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Marketers: You Must Adjust to Appeal

The notion that marketing to women can be satisfied by simply painting an item pink or dumbing down your message is a tired one. In her article on marketing to women, What Women Want: The New Terms of Engagement, Marilyn A. Moore, discusses what must change so that advertising appeals to women. Because most advertising is unappealing to women, they become desensitized and block out the bombardment of ads, especially when online.

After a day full of online ad exposure, one female consumer delicately, or not, describes her relationship to advertising,

“I’m a big consumer,” she says, “but most advertising just annoys me”

What can you do? How do you get your ads to go from annoying to appealing? For one thing, it means coming to the realization that traditional demographics groups are dead. Gone. Kaput. Good-bye. No longer can women be split into clean age brackets. They are now divided by their various lifestages. Moms, Boomers, Millenials, etc. These are some of the groups you have to get to know and try and reach. Adjust marketing to fit lifestages not ages. Not all moms are 20 and 30-somethings. Some are in their 40s and 50s.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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