What Brands Can Learn From Ads Aimed at Women
Posted in: Uncategorized
Women are leading businesses, boards and the governments of countries, thanks to the incredible transformation of women’s roles in society and the workplace. Women are also increasingly important customers. Smart brands are waking up to the rise of women power, but it’s not happening fast enough.
Recognition of the value of diversity and the rise of women’s spending power have meant that women have become the core decision makers in b-to-c transactions. However, despite making nine out of ten purchase decisions, women are still misunderstood and mis-sold to by many brands. Taking women seriously can create huge opportunities for brands, but 91% of women still feel misunderstood by marketers.
New analysis drawn from neuroscience-based testing shows that overall, women have higher levels of engagement with advertising than men. An analysis of a selection of the past two years of Super Bowl advertising in the U.S. showed that even though most ads are gender-neutral, they perform 35% better among women than men. However, the most interesting insight drawn from the analysis revealed that ads created with women in mind are actually more effective at engaging not just women, but men as well. This suggests that in developing advertising campaigns, marketers should have women front of mind.
Post a Comment