Daily Green
Marketing to Women in a Man's World

We Are The Net: Women Online

Women outnumber men online. So reports tell us. This is not news. What women do online isn't really news, either. We research family health. We compare products and visit comparison shopping sites. We shop. We connect via our blogs. We socialize.

Ah! There it is - the S word: socialize. The word that has replaced "blog" - as in "do you blog use social media?" Women_chatting_over_coffee

The bottomline is that we talk, online; to each other, to you, to the media, to our lawyers, our therapists, our accountants, our kids, and even our pets. Women need to feel that connection. The Internet has become our gigantic coffee klatch, and we're proud of it.

Shel Israel of Naked Conversations talked about marketing to women online back in May, and noted that the trend of women changing the way we do things on the net, is finally showing results. His opening line is troublesome... "A couple of days ago, there were headlines declaring that fashion has eclipsed technology as the most popular e-tailing category." Further in he says, "I don't know if this observation is politically correct or not, but guys buy computers and cars. Women buy shoes and accessories."

Well...it isn't that his statement isn't politically correct. It's that it's just plain wrong.

Women buy computers and cars, too. Hasn't Shel ever been to Ask Patty? How about this post at Grokdotcom? All about women and technology and how more of us buy it, than ... his gender.

Okay, let's not pick on Shel. He was only reporting what he thought he knew.

Truth is stranger than fiction, every time. Women consumers buy everything. Or we influence what others buy. Women love the net for its convenience and its availability. This means women should be a primary focus, no matter what you sell. (where have you heard this before?)

The key is to recognize our value in the marketing mix. We're savvy shoppers. We're always thinking about someone else (kids, grandkids, husbands, boyfriends, girl friends, Moms, Dads, pets...), and we're always eager to "do the right thing." That means - taking care of the environment. That means carrying extra tissues in our purse, and cough drops, and change for the phone.

Marketing to women online means recognizing our instinctive behavior - but also getting to know us individually. Holly Buchanan notes, in a post from 2006, that women shop online for a number of reasons, one that doesn't get much press but which is very important: anonymity. When we're online, you don't know our age, our dress size, nor... our gender. So, be nice and be respectful...because the person using your online chat might be...your Mom/sister/daughter/daughter's BBF/grandmom/aunt/cousin/ex-girlfriend...etc. etc. etc.

What does it all mean? It means...women are the consumers you should be paying attention to. We (collectively), we (separately), and we (intuitively). We are the net. 



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I recently came across your blog and have been reading along. I thought I would leave my first comment. I don't know what to say except that I have enjoyed reading. Nice blog. I will keep visiting this blog very often.

Yvonne DiVita

Thanks, Amy. I knew the ladies would understand. Just stopped over at your site... sorry to hear about your dog. We, too, had a similar unexpected departure. Daughter's dog... which I wrote about at Scratchings and Sniffings. Hope you and yours are all rested now...and looking forward to 2008 as much as I am.

Shaping Youth

Insightful piece, Yvonne...

I think your clarification of Shel's point was valid, and am glad you pointed it out, personally...no need to backpedal.

I own his book too, and as a protégé of R. Scoble via our NN consortium, I can attest that these guys ARE genuinely 'just reporting' not meaning to skew, but nevertheless, if the facts don't jibe, give a SHOUT out...it's the only way to make societal shifts...as a parent, activist, nonprofit, or agent of change. I think both Shel & Robert would agree. Bravo. Good on ya!

p.s. Loved your 'cough drops & tissues' prose. SOOOOO spot on; resonates with women universally, I'm sure...

Yvonne DiVita

Shel, thanks for clearing that up. I wonder who the people are... I didn't mean to sound as if YOU were wrong...more that THEY were wrong, even though there was no citation.

It all depends on who we read, sometimes. Women have been gaining on men in electronics and car buying for more than a year, according to the folks I read.

At any rate, the content in that post was worth a read. I apologize if I sounded too critical. Wasn't my intent.

shel israel

It's difficult to recall what I was looking at back in May, but as I recall, there were a couple of reports in the news at time that still indicated that mre than three-fourths of all decisions regarding purchase of cars and computers in the US were made by men. I should have cited it. But for the record, it's what the people who counted said, and have consistently said, not what I thought I knew.

Jody DeVere

Happy New Year and thanks for the link love Yvonne!

Jody DeVere

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