Surprise: Girls are Leading The Way With Online Play

In this afternoon’s session Marketing in a Digital Age, moderated by Julia Fitzgerald of VTech Electronics, there was consensus among panelists Anton Rabie of Spin Master, Marc Rosenberg of Zizzle, and Tim Kilpin of Mattel that girls are the primary users – and thus, the main trendsetters – of online play.

Rabie observed that girls are faster to the digital world due to the social networking aspect and customization of many online sites. Successful sites such as Club Penguin, Funkeys and Neopets were designed from the beginning to have a sense of community and strong social aspects. In the case of WebKinz, the user has an emotional attachment to the physical product (ie, collectible plush) that opens the gate to the online playground. It’s this emotional connection to a physical product that differentiates the successful online site from many of those that fail.

Kilpin noted the importance of using television advertising to drive consumers to the web, which then drives the consumer to the physical product. Having said that, he also emphasized that participating in digital is about taking chances. No one really knows what will work and what won’t. It’s important to experiment slowly and take baby steps.

This sentiment was echoed by Rosenberg, who said you don’t have to spend a lot of money to promote your product if you’re creative. You have to try everything. He recommended less-expensive microsites for new products or smaller companies with limited budgets, as opposed to more expensive television advertising or major websites.

They all agreed that digital must be a core component of your marketing mix, and that building your brand online is of crucial importance to your ultimate success. Above all, you must be true to your brand.