The Great Gender Debate

Recently I read an article that should make small businesses who have ventured into the world of online advertising start to think if they have correctly positioned their marketing dollars. The article reported on the differing Internet habits of men and women. It pointed to various studies that have found gender, more than race, ethnicity or economic status, is the major driving force behind our browsing styles. However, the article was quick to point out that Internet Protocol addresses (IP addresses) do not “come in shades of pink and blue.” Therefore, businesses advertising online have come to depend on gender generalizations when placing advertisements. But, these generalizations aren't always on target.

"Smart companies use behavioral targeting to try to reach their desired target demo online, but even then, they can't tell who exactly is behind the IP addresses they are following," says Lisa Phillips, an eMarketer senior analyst and author of the report "Men Online” in an article for Fortune magazine.

So how can you determine which sites attract your consumer base – specifically when you target a gender? Do the research! Meet with your account representatives and ask for detailed demographic information for their site. Create a simple survey for customers to complete concerning their media habits – what sites do they frequent most? Which sites are most influential in their purchasing decisions? If you keep it short and simple, most customers won’t mind taking the time to fill it out.

Advertising is still the best way to stay top-of-mind with your customers in this down economy. Just be sure you aren’t throwing your dollars away on sites that do not attract your audience.

Check out the complete article for more interesting gender-based marketing findings. http://money.cnn.com/2009/05/20/technology/kattan_gender.fortune/index.htm?postversion=2009052011

Need assistance creating an effective advertising campaign that incorporates online marketing? Contact ProMoter Inc. at 502-562-1969 or email us at promoter@promoterinc.com.