“Consumers are turning to mobile, online and social media during their entire holiday shopping experience,” said Stacy Janiak, Deloitte vice chairman. And what will they be looking for? Deals, gift ideas and wish lists. This is a great opportunity for brands to engage with women. Make sure you are on her wish lists and implement clever ways to have her share your coupons. According to e-Marketer, Deloitte found that, overall, 17% of consumers would use social media during their holiday shopping this year. And just over one-half of that group was ages 18 to 29. Deloitte found even more consumers—19%—plan

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Filed under: Advertising during recession, Advertising to Women During Recession, Social Media, Web 2.0, Women and the Internet | 2 Comments »

According to Chris Dickey, in a recent AdAge article, 2010 is the year for retailers to rethink pricing, discounts strategy and start rebuilding their brand value. He states: “Today many retailers find that their most immediate issue is working their way back out of discount-driven brand-price erosion.” This really shouldn’t be a surprise to anyone. Learning that consumers were seeking lower prices, many marketers hastily responded with what they “assumed” that meant to women. Companies simply offered discounts, coupons and slashed pricing with little regard to their brand, but more importantly with little understanding of women. As a result, companies

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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Effects of recession, Marketing to Single Women, Marketing to Women, Targeting Women | 2 Comments »

I love this video! It’s actually a couple of years old, but it very cleverly shows how disconnected male advertisers are when it comes to understanding the female consumer and where to connect with her. As a matter of fact, I think it rings more true today than ever before. Although it’s humorous format is entertaining, the message is very serious: The female consumer is breaking up with brands, and she is trying to tell advertisers why. Listen to her. We don’t talk anymore. You’re doing all the talking. We’re not exactly having dialog You’re saying you love me, but

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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Marketing to Women, Social Media, Targeting Women, Women and the Internet | 7 Comments »

Although not mentioned in this iVillage article, which is a preview of next weeks’ coverage on NBC’s report about women’s buying power, I still remain hopeful that they plan to address one of the most overused stereotypes about women. Many male marketers assume that all women are moms. However, while all moms are women, not all women are moms. And there is no one more in tune to that than Melanie Notkin, CEO and founder of the very successful online pharmacy, Savvyauntie.com. I met my friend Melanie on Twitter nearly a year ago and since then she’s been featured in

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Filed under: Advertising during recession, Buying Power of Women, Connecting with Women, Marketing 2.0, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Marketing-to-Moms, Targeting Women, Women and the Internet | 15 Comments »

According to the New York Times, NBC News will devote a significant amount of time and attention, beginning the week of October 18, to the changing roles of contemporary women. Much of it is based on a study initiated by Maria Shriver titled, “The Shriver Report: A Woman’s Nation Changes Everything.” The week long coverage will include evening newscasts, several appearances on the “Today” show, Meet the Press, MSNBC, CNBC, and iVillage among others. The Center for American Progress explains that the report will combine the work of economists and academics to address the consequences of women’s more prominent economic

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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Marketing to Women, Targeting Women, Women and the Internet | 2 Comments »

A recent study conducted by BIGresearch for the Retail Advertising and Marketing Association (RAMA), a division of the National Retail Federation, confirms there is advantage to connecting with women through social media and shows this advantage to be especially true for those longing to reach the “mom” market. The study also noted that in an economy where price means everything, retailers who already have a presence on social networking sites like Facebook and Twitter are one step ahead of getting in front of these women. Women with children at home are more likely to use Facebook (60.3%),  MySpace (42.4%) and Twitter (16.5%)

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Filed under: Advertising during recession, Advertising to Women During Recession, Blogging, Connecting with Women, Marketing to Women, Marketing-to-Moms, Social Media, Women and the Internet | 4 Comments »

I love this book from Michael Silverstein and Kate Sayre. It’s titled Women Want More: How to Capture Your Share of the World’s Largest, Fastest-Growing Market. But I must warn you to be careful not to read it from a male perspective. I have highlighted some of the key findings below, and you can read more at The Harvard Business Review as well as an overview provided by the authors, or you can just buy the book. In summary, the book overwhelmingly substantiates the massive spending power of women as well as reveals how companies continue to fall short in

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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Connecting with Women, Marketing to Single Women, Marketing to Women, Marketing to Women Myths, Targeting Women | 5 Comments »

Today’s women are dramatically different. And their shift cannot be categorized by a simple comparison to their predecessors of the 50s, or the 90s or even the people they were at the turn of the millennium. Today’s women have changed from the consumers we recognized as recently as just one year ago. The economic crisis has radically altered how women think and feel. The concurrent phenomenon rapidly evolving within the 2.0 technologies of the Internet over the past few years has allowed women an enormous space to not only voice these opinions and emotions, but to act on and share

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Filed under: Advertising during recession, Advertising to Women During Recession, Effects of recession, Marketing to Women, Social Media, Targeting Women, Web 2.0 | 3 Comments »

Women place more weight on relationships. Because of this, good marketing plans go beyond traditional advertising. They have a long-term strategy of brand building that combats the media fragmentation becoming more and more prevalent today. Simply put, the female consumer is in control of how and when she receives content. Male marketers would be wise to consider the following: 91% of women say advertisers don’t understand them. Women stay with brands that meet needs and exceed expectations. Women think just shopping at Whole Foods or Trader Joe’s makes them feel healthier–regardless of what’s in the cart. Women are reluctant to

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Filed under: Advertising during recession, Advertising to Women During Recession, Marketing to Women, Targeting Women | 3 Comments »

According to Marti Barletta, author of Marketing to Women and PrimeTime Women, when men and women buy as partners, women control at least four out of five stages of the purchasing process. Five stages of the purchasing process 1.    Kick-off  – women 2.    Research – women 3.    Purchase  – men 4.    Ownership – women 5.    Word-of-mouth – women And further, Barletta notes that even though men are present and appear in control during the purchasing stage when they pull out the credit card or sign the contract, they are not really in control of that stage either – they just

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Filed under: Advertising during recession, Advertising to Women During Recession, Buying Power of Women, Marketing to Women, Targeting Women | 20 Comments »