Purse Power: Tips for targeting women online

DIGITAL   MARKETING TO WOMEN  SOCIAL MEDIA

Susana Tsui (pictured), president of Neo@Ogilvy Asia Pacific, spells out her top 10 tips for targeting women in the digital world.

1. Don't assume women want female-only content. They access neutral content as regularly as men.

2. Go social: Women tend to connect more through social networks.

3. Build rich content: Build experiences for women and not just editorial.

4. Entertain: Asian women are big online gamers, especially in the downloading of music, videos and applications.

5. Talk to women, don't talk at them.

6. Make yourself useful and helpful. Create apps or functional content. Utility is preferred over editorial content.

7. Don't expect information exchange - earn it. Earn their trust before asking for personal information.

8. Make mobile easy. Don't create an entry or participation barrier.

9. Don't just stick to the web - women use many other screens, especially mobile and interactive TV.

10. Offer value-adds in the form of group buying or flash sales discounts.

This article was first published in the August edition of Marketing.

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