Online Advertising Theatre: Men tweet from Mars, Women blog from Venus
Men tweet from Mars, Women blog from Venus How online advertisers can communicate more effectively with women
85% of all purchase decisions are made by women• 91% New homes• 66% PCs• 92% Holidays• 80% Healthcare• 65% New cars• 89% Bank accounts• 93% Food• 93 % OTC pharmaceuticals
Women represent the majority of the online market• 22% shop online at leastonce a day • 92% pass along informationabout deals or finds to others • 76% want to be part of aspecial or select panel • 58% would ditch the TV ifthey had to get rid of one digitaldevice (only 11% would bintheir laptops)
Social life on Venus• Biggest users of social networkingspend 30% more time on them than men• More women use Facebook - drive 62%messages, updates and comments and71% of fan activity• More Facebook friends than menand spend more time on the site• Catch on quicker – early adopters ofposting to walls, adding photos and joininggroups - much more so than menComscore survey
How does this affect us?Women search for what they want and need and look forreasons to buy or not to buy within their networks.So we need to engage withThem here …get to knowthem and let them get toknow us.
BUT …91% of women thinkadvertisers don’t understandthem (Neilson survey, 2011)
What not to do• Do not fail to market directly to women• Do not think women think the same as men• Do not attempt to pigeon-hole women by age• Do not underestimate the power of the mature woman• Do not forget the FUN
Market directly to women• Take the time to understand them• Avoid stereotypical messages that could do more harm than good
Women think differently to menUnderstanding the differencesin men and women, opens upbetter communication andmessaging and ultimately sales.Refusing to see the differencesleads messages that don’t resonate.
Don’t pigeonhole women by age• Not age – but life-stage• Women are different from each other• They change according to where they are in life• A 40-year might have a toddler at home, a child in college or may have never married or had children at all• What connects with the situation of one won’t speak to the others
Don’t underestimate the mature woman They have more money than anyone, they control the spending and they have a LOT of living left to do They’re not just in the market for incontinence pads
She’s worth it, but don’t tell herWhen women find a product or servicemeets their needs, they will shoutabout itDon’t tell her she “deserves it.” orshe’s “worth it”Try:You’re smart.You can handle this.You can make the right decisions.
What women want• Entertaining, funny, charming, clever• Useful, relevant, understandable• The truth, honesty, authentic, no spin• Real people, not fakes or paid celebs• Brands that listen, engage, respondMumsnet survey
What they don’t want• Lies, spin, exaggeration – “90% of women loved it”• Patronising – women in kitchens talking about food, yogurt, nappies, periods…• Paid actors pretending they love and use the product when you know they don’t• Ads that patronise men, portraying men as oafs• Sexy ads that are either smutty (male toilet humour) or detached• Irritating ads – We Buy Any Car, Go Compare, Halifax