Marketers: It's women ! It's always been about women !

02/04/10 07:44 AM Filed in: Women & Marketing | #in

Whats wrong with this picture ? 85% of all brand purchases are made by women but only 3% of Creative Directors, at ad agencies, are women. Maybe one of the reasons that most marketing sucks is because men are clueless on how to add emotional value when it comes to marketing and branding ?

The SheSpeaks’ 2009 Social Media Study revealed dramatic increases in the number of women participating in social networks as compared to 2008. But the most exciting news for marketers is the impressive increase in the influence social media has on what women are purchasing. A few of the findings:

86% of women are now using popular social networks, a 48% increase compared to 2008.

53% of women are making purchase decision based on information they find in blogs, up from 27% in 2008

43% of women are making decisions based on advice found in social networks, also up from 27% in 2008

72 % of women log into their social networking site at least once per day. Last year only 53% logged in that frequently, indicating a 36% increase in this high-level engagement.

Over the next decade, women will control two thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country’s history. Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband.

Women are the ones who are using social media and they are the ones that are friending brands via Facebook. So why are so many agency creative people men ? Can men tie in the emotional needs of women in developing creative marketing campaigns? Sure there are some marketing campaigns which are doing a great job with emotion like Dove but for the most part can men develop an understanding of what makes today's complex woman tick and appeal to the drivers of her emotion ?

I have worked and reported directly to women in many of my marketing positions and I am glad to say that they "get it". That is they get that marketing without emotion is just tasking but marketing, and working, with emotion leads to great things. Working women understand what today's women want and need and they are great at putting that feeling into their marketing and management.

WomenInBiz

Emotional connections are not something can be done easily in marketing. Our society has viewed men who show emotion to be weak so sensitive men are hard to find underneath the layers. Women make smart brand choices and it's one reason why women are Dr Mom's and are leading the charge in store brands. They want to know "what have you done for me lately?" Women are slowly but surely coming a long way and they defy stereotypes of our moms and grandmothers. It's always been about women and it will always be about women who seem to tolerate men just enough.

Here is a link to some more marketing to women facts.

Tags: You go girl !