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Home::Advertising

Advertising Divas and Consumer Queens

Author : Penny Archer

Roll over guys, who said statistics don't lie? The latest
figures out in the US support major changes in the way online
advertising should be managed in the future, and by whom.

In the past, the saying has always been "don't underestimate the
power of branding" but now the best advice seems to be "don't
underestimate the power of women!" Ignore it at your peril.

If statistics out of the US are any guide for the rest of the
world to follow, and in the past this has been the case, then
everyone in the advertising industry should give their serious
attention to this fact. Jupiter Research has concluded that
women influence 83 percent of all purchase decisions. There are
more women online today than men.

And looking forward, 70 percent of all US women will be online
in 2006, and looking even further ahead, 85 million women will
purchase products and services online by 2010.

These statistics are huge by anyone's measurements. Does anyone
out there still have doubts as to the potential of ecommerce? Or
more importantly, guys, how do your doubts hold up as to the
influence of women on the internet?

US women over 40 are devoting more time online per week than
running errands, eating or preparing meals, relaxing, or
spending time with friends. Their internet time outweighs
watching TV, listening to the radio and other media activities.

So what does this really tell us?

Fact #1 Advertisers in both traditional and new media, have up
until now, been seriously underestimating women power Fact #2
Women are the dominant gender when it comes to online spending
Fact #3 Women know women better than men know women (I'm sure
most husbands would agree.)

Who better to understand the consumer behavior of women than
women themselves? This last fact should lend itself to a rush to
employ or promote females into the positions of advertising
executives and creative directors. Now guys, don't get us gals
wrong, sensitive men can still create great ads for women and
vice versa, but if the above statistics can be believed, then
surely you should be eagerly encouraging the women in your
industry to play a greater role in both decision making and
creativity.

This makes such common sense to me, nothing biased about it.

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