Influence Female Consumers Online |
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Because women often make household purchasing decisions and select gifts for friends and family, this information reveals that the affluent female market is an ideal target for web based product promotion. Businesses with online outlets can pitch their products through well placed digital advertisements and in online communities to reach this target market of active shoppers. The so-called “Marketing Multipliers” participate in online product review communities, sharing their experiences of products and online suppliers and influencing fellow shoppers. These women in the affluent bracket are also highly influenced by the opinions of other consumers online, researching heavily online. A dream come true for companies that want word of mouth marketing, these women are twice as likely as any other females to post their own blogs, comment on the blogs of others and have an active presence in social media networks. The Marketing Multipliers are three times more likely than the average woman to seek out detailed in-depth information about a product or service before making a purchase decision. Advertisements make a big impact on this group of female consumers. When an advertisement comes from a website they trust, they are particularly open to receiving information. 71% of the women surveyed agreed with the statement that it is important an advertisement be “on a Web site that I consider trustworthy.” Marketing Multipliers often go shopping with friends to give advice on consumer products, particularly technology items. More than half of the women surveyed (52%) stated that they accompanied people in their lives on shopping excursions, and that the information they shared regarding items was largely garnered from the information sourced on the web. These women are also three times more likely than the average female consumer to believe that being an authority on trends and products is important to them. Highly influential for word of mouth marketing for the travel industry in particular, these women talk four times more often than the average person about the time they have spent away from home including hotels, food, accommodation and activities. This group also takes twice as many holidays as the average consumer. For the fashion industry this group of female shoppers are valuable customers and highly influential word of mouth advertisers to Australian ecommerce fashion companies. The Marketing Multipliers spend twice as much as other affluent women on clothing and accessories. While 24% of affluent women are asked where they bought their clothes, a much larger 76% of Marketing Multipliers are frequently asked about the brands they are wearing, and where these clothes were purchased. Add this article...            |