This is a guest post from Articulate intern, Laura Connell
When women write, they write about relationships so it makes sense that women want to feel a connection with the material they read online.
Connecting emotionally
A survey commissioned by Yahoo and Starcom Mediavest Group (PDF) found that 96 percent of women say that they frequently feel positive emotions while online. If your marketing doesn’t elicit a positive emotional reaction, then you’re missing an opportunity.
Women don’t consume media in a vacuum
Women actively use the internet as they perform other tasks and as they view other media. Marketers can exploit this by ensuring that online marketing enhances your TV or print marketing – after all, your female audience is already viewing them side-by-side.
“Female-friendly” websites are a myth
The online content most popular with women includes news, weather, finance and games – items not found in most popular “women’s magazines”. Even though you are more likely to find horoscopes than football in Grazia magazine, more women visit sports sites than astrology sites when online.
“Surching”
Women are constantly “surching,” a hybrid of surfing and searching that focuses on a number of their favourite sites.
Women even “surch” when they go online to find something specific or are looking for an answer a question. The message to marketers is simple: it takes more than just search marketing or a great website to reach “the Surcher”. The key is smart, widely distributed internet advertising and a consistent presence in the places that your female audience visits.
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