Women, social media and digital marketing

An interesting fact from 103 Compelling Social Media And Marketing Statistics for 2013 (and 2014) revealed that half of global business executives give to their enterprises a score of 3, on a scale of 1 to 10, when they answered the question about their company´s social business maturity. Through different studies has been proved that women and men use social media and mobile differently, for example, in the case of women it is interesting that their behaviour changed when they are consumers of goods, for example, female are one of the best clients for retailers on Internet because their ways for searching information is absolutely different from men’ s interactions because female tend to use more time-sharing information with their friends.

Beyond the first impression of women and their performance in social media, it would be impossible to believe that some of them as company´s owners do not make an extra effort to increase the number of customers, which let an important group without any idea about their products, prices or promotions.

Some professionals recommend digital marketing as part of the strategies which increased the number of customers. Even the biggest companies are deeply involved in this type of marketing because through it they could get detailed characteristics from their customer’s interests, which with the right team would let them an opportunity to discover new products for their clients.

If you have enough money, the crucial decision is hiring a good team, which should be able to manage an excellent work based in customer service, implementing the use of technology in creative content to attract more users, specially for tablets, mobiles and laptops users, invest in different channels.

However, Geraud Montigny, eCommerce and Digital Manager from LexisNexis Pacific, expressed that it is necessary to avoid making mistakes because you start ignoring consumers because you only get deeply attach for marketing, which used to disturb the ergonomics from the website, he define the user experience as one of the basic steps to avoid failure and do not lose money. Also, between the recommendations he suggest as key elements the SEO (search engine optimization), and having a good back-end system in place for customer relationship management, fulfillment and payment.

Meanwhile for Dale McCarthy, Foundry‘s founder and specialist in digital strategy, believe that “the customer experience is very important, everything begin with the web design, how easy it works for you, to pay, to find products and it is not necessarily talking to someone but of course, you are selling something to someone so you need to have customer’ services for answering people’ s questions. That is very important”.

For Aaron Kahlow, CEO and Founder at Online Marketing Institute, there are 7 essential digital planning ideas for your business.

7 Go big in content

The main purpose is planning what are going to be the best ideas for your content in 2015. Define at least 4 great topics for the year. Later you could define minor subjects which improve your main themes.

6 Use big data in little ways

The objective is to focus your attention on one area while you are using your CRM and tools like Demandbase, 6Sense, or the third party cookie to capture platforms. For example, a company IP address would let discover a potential buyer.

5 Make time for technology

This point would be important for small business, which could invest their time in basic free or low-cost tools like Google Analytics or email marketing.

4 Get real: Re- Learn best practices

It is simple. Avoid learn from trial and error. It is time to discover new things from the digital/social ecosystem, which means that you should learn more about technology.

3 Target or die an irrelevant death 

You should put your money in advertisement which let you optimize your time and results. That is the reason for fundamental data strategies to discover new results.

2 Advertise more, hope less

The crucial step is targeted. Without the specific search of your potential clients you will lose money.

1 Invest in yourself, invest in your people

Discover your strength and those from your team and invest in them.

“In digital it’s not about the product you sale, it is about the customer journey”

Looking for some answers from Dale McCarthy, we discover her vision about women, social media and marketing.

Do you think australian women are interested to be part of industries dedicated to create new content for marketing companies to compete with companies from USA and United Kingdom?

Yes, in my experience about digital marketing campaigns, there are very high percentages of women employee in senior level, the higher percentage is in the newspaper industry. I understood social media and social media marketing at we use to it, at least if I talk about the traditional old world companies as Procter&Gamble or Mercedes-Benz, maybe those companies can use social media as much as they should but my understanding is they are increasingly using it and they are switching the majority of their budgets for digital marketing now. It has been slow but they are doing it.

What would be your professional advice for small company owners if they would not be able to spend much money to reinforce their customer’s experience through social media content?

Digital marketing is the best way. It is the cheapest way, which let you build your database with your costumers and matched to them, is effective and growing quickly. Of course it depends on the product and product category where the consumers of the products and other users would be interested enough to interact in social media. For example, there are really highly engage to things like beauty and fashion, it depends of the category. Also the use of social media marketing, Facebook or connect directly to bloggers, actions which are very functional or effective.

Do you believe that we could find remarkable differences between women and men’s creative process in digital production?

I do not think so, I think is about every individual, I do not believe there is any kind of gender agenda, you can be a very creative men or women or can not. Women certainly do, tend to be in communication, they are more sensitive path to words but you know that we have interface designers and users experience designers, perhaps women are not that good.

The subject could be related with the idea of increasing the number of women in tech careers, in this case do you believe women should learn this skills for working in digital marketing?
I think definitely there is a disproportion between men and women for programming but my reasoning behind that it is that a lot women do not want using computer to interact or communicate with other people because programming careers or developing software got a lot of to do with computers but not interact with other people. Although, in other fields there are as many women as men in digital marketing, in digital health, in development design. I have never perceived gender inequality at all. The difference is the gender gap in programming, in my opinion, is created by uninterested women in this field.

What is your opinion about tax policies in Australia which avoid the interest of people to invest in start-ups?
I think the government is doing everything it can to make grow Australia efficiency and activity in digital commerce future so I think the issue is focus in the way that when you pay Google.com you pay 5 billion dollars in taxes every year, that use to go to Radio or Tv stations in Australia, meanwhile Google did not, so there are saying the company is cheating the system because the local division did not pay taxes and Google say, “We are paying taxes in Ireland”.

What are the conditions for e-commerce?
The government is supporting. There is a lot of pressure from owners’ retailers to discourage people for buying things from e-commerce sites. The government has not listen to them.

Why do they ignore the possibility of increase their sales through different channel?

They can not compete, can do they? They just have structured and shifted the way that people buy goods. Now consumers can buy from anywhere in the world and department stores can not compete because it is out of their arrange the pricing of Internet and trying to protect themselves but they can not, even newspapers can not protect themselves from this change of consumers’ behaviour. I think a lot of them are trying to change now but it is more difficult to grow for department store so they are trying to develop in more niches retailers. For example, Peter Alexander just sell pajamas so special retailers are growing but department stores are dying.

What is your opinion about content creation for attracting more customers to your website?

I think it is related to Google ratings in natural search. It is a way to attract people to know more about your products.

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Journalist. Student of Global Media Communication. Interested in Politics, Economy, Social Media, Technology. Feminist. Like walking, talking and swimming.

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