Planned Parenthood Behavioral Targeting.

We cannot ignore the considerable efforts that Planned Parenthood, a non-profit organization, offers to provide reproductive health care in the United States and globally, such as are Brazil, Colombia, El Salvador and Venezuela. Planned Parenthood consists of 159 medical and non-medical affiliates, which operate over 650 health clinics in the U.S. It partners with organizations in 12 countries globally. (1) This organization directly provides a variety of reproductive health services that include:

• Birth control and long-acting reversible contraception.
• Emergency contraception.
• Clinical breast examinations.
• Cervical cancer screening.
• Pregnancy testing.
• Pregnancy options counseling.
• Testing and treatment for sexually transmitted infections.
• Sex education.
• Vasectomies.
• LGBT services.
• Abortion. 

As any other organizations, Planned Parenthood uses digital marketing to understand their targeted audience and make awareness about their message. Planned Parenthood uses both mass media and digital media to understand, communicate, educate their targeted audience, and build a strong network of advocates who care and support Planned Parenthood core mission and vision. This non-profit organization is supported by the U.S. government, big corporation, and individuals.

Facts about Planned Parenthood:

• Planned Parenthood provides sexual and reproductive healthcare, education, information, and outreach to nearly five million women, men, and adolescents worldwide in a single year. 
• 2.5 million women and men in the United States annually visit Planned Parenthood affiliate health centers for trusted health care services and information. 
• Planned Parenthood 57 independent local affiliates that operate more than 650 health centers throughout United State, providing high-quality services to women, men, and teens. 
• Planned Parenthood provides more than 4.2million tests and treatments for sexually transmitted infections, including more than 650,000 HIV tests. 

In this blog, we will explain how planned parenthood implements the behavioral marketing strategy to target their audience. Planned Parenthood targeted audiences are divided into two groups: Patients and Donors.

Patients: 

Planned Parenthood target women and men from all ages, ethnicity, financial and educational background. However, Planned Parenthood is focusing more on black and Hispanic people who live in the poor neighborhood because the percentages of unplanned pregnancies are higher than any other group. According to Steven from Life News. Com 

“abortion advocates have always claimed that their main goal is to reduce unintended pregnancies and, by placing abortion centers and Planned Parenthood clinics in minority communities, abortion backers claimed their focus wasn’t promoting abortions to blacks and Hispanics but to help them reduce the number of unplanned pregnancies by promoting birth control and contraception.”

He also indicates that 

“……the rate of pregnancy among black women is almost three times as high as it is for white women and, though they make up less than 13% of the female population, black women have about 37% of the abortions.” 

The organization also targets High school, college, university students, and LGTBQ community. 

How Planned Parenthood uses behavioral marketing. 

An article that is written by Naquanna Comeaax from pregnancy help news mentioned that planned parenthood uses big data technology and tools to collect, process, and analyze data about their targeted audience to provide help as soon as possible to avoid the unexpected consequence. They use zip codes from the collected data to build abortion and clinic centers in a neighborhood where the percentage of black and Hispanic residents are the highest. Also, they make use of zip code to find more information about the school, college, and university to identify the density of female student populations. It is obvious to see how easily PP get their target audience IP address through the required information when you sign up to their app on your phone. Here is an example of the information that will build an entire profile of each individual sign up to their app.

Planned Parenthood also adopts geo-fencing and IP technologies to collect data that will help in target their client for marketing/advertising purposes. Basically, Planned Parenthood set up a mobile geo-fence around Planned Parenthood clinic, hospitals, doctor's offices, and when a smartphone user enters the geo-fence area, the user smartphone’s will be assigned to a unique ID. When the user opens an app, an ad will be served. the same article gives an example of how Planned Parenthood uses mobile geo-fencing to deliver banner ads with pregnancy help messaging to a woman’s smartphone while she’s near an abortion clinic or sitting inside of one. this banner ad will continue to appear on her smartphone for up to 30 days. 

Donors: 

Planned Parenthood also targets supporters and donors seeking their financial and moral supports to women.

Planned Parenthood Donation banner ad

Awareness 

For a first-time user, who do not know any information about planned parenthood, it is crucial to building brand awareness to educate them about the services and facilities that pp provide. We think that using social media platforms for storytelling will help to boost the level of brand awareness.

Fundraising 

Using CRM, which contains information about the donors such as donor’s name, address, ZIP code, phone number and email, will help Planned Parenthood to segment their donors as the first time, occasional or regular donors then, Planned Parenthood will create email lists to target, send meaningful messages for different pools of supporters. As a result, Planned Parenthood will be able to promote an organization’s message, increases brand awareness, helps rally supporters around a cause, and helps to raise funds. Planned Parenthood could leverage the benefit of CRM to segment donors based on their donation levels, recent donations, and lifetime donations. This information will be helpful when it comes to running any display, social media, or email campaign with the goal of increasing donations. For example, some people prefer to donate in a specific occasion such as new year or Christmas. Planned Parenthood could create a specific marketing campaign to target them to promote them to donate once again. 

Advocacy 

• To have a strong base of advocate, Planned Parenthood has to integrate their online marketing strategy with the offline. This means that Planned Parenthood could start the conversation online and it will be transferred to event or rally sponsored by Planned Parenthood. Planned Parenthood uses social media to recruit volunteers who will be able to help Planned Parenthood at a different aspect. 
• Using celebrities to talk about the sensitive issue publicly. Celebrities have millions of fans around the world, and if they could use social media to spread the Planned Parenthood message this will help to increase the brand awareness and improve Planned Parenthood current image. For example, in 2011, Scarlett Johansson published a YouTube video for defending women's healthcare.

Dove Marketing Strategies

Who is the right person to ask for the real meaning of beauty? What are the standards of beauty, and how to be the most beautiful girl in the world? These questions are always on the top of my mind. Today, I am a 26-year-old, it is countless the number of time that I have been exposed the hidden messages in mass media, such as magazines and TV program, for defining the word “beauty”. What I have understood is that this definition is not a constant, in a matter of fact, it is a trend that changes over the year based on the fashion and style experts' opinion.

For women around the world, it has become a constant battle to keep up with these trends that mass media wants us to follow such as a woman code of dress, weights, shapes, and lifestyle. There are many factors that conflict with what the mass media want us to do such as cultural background, ethnicity, the level of education, and religions.

In my opinion, I think global companies around the world, Dove was one of them, have contributed to set this unjustified definition of beauty. Indeed, this the main factor for having an unclear definition of the word "beauty". In the past, Dove had advertised their bar soap to a specific ethnic group and had ignored the rest of their targeted audience even though the Dove soap bar is consumed by many women around the world. Thankfully, Dove has changed their marketing strategies to meet their diverse audiences.

In this blog, I will cover Dove Marketing Strategies and states why Dove is shifting their focus to include as many as women from different ethnicity, cultural background, the level of education, and ages.

Dove Marketing strategies:

Dove is focusing on these three strategies to communicate with their audience: 

• Reverse Marketing

Usually, this is done through traditional means of advertising, such as television advertisements, print magazine advertisements, and online media. In 2004, Dove launched the Dove Campaign for Real Beauty focusing on the natural beauty of women rather than advertising their product.  The campaign was born out of research the brand commissioned that found that only 2% of surveyed women described themselves as beautiful (1). It aims to celebrate women natural physical variation embodied and to make women feel comfortable in the skin they are in. In this campaign, Dove is highlighting different ages, shapes, sizes and ethnicities.

“Recent research from the Dove Global Beauty and Confidence Report revealed that one in two women feels social media puts pressure on them to look a certain way.” (2)

Recently, Dove’s announced their ‘Real Beauty Bottles’ campaign to embody the brand message. Dove has created six exclusive and limited-edition design of Dove Body Washes.The main idea of this campaign is to emphasize that beauty comes in all shapes and sizes.

Real Beauty Bottles

• Storytelling

Dove communicates and engages with their consumers at an emotional level. For example, in the Dove legacy campaign, Dove was asking all women to help create a positive beauty legacy for the next generation. This commercial ad was featuring mothers were passing on positive messages to their daughters to boost their confidence and self-esteem.” Globally 8 out of 10 girls opt out of key life activities when they don’t feel good about the way they look (3).”Dove used the hashtag #FeelBeautifulFor on Facebook and Twitter to let women and girls all over the world to inspire and share their messages and thoughts to help make beauty a source of confidence.

The Dove Self-Esteem Project

The Project was created in 2004 and the objective is to help the next generation of women grow up feeling happy and confident about the way they look.

"The project delivers self-esteem education to young people (primarily girls) aged 8-17 years through lessons in schools, workshops for youth groups, and online resources for parents."(4)

The project objective is to Educate 20 million more young people around the world on body confidence and self-esteem by 2020.

Dove Self-Esteem Project

• Social media marketing

Dove is using social media to communicate with their consumers, to promote body positivity, and to propel these positive beauty messages to as many women as possible. Most of the Dove targeted audience are in social media who are open to engaging with the brand message as they can express their feeling honestly.

Speak Beautiful

Dove partnership with Twitter to identify negative tweets about beauty and body image posted by women. Then, the Dove account will respond to those tweets in real-time to provide some advice that came directly from social media and self-esteem experts to empower women to speak with more confidence and kindness about beauty online. This campaign encourages women to realize the role their online words will impact their confidence and self-esteem. (5) 

According to research commissioned by Dove,

• 8 out of 10 women encounter negative comments on social media that critique women’s looks.
• 82 percent of women surveyed feel the beauty standards set by social media are unrealistic 
• 4 out of every 5 negative tweets about beauty and body image are written by women critiquing themselves. 

Dove Pro-Age Women

Dove did not ignore their loyal consumers from the old generation. Dove recognized there is no stronger way to build an intimate connection with a woman than to listen and understand what they need in this age stage. Dove message is that aging is natural, and still beautiful. The Pro-Age product line offers a benefit to women who are growing old and still want to maintain their beauty and youthfulness. In Dove Pro-Age Campaign, the commercial ad showed real women over the age of 50 embracing their beauty and proving that beauty has no age limit.

Being bullied, having a low self-esteem and committing suicide are not the only problems that women face. It is a culminating issue that mass media and global companies were the main reason to put women under pressure and turn women life into a nightmare. The problem never ended, in fact, it has shifted from the traditional media to the new media. As a result, the pressure becomes more noticeable as anyone in the virtual world could express their opinions without thinking about other feelings. As a female, I hope that companies change the way of thinking about a woman, and use Dove marketing campaigns as an example to follow. Indeed, Dove as always comes up with a unique idea of marketing to embrace women beauty. Also, their ads touch sensitive topics that are very hard to talk about publicly with an honest opinion. Dove wants to establish having a good connection with the new generation because they are already in social media. The new generations have the more sophisticated knowledge about other brands and they're highly selective in their choices. Also, they value advertising messages that connect them with the brand emotionally and shares valuable insights. 

Analyzing Daniel Wellington Website's User Experience

Are you obsessed with watches? Who does not? So do I 😊
Talking about watches. Last week I checked Kendall Jenner Instagram, and I noticed the  Daniel Wellington watch that she was wearing. I immediately checked their website and read more about it.

Kendall Jenner advertise Daniel Wellington's watch in her Instagram account

I really enjoy buying watches that do have a special future, style or even a story. Unlike another brand, Daniel Wellington is a really unique brand. Filip Tysander, a 31-year-old, who couldn't afford a Rolex has built a $180 million watch empire in less than 5 years, is an exceptional story. To read more about Daniel Wellington success check out Business Insider Nordic article. In this blog, I will analyze Daniel Wellington’s website and provide more details about User Experience, and at the end, I will give recommendations that will help Daniel Wellington to improve User experience and to excel better than its competitors. 

User-Friendly Navigation:

As it is shown in the picture, Daniel Wellington’s website navigation bar is easy to understand and use. When the user navigates this website, there are only 6 choices, which make it simple, logical, and short. Also, the website navigation bar is built to reduce the visitor’s confusion- “cognitive load”. According to Tofrosmo, Joel Latto mentioned that "Visitors create a mental image of the site’s hierarchy and message importance in just 2.5 seconds." In the Daniel Wellington's website, navigational choices are short, logical, and simple, and that what the end user want.

Daniel Wellington Navigation Bar

Website design and layout

Overall Daniel Wellington website looks and feels be consistent across all of the site's pages. Backgrounds, logo, color schemes, font family, layout are harmonious and compatible. This can have a positive impact on usability and user experience.

Product Images

Daniel Wellington uses high res images. Also, it has the zooming features to let users see product details, and it allows users to scroll to back and forth between images. Images serve as a great visualization of the product in context.

Daniel Wellington products

When you click on the selected item, below the product there is a short product summary about product details, reviews, and Call to Action area.

Watch Information

According to a study by Forbes, 50% of online shoppers say that large, high-quality product images are more important in their buying decisions than product information, descriptions or even reviews.(2) Thus, having bigger, better product images will lead to increase conversion rates.

A Clear call of action

In Daniel Wellington website, each product as a clear call-to- action button where it tells users where to go, where to click and what to do.

Call to Action

Copywriting and content and SEO

Daniel Wellington uses SEO Content the most relevant to the nature of the brand. For example, on the home page, keywords that are being used are:
<meta name="keywords" content="watches, daniel wellington, best watches, daniel wellington watches, designer watches, nice watches, unique watches, watches online, classic watches, fashion watches, buy watches online, fine watches" />

For the collocations page, the keywords are:
<meta name="keywords" content="Minimalistic, NATO, NATO Strap, Interchangeable, Watches, Preppy, Classic, Timeless, Unisex" />

For the men page, the keywords are:
<meta name="keywords" content="mens watches, watches for men, best watches for men, boys watches, wrist watches for men, wrist watch, popular mens watches, nice mens watches " />

For the women page, the keywords are:
<meta name="keywords" content="watches for women, womens watches, women watches, womens watch, watch for women, watches for women, ladies watches, girls watches, female watches" />

For the watch bands, the keywords are:
<meta name="keywords" content="Minimalistic, NATO, NATO Strap, Interchangeable, Watches, Preppy, Classic, Timeless, Unisex" />

The copywriting in Daniel Wellington website are Simple, Clear and precise. The language Daniel Wellington uses is very simple, humanized and easy to digest. The voice of tone shows that Daniel Wellington is a brand for those who likes classic, Preppy, and elegant watches.

When they communicate with their visitors, Daniel Wellington emphasizes on the benefits, not features. The brand tells their visitors why should buy this Daniel Wellington, not only states futures and facts about their watches.

Finally, what I like the most of this brand is that it encourages their consumers to be part of their crowdsourcing for their content creation. For example, Daniel Wellington has created this hashtag on Instagram where people can post pictures that are related to the brand #DANIELWELLINGTON

#DANIELWELLINGTON

Shopping Cart and shipment information
In Daniel Wellington website, adding items to the shopping cart is a smooth task. Ordering a watch is a very simple task to do. There are only three steps to ordering: first select the wanted watch, second add the item to the shopping cart, finally, fill the form and click place the order. Also, the shopping cart shows total price and number of items in the cart. For checkout page, it asks for only the minimal required information, so the users do not feel overwhelmed with the amount of information he/she needs to reveal in order to buy an item. the checkout process short and your steps clear and logical. when your click on place order, it shows progress during the checkout process.

Checkout Process

Daniel Wellington has a clear detailed information about delivery and returns options. These details play a major role in many customer's’ decision to purchase a watch.

The help Page

Responsive design

Daniel Wellington website has responsive web design optimal viewing for desktop and mobile.

Customer service and online chatting

Daniel Wellington customer service responds immediately to answer customer questions in detail

Online Chat

Recommendations:
Adding Customer Reviews, rates, and recommendations.

Consumers are more likely to buy things from websites that have reviews and ratings. That’s why Daniel Wellington should include reviews and ratings and encourage their customers to leave feedback and share comments.

The more interesting fact about Online Reviews for an Ecommerce Store is that:

• 70% of customers consult reviews or ratings before making a final purchase. (PeopleClaim)
• 67% of consumers read 6 reviews or less before they feel they can trust a business enough to make a purchase. (MarketingProfs)

Content Sharing and Social Networking Buttons

Social networking buttons are designed to get users sharing content. the user experience does not occur within a single channel. In fact, users move between multiple channels and adding social share buttons give customers the ability to display their e-commerce purchases on Facebook, Twitter, Pinterest or other platforms.

Social media widgets help to collect the demographic data you need, and it helps better Retargeting. For example, in Facebook, rich demographic and psychographic data that social sharing widgets can capture. This help to provide better-retargeting efforts during your marketing campaigns. Moreover, social sharing widgets create buzz around the brand increase brand awareness and recognition.

Adding Search Bar

In Daniel Wellington website, there is no search bar. The search bar helps visitors to look up for information on the website.

Conclusion:
To sum up, Daniel Wellington website has a good user experience by addressing these Six qualities:

• Findability: The website is easy to navigate. The product is easy to find and there are enough information and description of each product.
• Accessibility: the website is accessible via different internet browsers and devices.
• Desirability: the website drives a visitor to take action through design. we can make a page more desirable to use by adding visual design provides context and well-written content guides visitor to finalize the decision taking.
• Usability: It fulfills the customer’s purchasing needs as quickly and effortlessly as possible. 
• Credibility: it provides links to return policy, customer service, shipping and privacy pages. However, Daniel Wellington should work on adding consumers rating and reviewing to add more credibility.
• Usefulness: all the information in Daniel Wellington website is useful and easy to understand.