WOMEN ARE NOT FROM MARS...
In keeping with the old Mars/Venus theory, men and women respond to ads and interact with brands differently. So shouldn’t your digital marketing campaign take this into account?
Women make 85% of all consumer purchases with over 5 trillion in spending annually by U.S. women and global consumer spending by women pegged at $20 trillion and forecast to reach up to $28 trillion in the next several years.
In other words, you better know what women want and how they like it if you want to maximize your digital marketing spend ROI.
What Women Do with Your Brands Online
• 22% shop online at least once a day
• 92% pass along information about deals or finds to others
• 171: average number of contacts in their e-mail or mobile lists
• 76% want to be part of a special or select panel
• 58% would toss a TV if they had to get rid of one digital device (only 11% would ditch their laptops)
• 51% are moms
- 59% of women feel misunderstood by food marketers;
- 66% feel misunderstood by health care marketers;
- 74% feel misunderstood by automotive marketers;
- 84% feel misunderstood by investment marketers
- 91% of women in one survey said that advertisers don’t understand them
So basically, digital marketers need to step up their online advertising game since it’s leaving women feeling misunderstood and easily wooed by others.
Strategies could include:
- Use content optimization tools to present different ads and products to male and female visitors based on respective trends in gender preferences
Women respond well to:
- Stories with expressive language
- Easy browsing and choice
- A good bargain and vouchers/promo codes – 64% of UK women follow brands to access deals and offers compared to 56% of men
Benefit: It’s a good idea to specifically target women, as they are more likely to advocate your brand and recommend it to others.
Men respond well to:
- Media channels that display information, such as LinkedIn, Twitter and Foursquare – 45% of men check in to locations compared to 33% of women
- Messages that are clear, succinct and don’t beat around the bush
Q. What are some other gender-based strategies companies can use in digital marketing campaigns to appeal to men/women specifically?
1 comment:
I was reading today about a study released at Cannes Lions, regarding what Moms want and how brands can build campaigns around mothers. There is research being done on how to create social experiences and marketing strategies around mothers.
The study mentions campaigns around family life, routines, and how particular products can leverage those interests; as Kraft did with their "big fork, little fork" campaign. Mothers are also often using mobile devices while shopping, looking for recipes and so on and therefore it is an area that needs to be capitalized.
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