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Before understanding the influence of women in marketing, let us first go through few terminologies:
Any individual who purchases goods and services from the market for his/her end-use is called a consumer.
In simpler words a consumer is one who consumes goods and services available in the market.
Every customer shows inclination towards particular products and services. Consumer interest is nothing but willingness of consumers to purchase products and services as per their taste, need and of course pocket.
Occupation, Age ,Economic Conditions, Life style and Personality plays an important role in affecting consumer buying behavior.
What is Marketing :
Marketing is what you say and how you say it when you want to explain how awesome your product is and why people should buy it.
Marketing is an ad. Marketing is a brochure. Marketing is a press release , customer service, public realtionship and many more ways. And more recently, Marketing is a Facebook page, Instagram or a Twitter account.
Marketing is also the conversation that starts between two people who don’t know each other well. Great conversations lead to understanding needs. Great insights like this lead to amazing products delivered through engaging customer experiences. THIS is marketing.
The reality, is that marketing sits at the intersection of the business and the customer – the great arbiter of the self interests of the business and the needs of the buyer.
Role of women in Marketing :
Women have a multiplier effect. They are multiple markets in one. Because women serve as primary caregivers for children and the elderly in virtually every society in the world, women buy on behalf of the people who live in their households, as well as for extended family (such as older parents and in-laws) and friends.
Women drive 70-80% of all consumer purchasing, through a combination of their buying power and influence. Influence means that even when a woman isn’t paying for something herself, she is often the influence or veto vote behind someone else’s purchase.
Marketing in earlier days were more of masculine job, all forms were dominated by men. Role of women were all about making pretty brochures and planning parties. Over the years , marketing concepts made drastic changes . From mere focus on retail sale to the influence marketing, women has started playing important roles in that.
Although this may come across as a bit sexist, there are scientifically proven reasons why women tend to do better in customer service. This is not to say that men can’t do the job as well, but statistics indicate hat women have something inherent in their genetic makeup that makes them ideal candidates to lead a customer service team .
Empathy Is the Foundation of Customer Service. Recent studies proves that customer service reps should show more emotion. They should be sympathetic to the needs and concerns of the customer and show a genuine response, an empathetic demonstration to that customer’s feelings. Whether it is in sales or in the complaints department, this study indicates that customers want you to really ‘hear’ them. They don’t want to be sold something they don’t need, and they want you to ‘fix’ what is broken. Studies Prove that Women Tend to Be More Empathetic than Men. It is proved that if you want great customer care based on an empathetic relationship with your customers, consider hiring a woman.
Most of the women in India are educated and transformed as a working force from mere housewives. It has changed her lifestyle and brought confidence in her to be front runner in direct sales also.
Marketing requires creativity and vision. Women enjoy the creativity. Women enjoy understanding people and their needs. And no matter what the marketing position — from managing consumer packaging to Web marketing , keeping people interested in a company or product by speaking to their needs and wants requires both creativity and vision.
Another reason some suggest is because working in marketing is not a solitary pursuit. Collaboration, a major component of most marketing jobs, is a priority for women. It’s natural for women, and it’s a strength.
Portray of women in the advertisement has changed .
Portraying evolving gender roles aptly has always been a tough nut to crack for ad agencies. More often than not women have been depicted in the usual stereotypical roles over the years. But as women learn to assert themselves and increase their spending power, brands are realizing that they can no longer pander to the lowest common denominator in their communication.
Thankfully, some brands dare to break stereotypes beautifully and showcase the contemporary woman in her all new avatar. Although after that women were depicted in various roles and statuses in advertising—ranging from homemaker to business executive and from sex object to superwoman—it is only since the early 21st century that women have been shown in roles other than purchaser of domestic products. Women got involved in the marketing of the products through advertisement.
L’Oreal
Take the example of L’Oreal . Company shifted its ad strategy to focus on creating an emotional connection with its consumers instead of highlighting its products. This conveys a specific image to the consumer that is congruent with the product they purchase that I AM WORTH IT. Here women is portrayed to sell the product as she is end user and with a tag line ” i am worth it “.
CVS Pharmacy
“Beauty in Real Life” campaign, which features a diverse cast of women from all over in un retouched print and video imagery. In the ads, women are seen literally using their beauty products in real life, doing things like getting ready in the morning, or putting on makeup to go out at night. The photos all feature the “CVS Beauty Mark,” which is an indication that the images haven’t been altered or edited. “The connection between the propagation of unrealistic body images and negative health effects, especially in girls and young women, has been established,“. “This is a health issue… having unrealistic expectations leads to stress in daily lives. Company want to be part of the solution and encourage others to join us.“
By show casting woman from different culture and untouched images, company showed a health concern for women and brought a increase in the confidence of customers towards company. All these helped to bring more sales.
So in all we can say that role of women in marketing has changed drastically over the years.
we should not forget that
“Life is not a competition between men and women. It is a collaboration.”
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