I just finished reading Winners and Losers in a Troubled Economy by Martyn Perks and Richard Sedley. The easy-to-read, 80 pages book is a good refresher about the importance of engaging your customers, regardless of the industry you are in.
Their main point is that “by embracing customer engagement and adopting the use of
digital media…you stand a far better chance of not just emerging from a downturn unscathed, but of emerging as a winner.”
You can download it for free here.
How to engage women customers is a must and the “Dove: Engaging real women” example they describe on page 16 is a valuable one. Dove soap’s 2004 campaign challenged preconceived definitions of beauty and the way they went about executing the challenge is still paying off.
emarketer’s March 2008 research estimates that of the 35 million women in the U.S. that go online, 40% are mothers who have children under 18 at home. That is a powerful purchasing force that is only going to grow in strengths and number.
But it is very important to recognize that we are not a homogeneous group and the best way to identify how to best reach us includes executing interactive and engaging online strategies we can identify and relate with.
Filed under: Women and Entrepreneurship, Women and Technology | Tagged: Bad Economy, Marketing to Women, Online Marketing, Social Networking
