I recently viewed an article in Marketing Week focusing on the changing face of the male dominated audience of many brands, and how marketing to a less exclusive market will increase commercial potential.
From recent research produced by The Boston Consulting Group, over 70 per cent of global spending is controlled by women.
So, the historic notion that brands have a male dominated target audience is losing them a key commercial opportunity.Â With purchasing behaviour constantly evolving as well as common stereotypes changing, a new momentum and direction needs to be established.
Women make up half the population, however some brands subconsciously target men and some are intrinsically skewed. We can't alienate men and remove them from the market, but finding the correct tone in order to maintain a balance is vital in reaching a brands full commercial potential.
To find out more about the world of marketing to both genders, come along to Europe’s Customer Festival where aspects regarding customer loyalty, omni-channel approaches, payment methods and the utilisation of customer data to improve marketing are all a key topic areas for discussion.
You can download a brochure to find out more too.
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