Why Women Are The Big Prize of Social Media
Ladies, do you ever feel really unappreciated? Well, at least you can rest of the fact that you’re important to someone.
Yes, the marketing department.
Businesses, paying more attention than ever to social networking and who tends to make the majority of household purchases, have suddenly realized that women are in fact a hot commodity. And they are revamping their outreach to cash in.
Via Forbes Woman:
Research shows that women are more active than men in social networks like Facebook (where they are 57% of users and do 62% of the sharing) and are more likely to trust information found in online women’s communities, particularly when it comes to making purchasing decisions. In fact, a recent study by women’s site iVillage revealed that 51% of women’s community users trust product information found in them, compared with only 14% on typical social media sites.
More importantly, women control 85% of household spending decisions, making them PepsiCo’s strongest consumer base. “Women are increasingly influential in the digital space,” says Jamie Stein, digital director for the company. “We want to build a community to have a two-way dialogue. Our strategy is listening, engaging and enabling–connecting with women in real time, on their terms.”
The need to reach women is beginning to rumble through the business world. Wal-Mart’s lead strategic planner, Katherine Wintsch, founded think tank The Mom Complex to improve the retailer’s mom-vertising. NBC launched marketing research group Women at NBCU to better understand the female consumer. Rumor has it that Pepsi’s snack rival, Kraft, may be launching a similar initiative soon.
“We see a lot of runway here,” says Stein. “Women are using social media in a huge way. We want to tap into that.”
So, the day of the 18-40 year old white male demographic may be coming to an end when it comes to consumer outreach. Now, if they could just come up with a better, more inclusive term than “mom-vertising.”