You don’t have to be Sigmund Freud to understand that the need for different approaches in marketing to men vs women is vital to the success of your business operations. Over the past couple of years, there have been many studies on the fundamental gender differences carried out. As a result, marketers search for the perfect strategy for both: men and women.
Meanwhile, men and women demand equality in everything, from job positions to household duties, and rightfully so. Yet, marketers search for the perfect strategy, for a formula that will give the targeted audience, regardless of man or woman, exactly what they want. An impossible task some might argue, so let’s dive into such an interesting topic.
Eternal Gender Issue
Despite all stereotypes, we should voice some facts - both men and women are equally capable in terms of intellectual performance, yet the fundamental difference lies in the way each gender processes the information. However, everyone, regardless of gender, wants to get a good quality-price ratio.
Currently, the gender lines are starting to blur heavily as marketing to men vs women requires valuable data to develop a diverse, compelling strategy. Following specific stereotypes as was previously the case can lead to disastrous results.
When designing your marketing tactics, pay close attention that both men and women are looking for facts and data. We live in a different age, where you can gave an access to information just about any place at any time in whatever capacity you want.
Back in the day, scientists assumed that women adore graphics and storytelling. That remains true but it also extends to men. The game is now in the way one can word the message, as well as how much you can expose the same ad to a single individual.
For example, it takes more impressions and softer words to converse with a woman buyer whereas men require fewer exposures but more bold claims to make the purchase. The reason for such behaviour is that women’s brains are mostly dedicated to verbal communication as women often speak around 20 000 words per day whereas men usually tend to speak only 7 000 words.
Typically, men are more compulsive and result-driven. In their turn, women want more details, emotional messages, and care a lot about what others think.
This emotion is in no small part of how a woman’s brain works. A woman’s memory is associated with emotions whereas men are designed to solve problems with as few steps as possible. It is all scientific but we need practice and results.
Marketing to Men vs Women: Peek into Demands
When devising your marketing strategy for both sexes, you need to know what exactly your service or product can scratch in each gender. You need to know what can appeal to men and what can pursue a woman. Check out the following information:
Brand vs Price
Caring about their time, men prefer to buy brands or well-known products without paying much attention to the cost. In the meantime, women are considered to be real hunters - they compare various offers and aim to get the same (or comparable) product for a lower price.
Logic vs Emotion
Women are influenced by emotions and tactile experience significantly more when it comes to forming a decision. Males need fewer details, fewer steps, and often demand a clear description and functionality guide if the product/service is complicated.
Luxury vs Utility
When marketing to men and women, remember that men are operating on a “must-have” basis, in that they are ready to pay a solid amount if the item is desired. Women, on the other hand, are “deal seekers” who look for practicality and low to moderate pricing.
Simplicity vs Detail
Generally, men prefer clear guidelines and solutions that require fewer efforts to converse. Women prefer loads of details, descriptions, and comparisons as they deem such information credible and worthwhile.
Male vs Female
The gender of the product is obvious but important to mention. Men are indeed attracted to products and services that are marketed as for males, therefore, functional, and problem-solving. Women focus on the efficiency and utility of the product and give no attention to gender as the result is more important.
6 Things to Consider When Developing a Strategy in Marketing to Men vs Women
Before kicking off your strategy development process, you need to understand that marketing to men vs women is possible but hard.
Both genders have specific habits and preferences you must take into account. Knowing these nuances will allow you to create the right message and at the right place, which leads us to the tips themselves.
When creating your ad campaign, keep in mind that men require direct and instructional messages, suggestive humor, and competitive activities. At the same time, women are susceptible to visuals, to emotional content that is connected to real-life activities. Furthermore, your ads must feature relatable situations, otherwise, you’ll be missing traffic.
#2 Design and Navigation
To explain the difference in marketing to men vs women, let’s take your website as an example.
For a male audience, the ideal funnel looks like this - once the client comes, you can route him to the desired destination by showing important elements and simple navigation. To convert a female visitor, navigation should be intuitive and filled with details and emotional cues. Women aren’t as trusting to info on websites as men so make sure your copy is compelling.
#3 Email Campaigns
Men prefer to surf the web for a solution to their issues, and emails aren’t quite effective in reaching them. Yet, women value a personal approach and pay a considerable amount of attention to their inboxes. What this means is that newsletters will perform better with a female audience, rather than with a male.
#4 Cost per Acquisition
It is worth pointing out that it is hard to convince men to buy something new and unknown to them. This, to an extent, can be related to women as well. However, they buy items more often. This observation suggests that men are loyalists by nature whereas women like to try out new products.
#5 Social Media Tactics
Marketing to men vs women in social networks can be tricky. The female audience checks out brands and companies’ accounts more often. They seek shared experiences and look for some outside influence to form a decision. Men hate scrolling their news feeds and make choices based on their intuition and deduction.
#6 Customer Service
When planning your marketing strategy don’t forget about customer service policies. Workout numerous ways to present problem-solving instructions as in case men have issues, they will most likely ask for precise directions. Women in their turn will let you know if they have problems or require more details and would be happy to hear a more elaborate answer.
Bonus Tips to Consider
While the tips above are fundamental, knowing the following ones will prove helpful in one way or another.
There is a considerable difference in how men and women perceive a good shopping experience. Women, for instance, enjoy face-to-face communication, whereas men prefer good parking accessibility and store inventory. What this means is if you have a lot of products designed for males, it might be useful for you to highlight availability. Women, on the other hand, will prefer sales staff that are courteous and knowledgeable.
The way men and women think about products and how they make the decision to purchase them is a night and day difference. Women gather as much data as they can, form an entire picture and only then make the conversion. Men, on the other hand, tend to eliminate competition first. They decide on a specific feature or a certain quality a product must have, and if some options don’t have that attribute, they are out of the equation. This narrows down the list and ultimately, makes the decision process faster.
Process & Outcome
Another thing you should take into account is that men think about the outcome first. If they buy a product they don’t think about the process but rather the result. In other words, if a male student goes to the university, he thinks about what kind of job he’ll be able to get at the end, whereas women like the idea of the process, what they’ll learn, and what connections they’ll make. In that sense, you can tailor your marketing message to meet the demands of a specific gender more effectively.
Who Does the Shopping
While not to be treated as detrimental in your marketing campaign, indeed, women are more often to buy things. What this means, is they are more often out shopping and therefore, they are performing decisions more often. However, it is men that will do the more expensive purchases more often than women. Depending on your product or service, we suggest that you take into account this info first, and only then proceed to create the rest of your campaign.
To succeed in marketing to both men and women, your product or service should present the idea and outcome to meet the needs of a male audience, as well as have an option to show the story behind the product for your female audience. We know that it can be hard but putting time and effort into it is worth trying.
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