Marketers consider women a tough group to market to. This is because the marketers are not accustomed to designing marketing strategies that will appeal to women. In the past, the corporate world was dominated by men who made the decisions in the board room. With an increase in the number of women, the marketing has to change in strategy.
Marketers do not target women as well as they should. This is because many assume that all women are the same and they approach them using stereotypes (Darroch, 2014). Most presentations are designed to convince the buyer rather than appeal to them. This approach does not work on women buyers. This is because the corporate woman never gets anything easily. She fights her way to the top in order to make a name for herself. The woman is therefore not easily pursuaded to accept something just because it has been presented to her. Instead, the corporate woman is convinced by the availability of options. The presentation must make it possible to make a choice and actively participate in the proceedings(Benko &Pelster, 2013).
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Women are a more complex group to market to because they approach things from an all rounded perspective. For example, women consider a wide variety of reasons before they choose your product or service. Other consumer groups such as B2B small business segments may be more concerned about the return on investment (Adams, 2018). They will consider the other aspects as well but the determinant will be the return on investment because their business does not have a lot of disposable income. The woman, on the other hand, needs to be convinced that she is making a solid decision for all aspects of the business. In conclusion, the success of any marketing strategy lies in the ability to understand and connect with your target market well.
References
Adams M, (2018). How to tailor your approach to target small business owners. B2B Marketing. Retrieved from https://www.b2bmarketing.net/en-gb/resources/blog/how-tailor-your-approach-target-small-business-owners
Benko C. & Pelster B (2013). How Women Decide. Havard Business Review. Retrieved from https://hbr.org/2013/09/how-women-decide
Darroch, J.(2014). Selling to Women.. It’s Time to Get Scientific and Serious. Huff Post. Retrieved from https://www.huffingtonpost.com/jenny-darroch/selling-to-women-its-time_b_5993618.html
