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The three major demographics for online marketers part 3 - the importance of marketing to women

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  • 1. The Three Major Demographics for Online Marketers(Part 3): The Importance of Marketing to WomenIn the third and final installment of the „Three Major Demographics for Online Marketers‟ series, the Position²research team looked at the importance of marketing to women and how brands can benefit from one of the largestaudiences online. Women, who make up for the majority of users on many popular social networking channels, haveestablished a strong presence on the social web. Snippets from a recent study by ComScore show that: The average time spent online by women is 24.8 hours, compared to men who spend approximately 22.9 hours. In April 2010, women accounted for 16.3% of the average time spent on various social networks, as against the 11.7% average time spent by men. Although the number of visits to retail websites were almost the same for men as they were for women, the latter reportedly spent more time actually browsing through these websites.One of the reasons why we singled out women as one of the key demographics for digital marketers is because of thepurchasing power they yield. For instance, sites like Zappos, Groupon (77% female customers), Gilt Groupe (70%women shoppers), Etsy, and Diapers have women as their biggest customers. With the digital space graduallywitnessing an increase in female visitors, it was no surprise when social networking newbie, Google+, saw 33% of itstraffic driven by women (as of July 14, 2011), a figure that is inching upwards. For brands investing millions of dollarsin digital, especially social media marketing, data such as this is proof enough that the female audience needs to havecampaigns and marketing strategies thatspecifically target it. Here are some veryconvincing statistics that will highlight whyonline marketers need to leverage girlpower: 42% million women in the US routinely participate in social media. A new study conducted by Edison Research and Arbitron, The Social Habit 2011, shows that women account for 52% and 54% of the Facebook and Twitter users respectively.© Position2, Inc. 1
  • 2. A demographic analysis conducted in April 2011, for the European market, indicates that females spent significantly more time (5.7 hours) on social networks than males (4.1 hours) across all age groups. The COO of Facebook, Sheryl Sandberg, revealed that women, on an average, have 8% more Facebook friends than men.For online marketers looking to reach women, the possibilities are endless. However, before crowding the digitalspace with gender specific campaigns and marketing messages, it is important for brands to understand: how dowomen spend their time online and what do they want from the web? The Social Expressionistas, Alpha Trendsetters and Shopsessives: A study by AOL and Bovitz Research Group broadly categorizes web-savvy women into these distinct behavioral groups. o Social Expressionistas: These community creators are passionate about spreading the word online and are highly active on social networking sites. o Alpha Trendsetters: Take their social lives and careers seriously and are very brand conscious. Our recommendation? The perfect target market for markers of luxury brands that aim their products at women, such as Estee Lauder. o Shopsessives: Believe they are experts in all areas ranging from fashion to health and are shopping online across all product categories. This group highly influences the shopping decisions of their family and friends. The Discount Seekers: A study by ChiefMarketer shows that 47% women look for coupons and promotions online; why is that not surprising? The female demographic, which comprises of homemakers, mothers, wives etc, is also empowered financially, with more and more women taking on the role of the breadwinner. However, the coupon searching trait is not so much about saving money, as it is about women who constantly look out for something that intrigues them through the convenience of social media sites. Here’s something interesting; a recent Groupon study found that it was attracting the young, single, educated, female crowd with cash to spend. For advertisers and online marketers, this target group is a goldmine. The Twitterians: Twitter, which was largely believed to be used by men, has a growing female user base. According to bloggers Dan Zarella and Darmesh Shaw‟s analyses, women follow more people, tweet more, and have more followers on an average than men. Be it discount seekers, coupon collectors or fashion conscious women, the key to getting the most out of your social media marketing campaign is knowing where your target market is most active and what are the popular trends dictating their online activities. In order to get clarity on your market type (in this case, women) we recommend using social media monitoring tools such as Brand Monitor for complete understanding of your target demographic.© Position2, Inc. 2
  • 3. Why Marketers Should Reach MomsWith women being the most frequent users of social media, it is not surprising to learn that moms are heavily intosocial networking. One of the brands to understand this way before the others could catch up is Huggies. The babyproducts maker jumped onto the social media bandwagon back in 2009, by launching the Circle of Moms social site(also a Facebook page). The webpage, which includes an expert advice column, a mom-to-mom forum with relevanttips, age specific diaper information etc, was a huge hit with moms. That was a few years back; are mothers just asimportant an audience for online marketers today as they were then? Some reasons why we think marketers shouldreach moms online: According to the Moms And Media: 2011 report, a whopping 62% of mothers have a Facebook profile page, while 70% of social networking moms are posting status updates online. This makes mommy “status updaters” an increasingly important part of the continuum of marketing communications. Many brands perceive social-savvy moms as an important demographic because they not just share content, but also listen. When compared to dads, moms are 40% more likely to follow a brand on social media channels. Moms are still primary budgeters and spenders in the household, which makes them VIPs to marketers.That was the „why‟ of reaching mothers in the digital space; Let us now look at the „how to„, the understanding ofwhich comes naturally to brands that know precisely what the moms are doing and what they expect from onlinemarketers. Identify the power moms: These women communicate with their families and friends through various social networking channels as well as other mom-specific social networks. They are online paying bills, planning family vacations and downloading coupons. Design Informative Ads: According to an About.com survey featured in eMarketer, 51% of moms said “ads that provide detailed information about how I can use a product” grab their attention. For instance, YoCrunch Yogurt‟s integrated social media campaign that targets mothers also features a dedicated discussion space on the brand‟s redesigned Facebook page that invites moms seeking product related information to chat with each other and with the brand. Tell a Story: Moms like stories, and social media provides the perfect platform for brands to disguise their marketing messages in the form of interesting stories. This approach, we believe, is much better than simply ‟selling‟ something online. Engagement is the Answer: Marketing messages without focus on engagement are like one way traffic. Mothers today expect a dialogue with the brand online; the key here is to encourage your customers for their opinions, complaints and appreciations just the way P&G is planning to do with its „Life Well Lived‟ campaign on BlogHer.Marketing to Women: Popular MythsWhether it is moms or women in general, the stereotypical image about this gender can sometimes lead to thecreation of myths that could result in less-than-perfect marketing messages. Here‟s a compilation of some typicalmyths on how to supposedly market to female customers online: Myth#1: Women are technology shy: The fact? More women own smartphones than men and are more reliant and comfortable with technology than they were a few years ago. According to recent studies, 75% of women disagreed with the statement “men are more comfortable with tech than women”. Myth#2: All women are moms: Most marketers simply assume that all women are moms. Designing online or offline campaigns based on this assumption may not yield the desired results. Why? Because they are not© Position2, Inc. 3
  • 4. targeting the specific demographic. As quoted by the She-conomy blog “All moms are women, but not all women are moms.“ Myth#3: Women only buy the girly stuff: Going by this belief means missing out on a huge customer base. The female customer‟s shopping list in current times comprises of more than just lipstick and high-heels. According to the newly released “What Women Want From the Web Report,” Summer 2010, by Unicast, while women do look for beauty and fashion related products online, around 48% are researching travel destinations, and 59% are browsing for gaming and entertainment products. Our take on this? Women have moved beyond the „I love pink and frilly‟ phase. Myth#4: It‟s all about emotions: While it is true that women are drawn to online campaigns that attempt to make an emotional connection, there‟s a flipside to overusing the „emotion card‟. When Hoover vacuums launched their „Clean Freaks Rejoice„ campaign on YouTube, the company‟s aim was to emotionally connect with women who were usually tasked with the „after party‟ cleaning up. However, the brand‟s display of women as „neurotic‟ and „anxious‟ did not go down well with the female demographic.ConclusionAlthough there is a significant amount of stereotyping that occurs around women‟s interests, especially assumptionsthat restrict women‟s interests to fashion, cooking or childcare, this appears to be gradually changing. The modernmarketer understands that female customers are no longer technology shy and are among the biggest buyers ofsmartphones and other gadgets. Online marketers targeting tech-savvy women should consider designing more appsthat cater to the lifestyles of today‟s female shoppers.While there are several myths on how to market to women online, more and more marketers are broadening theirhorizons and are bold enough to design social media campaigns which, although are gender specific, areunconventional in several ways. Social media campaigns these days are detailed, interactive and seek to engage thespecific target audience, who in this case, are women. Women, especially mothers, are interested in having on-goingrelationships with brands they can trust and ones that understand their needs. It is true that moms make up for a hugedemographic online; however, brands need to keep in mind the fact that simply churning out mom-specific campaignscould mean missing out on other female customers, who may not be necessarily mothers, but nevertheless have equalmaturity and financial stability. We believe that the modern woman is not your typical customer and most often thannot prompts brands to put their thinking caps on; but what we also know is that coupon collecting, the inclination toshop online, and brand loyalty are behavioral traits that have been typical of the female demographic and willcontinue to be an integral part of online marketing campaigns. Meanwhile, what we are also eager to see is if thefemale demographic accepts Google+ with the same enthusiasm as they have for Facebook or Twitter. If Google+‟scurrent popularity with the fairer sex continues, this could be a viable platform for online marketers looking to targetwomen.With this we conclude our three part series on the most important demographics online. Although the threedemographics we mentioned, i.e. youth, baby boomers and women, make up for your typical customer base online,these three big subgroups have unique and specific needs and expectations from brands. Take a look at our previousposts on Marketing to the YouTube Generation and Marketing to Baby Boomers for more information.© Position2, Inc. 4
  • 5. About Position2Position2 is a Search and Social Media Marketing firm that delivers continuous growth for our clients using ourproprietary “Surround and Intent” Marketing Methodology, delivered by our products. Our proprietary methodology isa result of years of experience in working with diverse clients to deliver customer acquisition goals through searchengine optimization (SEO), social media marketing (SMM), and Pay Per Click (PPC) and online media advertising.Position2 was founded in 2006 with funding from Accel Venture Partners, and has offices in Palo Alto, Bangalore andMumbai. Position2 is a certified agency with Google, Yahoo, Bing and is also part of the Google Adwords advisorycouncil.Position2s flagship product is Position2 Brand MonitorTM, a platform that allows users to listen, discover and engagewith social media conversations in real time. With a team of over 100 professionals, Position 2 also provides expertisein online marketing solutions: SEO, PPC, Media and Advertising.Position2 works with leading global brands:This article is also available on the Position2 Blog: http://blog.position2.com.For more information, visit http://brandmonitor.position2.com or email info@position2.com.© Position2, Inc. 5