Content marketing campaigns including blogs can be especially useful for consumer electronics companies targeting women. A report from BlogHer found that 69 percent of adult females in the U.S. rely on blogs when they research smartphones, computers, tablets and other consumer electronics.
Social media marketing is also effective, but to a lesser degree, with 53 percent saying they turn to Facebook, Twitter or another social network for information about potential purchases. Additionally, they are sure to check manufacturer websites, but blogs weigh more heavily into their eventual purchase decisions.
In addition to publishing brand-related blog content, marketers should think of the content writers who can best appeal to female shoppers. According to BlogHer, women are especially sensitive to the gender of bloggers. Essentially, women are more likely to respond to content written by other women similar to them, the study suggests.
“No one earns the trust of women online better than other women online, especially when you’re talking about the devices she depends on to stay connected and productive,” Elisa Camahort Page, co-founder and COO of BlogHer, said in a release.
While BlogHer’s report points to content marketing as the key to targeting women, there is evidence that social media marketing is key to reaching other female shopper demographics. Brafton reported that 23 million American women using Facebook are mothers, and they use the website to keep tabs on their children, but also to interact with brands.