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What women want ? (Brands want it also !). The 25th of November 2008 Moscow. 30th of July 2008. 1. 1. What women want ? . Table of contents. Introduction Analysis of Women Internet resources market ? Western and Russian trends Future of Women Runet. 3. Introduction.

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what women want brands want it also

What women want ? (Brands want it also !)

The 25th of November 2008


30th of July 2008



table of contents
Table of contents
  • Introduction
  • Analysis of Women Internet resources market ?
  • Western and Russian trends
  • Future of Women Runet


  • Why is it important for all of us to speak the right way to women?
    • Because if you are rude with them, your mother will beat you!
    • Because studies all over the world show that women buy or influence 80% of all consumer goods
    • Because women make 80% of the home buying decisions in the $180 to $500K
    • Because if you find the right words to speak to them, they are more likely to share their experiences with other via word-of-mouth or word-of-mouse.
analysis of women internet resources
Analysis of Women Internet resources
  • A community which creates powerful and efficient websites worldwide :
    • Ivillage.com : 20 Millions UV – Revenues > $100 Millions
    • Glam.com : 20 Millions UV – Revenues > $100 Millions (Forecast 2008)
    • Aufeminin.com : 20 Millions UV – Project Valuation > EUR 280 Millions
  • An attractive segment which permanently gives idea for new projects :
    • USA : Ivillage, Sugar Inc., Glam.com, Martha’s Circle, …
    • France : Aufeminin.com, Doctissimo, Hellocoton, Vioo, Terrafemina
analysis of women internet resources6
Analysis of Women Internet resources
  • A female section inside a global portal or network :
    • MSN, Ladymail.ru, Yahoo, Tata.ru
  • A companion website :
    • Elle, Cosmo, Vogue, …
  • A destination website :
    • Ivillage, Glam.com, Aufeminin, WomanJournal.ru …
  • The 3 models are working fine altogether for advertisers who want to reach 100% of the female’s online audience. Efficiency may change, depending on the audience’s quality.
western and russian trends
Western and Russian trends
  • In the US : One of the most dynamic growth among the online communities.
  • Leading sites :
    • USA : Ivillage.com, Glam.com (network)
    • France/Europe : Aufeminin.com, Doctissimo.com, …
western and russian trends8
Western and Russian trends
  • An attractive and active market :
    • NBC bought Ivillage for $600 Mio
    • Axel Springer bought Aufeminin.com for $284 Mio
    • Lagardere bought Doctissimo for $138 Mio
    • “Meredith Corp.” Invest in “Real Girls Media network” (Nov. 2008)
  • The leader wins all !
  • USA/Europe :
    • Mature market with good volume of sales (>$100Mio of sales per site in the US, >$10Mio in France per site).
    • A lot of marketing innovation and special formats for sales and packages
  • Russia : A growing market which needs to turn from quantity to quality.
womanjournal ru focus
WomanJournal.ru focus
  • Some key points about Womanjournal.ru :
    • Site launched in January 2006
    • October 2009 : 3.4 Mio Unique Visitors (Source Google Analytics).
    • Almost 32 Mio pageviews (source Google Analytics).
    • A constant increase of the traffic and sales.
    • Partnership with IMHO VI
future of women runet
Future of women Runet
  • Internet may become the “crisis-proof” media.
  • Some competitive advantages for the crisis :
    • Targeting and affinity
    • Measurement and return on investment
    • Costs
future of women runet11
Future of women Runet
  • Targeting:
    • Selection of one section in the site
    • Repetition on the target
    • Reach
    • Association of the brand with the media

The higher the quality is, the higher your efficiency is.

future of women runet12
Future of women Runet
  • Tracking and measures:
    • Follow-up of the post clicks/post impressions.
    • Exact measurement of the contacts
future of women runet13
Future of women Runet
  • Costs :
    • Competitive compare to TV and other media
    • A cost per contact very competitive

The more we know our audience, the higer the CPM will be.

what women want14
What women want ? …
  • Even if you’ve seen the movie “What women want?” and read the books of “Venus” and “Mars”, it’s almost impossible to guess what women want at 100%. Still we have some clues :
    • They want lifestyle relevance:
      • a product must be nice AND useful. It must bring benefits.
    • They want to have the choice and be able to decide:
      • Give more white spaces on the web, and time to choose what they want.
    • They want to be seduced:
      • Make sure you take time to go through the phases of love :
        • Attraction
        • Intimacy
        • Romance
        • Passion
        • Commitment
brands want it also
… Brands want it also!
  • Brands are close to women in the fact that their expectations meet the women’s ones. They look for a long term relationship, with trust, commitment …
    • Loyalty : Brands want women to be loyal to them, and women want to trust the brands promise.
    • Efficiency : Brands want that their products pleased the women, and women want these products to be nice and useful.
    • Long term relationship : the Brands want to be near the women for a long time and women want to keep the same good products for a long time.
the female consumer is your wife mother sister daughter and friend
The female consumer is your wife, mother, sister, daughter and friend
  • Womanjournal.ru offers 9 sections and 9 services covering all the needs of women :
    • Love, fashion, psychology, cooking, familly and kids, …
  • Womanjournal.ru offers on-demand special projects to answer your special needs.
  • Womanjournal.ru has 2 additional sites to cover the largest women’s audience :
    • leLuxe.ru : Fashion, Lifestyle, Wellness, Catwalks.
    • Stardoll.com Russia : to reach the youngest audience. Exclusive packages with banners and product placements.
thanks for your attention

Thanks for your attention !

Pierric Duthoit