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

Embracing M-Ads

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

Embracing M-Ads

Article excerpt

Ordinarily, I'm no fan of having marketers follow me around wherever I go. But I'm starting to see the wisdom in mobile marketing to women.

Here's an example of why it works. Last Monday, I took my daughter to her after school gymnastics class. Instead of pushing and shoving with the other moms to get a peek of my little future gold medalist in action, I sat down in the waiting area. With a few moments of free time and a mobile screen in my hot little hand, I was open for business. I scrolled through my old email: REI has a new GPS for sale, Zabar's wants me to order early for the Jewish holidays, Shoebuy.com has girls Skechers on sale.

That seemed interesting. I clicked through. The Skechers were okay, but I've already bought school shoes for my daughter, so I passed. I surfed around and saw a cute pair of black Joan and David pumps that I might wear.

I didn't make a purchase that day. …

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