Talent Zoo Marketing Guru Discusses Connecting With Web-Savvy Women

I came across an interesting read last week written by Michael Driethorst who heads up social media activities for a full service digital agency. In an article for Talent Zoo, he declares, “Women Rock!” (moms in particular) when it comes to buying power and Internet use. He says that you can target women as a demographic but to actually “reach” them you must get to know them—and the Web provides a perfect place to do that, especially because that is one of the biggest draws of the Internet for women—social networking.

He points out:

In traditional offline marketing communications, there are ways to target your communications. You can purchase mailing lists by certain demographics. You can research consumer and trade magazines and TV shows that generally reach one demographic or another. You can organize events and contests and invite targeted demographics.

But you can’t really get to know them. You’re also likely reaching other demographics you don’t care or need to. So, you’re potentially wasting valuable budget.

One of the great aspects of online or digital marketing is the ability to really target your audience, and learn about them.

He goes on to say that women are going online in droves, but that we need to keep in mind that as marketing people we are not looking for “hits” or even to make a sale. We are looking to match our products and services with pertinent needs and wants, and you can’t approach them like men.

Ultimately it’s about relationships.

To read Michael’s full article click here: http://www.talentzoo.com/news.php?articleID=761)

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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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