February 16, 2018

I Am Woman, Hear Me Roar!

The new powerhouse in marketing is women. Women dominate social media  — 77% of our Facebook fans are female. Mommy bloggers are a power to be reckoned with, so much so that I’ve developed a separate marketing strategy and channel just for them. Trend watchers say the escalating economic power of women is emerging as one of the biggest business stories of this decade.

And, as is our prerogrative, we change. So I was very intrigued when a new white paper crossed my in-box, Advertising Age’s : The New Female Consumer: The Rise of the Real Mom. Lots to digest and think about as we develop ongoing marketing strategies. Just a few quick highlights:

  • "While a decade ago mothers aspired to be “Supermom,” today’s mothers aim to be pragmatic, efficient and rooted in reality. They want to be real moms." Amen, sister!
  • "Women earned a majority of higher-education degrees in the 2006-2007 academic year: 62.2% of associate degrees, 57.4% of bachelor’s degrees, 60.6% of master’s degrees and 50.1% of

doctoral degrees. They are thriving in professional programs, such as medicine and law, that historically were dominated by men." And my dad laughed at me when I said I wanted to be a lawyer!

  • It’s not enough to understand that women are the principal shoppers, that women have the “power of the purse,” Ms. Zalaznick said. “It’s that [marketers] need customized ways of reaching these women.” Hey, didn’t I say I was developing a separate strategy for this segment?!

  • The whole thing is almost 30 pages, so there is a lot to asborb. Maybe it will help you digest this OUTSTANDING pecan pie.

    Alison Circle About Alison Circle

    Alison Circle is director of marketing communications for Columbus Metropolitan Library. Previously she was an Account Director at Jack Morton Worldwide, a global branding agency, and her primary client was Target Stores. Prior to that she was the National Marketing Director for Minnesota Public Radio and "A Prairie Home Companion with Garrison Keillor." She has advanced degrees in English and Fine Arts, and is a recipient of a National Endowment for the Arts grant.



    1. Is that a picture of a “cougar”?