Contemporary Issues in Marketing (6229) presentation on gender-based marketing for women.
Instructions for viewers: Please view the video included on the 'Tata Tea' case study slide
Black Twitter Fuels A New Consciousness and Movement among Black Millennials
Black Twitter is more than a trend, or group, it's a movement.
According to Edison research, "...many of the trending topics on Twitter on a typical day are reflective of African American culture, memes, and topics.”
Small Business Saturday by the Numbers: [Infographic]primepay
Small Business Saturday falls on November 28th this year. Taking a peek at last year's success, it is our hope that this infographic can help catapult more interest into this small business holiday.
Integrated Marketing Communication strategy for RadioShackStephanie Lin
CMGT 541: Integrated Marketing Communication Systems Final Project Presentation Deck
Professor Andrea Hollingshead
"Let's Do It Together" - an integrated marketing communication strategy for RadioShack
3 out of 4 women identify themselves as the primary shoppers for their households. We will discuss marketing to women from a merchant, OPM, and affiliate viewpoint.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Marketing
Kim Salvino, Sr. Account Manager & Affiliate Evangelist, buy.at (Twitter @Kim_Salvino) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)
Kristin Kinsey, President/CEO, MadHatter Consulting, Inc. (Twitter @kc)
Laura Parvey-Connors, MomGeek/Media Designer, Vanns and Mamalode (Twitter @laurapconnors)
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
Social Media speaks about what women of 21st century really discuss on Social Media.
In our latest study, ThoughtBuzz's research explores the women's aspirations in India, and the expectations in their quality of life. Let's find out!
Black Twitter Fuels A New Consciousness and Movement among Black Millennials
Black Twitter is more than a trend, or group, it's a movement.
According to Edison research, "...many of the trending topics on Twitter on a typical day are reflective of African American culture, memes, and topics.”
Small Business Saturday by the Numbers: [Infographic]primepay
Small Business Saturday falls on November 28th this year. Taking a peek at last year's success, it is our hope that this infographic can help catapult more interest into this small business holiday.
Integrated Marketing Communication strategy for RadioShackStephanie Lin
CMGT 541: Integrated Marketing Communication Systems Final Project Presentation Deck
Professor Andrea Hollingshead
"Let's Do It Together" - an integrated marketing communication strategy for RadioShack
3 out of 4 women identify themselves as the primary shoppers for their households. We will discuss marketing to women from a merchant, OPM, and affiliate viewpoint.
Experience level: Beginner, Intermediate, Advanced
Target audience: Affiliates/Publishers, Merchants/Advertisers
Niche/vertical: Marketing
Kim Salvino, Sr. Account Manager & Affiliate Evangelist, buy.at (Twitter @Kim_Salvino) (Moderator)
Tricia Meyer, Owner, Sunshine Rewards (Twitter @sunshinetricia)
Kristin Kinsey, President/CEO, MadHatter Consulting, Inc. (Twitter @kc)
Laura Parvey-Connors, MomGeek/Media Designer, Vanns and Mamalode (Twitter @laurapconnors)
This presentation focuses on the 18 to 35 year-old age group and what their desires are when they travel. It will be of use to those marketing travel products to them or travel advisors seeking to expand their portfolio of clients in this age bracket.
Social Media speaks about what women of 21st century really discuss on Social Media.
In our latest study, ThoughtBuzz's research explores the women's aspirations in India, and the expectations in their quality of life. Let's find out!
This is the fifth episode of Digital Trends.
Here are the highlights,
1. Brands and the US Presidential Elections
2. Trending Hashtags
3. Topical Trends
4. Tech Trends
5. Marketing Trends
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
Public relations is more than just pitching the media. Yulu PR's founder and creative director Melissa Orozco (@604pr) shares concepts and case studies (such as Clinton Giustra Enterprise Partnership and World Housing, Yulu's past clients) on how to tell amplify your authenticity, whether as an individual or business, at VanIMPACT 2014, a conference at the intersection of purpose, profit and tech. #VANIMPACT14
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
Get Advertising Smart - Be Bold for Changeemmersons1
Following International Women’s Day we look at the current state of gender equality and diversity in the advertising industry and why it should be a priority.
The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.
BRANDfog 25 of the Smartest Women on Twitter 2015 BRANDfog
This list includes some of our favorite smart women on Twitter—and some crowd-sourced suggestions as well. The list is meant to celebrate women who are shaping important conversations across a wide range of topics, industries, vocations and avocations. The work these women are doing represents a breadth of creativity and diversity of intellectual perspectives.
Some of these are bold face names, but many are less well known. What they have in common is that they all share an intellectual curiosity and a willingness to step out of the wings and onto the main stage of business to talk about their pursuits.
This is the fifth episode of Digital Trends.
Here are the highlights,
1. Brands and the US Presidential Elections
2. Trending Hashtags
3. Topical Trends
4. Tech Trends
5. Marketing Trends
Fluid presented a seminar on how female-oriented marketing and messaging has changed over the decades and on how gender differences currently affect purchasing motivations and behavior, including insights into specific social media channels that most appeal to women.
Why Marketing to Women Is a Waste of MoneyWomenkind
How to optimize a woman’s view of your brand.
What kind of relationship does your brand have with women? If, as studies have shown, 91% of women say that advertisers don’t understand them, then it’s likely that your brand is overlooking a critical aspect that could solidify the connection and motivate women to buy more. Do you know what your Blind Spots are? We set out to identify, define and measure the attributes women value most in healthy brand relationships. We interviewed 450 women, spanning the ages of 27-48, and contrasted their responses with men to distinguish how women’s needs and expectations are unique. Based on our marketing expertise, we developed a hypothesis and then put a category of brands to the test to find their Blind Spots. What are they not seeing that she does?
Public relations is more than just pitching the media. Yulu PR's founder and creative director Melissa Orozco (@604pr) shares concepts and case studies (such as Clinton Giustra Enterprise Partnership and World Housing, Yulu's past clients) on how to tell amplify your authenticity, whether as an individual or business, at VanIMPACT 2014, a conference at the intersection of purpose, profit and tech. #VANIMPACT14
For the third part of the LHBS series about young women, we have focused on consumption. While their purchasing power has diminished when compared to older generations, the sheer size of this consumer group is responsible for largescale shifts in culture and consumption, and it is therefore imperative to describe how young women’s attitudes have evolved from previous generations.
Get Advertising Smart - Be Bold for Changeemmersons1
Following International Women’s Day we look at the current state of gender equality and diversity in the advertising industry and why it should be a priority.
The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.
BRANDfog 25 of the Smartest Women on Twitter 2015 BRANDfog
This list includes some of our favorite smart women on Twitter—and some crowd-sourced suggestions as well. The list is meant to celebrate women who are shaping important conversations across a wide range of topics, industries, vocations and avocations. The work these women are doing represents a breadth of creativity and diversity of intellectual perspectives.
Some of these are bold face names, but many are less well known. What they have in common is that they all share an intellectual curiosity and a willingness to step out of the wings and onto the main stage of business to talk about their pursuits.
The Future of Business Citizenship - People's Insights MagazineMSL
For our global research study, The Future of Business Citizenship, we surveyed 8,000 young people in 17 countries. Our findings confirm that Millennials have high expectations from business and add an insightful layer to our observations around this generation, with real implications for brands and corporations.
MSLGROUP's global team of corporate and brand citizenship experts dive deep into the results of our study and outline what Millennials value as individuals and what they expect from businesses. The Future of Business Citizenship is part of MSLGROUP's People's Insights project that crowd-sources insights and foresights from MSLGROUP experts.
We hope you enjoy reading this comprehensive report and invite you to share your feedback and tips with us @PeoplesLab or you can reach out to us on Twitter @msl_group.
MSLGROUPs latest survey of 8,000 Millennials across 17 countries reveals that they feel very differently from preceding generations about businesses’ roles in dealing with the world’s greatest challenges.
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. The female marketing lens:
understanding the worlds largest
market
PRESENTED BY: ZOE CORNELL
U3016508
2. Social changes- what does this mean?
Changing roles and family structures
and workforce participation
Increased education and marriage later
in life
Women outlive men and are consumers
for longer
The affluent female ‘Baby Boomer’
segment
4. Market size
Control over 65% of world spending (Fabry 2011)
85% of consumer decisions in the US
Incomes due to rise to $5 trillion
Market greater India and China combined (Gilhool 2013)
Women are also responsible for big-ticket purchasing
6. Best practice- Tata Tea in India
Case Study Video for the audience:
http://www.youtube.com/watch?v=P7VfUXndpKg
7. Three big trends…
According to Hunley and Boyle (2014) the next three big
trends in marketing to women are based on the below
notions:
• Women are pushing back against
perfection
• Women are more comfortable with making
trade offs
• Women are starting to embrace themselves
10. References
Banytė, J, Paunksnienė, Z, & Rūtelione A 2007 ‘Peculiarities of Consumer Perception in the Aspect of Marketing to
Women’ Engineering Economics, 2007. No 1 (51), pp. 50-58 viewed 13 October 2014, Business Source Complete database.
Business Insider, 2012, ‘Infographic: women control the money in America’, Business Insider Australia, viewed 6 October
2014 <http://www.businessinsider.com.au/infographic-women-control-the-money-in-america-2012-2>
Caputo, F 2013, ‘Marketers: You've Got to Understand Gender Roles’ Direct Marketing News, website, viewed 5 October
2014, < http://www.dmnews.com/marketers-youve-got-to-understand-gender-roles/article/286359/>
Chura, H, Cardona, M, Halliday, J, MacArthury, K, Neff, J and Thompson, S 2002, ‘Marketing messages for women fall
short’, Advertising Age, Vol. 73, Issue 38, viewed 13 October 2014, downloaded Business Source Complete Database
CBS, 2013, ‘Parents Petition Toys ‘R’ Us To Do Away With Gender-Specific Marketing’ CBS Website, viewed 16 October
2014, <http://newyork.cbslocal.com/2013/09/23/parents-petition-toys-r-us-to-do-away-with-gender-specific-marketing/>
Clifford, C 2014, ‘Women dominate every single kind of social network- except one (Infographic) Forbes Entrepreneur,
viewed 11 October 2014, <http://www.entrepreneur.com/article/231970 >
Fabry, S 2011, ‘Women Dominate The Global Market Place; Here Are 5 Keys To Reaching Them’ Fastcode design, viewed
11 October 2014, <http://www.fastcodesign.com/1663594/women-dominate-the-global-market-place-here-are-5-keys-to-
reaching-them>
Frighetto, J 2011, ‘Women of Tomorrow’ Neilson website, viewed 13 October 2014,
<http://www.nielsen.com/us/en/press-room/2011/women-of-tomorrow.html>
Fromm, J 2014, ‘Marketing to the Millennial Woman’ Millennial Marketing Insights, viewed 17 October 2014, <
http://millennialmarketing.com/2013/12/marketing-to-the-millennial-woman/>
11. References
Gale, C 2014, ‘The Mad Men legacy: why are women still under-represented in advertising?’ The Guardian, viewed 13
October 2014, <http://www.theguardian.com/women-in-leadership/2014/apr/14/why-women-underrepresented-in-advertising>
Gilhool, J 2013, ‘The power of just one woman’ Forbes website, viewed 5 October 2014,
http://www.forbes.com/sites/85broads/2013/08/26/the-power-of-just-one-woman/
Harvard Business Review Online, 2014 ‘Financial Categories Where Untapped Sales to Women Are Worth Trillions’ Harvard
Business review, viewed 29 September 2014, <http://hbr.org/web/special-collections/insight/marketing-that-works/the-female-
economy>
Hello I’m Venus, 2014 ‘Mum-trepreneurs are on the rise in Australia’ Hello I’m Venus, viewed 11 October 2014,
<http://helloimvenus.com/mum-trepreneurs-rise-australia/>
Hunley & Boyer 2014, ‘Catch Up With These 3 Big Waves in Marketing to Women’ Forbes Entrepreneur, viewed 11 October
2014, <http://www.entrepreneur.com/article/235220>
Jack Morton Worldwide, 2012, ‘Beyond Pink: Marketing to Women in 2012’ Slide Share, viewed 29 September 2014, <
http://www.slideshare.net/jackmortonWW/jack-mortonwpbeyondpink>
Kruse, 2013, ‘What woman want and need from brands on social media’ New Media Marketing, 2014, viewed 6 October
<http://newmediaandmarketing.com/what-woman-want-and-need-from-brands-on-social-media>
LPL Financial, 2014, ‘Investment news’ viewed 13 October 2014
<http://www.investmentnews.com/assets/docs/CI7902346.PDF>
12. References
Moriarty, R 2011. ‘Thinking beyond pink’ Smart Business Atlanta, Vol. 8 Issue 5, p8-8.1p.
Mumbrella, 2014, ‘Shine starts to fade for mummy bloggers as study indicates interest falling away’ Mumbrella website,
viewed 17 October, < http://mumbrella.com.au/shine-starts-fade-mummy-bloggers-interest-falls-away-247922>
Roberts, ML 1981, ‘Women's Changing Roles -- a Consumer Behavior Perspective, - Advances in Consumer Research, Vol 8,
eds. Kent B. Monroe, Ann Abor, MI: Association for Consumer Research, Pp: 590-595.
Sandberg, S 2014, ‘Rethinking Marketing to Women’, Adweek, Vol. 55, Issue 23, downloaded Business Source Complete
Database, 6 October 2014,
She-conomy, 2012, ‘Marketing to Women: quick facts’ She-conomy website, viewed 17 October 2014, < http://she-conomy.
com/report/marketing-to-women-quick-facts>
Skollada, K, 2014 ‘Marketing to Women’ Ketchum, viewed 13 October 2014 <http://www.ketchum.com/marketing-women>
Tata Global Beverages, 2014, ‘Power of 49: Empowering Women Voters’ Tata website, viewed 17 October 2014,
<http://www.tata.com/article/inside/Power-of-49-Empowering-women-voters>
Walter, E 2012, ‘Marketing to Women: How to get it right’ Fast Company, viewed 16 October 2014, <
http://www.fastcompany.com/1825231/marketing-women-how-get-it-right>
Editor's Notes
Good evening everyone. My name is Zoe Cornell and welcome to presentation for Contemporary Issues In marketing. Tonight I’m going to focus on gender-based marketing and in particular, the female lens.
Social changes and the evolution of traditional gender roles mean that women have more control over their lives than ever before, which makes them a formidable audience to target. Traditionally women have assumed the homemaker role within a family structure. While in many cases this is still the situation, more women are now in paid employment than ever before and this is growing.
Women are also excelling in terms of educational attainment, and more women are completing every level of higher education than men.
The change in traditional gender roles should also be a consideration for marketing to male consumers, as there are an increased number of men in domestic roles, making household purchases. Marketers should be careful not to alienate men and their changing role by adopting female centric-marketing strategies. Research shows that while 6 out of 10 fathers are involved in home purchasing decisions, only 22-24% believe the advertising in this category ‘speaks to them’ (Caputo, 2013), indicating that the ‘think pink’ approach to marketing can dissuade male and female consumers alike.
Another social factor of increased importance with the aging population is the fact that women tend to outlive men and are therefor consumers for longer periods of their lives, reinforcing the commercial importance of this audience. She-conomy (2014) highlights the affluence of the ‘Baby-Boomer’ segment as a key audience to consider due to Baby Boomers having more spending clout than any other group. This is because by retirement, Baby Boomers have had successful careers, astute investments and potential inheritances from their partners or husbands. By purely examining this market data, it is easy to see why the promise of the female market is so appealing across all product and services.
Marketers cannot ingore the size and the power of this as an audience:
Women present an enormous market segment and control 65% of world spending (Fabry 2011) and 85% of consumer purchases in the United States (Business Insider, 2012), with their projected global income due to rise to $5 trillion. This makes women the largest and most powerful consumer segment in the world.
Gilhool (2013) outlines that the size of the female market is greater than China and India combined, the two largest growth markets in the world. With this data in mind, it is hard to ignore the sheer size and potential of this segment. With the evolution of gender roles, women’s incomes are also rising, leading to an increase in discretionary spending. According to the Harvard Business reviewed (as cited in Gilhool 2013), women’s incomes are rising at a rate of 8.1% compared to 5.8% for men.
Women also have far greater financial nous and responsibility than ever before and are assuming greater accountability for financial decisions in addition to household and consumer decisions. With increased workforce participation and divorce rates, women are having a far greater say in how their families plan, save and invest from a financial perspective indicating that industries which have previously targeted males, are also seeking to gain an increased share of this lucrative market
Social Media is the biggest thing to happen to marketing since the introduction of television.
More women are online than men (Beyond Pink: Marketing to Women in 2012), indicating online communications are a highly effective way to market to women. Furthermore, 89% of women have a social media profile, highlighting the importance of this marketing medium. Why is Social Media so popular? Women adopt a relationship approach to using social media, where in contrast, men appear to be more transactional (Kruse 2014) and evidence indicates that women are more likely to tell their friends about their purchases. Women have embraced all major platforms, and a greater number of women in the United States have Facebook, Instagram, Pinterest, Twitter and Tumblr than their male counterparts, with professional networking site, LinkedIn, the only exception (Clifford, 2014). Please refer to figure 2 for the detailed breakdown of social media use by gender, highlighting the dominance of females across all categories with the exception of LinkedIn.
Social media has changed the way women interact with brands and the importance of developing a robust and meaningful content driven dialogue as a marketing strategy. Successful marketers understand that women are connecting with their brands more than ever, and sharing content with their friends (Kruse 2014) highlighting how social media is amplifying word of mouth marketing, and changing the way consumers share their positive and negative experiences.
Women use communities of known and unknown sources to help inform their purchasing decisions, with recommendations from friends, family and online friends the top sources of trust when it comes to advertising for females (Jack Morton Worldwide, 2012). The art of blogging has changed the marketing landscape and the types of information sources women seek. With the strong movement to social mediums, it is no wonder that blogs have become a popular channel for organisations to sponsor and advertise with. The very premise of blogging fits in with the consumption and information source preferences of women as they facilitate the online social community that women seek out. Examples include ‘The Organised Housewife’ a blog dedicated to leading an organised life and ‘Mamamia’ an online news, entertainment and lifestyle site edited by Mia Freedman. The rise of the ‘mummy blogger’ (Hunley and Boyle) highlights how powerful social mediums are when talking to a female audience. In contrast, recent research highlighted in Mumbrella (2014) indicates that the ‘mummy blogger’ trend may be on the decline, with a 14% drop in the number of mums that subscribe to 5 or more blogs since 2012. Furthermore, the research indicated that the labels ‘mummy blogger’ label might be on the outer, as women prefer not to be defined by being a ‘mum’.
Another key movement in the online environment, which is similar to the ‘mummy blogger’ phenomenon is the rise of the ‘mum-trepreneur’ (Hello I’m Venus 2014) with more mums working from home than ever before, a factor which has been partially attributed to rising child care costs and inflexible work environments. This has resulted in a rise of primarily web-based businesses, that capitalise on the online behaviours of women and is a clever marketing strategy in its own right.
Women have embraced all major platforms, and a greater number of women in the United States have Facebook, Instagram, Pinterest, Twitter and Tumblr than their male counterparts, with professional networking site, LinkedIn, the only exception (Clifford, 2014).
I have included this slide to demonstrate how women dominate the social media landscape to highlight why this is the most important platform for marketers to be using when developing content base strategies.
Interestingly, LinkedIn is the only platform where men have higher represnetation than women, with a 5% differentially. Pinterest is where the largest gap currently exists, with Women having a 25% dominance.
While marketing to women can often result in gender stereotypes and a quick ‘think pink’ application, there are numerous examples of best practice and social marketing strategies that educate women and empower choices. There are two that I would particularly like to highlight today:
One of the best examples of an effective social and female-centric marketing campaign was the Tata Tea state election campaign in India. The campaign, titled ‘The Power of 49’ was designed to educate, inform and persuade Indian women of the importance of voting in their election (Tata Beverages 2014). This campaign premise was born out of the notion that women have traditionally been excluded from the voting process in India, despite making up nearly 49% of the population (Tata Beverages 2014). This campaign had the objective of creating ‘100 informed voters’ and used Bollywood actors and social media platforms to disseminate the very powerful message. The Power of 49 highlights the importance of social marketing strategies how women respond to sophisticated marketing messages that champion a cause.
http://www.youtube.com/watch?v=P7VfUXndpKg
Another very notable campaign, which has both social and commercial undertones, is the Dove ‘Real Beauty’ campaign, which has had success since it was introduced in 2004. This campaign has been popular because it champions different versions and ideals of the construct of ‘beauty’. The campaign for ‘Real Beauty’ resulted in strong commercial sales for Dove, but also served to address the body image and self esteem concerns of female consumers. However, despite the success of this campaign, critics have labelled it contradictory, as it is ultimately commercial and sales-driven, based on insecurities and feelings of inadequacy.
The current Jaago Re campaign has centred around women's empowerment. The campaign aims to encourage women - who are 49% of the electorate - to vote as a block in the 2014 Indian General Election, increasing their ability to collectively demand attention and action from election candidates to make changes in their election manifestos towards more women's safety and welfare focussed measures.
Marketing managers need to be aware of the next three big trends in crafting messages for the female audience.
These trends reinforce the notion that women seek genuine and trustworthy messages and campaigns featuring realistic role models. This helps explain why social media channels are so popular amongst this market, as women use each other as a source of truth. Furthermore, women trust the experiences of other women, which highlights why traditional stock-standard advertising often fails to appeal to the majority of the female audience. Messages should reflect a more representative cross-section that speaks to the different ages, demographics and preferences within the female audience, rather than the pre-conceived ‘ideal’ based on the perceptions of the advertisers.
So What’s next in the always changing landscape in marketing to women?
For marketers to realise the potential of the female economy there needs to be some widespread change to the common practices and approaches within the advertising and marketing industry, in particular to senior leadership positions. Despite controlling 85% of consumer purchasing decisions, women only occupy one quarter of senior advertising roles, a phenomenon that can be referred to as the ‘Mad Man legacy’
Furthermore, in the United States, women only represent 3% of creative leadership positions (Gale 2014) a statistic that is surely connected to women feeling like advertisers don’t understand them. With that in mind, it is easy to see how the disconnect between effective marketing to women and multinational marketing strategies has been able to develop. It is positive to see that global creative agencies such as Saatchi and Saatchi and Leo Burnett (Chura and Cardona et al 2002) have set up divisions to help address shortcomings in marketing to the female audience, but these ventures will have limited success if women still fail to occupy senior leadership positions within these agencies.
Women wear many hats in society, including mother, nurturer and provider and have been part of monumental changes in gender roles over the last century. As a result, they are the single largest market in the world, with enormous purchasing power, due to rising educational levels, employment prospects and financial responsibility. Despite the economic data highlighting the value of effective marketing to women, organisations continue to miss the mark by adopting a ‘shrink and pink’ approach and using formulaic and predictable marketing strategies. Social media platforms and the rise of blogging mediums have changed the traditional approaches of marketing to women, as women are far more active across all social platforms compared with men, and the emergence of online communities is enhancing the traditional feedback and word-of-mouth mechanism. Despite the existence of stereotypical and predictable marketing approaches, best practice marketing to women turns these stereotypes on their head and celebrates the differences within the market. Lastly, widespread change to how advertising and marketing consultancies are structured needs to occur, due to the massive shortfall in women occupying senior leadership roles. Without this change it would appear that marketing campaigns will continue to fall short of their economic potential, as this potent market could remain underutilised and underexplored.
I would just like to take this opportunity to share the resources I sourced as part of this assignment—there is some fantastic literature available on this topic, so I would encourage you to view these resources if you are interested in exploring this field in more detail.
