Online Advertising Theatre: Men tweet from Mars, Women blog from Venus
Download as PPTX, PDF0 likes748 views
Women make most purchasing decisions but feel misunderstood by advertisers. While women dominate social media usage and online shopping, 91% feel advertisers don't understand them. To communicate effectively with women online, advertisers must market directly to women, understand differences between men and women, avoid stereotyping women by age, and focus on messages that are entertaining, useful, and honest rather than patronizing. Women spread product information more than men through their extensive social networks, so engaging with them online is important.
Online Advertising Theatre: Men tweet from Mars, Women blog from Venus
- 1. Men tweet from Mars, Women blog from Venus How online advertisers can communicate more effectively with women
- 3. 85% of all purchase decisions are made by women • 91% New homes • 66% PCs • 92% Holidays • 80% Healthcare • 65% New cars • 89% Bank accounts • 93% Food • 93 % OTC pharmaceuticals
- 4. Women represent the majority of the online market • 22% shop online at least once a day • 92% pass along information about deals or finds to others • 76% want to be part of a special or select panel • 58% would ditch the TV if they had to get rid of one digital device (only 11% would bin their laptops)
- 5. Social life on Venus • Biggest users of social networking spend 30% more time on them than men • More women use Facebook - drive 62% messages, updates and comments and 71% of fan activity • More Facebook friends than men and spend more time on the site • Catch on quicker – early adopters of posting to walls, adding photos and joining groups - much more so than men Comscore survey
- 6. How does this affect us? Women search for what they want and need and look for reasons to buy or not to buy within their networks. So we need to engage with Them here …get to know them and let them get to know us.
- 7. BUT … 91% of women think advertisers don’t understand them (Neilson survey, 2011)
- 8. What not to do • Do not fail to market directly to women • Do not think women think the same as men • Do not attempt to pigeon-hole women by age • Do not underestimate the power of the mature woman • Do not forget the FUN
- 9. Market directly to women • Take the time to understand them • Avoid stereotypical messages that could do more harm than good
- 10. Don’t make it pink
- 11. Women think differently to men Understanding the differences in men and women, opens up better communication and messaging and ultimately sales. Refusing to see the differences leads messages that don’t resonate.
- 12. Don’t pigeonhole women by age • Not age – but life-stage • Women are different from each other • They change according to where they are in life • A 40-year might have a toddler at home, a child in college or may have never married or had children at all • What connects with the situation of one won’t speak to the others
- 13. Don’t underestimate the mature woman They have more money than anyone, they control the spending and they have a LOT of living left to do They’re not just in the market for incontinence pads
- 14. She’s worth it, but don’t tell her When women find a product or service meets their needs, they will shout about it Don’t tell her she “deserves it.” or she’s “worth it” Try: You’re smart. You can handle this. You can make the right decisions.
- 15. What women want • Entertaining, funny, charming, clever • Useful, relevant, understandable • The truth, honesty, authentic, no spin • Real people, not fakes or paid celebs • Brands that listen, engage, respond Mumsnet survey
- 17. What they don’t want • Lies, spin, exaggeration – “90% of women loved it” • Patronising – women in kitchens talking about food, yogurt, nappies, periods… • Paid actors pretending they love and use the product when you know they don’t • Ads that patronise men, portraying men as oafs • Sexy ads that are either smutty (male toilet humour) or detached • Irritating ads – We Buy Any Car, Go Compare, Halifax
- 19. Old Spice
- 20. Dove
- 21. Repositioning KoS’s female brand
- 22. pink
- 23. Helps women know it’s for them pink Pretty flowers Pink (Pink wash Women like turns 91% of words like this women off!)
- 25. To fun
- 27. Need to understand women online too.
- 28. Women spread the word more. 10x more than men.
- 30. And finally …