Advertising Divas and Consumer Queens

In the past, that has always been "do not underestimate the power of branding", but now the best advice seems to be "not underestimate the power of women!" Ignore at your own risk.

If the statistics outside the U.S. are guides for the rest of the world to follow, and in the past this was the case, then everyone in the advertising industry should give their attention to this fact. Jupiter Research has concluded that women influence 83 percent of all purchasing decisions. There are more women than men online today.

And looking ahead, 70 percent of all U.S. women will be available online in 2006, and looking further ahead, 85 million women to purchase products and services online by 2010.

These statistics are huge by anyone's measure. Is there anyone out there still doubt as to the potential of e-commerce? Or, more importantly, guys, hold up as your doubts about the influence of women on the Internet?

U.S. women over 40 are spending more time online per week than running errands, preparing meals or eating, relaxing, or spending time with friends. Their time watching TV than the internet, listen to the radio and other multimedia activities.

What does this actually tell us?

Fact # 1 advertisers in traditional media and new, have until now been seriously underestimated the power of women

Fact # 2 women are the dominant gender when it comes to on-line shopping

FACT # 3 women know women better than men know women (I'm sure most husbands agree.)

Who better to understand the consumer behavior of women than women themselves? This fact should lend itself to a race to hire or promote women in leadership positions in advertising and creative directors. Now guys, gals do not make us wrong, sensitive men can still create great ads for women and vice versa, but if the above statistics can be believed, then surely we should be eagerly encouraging the women in your industry to play a greater role in both decision making and creativity.

This makes such good sense to me, no part of it .......