Monday, October 12, 2009

Relevancy is Key When Targeting Women Online

Online marketing firm Prospectiv recently conducted a consumer survey targeting women online. The study, which surveyed over 1000 women, found that relevancy is crucial when it comes to marketing communications online. The results also pointed to some key differences between women with children and those without.

Some of the highlights:
  • Women want to see information that is relevant to their lifestyle. This is particularly relevant for mothers: 45% of mothers said they are most interested in receiving marketing information that pertains to their lifestyle, vs. 30% of non-moms.

  • Moms are more flexible than non-moms about email marketing. Only 20% of moms said,
    "Don't send me anything at all," while 35% of non-mothers said the same.

  • Nearly half of respondents (45%) to the Prospectiv survey said that brands can communicate with them most effectively through product samples offered online. Respondents who are mothers were more in favor than non-mothers of product samples (47% vs. 38%, respectively.)

  • 39% of survey respondents said trying a sample would most likely get them to purchase a product. The other options were: having a coupon to use, necessity, or receiving a personal recommendation.

  • Coupons were also viewed as an effective marketing tool. 53% of the women surveyed had
    clipped coupons and 18% had redeemed online coupons in the past year.

  • 35% of repsondents said they are reluctant to share information such as email address, age, and gender, but 71% would share that information to receive discounts, promotional offers, and coupons.

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