Study: Content marketing targeted at influential female shoppers often misses the mark

Published on
by Brafton Editorial
A report from The Women's Heart Link Network found that digital marketing campaigns aimed at middle-aged women must evolve with the demographic.

Businesses targeting female shoppers can improve their overall web presence and conversions by refocusing their web marketing strategies . According to a report from The Heart Link Women’s Network, women represent a substantial portion of global ecommerce spending, accounting for 85 percent of consumer purchase decisions – and this figure rises annually.

As the Baby Boomer generation grows older, women over the age of 50 will make up approximately 20 percent of the adult population in the United States.

Targeting women with content marketing campaigns has proven difficult for some, the study suggests. Businesses are often guilty of over generalizations that can turn off some shoppers, especially as the female 50-plus population becomes increasingly active. Essentially The Heart Link Women’s Network suggests that campaigns aimed at middle-aged women have not evolved with the demographic.

“Unlike previous generations, today’s women are experiencing life in richer, fuller ways and much less in a simple linear fashion,” Dawn Billings, an executive training professional, is quoted as saying in the release. “Women are beginning their families in their 40s, starting new careers in their 50s, running marathons in their 60s and re-entering the dating scene all along the way.”

Brafton recently reported that web content’s impact on female’s purchase decisions is proven – especially in certain sectors. A study from BlogHer found that 69 percent of women consult blog content marketing when in the market for consumers electronics.

Enjoy our news? Subscribe to the Content Marketzine!
  Daily   Weekly