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11:00am

Digital Divas: How Girls Rule the Digital Universe
    How can brands in low-interest, low-involvement categories truly engage women in the digital space? Which of women’s digital activities are purchase decision drivers vs. distractors? What do women really want from brands online? Ogilvy, Microsoft and Mindshare teamed up to tackle those questions and more with “Digital Divas,” a groundbreaking study of more than 12,800 women that reveals how the Venus-Mars analogy extends into the digital sphere: how women vs. men live and breathe online and what that means for brands. "Digital Divas" makes sense of the daunting deluge of data on women in the digital domain to tell the story of how women seek, share and shop across channels. We’ll discuss and debate some hot topics, like why women really “like” brands on Facebook and what a “like” is truly worth. We’ll share some surprising new digital developments, like what surpassed peer recommendations and store coupons in 2011 to become the No. 1 influencer of women’s online purchase decisions. And we’ll illustrate how even the least sexy brands are connecting with, captivating and cashing in on women in the digital domains they rule.

    Speakers
    Partner, Cultural Strategy Director | Ogilvy & Mather | Dayna...

    Managing Partner, Dir of Strategic Planning | Ogilvy & Mather...


    Type Interactive, Core Conversation
    Hashtag #sxsw #Divas
    Theme Branding and Marketing
    Level Intermediate
    Website http://schedule.sxsw.com/2012/events/event_IAP12284

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