Tuesday, May 18, 2010

Women Comfortable with Targeting but Want Value Adds from Advertisers

A recent eMarketer report featured research from Q Interactive revealed that women 88% of women would like to see more targeted advertising from brands they trust. Only 11% of women said targeted online ads were "weird" and nearly two-thirds of women said targeted ads were "cool."

According to Emily Girolamo, VP Marketing and Corporate Communications at Q Interactive, "Women...are creating new expectations of brands, agencies and marketers. They are past any fear or suspicion when they get a targeted ad online—and now just expectwant and seek out brands online with meaning for their busy lives." 

The types of targeting women seek are those that add value. Almost two-fifths of respondents said brands were “good partners" if they sent relevant information that women needed and used, while another one-fifth said good partners were those who were straightforward about deals and offers. Deals and discounts were a tactic that almost 60% of respondents said they would want to see more of. David Hallerman, an eMarketer senior analyst, said, "Offers such as discounts and deals appeal to most consumers." However, he cautions that, "A number of surveys reveal significantly divergent perspectives among consumers about the intersection of privacy, data collected about them and their relationship with targeted online advertising."

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