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.
세계 여성 주간을 맞아 마케터들이 호주 여성들에게 어떻게 다가가고 여성들에게 가장 중요한 주제에 대한 대화를 이끌어낼 수 있는지 알아보는 시간을 가졌습니다.
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.
일과 가정의 양립을 위해 노력하는 여성들이 많아지면서 마케터는 시간적 여유를 확보하기 위해 편리함을 원하는 여성들의 욕구에 호소함으로써 캠페인의 공감을 극대화할 수 있습니다. 여성의 3분의 2는 자신이 해야 할 일을 하기에는 시간이 부족하다고 생각합니다.
입소문은 매우 중요하며, 57%는 인터넷에서 읽은 내용에 대해 이야기합니다. 여성은 유명인과 연관된 제품을 구매할 가능성이 일반인보다 32% 더 높습니다. 여성은 품질을 중요하게 생각하며, 63%가 품질이 좋은 상품에 더 많은 비용을 지불할 의향이 있다고 답했습니다.
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.
요컨대, 포장 색상보다는 여성의 어깨 부담을 덜어줄 수 있는 방법에 더 집중하는 마케터가 더 많은 수익을 올릴 수 있습니다.
