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.
Durante a Semana Internacional da Mulher, aproveitamos a oportunidade para entender como os profissionais de marketing podem alcançar as mulheres australianas e promover conversas sobre o que é mais importante para elas.
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.
Com mais mulheres equilibrando as demandas do trabalho com as responsabilidades domésticas, os profissionais de marketing também podem maximizar a ressonância da campanha apelando para a necessidade de conveniência para liberar seu tempo. Dois terços das mulheres acreditam que nunca têm tempo suficiente para fazer o que precisa ser feito.
O boca a boca é muito importante, com 57% falando sobre o que leem na Internet. As mulheres são 32% mais propensas do que a média das pessoas a comprar produtos que tenham uma associação com uma celebridade. As mulheres valorizam a qualidade, com 63% concordando que gastariam mais por produtos de qualidade.
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.
Em resumo, os profissionais de marketing que se concentrarem mais em como podem aliviar a carga dos ombros das mulheres e menos na cor da embalagem ganharão mais dinheiro.
