Comments on: Can Only Women Excel In Marketing to Women?

By: Mary Dean

Mary Dean — Wed, 05 Aug 2009 20:45:32 +0000

@Raynanyc is right about knowing your consumer. That’s the job of every smart marketer. Although both genders are capable of this from a strategic point of view, it’s different once you get to executing campaigns in the creative departments of most ad agencies. In general, the male creatives I’ve supervised fall into two categories. They are either completely uninterested in paying attention to the myriad details that ultimately attract or dissuade women, or they rely on stereotype and fall into the trap that Andrea describes in her book. Ultimately, they don’t fail because of gender but because they don’t care enough to do what smart marketers do. Know thy consumer.

By: Can Only Women Market To Women? » client k

Can Only Women Market To Women? » client k — Wed, 05 Aug 2009 10:02:41 +0000

[...] why when I hear ‘only women should market to women’, I groan. A man with no personal bias, relying on research and study, can out market a lazy female [...]

By: stephanie smirnov

stephanie smirnov — Wed, 05 Aug 2009 06:33:22 +0000

Great post as always, Andrea. I think great marketing can come from both sides of the gender divide. I’ve worked with too many male marketers over past 15 years or so doing an amazing job reaching female consumers to believe otherwise (particularly at P+G.)

By: @Raynanyc

@Raynanyc — Tue, 04 Aug 2009 18:32:51 +0000

Great post. I agree with you. But it does take effort, study and insight to truly understand your audience — but that is the responsibility of any marketer, right? Women and Men do engage and respond differently both online and in traditional media. I think we can tell when men have designed a website for women without really understanding their audience. Same is true for women.