Understanding your target audience: women as "relaters"

There's a current line of thinking suggesting that, regardless of the product (consumer electronics, cars, new homes), more and more women are now playing a primary role in the decision-making purchase process.

What does this emerging role have to do with your marketing approach and style?  If you've always marketed to what might be categorized as a "female audience," you might argue...not much.



Here's a relatable story: complete with best dish to try!

However, all sorts of other bits of marketing data are emerging, as well: women are the "most" connected audience (throw out your preconceived "geek" ideas!).  That fact alone might suggest modifying your marketing approach: more mobile, less print; more Facebook, fewer mailers.

In addition, a series of recent studies suggest women see information, products and even themselves in terms of how they relate to others.  Women, in other words, feel more comfortable responding to marketing messages that tell relevant stories.  And, the studies suggest the story's details matter as much as the outcome.