Are Women Too Busy to Shop?
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by Kelley Murray Skoloda
A movement is in progress and they want YOU. It seems that everywhere you turn in the communications and marketing world, the topic of marketing to women is red hot. In all of the 20-plus years I have spent in the communications industry, I have never seen such interest in the topic.
We women make 85 percent of consumer purchasing decisions, spending more than $3.3 trillion annually. What is astonishing to me is not that the marketing-to-women revolution is here, but rather that this movement did not start sooner.
While this unprecedented buying power is driving marketers’ attention more than ever before, current efforts are not working as well as they would like. But why? For one, women are “multi-minding,”making them more difficult to reach than ever. Multi-minding, in a nutshell, means constantly juggling myriad thoughts and tasks to manage the many dimensions and responsibilities of a woman’s life. Multi-minding has become a survival technique for those of us living busy lives. It’s the essence of mommytrackd.
With all of our multi-tasking and multi-minding, we may be Too Busy to Shop. So, I have written a book called Too Busy to Shop: Marketing to Multi-Minding Women, that reveals what business owners and marketers should do to better reach women. I used my blog, www.toobusytoshop.blogspot.com to collect input and advice from women to share with marketers.
Many of you are moms and could be business owners and marketers, too. Business people like you wrestle every day with the most effective ways to reach women, especially in this age of digital change. In Too Busy to Shop, I share information, trends, insights, experiences, and access and great minds that you might not otherwise have. This book reflects a holistic approach that resonates with women—a blueprint, if you will, for a better way to reach female consumers. It cites examples that will help you build your own initiatives from the blueprint. As with any successful relationship, it is a journey, not a destination.
I hope you join me on this journey. The rulebook is being written as we speak. Will your brand or business be a part of it? It is worth it to be included. To lag behind and to do less with today’s powerful, techno-savvy, multi-minding female consumer will eventually erode your bottom line. If you have a vested interest in marketing to women—and what business doesn’t – you’ll want to take a look at Too Busy to Shop.
Kelley Murray Skoloda is a mom, an MBA, a public relations executive and author of Too Busy to Shop: Marketing to Multi-Minding Women. A partner/director of Ketchum's Global Brand Marketing Practice, Skoloda is a recognized authority on marketing to women. Skoloda and her husband, David, reside in Pittsburgh with their two children, Jake and Ellie.
For more information, visit her online at www.kelleymurrayskoloda.com.