App marketing research

For my next project, I’m tasked with creating a marketing campaign for the pregnancy monitoring app I developed, “Over The Bump”. I decided to use one of the user personas I created from the previous project, the expecting mother Brigid Crowley, as she was the most relevant persona to the project.

brigid_up

brigid_empathy

As digital marketing area is constantly changing and evolving, I researched how the sector has evolved. Over the last decade or so, a company’s presence online has become essential, as a majority of people to do research and purchase items and services they wish to buy. This means that having some sort of presence online is a crucial step in promoting your company.

marketing_tablet

Ten years ago, digital marketing was a small concern for businesses, but since then it has become a very important aspect. According to a study organised by Adobe ,only about half of businesses believe that they were effective at digital marketing, with only 9% of them believing their digital marketing is successful.

As digital marketing has advanced drastically due to the quick expanse of technology in the last decade, the cost of marketing has increased notably. Businesses in turn have required to hire qualified people to manage the digital marketing of the company and to help in the creation of content and advertising. With the introduction of new technologies, there are now a variety of ways in interact with a potential customer.

It is more important than ever for a business to be consistent and credible. Forming a lasting connection with customers will prove invaluable in the future. This cannot be emphasised enough, being one of the key fundamentals in marketing and design in general: create content centered around your customers, not around yourself. Now with digital marketing, sending out the correct message, at the correct time on the correct network is crucial.

charles-1186482-unsplash

While researching how digital marketing has evolved over the last decade or so, I came across some helpful information on how a business can market to pregnant woman successfully. Up coming mothers who are expecting for the first time tend to take in as much information about pregnancy, labour and care as they can, reading from multiple sources and talking to friends, relatives, and partners.

Out of all of the babies born annually, 40% are to first-time mothers. With this all this new information at hand, woman are now a potential customer for  products they didn’t know they needed before, such as larger cars, fresh paint for the nursery walls, and much more. This leads is a great opportunity to market your brand to fit into this slot.

Brands are needed to demonstrate that they care and understand about expecting mothers by encouraging and supporting them throughout their pregnancy, taking in mind that it is a constantly active situation. Constantly, there are new expecting mothers entering the market, and businesses that have a good understanding of the mindset of these women will be more successful in their campaigns.

Around 74% of first-time expecting mothers give ads portraying real mothers, rather than actresses or models, more attention, along with 52% believing that a brand that realistically reflects the modern issues faced by expecting mothers and parents is a very influential marketing point. Also, only 44% of the expecting mothers studied regularly see advertisements and media directed towards them feature family members.

power of the bump

To further my research, I reviewed a report on a successful pregnancy and maternity campaign that was somewhat relevant to my app, named Power To The Bump. The campaign was produced in 2015 by the British Equality and Human Rights Commission. The objectives of this campaign  were to:

  • Increase reporting of pregnancy and maternity discrimination in
    the workplace.
  • Raise awareness of the rights and responsibilities of women and employers in order to reduce levels of discrimination.
  • Secure support for our recommendations.
  • Position the EHRC as an authority on maternity and pregnancy
    rights.

 

For the campaign, two target audiences were formed: employers and pregnant women. Thia caused the campaign to branch into two smaller sections:

  • #worksforme: A dedicated microsite containing practical advice
    and information for women and employers on their rights and responsibilities.
  • Digital and PR-led content marketing campaign which used
    our comprehensive new research into the incidence of
    discrimination as a hook.
  • Dedicated web area for #worksforme containing practical
    advice and information for women and employers.
  •  Led and formed a coalition of more than 50 partners to
    push for change.
  • Published wide-ranging proposals for change in a
    recommendations report.

 

  • #PowertotheBump: A digital PR campaign to unite and empower young mothers, focusing on positive behaviours for young women to adopt in order to empower them rather than on what their employers are doing wrong.
  • Targeted working mothers under 25 years old by
    developing a peer-to-peer digital campaign centred on the
    campaign line #PowertotheBump.
  • Eye-catching sharable content was created and user
    tested with young mothers and groups to ensure
    appropriate positioning.
  • Developed a strong network of influencers to ensure
    messages were shared widely with our audience.
  • Worked with popular parenting YouTube site ‘Channel
    Mum’ to develop top tips videos featuring regular vloggers
    sharing their advice and experiences.
  • Supported by a content platform and targeted media stories
    that highlighted the incidence of discrimination towards
    young women.

#worksforme proved to be a great success with over 500 campaign items covered  across multiple platforms such as press, online and broadcast media. #powertothebump was also very successful, with high profile coverage BBC, Sky News, ITV and Channel 4
News, BBC Radio 1Newsbeat, Huffington Post, Stylist magazine and Grazia, reaching a potential audience 2.5 million for the campaign on social media.

Some additional statistics on the campaign were also provided:

  • There were over 3,500 posts about #PowertotheBump across blogs, Facebook, Instagram and Twitter and more than 600 retweets for our messages, including retweets from 21 MPs and 63 of their stakeholders.
  • Over 90% of posts were positive and on-message.
  • #PowertotheBump webpages were visited over 3,000 times with almost three-quarters of people saying they would take some form of action.
  • They recieved widespread positive support from more than 60 stakeholders including Fawcett Society, CIPD, TUC, UN Women, Young Women’s Trust.
  • The video that they hosted with Channel Mum had about 25,000 views to date which has exceeded any EHRC video produced in the past five years.
  • #PowertotheBump has started a movement online with influential bloggers and MPs sharing their personal experiences and support for the campaign.

This outcomes of this campaign by the British Equality and Human Rights Commission resulted in:

  •  Committed actions by the Welsh, Scottish and English governments.
  • The Woman and Equalities Select Committee launched a formal enquiry into pregnancy and maternity discrimination in the workplace.
  • Their main objective of raising the awareness and the reporting of pregnancy and maternity discrimination was met, with a total increase of 25% seeking help on the issue and a 22% increase of people online advice, with the campaign website being viewed 22,000 times in 2015.

The report ends with a summary of what was learnt from the campaign:

  • Strong evidence base provided a really firm foundation for communications and will enable us to monitor behaviour change over time.
  • Need to be more agile in our channel approach – there was some nervousness about working with vloggers but this proved to be really successful with our target audience of young mums. Need to go where our audience is.
  • Carefully targeted stakeholder engagement helped to spread the messages with appropriate audiences – need to understand more about our key influencers on social media and have faith in working with non-traditional stakeholders.
  • Businesses listen to other businesses – this learning has been woven into the new follow-up Working Forward campaign.
  • Need to assign more resource for evaluation, particularly to understand sentiment and messaging through media coverage.
  • User feedback led to changes to the #worksforme website, in particular increased use of shortform downloadable content for employers.
  • The campaign brought home the power of a strong hashtag and the importance of visuals on social media.

 

After my research, I learnt several things that would be helpful when marketing my app:

  • Having a online presence is crucial.
  • Build a close and legit connection with your customers.
  • Create content for your customers, not yourself.
  • Having knowledge in the relevant topic greatly helps with connect to and keeping track of your customers.
  • Don’t be anxious in trying new ways to promote your app.
  • Narrowing down the perfect stakeholders and audience is crucial in promoting your product.
  • Try not to overlook influencers.
  • Listen to customer feedback and adapt accordingly
  • The importance of visuals and a strong hashtag when marketing on social media.

 

References:

Marketing: https://www.zahramediagroup.com/marketing-to-pregnant-women/

Evolution: https://www.business2community.com/digital-marketing/how-marketing-has-changed-in-10-years-02047714

Campaign: https://gcs.civilservice.gov.uk/wp-content/uploads/2015/09/Erica-Boardman-Pregnancy-campaign-presentation.pdf

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