In the fast progressing world of business, marketing to women has become a diverse and challenging task. For businesses, especially ones with products and services where the women consumer segment is an integral portion, understanding their behavioral pattern and the segment-wise trend is crucial. When it comes to marketing to women, a few insights will change the course of marketing and provide an effective path to cater to the needs of women.
Understand the market
In today’s world, one of the mistakes that most businesses make is targeting women according to their age, mostly. Businesses need to market to women based on their lifestyle, not their biological age. In the current world, women experience life in a linear way, with their lifestyle exceeding their biological age. The key is to research and understand what women need; not what their age requires.
Avoid clichés
In case you’ve been living under a rock, women are no more satisfied with a softer, pinker version of what guys have. Today’s women are smart, educated, and most importantly, today’s women are socially empowered. In Bangladesh, we see many women entrepreneurs establishing themselves in the market by providing services and offerings that are selectively catered to men. Brands need to keep in mind that women have a preference of their own. Like men, women also seek ease of use, proper service quality, and responsible customer feedback.
Businesses should avoid the age-old stereotypes and misconceptions, and understand the female segment of the market needs equal motivation to generate purchasing behavior; just like men.
A separate entity
As a brand, understanding the market is essential. But, recognizing that the female segment of the market as a separate entity is just as important. Women, in general, have more retention potential in comparison to men, because their brains are equipped with emotional memory.
The key is to market to women with the vision of creating an emotional attachment with the brand. Convey your brand’s relevance with a woman’s life in the form of a story and you have a loyal customer. Many businesses make the fatal mistake of launching products and services in the market without proper background research. It is imperative that you take the input of your customers in your marketing process, leading to product development catering to the needs of your customers.
In today’s generation, marketing to women is no longer just a part of marketing. It requires adequate market research, proper brand positioning, and creating the right brand salience.
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