Digital Marketing Is Key Driver for Getting Women to Shop: Mobile, Email and Social Marketing Channels Outperform Traditional MediaMay 12, 2016 | By Fluent
Publication date 5/12/16
People-based digital marketing and customer acquisition firm Fluent recently released a new research report, Marketing to Women: 2016, which covers a range of topics of interest to business-to-consumer marketers, spanning everything from which types of media American adult women are most likely to find influential in their shopping decisions, to the growing roles of social media and mobile apps in product discovery, research and purchasing.
“Women are the primary decision makers when it comes to shopping for the average American household, and studies show that women account for 85% of overall consumer spending to the tune of 7 trillion dollars,” said Matt Conlin, president of Fluent, in a news release. “Our new research shows that digital channels like mobile, social and email have become far more influential in driving purchasing decisions than traditional mass media. The ability to personalize communications and communicate with women on a one-to-one basis gives these digital channels many strategic advantages over legacy marketing vehicles.”
Fluent’s research, based on a poll of 1,443 American adult women conducted on April 21, 2016, found that:
- Digital marketing channels are more likely to drive purchases among women who engage with them. 72% of women who sign up for mobile notifications, 71% of those who follow brands on social media, and 53% of those who have signed up for email marketing newsletters say that these marketing channels have made them “more likely to make a purchase.” By comparison, just 41% say the same for TV ads, 35% for newspaper or magazine ads, and 26% for both radio ads and billboards.
- Mobile app adoption is strong, but there is room for improvement when it comes to mobile shopping experiences. More than half (55%) say they at least sometimes download mobile shopping apps for the stores they regularly visit, but 76% say they primarily use these apps just to browse merchandise.
- Facebook dominates as the preferred social media network for following brands. Despite the rising popularity of upstarts like Snapchat and Instagram, when it comes to commercial interactions, Facebook leads the pack, with 77% of women calling it their preferred social media network for following brands.
- Women overwhelmingly prefer gender-neutral ads. Seventy-three percent of women say they at least sometimes receive marketing messages directed specifically to women, but the tactic may not be as effective as marketers think, with 74% of women saying they prefer messages that are gender neutral.