Sara Scurfield, AIMS volunteer and Online Program Manager at Advantex Marketing caught up with Mirabel Palmer-Elliott of Rogers Consumer Publishing Websites to discuss some of the upcoming features of her February 27th presentation for the AIMS event “Marketing to YOUR Customer.”
SS: How does Rogers Consumer Publishing treat genders differently online?
MPE: Gender is not always the biggest differentiator online. It is definitely a characteristic of what we monitor, but we find the most important differentiator is what the user is doing online.
Having said that, women tend to be more functional and men tend to be more informational online. We can use this information to delve deeper and overlay new targeted features and a different tone and manner for our different sites.
SS: What advice would you give to people that are trying to be more conscious and targeted with their messages as they translate from print mediums to web?
Online goes deeper into what we deliver in print. For Rogers’ publications, online content is either a) solution oriented (recipes, workouts, checklists) or b) Fun (quizzes forums, etc).
Not only is this content easiest to deliver online, it is available 24/7 and engages readers at a deeper level. Quizzes and communities are huge online. People become very passionate about certain topics and we are able to learn a lot from these readers about what they want to see and hear in all our channels.
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