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:
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