Marketing to Women (via Holly Buchanan)

I went through “The 30-second Seduction: How advertisers lure women through flattery, flirtation, and manipulation” by Andrea Gardner for my Mass Media History class. I am working on a research paper focusing on how women were imaged and targeted by advertisers before, during, and after World War II (1930-1950).

Watch Nike’s use of female in their ad here via Youtube.

Gardner (2008) put advertising and marketing professionals today, at the most basic level, as “good flirts.” She said, “their techniques are similar to the tactics boys in high school use to win the affection of the girls…smart Romeo did their research…other guys played the class clown.” How neat.

Email marketing is one of the fastest growing marketing workhorse towards women today. Holly Buchanan’s marketing to women using email listed some key findings of research of ExactTarget:

  • Women are more likely than men to sign up for emails in order to obtain deals and promotions (67 percent compared to 57 percent).
  • Millennials (consumers age 15 to 24) are twice as likely to subscribe to email (56 percent) in search of on-going deals as they are to search for deals on Facebook (28 percent).
  • 88 percent of women indicate that promotions have motivated them to subscribe to email marketing messages, compared to 70 percent of men.
  • 65 percent of women have subscribed to email marketing messages in return for a “free” product, compared to 44 percent of men.

Therefore, advertisers must still remember and take advantage of emails if they want to  target female customers. Watch the clip below to find out how understanding biology in women can help advertisers build an effective, marketable strategy.


About Jason Tham

Jason Tham is a PhD student at the University of Minnesota, Minneapolis. His research interests are digital pedagogy, connectivism and connected learning, computers and writing, and visual rhetoric.
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