Marketing to Men? Better Make a Video

Gilt Man mobile app

The digital marketing agency iProspect, in conjunction with comScore, just released a study highlighting their findings and the best practices for marketing to affluent male consumers via the web and mobile.  Some of their discoveries were surprising — for instance, advertising that encourages further research into a product is actually a big plus.  Let’s go to the rest:

  • First and foremost, integrating one’s web presence with mobile is a must.  But we all already knew that.
  • Interestingly, survey respondents called out video as their preferred ad message format.  The study noted that video is good for sharing, meaning it does well on social channels.  Furthermore, luxury brands usually have good subject matter for video, enhancing its appeal.
  • Speaking of social networking, brands should consider social networking sites beyond Facebook — the Fancy was sited as a good potential traffic source.
  • Dedicated mobile apps can be a good thing, but aren’t a must.  However, if they offer something of value that’s different from the rest of a brand’s online presence, then they’re a far more likely source of profit.
  • Mobile shopping isn’t quite there yet, with survey respondents far more likely to use their mobile phones for product research than making a purchase.  Mobile-only promotions, however, help overcome the resistance to shopping via phone.
  • Research proved to be a key part of men’s online shopping experience, so it’s imperative for e-commerce to educate and build awareness of their brand, while simultaneously offering an integrated path to purchase.
  • Above all, the study stressed the importance of a “holistic online presence.”  All the different pieces, from web to mobile and branding to social commerce, need to be pulled together in a highly coordinated way.  The study referred to the successful version of this as a “living ecosystem.”

To that last point, it seems all the retail editorial that e-commerce has thrown its weight behind might really be paying off — it’s certainly part of a “holistic” online presence, at any rate.  Since there are an estimated 19 million people who fit the study’s profile (over-18 men with a household income of $100,000 and up) this is a study worth brands’ attention.

5 Responses to “Marketing to Men? Better Make a Video”

  1. Roseanna Cline

    Just desire to say your article is as astonishing. The clarity in your post is just nice and i can assume you’re an expert on this subject.
    Fine with your permission allow me to grab your RSS feed to keep updated with
    forthcoming post. Thanks a million and please continue the enjoyable work.

  2. Reynaldo Chiodo

    Hello. I have not been on this page since summer. It was because I was taking a trip to Denver because of my assignment at FPL Group Inc. It requires a great deal of time from me, but I still think about your blog. I remember our days at Christ the King Seminary (NY) in Florida. So grateful that we had a experience to compete near the park. Please send my thanks to Margaret and mike. Bye-bye

  3. Jerold Charleston

    Hiya! We are also a coach. Thank you for generating such an amazing blog. Being from Adamsville , has granted me with a really good know-how on what is required to travel around to Woodstock. I will keep working to come and pay a visit to your site to better to learn where to go when we come to marietta. Be sure to keep blogging and show us your views on Viterbo University (WI). Wish to see you pretty soon at the upcoming job fair at The Walt Disney Company. So long.

  4. Jeannette

    Your style is so unique in comparison to other people I’ve read stuff from. Many thanks for posting when you’ve got the opportunity, Guess I’ll just book mark this site.


Leave a Comment!

  • (will not be published)

*Required field