Marketers: Are You Ignoring The Once, Highly Sought After, Female Baby Boomer?

According to eMarketer, boomers, whose median age is 55, spend more time and money online than any other demographic. Yet, this market is essentially neglected by most advertisers and marketers. It is estimated that 78.2% of this cohort, or nearly 60 million adults, is online. Even as their numbers decline, that penetration rate will remain high through 2015. And they control more than $2 trillion in annual spending. “The baby boomers grew up being chased by marketers and advertisers that tailored products and brands to appeal to them,” said Lisa E. Phillips, eMarketer senior analyst “Now the median age of

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Guys, Could Marketing To Women Be As Simple As Playing A Game? Just Might Be.

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A new study released this week from Q Interactive and Social Media World Forum reveals that women are actively engaging with brands as they play some of their favorite online games. FarmVille has nearly 64,00,000 active monthly users on Facebook alone. And according to market research firm, Think Equity, the $720 million online social-gaming market is expected to at least double to over $1 billion by 2010. For brands wanting to connect and partner with women, online games are far from child’s play. Brands and Women are Partners in Gaming and App’ing The study investigated how brands and women intersect

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Men, Do You Have Questions About Marketing To Women?

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Now is the time to ask. I am in Chicago and for the next 2 days will be listening to speakers or attending workshops with some of the top leaders and researchers in the world of marketing to women. They will be discussing the topics listed below. I plan to tweet during the convention, and if you have any specific questions please feel free to send them to me @sheconomy or follow hashtag #m2w for the most updated info. What Women Want in the Digital Age How Marketers Can Harness the Power of Digital Influencers Leveraging Women as Consumer Advocates

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Advertisers Shouldn’t Abandon Women. Build Relationships Through Social Media

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You’ve heard it before, and you will most likely hear it again and again throughout these rough economic times. Advertisers who continue their branding efforts during a recession will emerge as winners. But do you know why? Other than the obvious, continued name awareness, I believe one of the major reasons is… women don’t want to be abandoned. Research reveals that women are indeed stressed out about the economy. And as the primary household purchasing agents, what women are looking for from advertisers is an appropriate balance of empathy and optimism. Brands that suspend communication or inadequately connect with women

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Guys, Women Are Still Buying. Make Sure They Are Buying Your Brand.

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Studies reveal that even during tough economic times, 78% of women are willing to pay full price for items they want and need. But as noted a few days ago in Marketing Week, studies also show that women do not feel that advertising connects or appeals to their needs, especially during these recessionary times. This may be the result of being offensive, or it may be that the message simply does not resonate at all. So, what can you do about it? As men you must not only better understand what women want, you have to more accurately communicate and

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Is the VEET Hair Removal Ad Offensive? MAYBE. Is it Missing the Mark? DEFINITELY.

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You may recall we posted a poll a couple of weeks ago asking that you vote on whether or not you found this Veet hair removal ad offensive. I found the results interesting. 33% – As a woman, yes, I am offended by this ad. 36% – As a woman, no, I am not offended by this ad. 10% – As a man, yes, I am offended by this ad. 21% – As a man, no, I am not offended by this ad. So…. we can assume that the NO’s win with a total of 57% leaving the YES’s with

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Does a Recession Inspire Innovation?

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The answer is clear: it has to. Plato set the precedent when he said, “Necessity is the mother of invention,” in his iconic Republic, and the logic still applies today. We are certainly in a time where consumers, their confidence at a shocking low, are necessitating change. These leaner times mean businesses who respond to unhappy consumers’ outcry by creating new solutions or evolving their products and services to meet changing needs will not only emerge from troubled economic times in tact, but stronger. Consider the following quotes: “Surveys tell us that consumers are more pessimistic today than at any

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Social Marketing is Great. Mocking Your Female Market – Not So Much

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Volkswagen recently produced a series of webisodes that can be found on the Major League Soccer website. Their goal is to create a loyal relationship between soccer moms and their Routan minivan as well as instigate a viral impact on the Internet. An article that highlighted this release ran in Advertising Age a couple of days ago and the reporter noted: While it’s perhaps not surprising that VW used a soccer platform to sell minivans, a pairing as timeless as Thanksgiving and turkey in suburban America, the somewhat mocking portrayal of soccer moms might raise a few eyebrows. They are

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Boomer Women ARE the Ultimate Consumer

Marketers Beware! Ignoring Boomer women could be detrimental to your bottom line.  Times of patronizing ads and ignorance has long gone. These are huge and costly mistakes, especially in categories where the male buyer is less influential than conventional wisdom suggests. In particular, the 40+ female, warrants your attention. There are 80 million Boomers working their way through society as well as the consumer marketplace. Take note, because women comprise the majority, both today and in the future. You may ask, ‘Why are these women so important?’ In their book, BOOM:Marketing to the Ultimate Power Consumer-The Baby Boomer Woman, Mary

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Marketing to Women – Not a Niche

Women are not a niche group. They control 80-90% of every consumer purchase decision being made right now. If your advertising focus is on men or is gender neutral you could be missing your target altogether. Women control seven trillion dollars in spending – roughly equal to the entire Japanese economy. Economists site women as the single most powerful force in the global economy. In his book on consumer trends Trends, Tom Peters give statistics on why women are worth marketing to. The following statistics show that women women are also making the big ticket item purchases in addition to

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