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

Companies Discuss Most Effective Ways to Reach Women Via Digital, Mobile Platforms

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

Companies Discuss Most Effective Ways to Reach Women Via Digital, Mobile Platforms

Article excerpt

Companies are quickly learning the most effective tactics when using digital and mobile platforms:

Teach, educate. Women prefer video content that is task-oriented and helps to solve a problem, according to iVillage's Jodi Kahn. They tend to know exactly what they are searching for and want an answer to a specific concern, she says. To that end, Clinique now offers make-up application instructions via its website (how to replicate the smoky eye is the most requested lesson). iVillage is increasingly adding video to its platforms, noting women also need context and the "360 experience" to flesh out the video. Disney's Brad Davis adds a caveat: women like task-oriented content during the day, but at night, they are looking for entertainment. "That's when mom time becomes me time."

Product placement is not a bad thing. "People used to want to talk to us, now they want to talk to one another about us," says Oxygen Media's Jason Klarman. With viewers discussing its shows, Oxygen is integrating brands into the storylines in the hopes these viewers will discuss actual products. For instance, the network's reality show Tori & Dean: Home Sweet Hollywood featured the couple visiting IKEA to purchase items to renovate their kitchen. Klarman sees nothing wrong with this overt placement. "If you like the couch, you know where to get it," he says. This model is becoming standard for Oxygen programming, he says.

Keep mobile content brief. Mobile content "can't be as deep. When [a celebrity makes news], you are not going to take three clicks to find out so we put it on the top of the site," says Microsoft's Jay Sampson. This means mobile content must be altered from its Internet counterpart to focus on brevity, to minimize load time, and eliminate ads before content.

Target girl gamers. Some 42 million women play games online, according to Nielsen. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.