A report from Fleishman-Hillard and Hearst found that Millennial women are especially responsive and engaged with web marketing campaigns.

A report from Fleishman-Hillard and Hearst found that Millennial women are ideal brand advocates, as they are likely to broadcast positive shopping experiences they have across the web. Moreover, internet marketers must remember the growth of forums for user-generated content places an especially high premium on good service, since Millennial women are likely to discuss negative experiences as well.

Chatter about products and services stands to impact others’ shopping decisions.The research shows that 46 percent of women included in the poll access reviews written by other users. Moreover, one-third recommend a product or service on the web after a positive experience with the company.

Soliciting user feedback via social media marketing might also be effective as 16 percent say positive things about a company, product or service on a social network. Additionally, 13 percent said they have linked to a website for a brand they had a favorable experience with on a social network.

Others retweet interesting content from brands they follow on Twitter or post links of their own on the microblogging website.

Both Millennials and women are demographics marketers traditionally struggle to reach. Brafton recently reported that Millennials, specifically, are most likely to respond to web content marketing campaigns more than TV ads or other initiatives. Meanwhile, a separate study found that younger mothers are especially strong targets for social media marketing, as new responsibilities force them to turn to Facebook, primarily, to keep in touch with friends and learn of new products.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.