, uses the most precise targeting technology – delivering probability over possibility and action over exposure. Brand.net is Re-Imagining Reach(TM) for its global clients integrating offline and online data to provide the best targeted reach in the digital industry. With Brand.net advertisers are empowered to reach their target audiences at scale, across quality, high-impact display, video and mobile environments. Brand.net consistently exceeds the campaign objectives that matter most to brand advertisers, proving success through online engagement, awareness and offline purchase.
Valassis (NYSE: VCI) is a leader in intelligent media delivery, providing over 15,000 advertisers proven and innovative media solutions to influence consumers wherever they plan, shop, buy and share. By integrating online and offline data combined with powerful insights, Valassis precisely targets its clients’ most valuable shoppers, offering unparalleled reach and scale. Valassis subsidiaries include Brand.net, a Valassis Digital Company, and NCH Marketing Services, Inc. Valassis consumer brands include RedPlum® and save.com. Its signature Have You Seen Me?® program delivers hope to missing children and their families. To learn more, visit Valassis.com.
About The Quaker Oats Company
The Quaker Oats Company, headquartered in Chicago, is a unit of PepsiCo, Inc., one of the world’s largest consumer packaged goods companies. For more than 130 years, Quaker’s brands have served as symbols of quality, great taste and nutrition. Holding leadership positions in their respective categories, Quaker® Oats, Quaker® Rice Cakes and Quaker Chewy® Granola Bars are consumer favorites. For more information, please visit www.QuakerOats.com, www.Facebook.com/Quaker or follow us on Twitter @Quaker.
PepsiCo is a global food and beverage leader with net revenues of more than $65 billion and a product portfolio that includes 22 brands that generate more than $1 billion each in annual retail sales. Our main businesses – Quaker, Tropicana, Gatorade, Frito-Lay and Pepsi-Cola – make hundreds of enjoyable foods and beverages that are loved throughout the world. PepsiCo’s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCo’s promise to provide a wide range of foods and beverages from treats to healthy eats; to find innovative ways to minimize our impact on the environment by conserving energy and water and reducing packaging volume; to provide a great workplace for our associates; and to respect, support and invest in the local communities where we operate. For more information, please visit www.pepsico.com.
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SOURCE Brand.net and Valassis