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.