Brands attempt to clearly identify their target audiences by creating unique personas that represent the characteristics, behaviors and desires of these specific groups of people. These profiles help marketers craft campaigns that reach wider audiences, communicating value propositions that encourage conversions. However, a new survey conducted by Insights in Marketing, LLC’s i-on-Women team found that 91 percent of American females do not feel as though brands are promoting products or services effectively.
This trend comes despite the fact that women control more than 80 percent of purchases, meaning that marketers are missing numerous opportunities to increase transactions. The study, which surveyed 1,300 women, found that even top brands struggle to market their products to female consumers effectively. Industries like financial services, insurance, automotive and alcoholic beverage segments failed to reach women. In fact, no brand received more than 49 percent of women agreeing that it marketed to “her” effectively.
Perhaps marketers should look at channels that resonate with women most, and according to Nielsen’s “The Social Media Report,” social media may be the route marketers must take. According to the study, American female consumers spend eight hours and 37 minutes using social media on their personal computers over the course of any given year, compared to male buyers who allocate six hours and 13 minutes. More, women use social media via their mobile devices for nine hours and 43 minutes within one year, while men spend six hours and 44 minutes doing the same.
Nielsen’s report shows that women are far more active on social networks than men, and brands may be able to reach female audiences through specific sites. In fact, Nielsen discovered that 70 percent of Pinterest’s PC user population remains female, and women make up 84 percent of Pinterest’s application user base.
Brands should use social media content to reach female audiences and drive transactions. Pinterest, for example, hosts unique social media marketing campaigns that engage women by encouraging them to share and promote content in their own, unique ways. Businesses can create content marketing programs that distribute a wide array of media and builds relationships with women across Pinterest.