7 Key Insights on What Women Want from Your Brand

7 Key Insights on What Women Want from Your Brand
By Emily Girolamo

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29 July 2010, Global

A reversal of roles? Perhaps. While some marketers and brands hem and haw about consumer privacy online, in a sign of the times, women are overwhelming telling brands not to waste their ad dollars. Women understand and appreciate targeted ads that pertain to their busy lifestyle, and they seek smart brands and smart ads that can personalize, target, and tailor to make their life easier, their trip to Target cheaper, and their visit to the grocery store smoother. As women overtake men online and on Facebook (women comprise 56 percent of Facebook's audience), mass approaches and stale assumptions have become flimsy and obvious. Below are seven game-changing insights about what women want online, garnered from a proprietary study of more than 1,800 women.

1. Women are receptive to targeted ads online

• When a perfectly targeted coupon comes into her inbox or an "I-can-use-that-today" banner appears while surfing, 65 percent of women first think, "Cool!"

• This stat alone debunks a lot of assumptions about how consumers, particularly women, feel when a brand or marketer understands her world and delivers a relevant piece of communication, be it an offer, email, newsletter, or recipe online.

INSIGHT: Give her what she wants. Women crave targeted ads as long as they provide something of value and pertain to her individual lifestyle.

2. Women want more from brands they trust

• If you have her trust, you have a lot of leeway. Nearly 90 percent of women studied "wish" they were sent more tailored offers from trusted brands.

• Analytics should be a marketer's best friend at this point. Most brands have no trouble collecting consumer information, but they lack the tools and talent to put that data into play and incorporate it into their programs.

• The proper use of data gives you the power to make smart decisions on how you build a relationship with a consumer -- number one, who is your target really? Where can you find more of them? How, when, what, etc. do you use to keep that relationship evolving?

INSIGHT: If she has a relationship with you, get to know her more, give her more. Women are comfortable with being targeted, and even "wish" it happened to them more with brands they trust.

3. Women want you to know them better

• 19 percent of women "want" brands to get to know them better. Find out what they like and need, how they shop, etc.

• The door is open: Most women (58 percent) feel technology has come "pretty far" when it comes to what online advertisers know about them. But there is room to grow -- even an expectation, too.

INSIGHT: It's constant. Don't let your guard down, commit to growing, evolving, and learning about your consumer.

4. The framework is in relationship terms
• You never get a second chance to make a good first impression -- so make it count and put your best foot forward.

• 53 percent of women feel they form "relationships" with brands online; 37 percent first see brands they encounter online to be "good partners" -- sending relevant ads they need and use. This demonstrates a positive attitude, in general, toward brands online.

INSIGHT: Women see brands in relationship terms. They don't silo or separate. A coupon in the mail, a website, a social media post, the in-store experience. Ensure a smooth, consistent experience. Gather intelligence from each point of contact and get to know her -- personally.

5. She has an inner circle -- learn from the best to crack into it

• Women pinpointed five brands offering the best online relationship:
1.Pillsbury
2.Procter & Gamble
3.Kraft
4.Betty Crocker
5.General Mills

INSIGHT: Study the best. Like any meaningful relationship, a brand must provide positive reinforcement and trust to ensure a quality relationship. Clearly, these five brands are investing and offering the "other guys" a template.

6. You gotta give to get

• In today's market, brands are expected to give consumers something of value to help develop the initial relationship. Make that something special. Provide women with a reason to engage, whether it's a free sample, a coupon, or an educational tip/recipe. Value is key.

• Nearly 60 percent of women share the secret to a better relationship. They "want brands to give them something or offer them more deals."

INSIGHT: Though relationships are being formed, there is still room for improvement. More than 21 percent of women said brands tend to be "clingy" online, and more than 17 percent said they are "too flashy." Provide value, substance, and meaning.

7. Bridge offline and online

• Half of women are influenced in-store by the online ads they encounter, and 67 percent "feel" a brand's online experience is meshing with the in-store experience. There is room to bridge the gap.

• Remember, while women are online, the majority of their time is spent socializing and researching -- tailor your ad to enhance either experience.

• When brands send women helpful content online this interaction translates to the in-store experience.

INSIGHT: Ensure your online dialogue positively influences offline transactions.

As brands and marketers adjust their campaigns to enhance the online consumer engagement and experience, keep in mind, women understand and appreciate targeted ads that pertain to their busy lifestyle. Further, ensure the brand communication correlates with all channels -- i.e., online and offline -- and when establishing a relationship with your consumer, initiate with value.

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