According to Adweek, the marketing industry is putting more women in ads, buying media where women will see it, fostering communities for women and finding the right voice.
Sometimes it takes time for the marketing industry, no matter how progressive it may feel, to discover simple truths about people. That is how I feel about the Adweek’s proclamation–really, it took until 2016 for marketers to wake up?
I remember when I traveled with my wife to look at a car for her in the early 1990s. The salesperson kept tripping over himself trying to give the keys for a test drive to me. I pushed back and kept saying, “This is a car for my wife, not me.” It was embarrassing for both of us. I’ve seen my wife deal with many issues as the first news anchor at her TV station, as a nonprofit administrator and as a state senator, but why would people in advertising and sales make such bad decisions about marketing to women?
We’ve known in healthcare marketing that women “lean into” healthcare and make the healthcare decisions for most family members (from children to their spouse to parents). That makes women the “Chief Health Officer” of their families. And the key decision-maker for all healthcare marketing.
Over the next 10 years, it is expected that women will control two-thirds of all consumer spending. If you continue to take women for granted in your messaging, then good luck staying in business in the future. And your messaging must be strong online. According to a study conducted by Adweek:
- 94% of women actively engage with brands online
- 51% of women visit a brand’s website
- 40% of women visit a brand’s social media account
- 64% of women have made an original post about a brand
- 31% of women have daily online brand interaction
Women visit a brand’s website to find news about discounts, promotions, new services and product information–not to be yelled at, oversold or patronized. Respecting women’s time, having a high utilitarian content quotient, and not falling for tired stereotypes is key to future marketing to women. In fact, those issues just might be key to marketing to anyone in this new, empowering digital-media democracy.