Five Best Practices for Reaching Women Online
What do women want online, and why do advertisers want to reach them?
Those questions were answered during a session that took place at the ad:tech New York conference earlier this week. The session, moderated by Kate Everett Thorp, CEO of the Real Girls Media Network, made the point that while women have been a sought-after target for advertisers for decades, they are particularly coveted online because they're such avid consumers of not only products and services, but of information and experiences.
Everett Thorp said that, right now, there are more women online than men - 97 million women vs. 91 million men - and women will constitute the majority of Internet users through at least 2011.
In addition, Everett Thorp said that during the last 12 to 18 months, women have been blogging and streaming audio and video online more frequently.
Citing statistics from a February 2007 eMarketer study, Everett Thorp said that 66 percent of women are using video this year, and the firm projects another 10 percent increase this year over last year.
"We know she's here, we know there is more of her than men, and we know she spends most of the [household] budget and influences the rest of it," Everett Thorp said, offering five best practices that marketers should use when targeting women online:
1. Develop a relationship with her.
"There is so much shouting from the sidelines, [but] if you want to engage with her and deepen that relationship, take a different step and become a resource for her."
2. Be valuable to her.
"Do something that she thinks of," she says. "But that doesn't mean put the onus on a consumer to suddenly think of you; that's your job. But, when a choice is presented, you want to be in the mindset."
3. Deliver on brand promises.
"The biggest warning I have is that if you say 'green' in your ads, you better live it, breath it and be it," she said. "If you push forth a message, it needs to be the No. 1 thing you are living and breathing, because the voice is out there, and the voice is powerful."
4. Create a brand advocate.
"Women have a very powerful voice," Everett Thorp said. "They buy tons of products, but the ones they talk about are obviously the ones on both ends - the things they love and the things they don't like - and they communicate with passion."
5. Know more about her habits.
"Online, she is consuming more and more, she appears to maintain media habits as in the offline world, and branded media, video, news and entertainment all hold value to her," Everett Thorp said.