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Girls Rule – The Role of Socially Savvy Women in Today’s Economy

Girls Rule – The Role of Socially Savvy Women in Today’s Economy

March 13, 2014 0 Comments

It’s evident we are moving towards a world that is getting increasingly social by the second. Trendsetters like Marc Jacobs are creating “pop-up” shops where people can “spend” 140 characters in exchange for real goods and services. Smartphones are becoming more valuable than our wallets, with the ability to brew coffee, lock doors, open cars AND make phone calls. This brave new world? It’s being embraced by women in full force.

It should be no surprise to learn that women currently control half of the wealth in the United States, accounting for $5 trillion in consumer spending annually. Of these women, 94 percent are online, researching products before purchasing them. It’s safe to say women are social, savvy, searching, and spending! Marketers are taking notice, using precision marketing and increasing digital dollars to reach their target consumer at the right place and the right time, with the right message. But, this is only one part of the marketing mix – public relations still plays a critical role in helping shape consumer impressions of brands each and every day. This is only set to intensify as buying through social channels and mobile devices becomes second nature.

So, what do communicators need to know? Marketing expert Jen Drexler, Aliza Feud of SheSpeaks and Stacy Debroff of Mom Central had much to share on this topic at a recent Social Media Week event in NYC. Some of their insights included:

  • PR Is All About “Personal Recommendation”: Attribution modeling tells us that women rely heavily on word-of-mouth to “close” the purchase. This means that the ultimate factor that drives women to purchase a product is what their girlfriend told them on Facebook, rather than exposure to a commercial – which they didn’t even see because they fast forwarded to get right back to viewing Olivia Pope conquer the world on Scandal. (Enter “cord-cutters” – a group lead by millennials who are no longer viewing cable television and commercials as we once did.) It’s increasingly important to focus on using social platforms to influence brand perceptions, because this is where it really matters.
  • Websites Are Not Obsolete: A study from SheSpeaks found that women rely on a brand’s website as the most trustworthy (83%), influential (77%) and informative (86%) channel in their path to purchase. While women may peruse blogs and Pinterest for hours on end (anyone else obsessed with Song of Style?), it’s very important for brands to focus on integrating their website into social messaging, making the website a premiere platform. The most credible websites allows consumers to voice their opinion and provide reviews, positioning the brand as truly transparent.
  • It’s All About The Stories: Every woman loves a good story, so give her what she wants! It’s important for brands to focus on the emotional benefits of their products rather than the features, in turn building relationships with consumers. Just take a look at Dove, a brand that has had continued success connecting with women through inspiring videos and messages as part of their Campaign for Real Beauty, currently in its 10th year. Building a relationship is powerful but not always easy. And, as any woman (or man for that matter) can attest, when that relationship goes south things can get dangerous!

We saw the World Wide Web turn 25 this week, and it’s certainly not going anywhere. Our increasingly connected world means brands need to listen and notice the importance of the social message. If they can do that, they have a good chance of reaching “girls”—who really do rule.

* Instagram addict. Fitness and beauty enthusiast. Lover of all things girly.

Margot Leeds is a member of CCC’s Allidura Consumer team. For more trending topics and insights from our consumer health & wellness team, visit their blog at http://allswell.allidura.com

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