Aquitude’s recent research into how brands are engaging women consumers in the Middle East has caught the attention of the marketing press in the region. Christina Ioannidis – Aquitude CEO has written several features based on the research which found that in most cases, marketing professionals were not getting the message right for female consumers.
In December 2012, Gulf Marketing Review ran a 5 page feature with some of the key findings of the report.
Excerpt from Marketers are from Mars…
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Women are different from men, so they want to be treated differently from men. Get it? Apparently not.
Women are different from men and they want to be treated differently. A bit of a no brainer you would think, especially when it comes to such an insight-driven sector as marketing.
Not so, according to exclusive research for GMR, carried out by gender marketing specialist agency – UK-based Aquitude. Our findings showed that the vast majority – 77 per cent – of women in the region want to be marketed to in different ways from men.
The study also highlighted those categories that have been the least receptive to this viewpoint. In fact, there are quite a few categories – such as personal electronics – where respondents thought that men and women should share purchasing decisions equally, but were not addressed inclusively.
The tech sector, however, emerges as one of the biggest culprits in failing women; from search engines to mobile phones, women gave brands in this sector a big thumbs down. Financial services, however, were not far behind. And, none of the professional women who responded to our survey thought that car companies are good at understanding female consumers either.
Globally, 41 per cent say that property companies are bad at marketing to women; in the Gulf, it is 62 per cent.
Online reviews were perceived as the most trusted media source; traditional media, particularly newspapers, was also seen as being trustworthy. Computers and smartphones are the most trusted devices – being able to communicate in a two-way conversation is critical for women.
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