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Driving Personal Relevance for Consumers and Marketers

Driving Personal Relevance for Consumers and Marketers. uniquely focused on delivering high quality content that is personally relevant to its users. About.com offers a winning position in both quality of content and user interaction. Expert, relevant editorial.

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Driving Personal Relevance for Consumers and Marketers

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  1. Driving Personal Relevance forConsumers and Marketers

  2. uniquely focused on delivering high quality content that is personally relevant to its users.

  3. About.com offers a winning position in both quality of content and user interaction Expert, relevant editorial Major Branded Sites and Portals • QUALITY OF ADJACENCY/CONTENT Ad Networks Search QUALITY OF USER INTERACTION Active, deliberate consumers

  4. About.com is uniquely positioned to deliver on advertiser objectives by offering… defined by personal relevance Lean forward consumers High quality content Reach

  5. Consumers come to About.com looking for information on topics that matter to them Lean forward consumers 80% of our traffic comes from search. These lean forward consumers are… FOCUSED Ready to take ACTION They come to us as motivated seekers and leave as activated consumers ATTENTIVE RECEPTIVE DIRECTED ANYTHING BUT browsing Ready to find Answers In search of SOLUTIONS

  6. DIY Study Beauty Study Travel Study Retail Study We leverage our reach and relevance to gather consumer insights from our visitors through custom research studies

  7. DIY Study DIY Study Key Findings • Over 2/3 come to About.com for DIY tips • A majority (over 60%) want printable one-sheet tips and how-to videos • ½ DIY to save money; 1/3 enjoy doing the work themselves Source: About.com User Panel Study, April 09 (N = 700)

  8. Travel Study Travel Study Key Findings • 60% come to About for leisure travel (vacation) information • Over 2/3 use About.com to get information on destinations, while ½ use About to find activities and things to do while traveling • 62% come to About for travel information because of the wide variety of information Source: About.com User Panel Study, December 08 (N = 700)

  9. Beauty Study Beauty Study Key Findings • 68% purchase beauty products for general skin care/health, not a specific condition (i.e. acne, dry skin) • Ingredients and Price are the biggest influencers in beauty purchases – although 1/3 will pay more for products that help their skin or a brand they recognize • A majority prefer to stick with familiar brands– trying new products only with a coupon or free trial Source: About.com User Panel Study, Feb 09 (N = 422)

  10. Retail Study Retail Study Key Findings • ¾ buy brand name products because of trust and quality • Quality and Price are the biggest influencers in clothing purchases – followed by utility and versatility • Shopping behavior changes include: • Not paying full price, buying replacements or sale items • Want classic styles that can be reused for different occasions • Look for quality that will last Source: About.com User Panel Study, Feb 09 (N = 682)

  11. Lean Forward Consumers High quality content Reach Consumer Insights Powerful Marketing Solutions

  12. Video Destinations • Home Improvements Made Easy • Kwikset

  13. Custom Editorial Destinations • Vacations Made Easy Princess Cruises

  14. Co-branded Rich Media • Virtual Handbook

  15. Co-branded Rich Media • Virtual Handbook

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