For brands to succeed today, they need to find ways to address the challenges women face. Making up half of the Australian population, women are key influencers in our market, and they represent big opportunities for convenience-led technologies and services. Smart brands are embracing the progressive needs of Australian women and creating products that put the priorities and desires of women before that of society’s expectations.
Selama Pekan Perempuan Internasional, kami mengambil kesempatan untuk memahami bagaimana para pemasar dapat menjangkau para perempuan Australia dan mendorong percakapan mengenai apa yang paling penting bagi mereka.
Nielsen Consumer & Media View research reveals that the modern Australian woman is hardworking, well-educated (40% have a Bachelor Degree or Higher Degree) and passionate about social causes.
There is great potential for marketers to create a deeper connection with them by appealing to the causes they feel strongly about, such as environmental, societal issues and mental health. In fact, mental health is particularly important, ranking as one of the most important social issues for women aged 18-39 years old (Women 18-39 are 54 times more likely than the average person to think Mental Health is the most important social issue in Australia). Supporting social issues can increase a brand’s standing in the eyes of women – 70% of women 18-39 think highly of companies that support charity. They are 12% more likely to be loyal to brands that support worthy causes.
Dengan semakin banyaknya perempuan yang menyeimbangkan tuntutan pekerjaan dengan tanggung jawab di rumah; pemasar juga dapat memaksimalkan resonansi kampanye dengan menarik kebutuhan mereka akan kenyamanan untuk meluangkan waktu. Dua pertiga wanita percaya bahwa mereka tidak pernah memiliki cukup waktu untuk melakukan apa yang perlu dilakukan.
Promosi dari mulut ke mulut sangatlah penting, dengan 57% membicarakan apa yang mereka baca di internet. Wanita 32% lebih mungkin untuk membeli produk yang memiliki keterkaitan dengan selebriti. Wanita menghargai kualitas, dengan 63% setuju bahwa mereka akan mengeluarkan uang lebih banyak untuk barang-barang berkualitas.
The best way to reach women is through mobile internet, they are 34% more likely than the average person to connect via mobile. Particularly for younger women, tailored messaging through mobile internet is key. Women 18-39 are 54% more likely than the average woman to believe messages in online and mobile ads that are tailored to them, are more useful.
Singkatnya, pemasar yang lebih fokus pada bagaimana mereka dapat mengurangi beban dari pundak wanita dan tidak terlalu fokus pada warna kemasan mereka akan menghasilkan lebih banyak uang.
