Today's dads play Xbox, use their smartphones in stores, and love product reviews. Are you engaging them in the right conversation?
Today's dads are playing a major role in household purchases, and they're spending a lot of time online. Stacy Elliott, Director of Microsoft Advertising, tells iMedia's Marti Funk why digital marketers should be paying close attention to this important group.
"Men are high digital consumers. They're spending nine and ten hours a day with media. They're big searchers, they're interested in word of mouth...they're very big on product reviews." -Stacey Elliott
0:00 - Dads have changed
1:00 - How should marketers be targeting today's dads?
1:50 - How dads use digital media
2:50 - A shift in strategy
Run time is 3:36
Stacy Elliott has spent the past 20 years in marketing and communications, with an emphasis in consumer technology. She spent her early career in public relations working for such well-known firms as Manning Selvage & Lee, Hill and Knowlton, and Fleishman-Hilliard. Her clients included multi-national consumer brands, including Lever Brothers, Ralston-Purina, Carnation, Pepsi-Co and American Airlines. In the mid-90s, Elliott was recruited to bring her marketing and communications experience to the consumer technology realm, helping Microsoft launch its early consumer-focused technology products including education software, gaming software, and home productivity products. While in this role, Elliott realized that technology companies needed to better connect with consumers -- particularly women and seniors -- and she developed a passion to help women learn to use technology in their everyday lives.
Marti Funk has over 13 years of experience in marketing, media, emerging media technology and digital merchandising, and a unique perspective having spent time on the agency, client and publisher sides of the industry. Prior to establishing in Alpine Collective in 2009, a digital marketing consultancy, she served as VP Marketing and Client Solutions for start-up Sportgenic, a vertical sports network with patent-pending media management technology. Previously, Marti served as VP Digital Distribution and Partner Strategy for Real Branding with clients including ABC Daytime, Warner Bros. Home Entertainment, Anheuser-Busch (InBev), Unilever, Levis Strauss Signature and the Darden Restaurant Group.