Last week, Sway Group’s Allison Talamantez, President, Business Development and Tiffany Romero, President, Influencer Management, presented at the inaugural Digital Marketing Strategies Summit on the topic of marketing to women.
Their presentation, titled ‘Digital Marketing to Moms vs. Digital Marketing to Women: Do Brands Need Disparate Strategies?’ explored the misconceptions of marketing to women and the changing social media platforms on which these conversations are taking place.
Misconception #1: Speak to all women as mothers
When targeting women in the 25-54 year old age bracket, it is true that many of these women are mothers. However, marketers are shortsighted in appealing to just this aspect of her identity. Unless a product or service directly relates to parenting, consider targeting women as WOMEN first.
Through analysis of Sway’s own Twitter parties, we recently learned that women were the chattiest when the topic focused on makeup, skin care, diet, food and financial services. Many moms use social media as a way to expand their social networks and escape their everyday life. It is time away from their babies and kids!
Misconception #2: Use the newest, hottest social media platform
Clients sometimes ask us to incorporate the new “hot” platform into their campaign without considering if their target is using it. It’s imperative for brands to connect with their demographic before launching a campaign to fully understand how they are consuming media. (It’s very obvious when a young male creates a program for a 40-year-old woman.)
For example, today’s young moms aren’t reading as many personal blogs as Gen X moms were at that stage in their lives. Millennial moms rely more heavily on word of mouth. Younger female consumers (those who are not mothers) are very visual and lean on Instagram and YouTube as their means of information. Facebook and blogs aren’t going to reach them at all.
Misconception #3: What works for one group of women, will work for another
Your audience can be sliced into more distinct groups and subgroups now than 10-15 years ago, and there is a targeted outlet, a channel and platform for each. In addition to age, geography, life stage and interests all play a part in determining an audience, so it is necessary to drill down the profile of the specific consumer you are looking to reach. To start, begin a conversation with your target.