Content Matters
The number of women online has risen and is set to rise further. eMarketer's study shows that while 51.6% of women are accessing the Internet, compared to 48.4% of men, by 2011 this gap might widen. When it comes to accessing information, a study conducted by Pew Research shows that women are enthusiastic communicators who use email more frequently than men and are more likely to consult Internet sources regarding health, personal, and religious issues.
Those Who Rarely Watch Television
There is an entire market segment of women working from home. This segment includes professionally skilled women as well as enterprising businesswomen. In any case, the Internet is a very effective means for reaching out to them.
The good news is that to connect with women, advertisers need not depend only on traditional media. Women are now more enthusiastic about trying out new technologies, such as programs that allow users to download books and music from the Internet, which were largely used by men in the past.
The Power of the Click
Here's an interesting snippet of information for advertisers: more people, including women, are now opting to do their shopping on the Internet. This has opened up a cyber-avenue full of possibilities for sales.
For advertisers wanting to get in on the Internet-advertising scene, there is no lack of opportunities. Perhaps two things matter most when it comes to successful communication in this arena: (1) the webpage on which advertising appears must be relevant and (2) user activity must be monitored effectively. New techniques have emerged for studying Internet-use patterns very effectively. Advertisers can now find out whether or not their communications have been effective.
Additionally, concepts such as "contextual advertising" and digital advertising solutions have made advertising on the Internet more streamlined.
Relying on a Good Media Mix
Apart from creating a "good" advertisement, this is probably the best way to ensure the success of an ad—any ad. It has been observed that women actively seek out e-versions of their favorite magazines. They also look for news and information related to their professional lives, including electronic versions of their print and television favorites.
You don't need to throw all plans involving traditional media out the window just to pick up ad space on the Internet. However, analyzing your target audience and its members' web-browsing habits when designing an Internet ad will definitely give your campaign a leg up.
