gender marketing and more part 2 of 2

B AT T L E O F T H EG E N D E R S !

M A R K E T I N G E D I T I O N !

Males!

Females!

VS:

TABLE OF CONTENTS:Page Title: Page Number:

Gender Marketing Information 3Gender Marketing 4The Do’s & Don’ts of Marketing 12Marketing Strategies 19Marketing Differences 28Ad Examples 36

Page Title: Page Number:Gender Marketing Online 41

E-commerce Marketing 42Online Marketing Tips 48

How the Genders Differ 52Shopping Habits 53Ad Components 58

Work Cited 69

AD EXAMPLES:WOMEN- BAD & GOOD ADS

Body positive ad for womenHighlights the product and forms an

emotional connection with the consumer

Doesn’t stereotype women

Double meaning and sexualizes the female

Women don’t want a product that doesn’t appeal to them emotionally

Image sourced from: Google images

AD EXAMPLES:MEN- GOOD & BAD ADS

Unrealistic view of what most men look like

They are either too muscular or too feminine in ads

This ad is simple but tells the viewer what they are buying

Dark colors and product centeredIt gets into the details they want to seeImage sourced from: Google images

E-COMMERCE MARKETING:WOMEN-

Cost per Acquisition:

• Women love what’s new and exciting

• The right marketing position and branding, makes it easier for them to try a product

• Takes less marketing to get women to try a product

Customer Service:• If women have a

problem, they let you know

• They want acknowledgement, validation and help when they explain the problem

Emotion vs. Logic:• Women want to

see the emotional appeal

• They want to know the lifestyle behind the brand

Compiled By Author From Sources: http://hawkemedia.com/

E-COMMERCE MARKETING:WOMEN-

Lifetime Value:

• Women are willing to leave a brand if the company does something wrong

Product Navigation:

• They are looking to spend time on the websites

• A wide selection and user friendly interface for browsing is ideal for females

Social Media Strategy:

• Women love to look at products so you can push the actual brand

• Engage them on the lifestyle and product images


E-COMMERCE MARKETING:MEN-

Cost per Acquisition:

• Men are very set in their ways so its hard to convince them to try something new

• Takes more upfront cash to get a male customer base growing

Customer Service:

• They are more forgiving, will want to handle it themselves, but they also don’t give you the opportunity to make a problem right as often

Emotion vs. Logic:

• Guys shopping habits are much more logic based

• Companies need to appeal to the male consumer by stating why they need what you are selling


E-COMMERCE MARKETING:MEN-

Lifetime Value:

• Once men like something, they are a lot harder to lose

• This allows you to invest more up front, but eventually make higher returns

Product Navigation:

• Websites need to have a tight funnel and focus them on getting exactly what they want and getting out

• Small product lines and focused navigation is the best

Social Media Strategy:

• You need to engage them on their interests by posting about things they will want to read and see, and then connect it to the product (but not too much)


ONLINE MARKETING:TIPS- WOMEN

Preferred Sites:

Generalist sites that cover a range of

content categories provide the greatest

value

Time Spent on Sites:

Likely to spend more time on a page leading to companies having more time to engage They wont like a page

that’s broken up by sponsorship material

The key is to blend sponsored material into

the content

Value and Potential of

Sharing: There is an increased

chance of content being shared via social media if it is tip-based content

(recipes, parenting advice)

They can share it with a personal anecdote or a

photo


ONLINE MARKETING:TIPS- MEN

Preferred Sites:

They visit more specialist sites,

focusing on sports, news, gaming or entertainment

The sites may be unfamiliar to a

mainstream audience, but are essential reading

among certain groups

Time Spent on Sites:

Spend shorter periods online at one time

Content has to be high impact - such as with the home page

takeover

Value and Potential of

Sharing: Respond to

entertainment, facts or humor

This is the type of content they are

more likely to share, for example, quiz

results


SHOPPING HABITS:SHOPPER VS. BUYER-

Shopper: Buyer:Women are considered to be a more astute and knowledgeable

shopper:It takes them longer to make a buying

decision

They do research and

compare products90% of

women do online

research before going

to a store

Their decision process:makes them

more susceptible to

emotional appeals

Men do not shop, they buy things

Go to store, get what

they need, and get out

Buying decisions are short:

they aren’t comparison or bargain shoppers

They are welling to

spend more money on a product if it speeds up

the process

They don’t like to leave

the store empty-handed either

Compiled By Author From Sources: kdmpop.com

SHOPPING HABITS:SHOPPER VS. BUYER-

Shopper: Buyer:


A woman’s approach

to shopping is part of who she

is:

Their shopping

habits don’t change as they grow

older

How she shops in her late teens is

the same way she’ll shop in her

forties This shows the

importance of earning her loyalty

Men are pragma

tic shopper

s

They experience a logical and

efficient shopping process

Men generally

shop alone, rarely

compare prices and don’t use coupons

They don’t care if the item is on

sale or what color it is

Men compare

quality, but usually only

for tools

SHOPPING HABITS:SHOPPER- WOMEN

Women reach a buying decision when they are able to

look at the overall picture

Setting up an emotional context is also a good strategyWomen aren’t too concerned

about for whom the product is for (whether it is pink or blue

for example)

• Providing them with as much background information as possible as well as product reviews would prove useful to them

• Sales staff should be educated on the store offerings and they need to be courteous and helpful

• This allows women to have a lot more options


SHOPPING HABITS:BUYER- MEN

Stores catering to men should focus their marketing efforts on store inventory depthMen are more concerned if a

product is considered feminine than

whether it is useful

• Men are more likely to leave the store with a less-than-ideal product just to avoid making another shopping trip

• So it makes sense that if you are selling to men, the product shouldn’t appear too feminine


LANGUAGE VS. VISUALS:WOMEN-

Collective concerns are

important and engage in “we” talk

They are people

centered, tend to multi-task, and can

make simultaneous

product decisions on a

project

Women are perfectionists

when shopping

They like a lot of information and will not

buy until their wish list is satisfied

Compiled By Author From Sources: kitchenbathdesign.com


Most interested in what product features do

Engage in more right-brain activity such as talking to

friends, gathering opinions and visualizing themselves using the

product

Consider whether or not the experience of dealing with a

business is pleasant

More important to make a personal connection with a

female buyer

Things to Consider:



Static Objects Plants Still Lives Furniture Landscapes

Pictorial Elements

Rather than Printed Words

Decorated Typography

Images of Females No Caricatures Frontal View of

Humans

Smiling Faces Flowers Windows Rooms Houses


Female Prefer Graphics That Are Related To Life:


Rounded Lines and Shapes

Colorful Designs

Lots of Detail

Less Conventional Type

Ads

Soft Surfaces

Bright Colors

Light Pastel Colors


Ads Designs for Women Tend to Have the Following:


They react to color-dominated images and respond to ads with information about multiple feature

Women prefer original and category-related ads

They have an equal preference for large or small groups, depicted in ads and prefer seeing harmonious relationships

Emotional mirroring is very important for women, so showing positive emotional contexts of women enjoying an activity will be powerful


LANGUAGE VS. VISUALS:MEN-

More individualistic and engage in

“I” talk

Men are object centered

They focus on accomplishing a single task at

a time



Minimal details about a product; they are interested in

how it works

Make one decision at a time on a product when doing a

project

They will want to know the mechanics behind the

products

Men tend to do the research, analysis, product comparison,

choose a brand and then rationalize the decision

Things to Consider:



Vehicles Printed Words

Standard Typefaces

Images of Males

Caricatures of Human

Forms

Humans Shown in

ProfileSkyscrapers and Towers

Technology and

MachinesViolent Themes


Male-created Graphics Often Incorporate:


Hard Surface

s

Machine

Esthetic

Functional

Objects Moving Objects

Deep Dark

Colors

Clear Surface

s

Straight

Angular Lines


Ads Designs for Men Tend to Have the Following:


Males respond to images that are form dominant

They prefer more conventional ads

To deliver Information it needs to have simple facts with just one or two features highlighted

They respond to attribute-oriented and comparative copy, depictions of competitive situations and large groups


WORK CITED:

• All Business. Dun & Bradstreet. Web. 12 May 2016. <https://www.allbusiness.com/the-differences-in-selling-to-men-and-women-14315235-1.html>.

• "Five Do's and Don'ts When Advertising to Men." Ad Server, Ad Serving & Banner Ad Manager Solutions. Web. 12 May 2016. <https://www.adspeed.com/Blog/Five-Do-s-Don-ts-Advertising-1748.html>.

• "Gender Importance In Marketing." 123HelpMe.com. 11 May 2016 <http://www.123HelpMe.com/view.asp?id=165231>.

• Kraft, Heather, and J. Micheal Weber. "A Look at Gender Differences and Marketing Implications." International Journal of Business and Social Science. 21 Nov. 2012. Web. <http://ijbssnet.com/journals/Vol_3_No_21_November_2012/26.pdf>. PDF Vol. 3 No. 21

• "Jenkinson & Associates." Dos And Don'ts Of Marketing To Women. Web. 12 May 2016. <http://www.jenkinsonassoc.co.uk/article/dos-and-don-ts-of-marketing-to-women>.

• "Marketing Differences by Gender | Kitchen Bath Design News." Kitchen Bath Design News. Web. 12 May 2016. <http://www.kitchenbathdesign.com/expert-advice/article/11064592/marketing-differences-by-gender>.

• "Marketing to Men Vs. Women." Small Business. Web. 12 May 2016. <http://smallbusiness.chron.com/marketing-men-vs-women-1011.html>.

WORK CITED:

• "Men vs Women, 6 Key Differences in ECommerce Marketing - Hawke Media." Hawke Media. 2013. Web. 12 May 2016. <http://hawkemedia.com/men-vs-women-6-key-differences-in-ecommerce-marketing/>.

• "Men vs. Women: Aligning Your Retail Marketing Strategy." KDM. N.p., n.d. Web. 12 May 2016. <http://www.kdmpop.com/2015/05/Men-vs-Women-Aligning-Your-Retail-Marketing-Strategy.cfm>.

• "Real Business." Tips on How to Target Different Genders in Marketing Strategies -. Web. 12 May 2016. <http://realbusiness.co.uk/article/24862-tips-on-how-to-target-different-genders-in-marketing-strategies>.

• "Top 30 Stats You Need to Know When Marketing to Women." The Next Web RSS. 2012. Web. 12 May 2016. <http://thenextweb.com/socialmedia/2012/01/24/the-top-30-stats-you-need-to-know-when-marketing-to-women/#gref>.

• “Truth about Marketing to Women." Marketing Donut. Web. 12 May 2016. <http://www.marketingdonut.co.uk/marketing/marketing-strategy/your-target-market/the-truth-about-marketing-to-women>.

• "What Is Gender Marketing Definition ?" What Is Gender Marketing Definition : The Digital Marketing Glossary : Illustrated Terms and Definitions. Web. 12 May 2016. <http://www.digitalmarketing-glossary.com/What-is-Gender-marketing-definition>.

• "When Marketing to Men, Keep These 10 Stats in Mind (Infographic)." Entrepreneur. 2013. Web. 12 May 2016. <https://www.entrepreneur.com/article/226528>.