How To Reach Women? On Their Phones, And Through Their Friends.

Tech is a guy thing.

Perhaps, but where does tech end and social begin?

According to Women at NBCUniversal, the rapid adoption of digital technology by women is a game changer when it comes to retailer innovations. Dramatic shifts are being seen in areas such as:

  • Proliferation of flash sales: 87% of women prefer a one-day deep discount to a moderate weeklong sale.
  • Privacy: An overwhelming 91% of respondents would give their email for a discount, 50% are willing to give their phone number, and 25% would share their GPS location.
  • Word-of-mouth: A significant 71% get their recommendations from online friends, as opposed to review websites.
  • Customer Service: 61% of women say they expect to hear back from brands within a day or less, while 38% of women expect brands to update their profile page daily, which is as frequently as they update their own.

Women also have more brand friends than men, as well as more social friends than men on social networking sites.

Melissa Lavigne-Delville, VP of Trends and Strategic Insights, Integrated Media at NBCUniversal, says, “As this growing number of digitally-dependent women alters the landscape in unexpected ways, marketers need to react in real-time – super-serving her with highly curated and relevant content, products and information.”



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.