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The days when only makeup, perfume, and cleaning products were the
main products marketed to women are over. A reputable marketing
research firm has found that online spending by women is dramatically
increasing. It seems that women are using the Internet more to research
products and compare prices before making a purchase as well.
The following information to help you design your marketing to appeal to women:
·Women spend an average of 3 - 3 1/2 hours online each day.
·65% of women in a 2004 survey said that they rely on the Internet as a prime source for news, information, and entertainment.
·Women often use media other than the Internet to discover new websites, such as newspapers and magazines.
·47% of women in the 2004 survey stated that they used the Internet in their homes to find work or career related issues.
·Women are more likely to visit a news or information sites than they are to visit family, shopping, or entertainment sites.
·43 % of the women in the 2004 survey make regular purchases online. 10% had never purchased anything online.
From the findings of the marketing research firms 2004 survey, you can
see that marketing to women is becoming increasingly more important.
First, however, you must know how to design your marketing in a way
that appeals to women in general. You begin by knowing what is
important to most women.
Convenience and time are major factors for women. They are very busy,
and they have many different roles to fill in their day to day lives.
For most women, there doesn't seem to be enough hours in the day to do
all that needs to be done. If they can find a way to get more done in
less time, they will usually do so.
When a woman considers leaving work, and running three errands to pay
bills or do shopping that must be done, but she has the option of
paying those same bills and making those same purchases over the
Internet, in most cases she will choose the Internet. Don't make the
mistake of thinking she will choose this method because she is lazy, or
because she doesn't feel like running the errands. She will most likely
choose this option because it will enable her to cook dinner, bathe the
kids, help with homework, and get the house straightened up all while
she is paying her bills and doing her shopping. Multi-tasking is a
woman's domain.
While women are more likely to pay their bills online, they aren't as
quick as men are to make purchases over the Internet. Women are
naturally less trusting than men, and building a woman's trust takes
more time and thought. Women want to know everything that they can know
about the product and the company before they even consider making a
purchase. They want all the details - company information, product
details, support information, warranty information, and more.
Visual appeal goes along way towards making a sale to a woman. This
does not necessarily mean that you should build a website with colors
and objects that you think draw a womans attention - although color
does play a role. It means that you need to view your site from a
woman's point of view. If you are trying to sell cars to females, a
picture of a half naked woman draped over the hood won't do. A picture
of a woman - dressed in appropriate attire - working on the assembly
line where the car is made would do better. A picture of a professional
woman driving the car is also a good idea. Women want to be recognized
and respected for their intelligence. They've worked hard to get where
they are, and they know they deserve the respect and recognition.
Over half of the population of the world is female. Learning to market
to this half of the world is important for the success of your
business. Women are very complex, and selling to them isn't easy - but
they make more than half the purchases that are made in the world, and
this includes the purchases that are made over the Internet.
About the Author: Monique Danielle owns Portland Marketing Agency DivaDesignWorld.com,
a full service firm that offers web development, graphic design,
consulting, and a wide variety of creative services. She is also
the founder of divadirectories.com,
a free online resource designed to promote the growth and development
of female business owners throughout Oregon, Washington, and the
Northwest.
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