She's a Social Shopper

“One of the big mistakes companies make is assuming women are all about the warm and fuzzy, and they’re not,” says Mari Barletta, author of Marketing To Women (Luscombe, 2010., p.60).

Marketing has become more creative with online strategies and tactics aimed directly at a lucrative woman’s market. Time Magazine reports that among other factors, the increase of woman's spending power has provided insight as to why corporations are directing their attentions toward capturing the woman’s market by using strategies considered gender effective advertising. Corporations have been incorporating best practice business models which have helped create and execute marketing plans that target women. Online marketing toward women have aided in an understanding of how and why women reach different brand purchase decisions then men. “Women control $7trillion in consumer and business spending and are the primary purchasers of consumer electronic equipment.” (http://tinyurl.com/3knb2hm).”

According to a recent study by BlogHer and Compass Partner, “more than 35% of all women in the U.S ages 18 to 75 participate in the blogosphere at least once a week. Of those women who are online any amount of time, 53% read blogs, 37% post comments to blogs and 28% write or update blogs (http://tinyurl.com/3cb3sds).”

The survey also asked BlogHer readers and writers what appeals to them in online advertising and the results showed that women were 40% more likely to click on an ad vs. BlogHer readers at 29%. Still, their reasons for doing so were almost exactly the same: “to learn more about a product or service (79% writers/81% readers), to get a free product or service (52%/48%), to get a discount on a product or service (49%/52%) and because the brand advertised was one they knew and trusted (46%/48%) (http://tinyurl.com/3cb3sds).”

The Time Magazine article also mentioned of more than “500 million people on Facebook, women do 62% of the sharing (Luscombe, 2010., p.60).” There seems to be a consensus that the future of social media will be geared towards women. Marketing budgets are being spent trying to acquire a female user will go a lot further than on a male user. On the other side of the spectrum women find online social sites like Facebook and Twitter as a type of atmosphere to use as a weapon in their advantage by sharing their consumer stories which sometimes is the unfortunate stories. In 2008 Johnson and Johnson had put in motion a Motrin campaign with mother strolling baby in carriage and dealing with headache. Women had put together a web video stating “it totally makes me look like an official mom”. “Overnight they formed a group which gave Johnson & Johnson a public backlash as emotions escalated and the company apologized and canceled the advertisement.

It seems that women are seeking information that will help them, not make things more complicated for them. I actually did come across and article that discussed how women seek out tools, tips and stories that will share information that will lessen their daily burdens. The article also stated “If you have something that will help them make their regular tasks a bit easier, chance are they will take the time to read your post (http://tinyurl.com/ycd2c9l).”

One example with regards to marketing toward women in travel is the way online transactions compare. Studies have suggested men typically book the first hotel room found within a price range while women use more comprehensive decision process such as looking at secondary options such as spa, a gym, nearest attractions, and pictures of rooms are also important. The end result the hotel gets the sale, however booking the hotel room of the woman’s choice the hotel generates a repeat customer based on applicable extras.

Whether marketing to women online, television, or other media markets it comes down to how effectively the corporations communicate to women about products, services and ideas.

References

Luscombe, B. (2010). The Rise of the Sheconomy. Time, 176(21), 58-61. Retrieved from EBSCOhost.

Bulik, B. (2008). Study Shows Blogging Now “Mainstream” Among Women. Retrieved from

http://adage.com/article/digital/study-shows-blogging-mainstream-women/127354/

http://tinyurl.com/3cb3sds

Wegert, T. (2006). Marketing to Women: More Than a Media Buy. Retrieved from

http://www.clickz.com/clickz/column/1706185/marketing-women-more-than-media-buy

http://tinyurl.com/3knb2hm

Borow. B. (2010). Girls Guide To. Retrieved from www.mashable.com http://tinyurl.com/ycd2c9l