Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Editor's Note

Magazine article Marketing to Women: Addressing Women and Women's Sensibilities

Editor's Note

Article excerpt

When I need a recommendation on a kid related product, I ask Suzy. She's a parent at my child's school and she's got high standards. I know if she likes something, it will pass my muster as well.

But while I hang around on the schoolyard hoping to run into Suzy, reports suggest other moms are taking this recommendation process to the Internet. Mommy blogs are booming in part thanks to their virtual re-creation of the backyard fence. The technological platforms allow moms to go online and share information about products. Marketers such as Gap, Netflix and Kraft have noticed the trend and have signed on as sponsors.

The problem with this system is that it's ripe for exploitation by anyone with a keyboard and an agenda. In other areas of commerce it has already blurred the line between truth and money. Movie marketers offer teens prizes to boost their wares on social networks. Financial regulators are going after CEOs for "sock puppeting"--that's the act of touting your own stock online while pretending to be an average Joe. …

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