Marketing to Women - Targeting Female consumers

  • 9000.00 Dollar US$
  • Published date: March 25, 2021
    • Usa, California, USA, United States

Marketing to Women - Targeting Female consumers

Women have a purchasing power in the United States that ranges between $5 and $15 Trillion, yes it’s a trillion with a T annually and controls over 60% of all personal wealth in the U.S. For the majority of the brands, women represent the bulk of their customer base. It implores the question, why are so many brands marketing to a female demographic with ineffective, outdated, or failed tactics? Marketing to women in 2021 is not as simple as throwing pink on every product or service where you want their attention. If you are wondering how to target women consumers more meaningfully, begin with understanding them. Is marketing to the female audience a struggle for the brand? If so, then you are not alone. Research of Insights in Marketing shows marketers are often failing to connect with the female audience, with only 9% of women believing they are marketed too effectively.

It’s far too generic to split the whole population into two groups and those two groups that can be formed can only be done on the basis of gender. If we are planning to build a marketing strategy that targets women, we should remember that different women have different needs and requirements. They are all in different situations, on the basis of their age, location, their families, and so on. If you focus on one type of woman, you risk missing large sections of the women population as well.

Understanding the Psychological Profiles of Women

The fact is that women aren’t that complicated. After systematically reviewing 60 years of psychological and industry research, Insights in Marketing found that women, irrespective of their demographics, attitudes, purchase behavior, can be categorized into a relatively small set of profiles. Here is a summary of these profiles:

1st Profile: Optimist, Driven, Active : Females in this profile value achievement and making a good impression on others. These women lead a busy life and carefully manage their to-do lists.

2nd Profile: Conservative, Nurturing : Women of this type are very focused on their family and inner circle. These women are a careful spender and are attracted to products that are good for their family or home.

3rd Profile: Satisfied, Planner, Resolute : Women in this profile are predictable. They might seem rigid or inflexible, but routines help them clear the clutter of unnecessary decisions and minimize stress.

4th Profile: Uncertain, Stressed, Loner : Women in this category are dealing with the stress of trying to keep up with the momentum of life and need affirmation from others. They will splurge, but not wastefully.

5th Profile: Social, Open, Outgoing : Women in this category are experienced junkies. They are a high-energy enjoyment seeker. They open to trying and buying, but you will need to vibe for their attention.

Check Out The Martech Cube recent blogs For more updates.

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