Mobile Marketing for Women, by Women?
A generation ago, Old Milwaukee virtually ensured no women would buy its beer. The Pabst Brewing label's ads from the '90s featured the "Swedish Bikini Team" coming to the rescue of fishing buddies and other outdoorsmen.
Now, marketers seem to be more concerned about catering to the interests of the buying segment that makes up 50.8 percent of the U.S. population (opens as a PDF).
Still, says Kayla Green—the director of digital strategy at Saatchi & Saatchi Los Angeles—the mobile technology firm she worked for a few years ago almost sent out a consumer packaged goods app targeted at American moms that would've required both hands to operate. Almost did—until she, one of four women at the firm, said something about how moms rarely have both hands free.
It's this kind of insight that can benefit a lot of mobile marketing efforts, because right now mobile marketers are mainly men, she says. And it's why she wrote "Mobile Marketing's Gender Gap," an article that appeared Feb. 25 in CampaignLive.com.
— Campaign US (@Campaignliveus) March 2, 2015
In the article, Green presents two reasons beyond the one below from Fleishman-Hillard about why more women should be involved in the creation of mobile marketing campaigns and programs.
Green first cites information presented in a longer form in She-Conomy.com, "a guy's guide to marketing to women." She-Conomy refers to a quote from Claire Behar, then with Fleishman-Hillard. Behar left Fleishman-Hillard in October 2014 and is now a global enterprise steward with Omnicom.
"Over the next decade, women will control two-thirds of consumer wealth in the United States and be the beneficiaries of the largest transference of wealth in our country's history," Behar says. "Estimates range from $12 to $40 trillion. Many Boomer women will experience a double inheritance windfall, from both parents and husband. The Boomer woman is a consumer that luxury brands want to resonate with."
It's a sentiment Fleishman-Hillard reiterates in July 2013 (opens as a PDF).
"She's here," reads the "Women, Power & Money" research. "She's in charge. Get used to it."
Here's why Green writes that more women should be involved in creating mobile marketing campaigns and programs:
1. Women May Understand Women's Needs, Which Lead to Purchases, Better Than Men. "We understand certain pain and passion points and can use those insights to help create better, more relevant experiences for consumers," Green opines. "The more relevant the mobile experience, the more we will see mobile marketing being selected as a first-choice engagement option."
2. Women Marketing to Women Will Only Be the Start. Women are individuals who bring their own skills to mobile marketing. "If advertisers and marketers are to take advantage of everything mobile has to offer, we need to help create better experiences for all consumers on mobile," Green says. "In order to create those experiences, we need to engage diverse perspectives to move the industry forward."
Where else could marketing benefit from having more female decision-makers?
Please respond in the comments section below.