Analyst group Merrill Lynch recently found that spending among women in the US is a staggering$5 trillion dollarsa year.

Most important, women are multiple markets in one.  Because women serve as primary caregivers for children and the elderly in virtually every society in the world, women buy on behalf of the people who live in their households and influence the buying habits of their friends.

So as marketers we must determine how to target this powerful demographic.
Tapping Into The Most Influential Buyer

A recent study commissioned by Meredith (see infograph above) provided insights to marketers on how best to deliverer messages to this influential demographic. With a study of more than 2,500 women between the ages 18-67 years, Meredith identified preferred channels, digital preferences and the kinds of content this demographic is likely to pass on.

This research report is designed for marketers to help them ascertain the best channels for influencing women's buying patterns. And it seems social media is the key.

Women like to look at things on their own time frame via laptops and smart phones, which comes with both opportunities and disadvantages for marketers.  A good social media presence, targeted marketing, a good website and SEO can help do the selling for you at the hours your customers like to shop.  However, you must ensure you have your media presence optimized and that your message is clear, or your  audience will not find you, or just bounce.

We all know women are famous for sharing with friends through the grapevine. Social Media is no exception, but what are the things women are sharing? Outside of personal photos and videos women are sharing funny things and recommendations.  As marketers we are challenged with finding messages that engage the female audience and make them want to share with their friends. This can be much easier said than done.

If you want to learn more about this powerful buying demographic check out the book, “Why She Buys,” which goes into much more detail.  Need even greater help, Marketing Eye Dallas can create the right strategy to reach this influential buyer.

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