India is at the cusp of internet
revolution. By 2014 India will have 243 million internet users edging out USA.
Women will be a major chunk of this. The above chart stands testimony to this.
90% of "Non-working women" are still embracing social media at good
speed. Hence, conquering them over in this medium is essential since they are
major influencers for most FMCG purchases.
Women generally have more time at
their disposal and are said to view brand pages with greater intensity than
men. Many of them are opening small businesses at home and are active on social
media to promote. Their awareness level has increased with TVCs and easier
availability of information. Husbands are working more, children and family are
relatively busier; compelling women to connect over Facebook.
Asian Paints EzyColour Home Solutions
already engages women for their painting services by showing innumerable paint
designs. Tupperware engages women with vouchers and coupons. E-commerce
websites like Jabong, Flipkart, etc show advertisements of women’s clothes and
accessories.
With TVCs becoming expensive and
ad space of only 12 minutes for every 1 hour as mandated by the Ministry of
Broadcasting, ATL advertisement is very expensive these days. Also, the retail
outlets are cluttered with several brands and SKUs. With increasing awareness
and options women are free to choose as per their whims and fancies. Social
media is a great tool to build emotional engagement and to
connect to the relevant TG.
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