In
the recent year’s gender marketing analytics (or as many call it “list of names
with gender”) is finally becoming a mainstream marketing tool after being an
underdog and the most overlooked marketing metric for generations. Marketers
across all industries continued creating genderless campaigns targeting
“genderless customers”. Instead of using the science of gender psychology to
advance marketing objectives (and ultimately grow the bottom line revenue),
marketers completely ignored the difference between buying behaviour of men and
women.
It's
important to remember that the aim of gender
marketing is to integrate the different needs of men and women into the
development, distribution, pricing and communication of products and services.
Supporters of gender-specific marketing consider this necessary because they
believe there are significant differences between men and women as they
articulate consumer wishes, make purchasing decisions and evaluate products.
The Female Brain:
The
female focus is on the stimulatory and balance system, with the brain areas
responsible for attachment, caring and social behavior almost twice the size of
men. In addition, we shouldn't forget the female hormone "estrogen"
that responsible for softness and gentleness of human behaviour. In addition,
nerve messenger Oxytocin is the most important driver for the care module and
is also referred to as the "cuddle hormone".
The Male Brain:
The
male focus, on the other hand, is in the domain of the dominance system, where
the areas of the brain that are responsible for dominance and aggression have
twice the size of men
as in women. The most important driver for the dominance system is the
hormone "testosterone".
What Does This Mean
For Marketers?
For
marketing, this means that sales and product documentation for men and women
should be presented differently. Therefore, while men tend to prefer "hard
facts" because of testosterone, women tend to prefer open and imaginative
product descriptions.
Women
also show a much greater interest in "nest building" and in
topics that are related to setting up and living. This is not only because of
the female hormones, but also because of the more pronounced brain areas
responsible for attachment, care and social behaviour. There is also a greater
interest in products that stimulate the imagination or products that provide
care and security. Men, on the other hand, primarily love technical products
that are predictable and with which they have a certain status as well as
power. These include, for example, cars, machines or other technical devices.
Due
to the estrogen, which stands for softness and gentleness, women prefer soft
and round product forms. Men, on the other hand, are square, straightforward
and practical. When it comes to the right language and argumentation style of a
product, it should be taken into account that women use a lot more words than
men and those they have a much softer and softer sound. Men, on the other hand,
are short and narrow, with the most important hard facts. The different
emphases of the emotion systems must also be considered.
How to find out if
gender marketing segmentation can help your business to grow?
There
are many tools and techniques that marketers can use these days to start using
gender marketing. The easiest way to start is using a list of names by gender
(gender checker) from NameGenderPro.com. NameGenderPro.com collected over 177k
first name brokend down by male names, female names and unisex names. This list
includes data from the most reliable official data sources such as US Census,
Australia, Canada, UK and other English speaking countries. NameGenderPro.com also scrapped social
media sites, such as Facebook, to capture all the nuances of names gender.
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