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Social Media Marketing Not Working on Women

Study Shows Most Uninfluenced in Purchase Scenarios

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[ Social Media]

A study from ad:tech Chicago and Q Interactive’s "Women Channel" found that women don’t seem to be incredibly influenced by social networks when it comes to purchasing decisions. In fact, 75% of the thousand women surveyed claimed that they were uninfluenced by these channels.

Matt Wise "There lives a growing impetus for marketers – especially those working with Fortune 500 CPG brands who enjoy a majority female customer base, to build a better connection with women in the dynamic social media landscape," says Q Interactive President Matt Wise. "We know women are social creatures and highly active in mediums like Facebook, where they now outnumber men. Yet, we found, they are virtually uninfluenced – and sometimes put off – by brands in channels that are a routine part of their day."

Some findings from the study:

- 75% of women are "more active" in social networking than last year

- More than half (54%) visit social networking sites at least once per day

- 75% share that social networking sites "not really" or "not at all" influence what they buy

- 52% of women surveyed have "befriended" or "become a fan of" at least one brand

- 83% feel "neutral" or "negative" when they see a brand on a social networking site

- 10% of women engage in product / brand-related activities ("get product information, including coupons and savings" and "writing reviews about products") most on social networking sites – above common activities like "send private messages to friends" and "share photos"

Drew Ianni

"While brands seem to have such small influence within this space, which is relatively new territory for marketers, over half of the women surveyed have ‘befriended’ or ‘become a fan of’ at least one brand," says Drew Ianni, Chairman, Programming for ad:tech Expositions. "This tells us there is a willingness among women to partner with brands in social media – but the current dialogue is not where it needs to be."

Granted, it’s hard to say that a thousand women represent women all over the world, but the study does appear to indicate that there is some work to be done when it comes to marketing to women online, or at least in social networks. I have to wonder though, how much different are the numbers for men? Is this really about gender at all?

Social Media Marketing Not Working on Women
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  • http://www.iphonetransfer.org/ iphone to computer transfer

    That is to say potential on social networks.

  • http://www.neotericuk.co.uk/seo-london.php Seo London

    Marketing your brand is good to manage there online reputation but these things can’t change a persons mind very easily to purchase there Brand. Nice research thanks .

  • http://www.blossomingbrands.com Alexia Leachman

    This is interesting, but I would take this with a pinch of salt. Consumers are rarely aware of what motivates them as so much happens on an emotional and sub-conscious level. Brand bulding is about ensuring a consistent message in multiple but relevant touchpoints.

    To ask a consumer what they want or what motivates them directly rarely matches up with reality, hence the reason why focus groups are questionable forms of collating research.

    The trick for brands is to ensure that when they particpate in a channel, that they add value and be relevant. If the interaction feels forced, fake or irrelevant, women will sense this and be put off. I would agree with Drew, maybe this research is telling us that brands still haven’t mastered the art of the dialogue, and not that women won’t be influenced by SM.

    • http://www.valnelson.com Val Nelson

      I absolutely agree with Alexia. People are influenced by others and by marketing far more than they realize. Basing things on interviewing them is completely unreliable.

      Seriously, what woman doesn’t notice what her friends are wearing and next thing you know, she goes out and buys something similar? They would all say they are unique. But the hair, the clothes, the shoes… are all remarkably similar from year to year.

      The beauty of social media marketing is that it is subtle, not in-your-face. That’s why it works.

  • http://www.bikeshopcastlehill.com.au Home Solar Power Systems

    It is good that women are using social networking sites.

    But most of the people will always be interested in what their friends are having and wearing.

  • http://www.warriorforum.com/members/haloreachaimbot.html Delpha Maytubby

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