To launch a successful marketing campaign, it is imperative to know your customers and to identify a “killer” marketing hook to entice consumers to “bite the bait”. The “perfect bait” could be one of the many marketing tricks that would appeal to your customers: exclusivity, a limited-time offer, an affordable price, engaging content and many more. Businesses spent millions of dollars and years of testing to perfect their marketing tactics and identify ‘just the right few’ that would work. However, very rarely would a business exit their comfort zone into unchartered territory to try something new. One of the oldest and the most powerful marketing tools: Gender-Based Consumer Segmentation is highly under-utilized by 8 out of 10 of businesses.
There are many reasons why gender-based marketing is an underdog of consumer segmentation. When surveyed by NameGenderPro.com Consumer Segmentation Research Group, one of the most common reasons for not utilizing gender-based marketing is because 80% of businesses failed to collect gender information as part of their registration funnel. As a famous American writer, Johnathan Raymond once said: “You can’t know what you don’t know. You can’t know about things you have yet to discover.”
Let’s allow this statistic to sink in — 80% of businesses never tried gender-based consumer segmentation because they didn’t collect gender data and, as a result, did not have it available in the database along with all other consumer profile metrics. The irony of this situation is that businesses only need to collect the first name to use a gender reverse append tool, like NameGenderPro.com to append the gender to the first name. NameGenderPro.com is a unique tool with over 174k unique first names from the US Census, United Kingdom, Canada, and Australia. After collecting the largest database of first names, NameGenderPro.com used its proprietary AI technology to assign each name to one of the 3 buckets: “female”, “male” or “unisex”. Thus in order to start employing one of the most powerful consumer segmentation techniques, gender-based marketing, marketers need only download the list of unique first names by gender from NameGenderPro.com and start including the gender as part of the marketing campaign.
Read on as we share case studies related to gender-based marketing in the following article.
Prevalence of Gender Difference
Ever wondered how common it is for man and a woman who cohabits the same space, use the same device or consume the same daily necessities to have a different perception of the world around them? How each gender processes and interpret information can be as contrasting as chalk and cheese. To develop a compelling marketing offer, the question marketers must address is — how to introduce a product to a wider audience, stir interest among the target market and yet avoid offending anyone?
What Are Gender Stereotypes?
Gender stereotypes are a preconceived perception of gender roles and how society expects each gender to behave, dress, and present themselves. Gender stereotyping is a detrimental behavior as it limits an individual’s ability to realize his or her full potential. Imagine how deprived our taste buds would be if Gordon Ramsay was denied the opportunity to culinary education! There is a concerted effort to eradicate gender stereotyping by inculcating gender-friendly curriculum in the education system. Sadly, and just like poverty, gender bias still is a social stigma in communities steep in tradition.
In a gender bias society, women are expected to be:
A man in a society marred by gender bias often conjure the following imageries:
Gender Stereotypes and Advertising
When devising marketing campaigns, businesses should not ignore the fact that men and women perceive information differently. Research has proven that women are more open to new ideas, more eager to experiment and accept new information easily. Personality-wise, women score higher on empathy and often come across as nurturing and kind.
Men, on the other hand, do not pay attention to finer details and pay greater attention to product functionality rather than its aesthetics. Men are also found to be less price-sensitive compared to women, and they are more likely to spend less time researching on a product, compared to the fairer sex. When a man buys a premium bottle of perfume, a luxury car or a designer watch, he buys into the lifestyle the product conjures. As such, advertising to men has always up-played the desire and advantages of looking superior by owning the product.
Today, while select brands continue to perpetuate gender stereotypes in their advertising campaigns, most companies are steering away from this approach as it may backfire. Holistic marketing campaigns must not only excite the buyer but seek coverage from major publications to cut through the clutter of traditional advertising. In their quest to stay ahead of the competition, this group of innovative brands is reinventing templated marketing strategies, rendering these traditional efforts obsolete. Herald the forerunners in today’s branding as the following brands take the limelight.
Herald a New Age of Gender Marketing Strategies
Progressive brands such as H&M, Nike, Always, and Sport England celebrate feminism, equality and magnify the strength of women in their advertising campaigns. Gone are the days where women are depicted as the weaker sex, or the “damsel in distress”. Women are adored as warriors who relentlessly pursue their goals and achieve them. Men are not always perceived as strong and indomitable, while women are not perpetuated as the weaker sex, as everyone is unique. As a matter fact, Marvel Studios took the lead in demystifying stereotypical perfection of Thor being exclusively male, by breathing life into the “female Thor” with muse Natalie Portman. As Natalie triumphantly raised Thor’s hammer in the unveiling of the upcoming epic movie Thor 4, Marvel created elevated the publicity around the movie, by pushing the boundaries of gender stereotypes.
In this new age, the objectification of women in advertising has no place in society. Effective 14 June 2019, the Committees of Advertising Practice (CAP) of the United Kingdom imposed new advertising rules to put a stop on harmful gender stereotypes in advertising. In the same vein, a TV commercial, radio ad, or outdoor billboard can be disapproved by the media authorities if the content is deemed to have violated gender rights. In adverse scenarios, advertising that promotes gender inequality can result in lengthy court battles and proceedings, thus tarnishing the integrity of the brand, leaving a lasting and negative image that will take the brand years to unwind.
As much as marketers strive to be gender-neutral in their advertising, the truth is far from that. According to the Kantar report global survey, 76 percent of female and 88 percent of male marketers believed that they avoid gender stereotypes when creating advertising, the reality was, ad targeting for specific product categories such as baby products, household cleaners, shampoo, and laundry products were extremely female skewed, with 98% of the fairer sex making up the targeted audience.
The perception of gender stereotypes is constantly changing. While such perception is not evolving at breakneck speed, we must acknowledge and embrace these changes. Failure to do so will result in a poorly launched advertising campaign that can jeopardize a brand’s image. Marketing communications that work should address an existing problem, explain how the product will resolve the problem and adopt a neutral stand on which gender the product was designed for.
How Business Can Effectively Benefit from Gender-Based Marketing
As businesses strive to discover new and innovative approaches to reach prospects and consumers, gender-based marketing segmentation becomes increasingly popular and important. Today, generic offerings and non-personalized marketing meant for everybody will undoubtedly attract nobody. Research shows that men rely heavily on gender perceptions compared to women. Simply put, men will consider whether a product is feminine and useful, before purchasing it. Women, on the other hand, do not place as much emphasis on functionality but more on aesthetics.
Another difference in marketing strategy between men and women relies upon gender identification. Men rely more strongly upon gender perceptions than do women. In other words, men are more concerned with whether a product might be considered feminine than whether it is useful. Women do not place as much emphasis on gender identity on a product but make decisions on an emotive level. Women prefer narratives and story-telling with visually appealing images, and marketers need to build an emotional attachment to win over a women’s purse.
Bearing the differences in how men and women make purchase decisions, personalizing marketing content based on gender is an excellent way to increase conversion rates, improve engagement, boost open rates and connect effectively with your prospects. However, personalization of content is sometimes hindered due to inadequate information, as few businesses collect all the data required data apart from email and name. Sometimes, identifying the gender of the prospects or client base is not as simple as one would imagine it to be.
This is where gender checking services by a reputable organization like NameGenderPro.com comes in handy. NameGenderPro provides a quick and seamless gender check, using your client’s first name, allowing you to execute marketing campaigns that deliver superior results and high conversion rates of up to 30%. Whether it is a retargeting campaign, e-mail marketing initiative or content writing specifically for the gender, list of first names by gender from NameGenderPro.com will help you to append a gender and categorize all your customers and prospects into 3 categories: “male”, “female” and “unisex”. NameGenderPro has done the hard work of building a robust and unique data set of names by gender, from the local census data in US, UK, CA, and AU. With the time saved from data scrubbing, you can allocate your resources to marketing activities and services that add value to your clients.
At the back of every winning marketing campaign is a mechanism that guides the precise targeting of its key audience, thus making it important to utilize a reputable name-gender checker database. Business must stay relevant to their clients to experience a trajectory growth and stave off competition. Through precise targeting, gender segmentation and staying abreast with evolving gender marketing trends, you can win over customers.
NameGenderPro.com is a marketing data enrichment solution that offers direct and unlimited access to an extensive name gender database. NameGenderPro.com has collected 177 thousand unique first names by gender: female, male and unisex that will match over 94% of names collected by any business. NameGenderPro is easy to download and seamless to implement which would allow you to kick start your targeting marketing campaign in less than 10 minutes.