A BRIEF INSIGHT INTO THE HEART OF FEMALE AHEAD OF 2019
2018 was definitely a great a year especially in the world of marketing; we saw quite a number of marketers reveal some new tricks in trying to reach their target audience, advertising across Africa attained new feats whilst executing ground breaking strategies and campaigns. Creativity obviously hit its peak and is currently searching for a new one. However, in all these great things that happened in the outgoing year, the female audience still need to be looked into.
Only a few brands across Africa deliberately set out to reach the female audience. Following the success of campaigns such as #metoo and #likeagirl we have seen more businesses reach out to the female audience. According to the ‘What Women Want’ research done by Kantar South Africa, brands skewed for women are 6% healthier than those skewed for men. Films and ads have done such a poor job in improving their self-esteem, and 86% of women are likely to stop viewing an ad that seemingly doesn’t represent them appropriately
Ahead of 2019, it important that brands and marketers know that the women are watching and your sales are likely to improve if you they are deliberately looked into. Also, the women constitute a higher percentage of customers especially for fast moving consumer goods (FMCG).
Now that many businesses have wound down for the year; the new planning process is set to kick in at the beginning of next year, ensure that your marketing activities accommodates the women more as we have not seen the last of feminist movements just yet.