Our clients are creating ads and looking for Social Marketing results that really underscore a snowballing movement in the advertising world: marketing to women. Traditional Madison Avenue tactics are falling by the wayside as Social Media engagement is shown to be effective at selling to the female of the species.
Marketing to women has become a serious trend over the past decade. There were whole eras where the only thing marketed to women were cosmetics, food, and home appliances. But those eras have ended as study after study finds that in many couples, the woman does the spending. Even single men may defer to a girlfriend’s opinion during a purchase. If the woman is doing the purchasing, you don’t want to miss getting her attention.
A few years ago, a truck manufacturer noticed that their pickup trucks were being bought as much by women as men. Women tend to comparison shop for cell plans, insurance, and banks. The trend seems to be that men might wear the pants but women are carrying the purse.
What does that mean to you as a business owner? For one thing it means that social media is more important to you than ever because of several factors:
- Women spend about 10% more time on Social Media sites than men.
- Social Media powerhouse Pinterest is showing statistics of about 80% women members, heavily trending towards the 25-35 year old age group.
- Women have been shown to be influenced more by what a friend says than a television ad (go figure) and that means that if a friend buys a Kate Spade purse and posts pictures on a Social Media site, her friend may make her next purse a Spade.
- Facebook’s ad system allows you to specify sex when choosing the demographic you want your ad to target. This allows you to tailor the ad to women and show it only to women. (You can do an ad tailored to men also and see which one brings you greater returns.)
- Sadly, you also have to consider that various pundits are calling it the mancession because more men are unemployed. Even if you’d like to market to him, she may be the one working.
So what now? Consider those statistics a tool you can use. Build your Social Media campaign accordingly and aim for success. If you need help creating the campaign, call us at 386-385-4743 or 904-392-7691.