Who are you messaging with your important web marketing? If you're not talking to women, you're making a major mistake. According to Ad Age, 2007 is the year that women surpassed men in online activity. But what really presses a woman's "hot buttons" in digital marketing? Here's the story:1. Women's Community. Talk to women and give them an opportunity to talk back. In 2007, the number of women visiting female-oriented social communities jumped 35%, to more than 70 million.
2. Let Their Fingers Do the Shopping. More than 54% of women shopped online in 2007 — 68% of those in households with incomes greater than $100,000. What did they buy? In order of popularity: travel, adult clothing, health and beauty products, financial products, and food or groceries.
3. Show Me the Video. Women are now catching up to men in online video viewing. This year, 43% of all women online have visited a site like youtube.com, versus only 27% last year. What catches the online woman's eye? First and foremost, music videos and movie previews.
4. Oh Mother, Where Art Tho? Odds are, in front of the computer. One of the most active submarkets of online females is moms — more than 43 million of them, online daily, spending an average of 85 minutes online.
5. Forget the Carpal Tunnel, All That Time Online is Healthy! It's a fact. More than 84% of all women utilize the web for health care and related information. Betwen the ages of 25 to 34, that number rises to plus-90%.
Bottom lines here? If you're in travel, health care, apparel, child and baby products, health and beauty products or services, financial services and food, you'll find a ready and willing audience in online females. So market to them, video to them, and give them a chance to exercise their voice.
SOURCE: Ad Age, NOISE
1 comment:
A terrific blog and a great article about the emergence of women (once again) as the dominant force. Did I mention women rule?
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