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Brand.net and Quaker Reveal Media Engagement and Activation Strategies for the 'SoLoMo' Mom

Friday, June 07, 2013

Press release from the issuing company

SAN FRANCISCO - Brand.net, a Valassis Digital Company, announced today that SoLoMo (Social, Local, Mobile) is changing the way people are interacting and learning about brands and products.

Industry experts Rajat Shroff, Vice President of Product Management and Business Development atBrand.net, and Barbara Liss, Director of Digital and Social Media at Quaker Foods of PepsiCo, shared insights at the recent iMedia Summit on media engagement and activating the SoLoMo mom, who is now driving consumption behavior.

In the early 2000s, moms weren't as digitally connected, spending only about one hour online a day versus more than three hours a day in 2012.  Rather, it was her family spending time online, finding products they wanted her to purchase for them. Today's mom now spends an average of 6.1 hours a day on her smartphone. In addition, 1 of every 3 minutes a mom spends online is on Facebook. She's also joining online mom clubs and is more aware of product attributes than ever.

At the iMedia Summit, Shroff and Liss discussed how today's SoLoMo mom is becoming aware of products on social sites, researching on parenting blogs, and then making the buying choices for her family.  Her multi-media consumption is leading to faster, smarter and better buying decisions. Shroff and Liss also discussed the differences in how media behavior, geography, culture and other demographics impact the SoLoMo mom.

Shroff heads up product strategy with a specific focus on unlocking the unique data and assets at the company to make them actionable for digital advertising.  He has also held product management leadership positions and led strategy and delivery of products for analytics, personalization, search, advertising and merchandising. "Brands are engaging with consumers, especially with moms, in so many different ways today," Shroff said. "Media consumption continues to grow on digital screens and the opportunities to engage with consumers innovatively across them is leading to loyalty and activation."

Liss is responsible for driving the digital agenda across the Quaker portfolio.  During her tenure, she has spearheaded the brand's e-commerce initiatives, enhanced Quaker's social CRM program and overseen their entry into mobile marketing.  According to Liss, "Social, Local and Mobile are key engagement arenas forQuaker Foods to connect with the Digital mom.  We are continuously pursuing new areas to reach, engage and activate moms.  Brand.net has been open to working with us on new techniques and the early signs are successful."

 

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