Gender Marketing Part 2 of 2

B AT T L E O F T H E
G E N D E R S !
M A R K E T I N G E D I T I O N !
Males!
Female
s!
VS:

TABLE OF CONTENTS:
Page Title: Page Number:
Gender Marketing Information 3
Gender Marketing 4
The Do’s & Don’ts of Marketing 12
Marketing Strategies 19
Marketing Differences 28
Ad Examples 36
Page Title: Page Number:
Gender Marketing Online 41
E-commerce Marketing 42
Online Marketing Tips 48
How the Genders Differ 52
Shopping Habits 53
Ad Components 58
Work Cited 69

AD EXAMPLES:
WOMEN- BAD & GOOD ADS
Body positive ad for women
Highlights the product and forms an
emotional connection with the consumer
Doesn’t stereotype women
Double meaning and sexualizes the female
Women don’t want a product that doesn’t
appeal to them emotionally
Image sourced from: Google images

AD EXAMPLES:
MEN- GOOD & BAD ADS
Unrealistic view of what most men look like
They are either too muscular or too feminine
in ads
This ad is simple but tells the viewer what
they are buying
Dark colors and product centered
It gets into the details they want to see
Image sourced from: Google images

E-COMMERCE MARKETING:
WOMEN-
•Cost per Acquisition:
• Women love what’s new and
exciting
• The right marketing position
and branding, makes it easier
for them to try a product
• Takes less marketing to get
women to try a product
Customer Service:
• If women have a problem,
they let you know
• They want acknowledgement,
validation and help when
explain the problem
Emotion vs. Logic:
• Women want to see the
emotional appeal
• They want to know the
lifestyle behind the brand
Compiled By Author From Sources: http://hawkemedia.com/

WOMEN-
•Lifetime Value:
• Women are willing to
leave a brand if the
company does something
wrong
Product Navigation:
• They are looking to spend
time on the websites
• A wide selection and user
friendly interface for
browsing is ideal for
females
Social Media Strategy:
• Women love to look at
products so you can push
the actual brand
• Engage them on the
lifestyle and product
images

MEN-
•Cost per Acquisition:
• Men are very set in their
ways so its hard to
convince them to try
something new
• Takes more upfront cash
to get a male customer
base growing
Customer Service:
• They are more forgiving,
will want to handle it
themselves, but they also
don’t give you the
opportunity to make a
problem right as often
Emotion vs. Logic:
• Guys shopping habits are
much more logic based
• Companies need to
to the male consumer by
stating why they need
what you are selling

MEN-
•Lifetime Value:
• Once men like something,
they are a lot harder to lose
• This allows you to invest
more up front, but
eventually make higher
returns
Product Navigation:
• Websites need to have a
tight funnel and focus them
on getting exactly what
want and getting out
• Small product lines and
focused navigation is the
best
Social Media Strategy:
• You need to engage them
on their interests by posting
about things they will want
to read and see, and then
connect it to the product
(but not too much)

ONLINE MARKETING:
TIPS- WOMEN
•Preferred Sites:
Generalist sites that cover a range of content
categories provide the greatest value
Time Spent on
Sites:
Likely to spend more time on a page leading to
companies having more time to engage
They wont like a page that’s broken up by
sponsorship material
The key is to blend sponsored material into the
content
Value and Potential
of Sharing:
There is an increased chance of content being
shared via social media if it is tip-based content
(recipes, parenting advice)
They can share it with a personal anecdote or a
photo

ONLINE MARKETING:
TIPS- MEN
•Preferred Sites:
They visit more specialist sites,
focusing on sports, news, gaming or
entertainment
The sites may be unfamiliar to a
mainstream audience, but are essential
reading among certain groups
Time Spent on
Sites:
Spend shorter periods online at one
time
Content has to be high impact - such
as with the home page takeover
Value and Potential
of Sharing:
Respond to entertainment, facts or
humor
This is the type of content they are
more likely to share, for example, quiz
results

SHOPPING HABITS:
SHOPPER VS. BUYER-
Shopper: Buyer:
•Women are considered to be a more
astute and knowledgeable shopper:
It takes them
longer to make a
buying decision
They do research
and compare
products
90% of women do
online research before
going to a store
Their decision
process:
makes them more
susceptible to
emotional appeals
•Men do not shop, they buy things
Go to store, get
what they need,
and get out
Buying decisions
are short: they
aren’t comparison
or bargain
shoppers
They are welling
to spend more
money on a
product if it
speeds up the
process
They don’t like to
leave the store
empty-handed
either
Compiled By Author From Sources: kdmpop.com

SHOPPING HABITS:
SHOPPER VS. BUYER-
Shopper: Buyer:
•A woman’s
approach to
shopping is part
of who she is:
Their shopping
habits don’t change
as they grow older
How she shops in
her late teens is the
same way she’ll
shop in her forties
This shows the
importance of
earning her loyalty
•Men are
pragmatic
shoppers
They experience a
logical and efficient
shopping process
Men generally shop
alone, rarely
compare prices
and don’t use
coupons
They don’t care if
the item is on sale
or what color it is
Men compare
quality, but usually
only for tools

SHOPPING HABITS:
SHOPPER- WOMEN
•Women reach a buying decision when they are
able to look at the overall picture
Setting up an emotional context is also a good
strategy
Women aren’t too concerned about for whom the
product is for (whether it is pink or blue for
example)
• Providing them with as much background
information as possible as well as product reviews
would prove useful to them
• Sales staff should be educated on the store
offerings and they need to be courteous and
helpful
• This allows women to have a lot more options

SHOPPING HABITS:
BUYER- MEN
•Stores catering to men should
focus their marketing efforts
on store inventory depth
Men are more concerned if a
product is considered feminine
than whether it is useful
• Men are more likely to leave the store
with a less-than-ideal product just to
avoid making another shopping trip
• So it makes sense that if you are
selling to men, the product shouldn’t
appear too feminine

LANGUAGE VS. VISUALS:
WOMEN-
•Collective
concerns are
important and
engage in “we”
talk
They are people
centered, tend to
multi-task, and
can make
simultaneous
product decisions
on a project
Women are
perfectionists
when shopping
They like a lot of
information and
will not buy until
their wish list is
satisfied
Compiled By Author From Sources: kitchenbathdesign.com

WOMEN-
Most interested in what product features do
Engage in more right-brain activity such as talking
to friends, gathering opinions and visualizing
themselves using the product
Consider whether or not the experience of dealing
with a business is pleasant
More important to make a personal connection
with a female buyer
•Things to Consider:

WOMEN-
•Static Objects Plants Still Lives Furniture Landscapes
Pictorial Elements
Rather than Printed
Words
Decorated Typography Images of Females No Caricatures
Frontal View of
Humans
Smiling Faces Flowers Windows Rooms Houses
Female Prefer Graphics That Are Related To Life:

WOMEN-
•Rounded
Lines and
Shapes
Colorful
Designs
Lots of Detail
Less
Conventional
Type Ads
Soft Surfaces Bright Colors
Light Pastel
Colors
Ads Designs for Women Tend to Have the Following:

WOMEN-
•They react to color-dominated images and respond to ads with information about multiple feature
Women prefer original and category-related ads
They have an equal preference for large or small groups, depicted in ads and prefer seeing harmonious relationships
Emotional mirroring is very important for women, so showing positive emotional contexts of women enjoying an activity will be powerful

MEN-
•More individualistic
and engage in “I” talk
Men are object
centered
They focus on
accomplishing a
single task at a time

MEN-
Minimal details about a product; they are
interested in how it works
Make one decision at a time on a product when
doing a project
They will want to know the mechanics behind the
products
Men tend to do the research, analysis, product
comparison, choose a brand and then rationalize
the decision
•Things to Consider:

MEN-
•Vehicles Printed Words
Standard
Typefaces
Images of Males
Caricatures of
Human Forms
Humans Shown
in Profile
Skyscrapers and
Towers
Technology and
Machines
Violent Themes
Male-created Graphics Often Incorporate:

MEN-
•Hard
Surfaces
Machine
Esthetic
Functional
Objects
Moving
Objects
Deep Dark
Colors
Clear
Surfaces
Straight
Angular
Lines
Ads Designs for Men Tend to Have the Following:

MEN-
•Males respond to images that are form dominant
They prefer more conventional ads
To deliver Information it needs to have simple facts with just one or two features highlighted
They respond to attribute-oriented and comparative copy, depictions of competitive situations and large groups

WORK CITED:
• All Business. Dun & Bradstreet. Web. 12 May 2016. <https://www.allbusiness.com/the-differences-in-selling-to-men-and-
women-14315235-1.html>.
• "Five Do's and Don'ts When Advertising to Men." Ad Server, Ad Serving & Banner Ad Manager Solutions. Web. 12 May
2016. <https://www.adspeed.com/Blog/Five-Do-s-Don-ts-Advertising-1748.html>.
• "Gender Importance In Marketing." 123HelpMe.com. 11 May 2016
<http://www.123HelpMe.com/view.asp?id=165231>.
• Kraft, Heather, and J. Micheal Weber. "A Look at Gender Differences and Marketing Implications." International Journal of
Business and Social Science. 21 Nov. 2012. Web. <http://ijbssnet.com/journals/Vol_3_No_21_November_2012/26.pdf>. PDF
Vol. 3 No. 21
• "Jenkinson & Associates." Dos And Don'ts Of Marketing To Women. Web. 12 May 2016.
<http://www.jenkinsonassoc.co.uk/article/dos-and-don-ts-of-marketing-to-women>.
• "Marketing Differences by Gender | Kitchen Bath Design News." Kitchen Bath Design News. Web. 12 May 2016.
<http://www.kitchenbathdesign.com/expert-advice/article/11064592/marketing-differences-by-gender>.
• "Marketing to Men Vs. Women." Small Business. Web. 12 May 2016. <http://smallbusiness.chron.com/marketing-men-vs-
women-1011.html>.

WORK CITED:
• "Men vs Women, 6 Key Differences in ECommerce Marketing - Hawke Media." Hawke Media. 2013. Web. 12 May 2016.
<http://hawkemedia.com/men-vs-women-6-key-differences-in-ecommerce-marketing/>.
• "Men vs. Women: Aligning Your Retail Marketing Strategy." KDM. N.p., n.d. Web. 12 May 2016.
<http://www.kdmpop.com/2015/05/Men-vs-Women-Aligning-Your-Retail-Marketing-Strategy.cfm>.
• "Real Business." Tips on How to Target Different Genders in Marketing Strategies -. Web. 12 May 2016.
<http://realbusiness.co.uk/article/24862-tips-on-how-to-target-different-genders-in-marketing-strategies>.
• "Top 30 Stats You Need to Know When Marketing to Women." The Next Web RSS. 2012. Web. 12 May 2016.
<http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/#gref>.
• “Truth about Marketing to Women." Marketing Donut. Web. 12 May 2016.
<http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/the-truth-about-marketing-to-
women>.
• "What Is Gender Marketing Definition ?" What Is Gender Marketing Definition : The Digital Marketing Glossary : Illustrated
Terms and Definitions. Web. 12 May 2016. <http://www.digitalmarketing-glossary.com/What-is-Gender-marketing-
definition>.
• "When Marketing to Men, Keep These 10 Stats in Mind (Infographic)." Entrepreneur. 2013. Web. 12 May 2016.
<https://www.entrepreneur.com/article/226528>.

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