Marketing to Women Online: What’s Changed?
Essentially, nothing has changed. After all, women are still women. We still control over 85% of the spending in this country, or influence it, and we still like to talk about our shopping.
The difference is – it's far easier to do that, today. We are seeing some fundamental changes in the way advertising is done, prompted by the huge acceptance of social media, primarily Twitter and Facebook. And, the "kids" who were in college when the world wide web took off, when blogs became a powerful connecting tool, when the connective ability of being online became more about them and less about brands, are now either working in the industry of their choice, or looking for work. And, they're carrying iPhones, iPods, Smart phones, whatever device they can fit in their back pocket, with them. All the better to text their friends.
Women are a big part of all of this. Women are now connecting to each other all day long, moment by moment – and sometimes, we're talking about what we want to buy, what we've bought, or asking for help buying something important. Other times, we're just talking – about how to get together face-to-face.
What does this mean for you and your business, going into 2010? It means you'd better be paying a lot of attention to these new tools and to the mindset of the people using them. Yes, that means women of all ages!
In September, this article in PROMO, "Women Use Social Nets, but Not to Meet Brands: Survey" revealed that women are "active" in social media, more now than ever before, but they're not out there trying to meet you. They're out there connecting with each other. They're sharing information, sending pictures, and doing what women do – communicate. Your job, should you wish to make 2010 better than 2009, is to join them. Always ask first, but joining them allows you to be part of the conversation and it's in listening that you will find answers to questions you have.
While we can't predict what Twitter will be like a year from now, and plans to monetize it are the founders' problems, not ours, we can learn how to use it more effectively, for our business. Take Michelle Greer – sole marketing specialist for NameCheap.
O'Reilly radar noted in a blog post almost a year ago that Michelle was a savvy twitter user. She created a contest on twitter that "The company considers … a success." Why? Because, "People got addicted to it, battling to get in the first replies." Read about it and learn.
By far the best blog post I've read in recent weeks, is at InventorSpot, where "Social Media Predictions for 2010" has a wealth of information and thoughtful content on where we're headed next year. Ron writes about eReaders (do you have one? does one play an important role in your marketing for next year?), about how newspapers will get in on the whole "there's an app for that", and a note about "local." Local is where I believe we are headed.
Local is back to the basics, in a sense. Because local involves our neighborhood, within our community. So, women are huge community supporters, but we exist and move around in our neighborhood. In social media, a neighborhood can be a 'location' – like your physical neighborhood, or it can be a 'group' as in a list on Twitter. Use your neighborhoods wisely. Construct them with care; treat them with respect; consider the true personal nature of them, before you start pitching the heck out of'em.
And, that's what's changed for marketing to women online, in 2010.
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