Marketers are beginning to understand what women want to see from brands, whether that is a more realistic depiction of their everyday lives or an uplifting message that speaks to them in a genuine and authentic way. This is a positive trend for our industry, but what is the next phase in the movement?
Mindy Davis, SVP of Professional Services at Crowdtap, spoke on this topic at M2W: The Marketing to Women Conference in Chicago. As part of her presentation, she unveiled some brand new research from Crowdtap that explored how women really feel about their relationships with brands and uncovered insights into which factors are making the most impact on the brands they support. To field the study, we leveraged our People-Powered Marketing Platform to survey 2,000+ women in the Crowdtap community.
Here are some of the key highlights from our M2W session:
Women have the power – and they know it. Per Fast Company, women spend between $5 trillion and $15 trillion a year on consumer goods in the U.S. Marketers have been navigating their marketing programs around the importance of women for decades, but do women realize their own influence? The answer is a resounding “yes.” We asked respondents if they believe they have the power to help a brand succeed or fail and 93 percent said they do, with 45 percent emphatically stating that they “absolutely” have the power to dictate the relative success of brands.
Women support brands whose values reflect their own. We also wanted to learn if a brand’s own values – whether that be their guiding mission, how they approach customer service, or their stance on social issues – influence brand loyalty among women. A majority of women we surveyed (62 percent) said that it’s very important to them that the brands they support stand for things that they themselves believe in. Another 34 percent said this was somewhat important to them, and only 4 percent said that the brand’s values did not matter when it came to their loyalty.
Women want to play a more active role in the marketing process. Female empowerment campaigns are resonating with women because they are dispelling age-old misconceptions that brands are just now beginning to shake. Through discussions with our panelists, some of the most common misconceptions that brands have about women – according to women themselves – are that marketers view them as “all the same,” that women want to see images of perfection in ads (our panelists overwhelming said they want “real”) and that brands don’t value their opinions.
Brands can gain an ever deeper understanding of women by proactively inviting them into all stages of the marketing process – from insights & innovation projects (like product ideation) to brand storytelling and content creation that place them as protagonists in your story. And women are ready to play this role: 9 in 10 women surveyed said they are interested in giving brands feedback on products and marketing efforts.
The next phase of marketing to women is marketing with women, but it’s on marketers to take an open approach that invites and elevates the opinions, voices and stories of their female customers. Your move, brands.
Contact us to learn how Crowdtap can put the voice of your customers at the heart of your marketing.