I would caution readers against accepting the conclusion that social media marketing does not work on women . Rather, I’d go as far as to suggest that, to the contrary, this study actually proves that social media marketing is working on women.
While I have not reviewed the actual study’s data and have relied on press reports regarding its conclusions, I note that marketing success can only be measured in relation to predetermined objectives.
Appropriate objectives for a marketing campaign would, necessarily, leverage the way the medium was intended to be used. In the case of social media, as the name implies, the medium is intended to be social.
Let’s consider the social media marketing and women market research study results in relation to what we know about traditional tactical marketing (i.e. marketing programs designed to drive short term sales):
– STUDY RESULT: More than half (54%) visit social networking sites at least once a day
– STUDY RESULT: 52% of women surveyed have “befriended” or “become a fan of” at least one brand
– STUDY RESULT: 10% of women engage in product / brand-related activities
It is a common misconception to presume that in order to be successful, social media marketing must have the same direct relationship to short term sales as traditional tactical forms of marketing (coupons as one example). Rather than driving short term sales, social media marketing is most properly intended to generate brand awareness and brand engagement, both of which are absolutely invaluable in terms of their ability to establish loyalty and referrals over the long term.
Despite the finding that 75% of women claim not to be influenced by social media marketing, the conclusion I draw from this market research study is that the opportunity to engage women with social media is virtually unparalleled as compared to traditional marketing vehicles.
Moreover, it is an opportunity that appears to be virtually untapped.
Related articles: Bring Back the ‘Social’ in Social Media and Social Media – Effective Marketing for the Mainstream