Why marketers need to target women online

It is international Women’s Day and what better day to talk about how to target this avid consumer online.

According to a Publicis Groupe survey, 88 per cent of the household disposable income is controlled by the lady of the house and advertisers are beginning to notice that the internet is becoming another place where they can reach women.

According to web measurement firm Media Metrix, women represent 48% of all internet users, with studies by Jupiter Communications, NFO Interactive, and NetSmart America all predicting the number of women will soon surpass the number of men online.

The November statistics from Media Metrix found the types of web sites with the highest composition of women included toy retailers, women’s portals (such as iVillage), greeting card sites, retail savings sites, and health sites.

The online world is beginning to mirror its brick-and-mortar counterpart in appealing to consumers who have both the greatest spending power and the most enthusiasm for the shopping experience.

There are now 86% of women using social networks, a 48% increase over 2008, according to a new study from SheSpeaks.

Social networks including Facebook, MySpace and Twitter, have become drivers of purchase intent among women, with 50% of social media users reporting they have purchased products because of information on social networking sites. Furthermore, 40% have used coupon codes found on social networks.

Women have become more comfortable using social media, and for marketers, the overall growth and habitual use of social media represents opportunities to reach and engage women of all ages, and influence their purchase decisions.

Collette Dunkley, CEO of XandY Communications, told UTalkMarketing that the importance of presenting products and services that meet women’s needs is vital, together with brand communication which fully understands the way women think and interact with communication.

Ads during Oprah and The View just aren’t cutting through anymore. Online is where is at for women.

Dunkley says that women are influenced by different types of marketing and communications and there needs to be a long-term commitment to communicate better with them.