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What does this mean for brands? “Women have the potential to drive a brand’s reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social media. “But marketers, particularly in more male-oriented categories like finance, are not making a digital connection with women. (Women can tell the difference; 71% of women in the UK think that marketers don’t know how to talk to them, unless it is about beauty or cleaning products.) “To achieve the next level of digital success, marketers must understand their female consumers’ life stage and then use social media to engage with them around passion points that mesh with the brand offering.”Source: Engage Women With Personal And Relevant Social Interactions by Tracy Stokes, Forrester,July 2011

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