A discussion panel hosted by AdAge at the Consumer Electronics Show raised a point about the bifurcated marketing approach used by tech companies: while the vast majority are focusing their resources on targeting either men or women without differentiation, those who target women specifically are recognizing the need to appeal to their unique set of values.
"Women aren't wowed by the gee-whiz of technology," said Ann Mack of JWT, the news source reports. "Women are looking for technology that's simple and can help them manage their lives."
AdAge points out that GfK MRI's recent Survey of the American Consumer found that women direct about 50 percent of all purchasing decisions for computers and TVs. Messaging and demographic segmentation of women prospects in targeting for consumer electronics in particular represents a possible opportunity to marketers.
In order to target this market effectively, marketers and advertisers need reliable demographic and psychographic data that will help them reach the most qualified women audience for the offer being made. Semcasting's IP Audience Zones provides a unique solution in the form of IP targeting at the sub zip-code level, an approach that's 77 times more precise than standard zip-code targeting. By knowing which geo-targeted clusters of U.S. consumers are most likely to contain women with the appropriate combination of affluence level, lifestyle and interests to purchase their products, technology companies can make the most of their ad spend when creating campaigns that embrace their values.