Study: Digital is the Best Way to Market to Women
The digital approach is likely the best approach when marketing to women according to recent research from people-based digital marketing and customer acquisition provider Fluent.
The “Marketing to Women: 2016” report sheds light on how influential digital channels are, revealing that 72 percent of women who sign up for mobile notifications, 71 percent who follow brands on social media and 53 percent who have signed up for email marketing newsletters say these marketing channels have made them more likely to make a purchase. Comparatively, just 41 percent say the same for TV ads, followed by 35 percent for newspaper or magazine ads, and 26 percent for both radio ads and billboards.
When it comes to mobile, the report found that 55 percent of women say they at least sometimes download mobile shopping apps for the stores they regularly visit, yet 76 percent say they primarily use these apps to simply browse merchandise. This means that mobile applications are still an area of opportunity for retailers who are providing good customer experiences.
Additional data shows that Facebook is in the lead as the preferred social network for following brands (see image). It is also worth noting that the data found that women prefer gender-neutral ads. For instance, 73 percent of women say they at least sometimes receive marketing messages directed specifically to their gender, but 74 percent say they prefer messages that are gender neutral.
“Women are the primary decision makers when it comes to shopping for the average American household, and studies show that women account for 85 percent of overall consumer spending to the tune of 7 trillion dollars,” said Matt Conlin, President of Fluent. “Our new research shows that digital channels like mobile, social, and email have become far more influential in driving purchasing decisions than traditional mass media. The ability to personalize communications and communicate with women on a one-to-one basis gives these digital channels many strategic advantages over legacy marketing vehicles.”