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Market Segmentation

Online Marketing for 'Multi-Passionate' Entrepreneurs

Erika Dickstein | Posted 05.05.2015 | Small Business
Erika Dickstein

Suppose you are a "multi-passionate" freelancer, a jack of all trades who sings and also crafts sock puppets and sells them online. Or a psychotherapist who owns a banana plantation on the side. Wouldn't it be easier for all your potential customers if they could find everything you do in one place?

The Marketing to Women Landscape for 2015: Trends, Challenges and Implications

Jenny Darroch | Posted 03.02.2015 | Business
Jenny Darroch

In the past, I have written blogs predicting trends for the coming year. This year, I want to focus on one trend, that of big data, and address what it means when marketing to women.

Madam Secretary, Gender and Power... and Implications when Marketing to Women

Jenny Darroch | Posted 01.17.2015 | Business
Jenny Darroch

Madam Secretary represents many women leaders today. Does Madam Secretary represent all women? Of course not.

Marketing to Women: What to Do/What Not to Do... Without Appearing Too Contradictory

Jenny Darroch | Posted 12.26.2014 | Business
Jenny Darroch

I find the marketing to women space completely fascinating and, I believe, challenging for marketers to wrap their heads around. To me there are two m...

Selling to Women... It's Time to Get Scientific and Serious

Jenny Darroch | Posted 12.16.2014 | Business
Jenny Darroch

In the few books written on selling to women, I see a heavy reliance on gender stereotypes. These books also fall into the same old trap of assuming that all women are the same -- and so recommend a worn out "one size fits all" approach.

Marketing to Women, or Should I Say Marketing to People With a Female (or Male) Brain?

Jenny Darroch | Posted 12.08.2014 | Business
Jenny Darroch

My first recommendation for marketing to women is to determine where your female audience sits on the emphasizing-vs.-systematizing spectrum. Put another way, how dominant is the "female" brain among your target market?

The Changing Face of Women Consumers... and What This Means for Marketing

Jenny Darroch | Posted 11.09.2014 | Business
Jenny Darroch

About a month ago, McKinsey released a report from its September 1966 archives called "The Changing Face of Marketing." The first section called "The Dominance of the Customer" really caught my attention. Some of the headlines of this section are:

Abercrombie & Fitch: A Sad Lesson In Branding

Jenny Darroch | Posted 11.02.2014 | Business
Jenny Darroch

The Great Recession wasn't a blimp on our landscape. Instead, it was a long, deep, drawn out tragic affair. Abercrombie & Fitch's sales and financial performance declined and employees were laid off.

Big Data and Online Disinhibition: 'Who Am I?' When I Post Comments Online

Jenny Darroch | Posted 10.05.2014 | Business
Jenny Darroch

Big data is not a replacement for behavioral data, such as user and usage data, or psychographic data, which includes information on attitudes, values, opinions and lifestyle.

What's the Stink About Pink?

Jenny Darroch | Posted 09.27.2014 | Business
Jenny Darroch

When marketers use pink to signal their products are "female friendly" they fall squarely into the trap of stereotyping women as being feminine, kind and nice.

Can Women Have it All? Can Men Have it All?

Jenny Darroch | Posted 09.21.2014 | Women
Jenny Darroch

As we head into a world where women increasingly out-learn and out-earn men, yet want to balance a career with family, we will hear more about work-life balance issues. But work-life balance affects men just as much as it affects women.

Practicing 'Just in Time' Marketing to Women by Focusing on Her Subjects of Interest Rather Than Her as an Object

Jenny Darroch | Posted 08.20.2014 | Business
Jenny Darroch

Eliminating waste by adopting just in time marketing means to avoid portraying women in different roles "just in case" she is in that role at the time you market to her. What this means is that instead of focusing on women as the object, focus on the subjects of her interest.

Avoid Gender Washing: Making Sense of Marketing to Women by Understanding the Three Waves of Feminism

Jenny Darroch | Posted 08.10.2014 | Business
Jenny Darroch

Realizing that women make around 85 percent of all purchase decisions but unsure of how to effectively market to women, many managers end up adopting a strategy of "gender washing."

When Targeting Women, Stop Thinking Girly

Michael Maslansky | Posted 12.05.2012 | Politics
Michael Maslansky

The things that differentiate women from men are appealing to people in either party. Perhaps the first party to axe the idea of "ads for women" will experience the bigger swing with that voting bloc.

Generational Marketing to Boomers Takes Business to the Heart of the Matter

Brent Green | Posted 10.19.2011 | Business
Brent Green

Generational Marketing can create powerful associations between a brand and a segment's formative experiences. Nostalgia is rich with opportunities for deeply personal brand interactions.