Marketing to WWWomen
| Category: Marketing | Date: 2003-09-17 |
The Internet is not just a playground for male techies and teenagers. Women have arrived online, and they’ve arrived with force. In fact, Media Metrix, Inc. and Jupiter Communications released a report yesterday that claims the number of women online surpassed that of men for the first time ever in Q1 2000. Another study, released in July by Nielsen/Net Ratings, indicates that almost 51 percent of U.S. Internet users in May were women, while 49.2 percent were men.
Given the growing population of women online, and their purchasing power-they handle 75 percent of family finances and 80 percent of all purchase decisions - the shift of women buyers from off line to online will quickly surpass male online spending. Women’s behavior and motives online vary significantly from men’s, and Web marketer’s will have to adjust their strategies accordingly.
Motivations for Getting Online
Gina Garrubbo of Women.com reports that women’s primary online activities are sending and receiving email, chatting, and gathering news, business/career, family, investment, shopping, health and fitness, travel and computer-related information. And while a large number of women go online for entertainment and personal pleasure, women increasingly are dependent on the Internet to save them valuable time.
For example, a recent study by Netsmart found that 88 percent of women go online because they say it simplifies their lives. In the same study, 83 percent agreed that they use the Internet to save time, while only 55 percent go online because it saves them money. Recent trends have shown that women are seekers online, meaning they go online for a specific reason, while men tend to be surfers or browsers.
While the top sites for women are roughly the same as for men, an analysis of the amount of time spent online provides evidence that we’re dealing with different audiences. Men spend more time online, and view more pages per session, while women visit fewer sites for shorter periods of time, and are quite loyal to the sites they do visit. Sites with predominately female audiences boast longer user sessions on average than sites with mostly male audiences. Working women, in particular, have become increasingly dependent on the Internet.
An AOL and the Business Women’s Network study of working women found that women, given a choice, would rather have a computer with Internet access than a telephone. The results of this, and other surveys, also show that working women shop and buy online more frequently than the female online population in general. Leisure products, computer equipment and travel reservations are the most popular online purchases for businesswomen. A National Foundation of Women Business Owners’ study reported that online banking and bill paying services are used by over one-third of businesswomen.
Women are Decision Makers - and Spend Online
Career women and household moms alike try to make every minute count. The AOL/Business Women’s Network study found that 96 percent of women online used the Internet to research products and 64 percent have made purchases. A Northstar Interactive survey demonstrates that the Internet has actually surpassed word-of-mouth, newspapers, television and radio as an important source of buying information for women.
A number of factors have led to this trend; as the Internet becomes increasingly mainstream, both the quantity and quality of information available online has improved. There are now sites with information on just about every product and service imaginable. Rather than making phone calls, reading newspapers, and asking a number of friends, users can now utilize a wide array of (usually free) resources to gather information in a fraction of the time. Sites such as about.com offer features such as forums, reviews and ratings-making gathering information and online shopping infinitely easier than it was in the pre-Internet days.
As a result, women have surpassed men as the leading spenders online. Netsmart found that 53 percent of women made an online purchase in 1999, up from 33 percent in 1998. The most popular online purchases by women include software, clothing and gifts. Women shop online for convenience, and it’s critical that retailers tailor the experience accordingly.
Key inhibitors to the adoption of e-commerce by women are such issues as privacy, concern over ability to deliver and security. Larger e-tailers, with guarantees, policies and solid reputations, ease these concerns. As e-commerce matures, systems and models will be refined, competition will tighten, retailers will become more reliable, and online purchase numbers will increase, with women as the spending leaders.
Content Sites are Targeting Women
The proliferation of women online has led to a multitude of sites targeted directly towards women. Sites like iVillage, Women.com and Oxygen.com have essentially become vertical portals for women. These online communities provide women with information on almost any major topic of female interest. Along with simplicity and convenience, women seek and find empowerment online.
These sites arm women with the information they need to make decisions, and better their lives. For example, many women seek information online that will help their families. These sites meet this need by providing information regarding family entertainment, cooking and travel. By maintaining a broad, yet targeted range of content, these sites have become one-stop destinations for millions of women.
A survey titled What Makes Women Click, by Netsmart, illustrates this sense of responsibility:
93 percent of women said they, Put my children before everything else
73 percent of women agreed, My family expects me to have all the answers
66 percent of women said they. Consider myself Dr. Mom.
The major women portals also all include careers sections, which many women find to be valuable resources. In fact, the AOL Business Women’s Network study shows that two-thirds of women have used the Internet to learn about careers and career advancement, and almost half of working women online have used it to find a job.
Another booming online segment for women is health care. Women in the United States make 80 percent of health-care decisions and 60 percent of the health-care purchases. As a result, there are a number of health and fitness sites that target women including OnHealth, Allhealth.com (an iVillage site) and Thrive Online (owned by Oxygen Media). This segment is particularly attractive, given the aging American population.
Best Practices
Whether you’re focused on building Web-site traffic, driving transactions or building brand equity, it’s imperative that you understand what makes women click.
Advertisers
Do your homework, and find highly targeted opportunities.
Well-designed creative and targeted placement are the first steps towards a successful online advertising initiative.
Given that women are less likely to be surfers, advertisers should consider partnerships and sponsorships as alternatives to banners.
An online campaign by Third Street Interactive for Bestfoods’ Mazola, Hellmans’ and Skippy brands, targeted towards women, followed each of the aforementioned practices. The real crux of the campaign was the site selection, and following a substantial research initiative, sites like FoodTV.com, cookinglight.com and sections of about.com were chosen.
These sites had high concentrations of women, particularly women on the go, looking for quick dinner ideas. The creative, which promoted healthy eating and quick and easy recipe ideas, was also designed specifically to elicit results from the target market. Additionally, Bestfoods sponsored sections on parentstalk.com and FoodTV.com. Bestfoods products and recipes were displayed in the appropriate sections, and users did not have to click banners to see the marketing message.
E-tailers
Design with the user in mind. User-friendly, intuitive navigation and design are essential.
Build a learning relationship. Develop customer profiles and target content and messages accordingly.
Clearly state policies, such as security and returns. This will make users feel more comfortable and will ultimately facilitate transactions.
Understand that women shop online for convenience. Commerce sites that facilitate this experience will thrive.
Ease-of-use, convenience and personalization are reasons behind early success of e-tailer’s such as Amazon.com. Simple one-click purchasing systems, targeted recommendations, customer product reviews and email reminders are all effective tools to facilitate transactions. Amazon.com has built an electronic community, and as a result, over half of its sales come from repeat customers. Female newbies are much more likely to make purchases from Web sites with strong reputations and brand equity.
Content Sites
Design with the user in mind. Information architecture is key; the information must be easily attainable.
Relevant content (but not patronizing), and consistent, intuitive design are essential to attracting and retaining females.
Because women use the Web to seek specific information, aggregate relevant content and develop relationships to encourage repeat usage.
Free resources such as email, weather, stock quotes and so on keep users coming back.
Depending on the revenue model, most content sites are trying to build audience metrics (such as page impressions, unique visitors, etc.). The successful sites in this area are the ones that employ powerful combinations of the above three practices. They’re valuable resources to users, and subsequently they foster loyalty and repeat usage. Sites like women.com and iVillage, by providing content, community and utility, combined with first-rate design and navigation, are leading the pack.
Females will continue to provide the most significant marketing opportunity on the Internet. While we have not yet seen gender parity on the Internet (just wait a couple of years), women are leading the way in terms of shopping and spending. Convenience is key to this audience; the Internet is a tool that allows women to both save time and enhance the quality of their lives. It’s critical that marketers understand this unique and important audience, and tailor their strategies accordingly.
About the Author
Scott M. Roy is a marketing professional with extensive technology research and Interactive Agency experience. Prior to co-founding The Marketing Loft, he served as VP, Marketing Services for Third Street Interactive/UCI Web Group Company, a full-service Interactive Agency. He managed the Marketing and Research Services group, an organization that delivered clients valuable market, competitive, and web site analysis to ensure successful web initiatives. Clients included GE Capital, Bestfoods, Arvida, and Playtex Apparel. As a member of the Senior Management team, he worked to shape and drive the future and strategy of the firm.
info@themarketingloft.com
http://www.themarketingloft.com
Given the growing population of women online, and their purchasing power-they handle 75 percent of family finances and 80 percent of all purchase decisions - the shift of women buyers from off line to online will quickly surpass male online spending. Women’s behavior and motives online vary significantly from men’s, and Web marketer’s will have to adjust their strategies accordingly.
Motivations for Getting Online
Gina Garrubbo of Women.com reports that women’s primary online activities are sending and receiving email, chatting, and gathering news, business/career, family, investment, shopping, health and fitness, travel and computer-related information. And while a large number of women go online for entertainment and personal pleasure, women increasingly are dependent on the Internet to save them valuable time.
For example, a recent study by Netsmart found that 88 percent of women go online because they say it simplifies their lives. In the same study, 83 percent agreed that they use the Internet to save time, while only 55 percent go online because it saves them money. Recent trends have shown that women are seekers online, meaning they go online for a specific reason, while men tend to be surfers or browsers.
While the top sites for women are roughly the same as for men, an analysis of the amount of time spent online provides evidence that we’re dealing with different audiences. Men spend more time online, and view more pages per session, while women visit fewer sites for shorter periods of time, and are quite loyal to the sites they do visit. Sites with predominately female audiences boast longer user sessions on average than sites with mostly male audiences. Working women, in particular, have become increasingly dependent on the Internet.
An AOL and the Business Women’s Network study of working women found that women, given a choice, would rather have a computer with Internet access than a telephone. The results of this, and other surveys, also show that working women shop and buy online more frequently than the female online population in general. Leisure products, computer equipment and travel reservations are the most popular online purchases for businesswomen. A National Foundation of Women Business Owners’ study reported that online banking and bill paying services are used by over one-third of businesswomen.
Women are Decision Makers - and Spend Online
Career women and household moms alike try to make every minute count. The AOL/Business Women’s Network study found that 96 percent of women online used the Internet to research products and 64 percent have made purchases. A Northstar Interactive survey demonstrates that the Internet has actually surpassed word-of-mouth, newspapers, television and radio as an important source of buying information for women.
A number of factors have led to this trend; as the Internet becomes increasingly mainstream, both the quantity and quality of information available online has improved. There are now sites with information on just about every product and service imaginable. Rather than making phone calls, reading newspapers, and asking a number of friends, users can now utilize a wide array of (usually free) resources to gather information in a fraction of the time. Sites such as about.com offer features such as forums, reviews and ratings-making gathering information and online shopping infinitely easier than it was in the pre-Internet days.
As a result, women have surpassed men as the leading spenders online. Netsmart found that 53 percent of women made an online purchase in 1999, up from 33 percent in 1998. The most popular online purchases by women include software, clothing and gifts. Women shop online for convenience, and it’s critical that retailers tailor the experience accordingly.
Key inhibitors to the adoption of e-commerce by women are such issues as privacy, concern over ability to deliver and security. Larger e-tailers, with guarantees, policies and solid reputations, ease these concerns. As e-commerce matures, systems and models will be refined, competition will tighten, retailers will become more reliable, and online purchase numbers will increase, with women as the spending leaders.
Content Sites are Targeting Women
The proliferation of women online has led to a multitude of sites targeted directly towards women. Sites like iVillage, Women.com and Oxygen.com have essentially become vertical portals for women. These online communities provide women with information on almost any major topic of female interest. Along with simplicity and convenience, women seek and find empowerment online.
These sites arm women with the information they need to make decisions, and better their lives. For example, many women seek information online that will help their families. These sites meet this need by providing information regarding family entertainment, cooking and travel. By maintaining a broad, yet targeted range of content, these sites have become one-stop destinations for millions of women.
A survey titled What Makes Women Click, by Netsmart, illustrates this sense of responsibility:
93 percent of women said they, Put my children before everything else
73 percent of women agreed, My family expects me to have all the answers
66 percent of women said they. Consider myself Dr. Mom.
The major women portals also all include careers sections, which many women find to be valuable resources. In fact, the AOL Business Women’s Network study shows that two-thirds of women have used the Internet to learn about careers and career advancement, and almost half of working women online have used it to find a job.
Another booming online segment for women is health care. Women in the United States make 80 percent of health-care decisions and 60 percent of the health-care purchases. As a result, there are a number of health and fitness sites that target women including OnHealth, Allhealth.com (an iVillage site) and Thrive Online (owned by Oxygen Media). This segment is particularly attractive, given the aging American population.
Best Practices
Whether you’re focused on building Web-site traffic, driving transactions or building brand equity, it’s imperative that you understand what makes women click.
Advertisers
Do your homework, and find highly targeted opportunities.
Well-designed creative and targeted placement are the first steps towards a successful online advertising initiative.
Given that women are less likely to be surfers, advertisers should consider partnerships and sponsorships as alternatives to banners.
An online campaign by Third Street Interactive for Bestfoods’ Mazola, Hellmans’ and Skippy brands, targeted towards women, followed each of the aforementioned practices. The real crux of the campaign was the site selection, and following a substantial research initiative, sites like FoodTV.com, cookinglight.com and sections of about.com were chosen.
These sites had high concentrations of women, particularly women on the go, looking for quick dinner ideas. The creative, which promoted healthy eating and quick and easy recipe ideas, was also designed specifically to elicit results from the target market. Additionally, Bestfoods sponsored sections on parentstalk.com and FoodTV.com. Bestfoods products and recipes were displayed in the appropriate sections, and users did not have to click banners to see the marketing message.
E-tailers
Design with the user in mind. User-friendly, intuitive navigation and design are essential.
Build a learning relationship. Develop customer profiles and target content and messages accordingly.
Clearly state policies, such as security and returns. This will make users feel more comfortable and will ultimately facilitate transactions.
Understand that women shop online for convenience. Commerce sites that facilitate this experience will thrive.
Ease-of-use, convenience and personalization are reasons behind early success of e-tailer’s such as Amazon.com. Simple one-click purchasing systems, targeted recommendations, customer product reviews and email reminders are all effective tools to facilitate transactions. Amazon.com has built an electronic community, and as a result, over half of its sales come from repeat customers. Female newbies are much more likely to make purchases from Web sites with strong reputations and brand equity.
Content Sites
Design with the user in mind. Information architecture is key; the information must be easily attainable.
Relevant content (but not patronizing), and consistent, intuitive design are essential to attracting and retaining females.
Because women use the Web to seek specific information, aggregate relevant content and develop relationships to encourage repeat usage.
Free resources such as email, weather, stock quotes and so on keep users coming back.
Depending on the revenue model, most content sites are trying to build audience metrics (such as page impressions, unique visitors, etc.). The successful sites in this area are the ones that employ powerful combinations of the above three practices. They’re valuable resources to users, and subsequently they foster loyalty and repeat usage. Sites like women.com and iVillage, by providing content, community and utility, combined with first-rate design and navigation, are leading the pack.
Females will continue to provide the most significant marketing opportunity on the Internet. While we have not yet seen gender parity on the Internet (just wait a couple of years), women are leading the way in terms of shopping and spending. Convenience is key to this audience; the Internet is a tool that allows women to both save time and enhance the quality of their lives. It’s critical that marketers understand this unique and important audience, and tailor their strategies accordingly.
About the Author
Scott M. Roy is a marketing professional with extensive technology research and Interactive Agency experience. Prior to co-founding The Marketing Loft, he served as VP, Marketing Services for Third Street Interactive/UCI Web Group Company, a full-service Interactive Agency. He managed the Marketing and Research Services group, an organization that delivered clients valuable market, competitive, and web site analysis to ensure successful web initiatives. Clients included GE Capital, Bestfoods, Arvida, and Playtex Apparel. As a member of the Senior Management team, he worked to shape and drive the future and strategy of the firm.
info@themarketingloft.com
http://www.themarketingloft.com
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