BabyCenter Takes Big Steps for Women at MIXX
The “technophobe” stereotype often attributed to the female demographic tends to be the result of a lack of consumption of certain products amongst women, thus leading advertisers to avoid targeting them. In reality, women have less interest in the latest trends and are more concerned with how the product or service benefits them. Ms. Lilie explains that women refrain from purchasing these things, “not because we don’t have the intellect to process that data or information, but because we’re interested in what the product can do for us. How does it solve a problem for me?”
Kim points to the popularity of the Palm Treo amongst women as a perfect example of such rationality. Blackberries were initially PDA devices and not phone-enabled. Trying to fit a Blackberry along with early cell phones, which many can remember as being much bigger at the time, into a purse, to then add it to a diaper bag, had little appeal to the working mom. So, they waited until something better came along, leading to a largely female user-base for the Treo.
As marketers slowly come to terms with the way women respond to advertising, and an increasing number of women become involved with the tech business, Ms. Lilie points out how usability is becoming a much larger focus. “Some of the efforts to market tech products and tech services to women over the years have just really been a little bit more awkward than they needed to be because they were doing things like creating devices in a different color palette,” Lilie says. The mobility of many new products and the creation of much smaller user manuals are a reflection of this realization.
Women have undoubtedly flourished as a driving force in the online consumer market, and Lilie and Kim will be pointing out how history has revealed this, but they are also throwing another marketing perspective into the mix. As companies are constantly on the lookout for the next big market to follow China or India, Tom Peters, who spoke at a recent conference that Kim attended, suggested that marketers switch their attention away from geographical borders and segments, and instead focus on the one hundred million women worldwide who have initiated and own enterprises. Ninety-five percent of Procter and Gamble’s consumers are women, and yet only one of the fourteen board members is a woman.
Peters raises the question, “If you’re not there, and you don’t understand that market…of how that first woman buys or consumes something, how can you actually make it easier for that person to buy or consume your product or services?” Such a question was one of many that Jessica Lilie and Jasmine Kim answered during their insightful workshop session, ably catering to those interested in girl power on the advertising side of life.
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Tags: babycenter, ecommerce, females and wirelessArticle Sponsor
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