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.
在国际妇女周期间，我们借此机会了解营销人员如何接触澳大利亚妇女，并就她们最关心的问题展开对话。
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.
随着越来越多的女性在工作与家庭责任之间取得平衡，营销人员也可以通过满足她们对便利性的需求来释放她们的时间，从而最大限度地引起她们对营销活动的共鸣。三分之二的女性认为，她们似乎永远没有足够的时间去做该做的事情。
口碑真的很重要，57% 的人谈论他们在互联网上读到的东西。与普通人相比，女性购买与名人有关联的产品的可能性要高出 32%。女性重视质量，63%的人同意她们会为高质量的商品多花钱。
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.
简而言之，营销人员如果能更多地关注如何减轻女性肩上的负担，而不是包装的颜色，就能赚到更多的钱。
