Brandweek and About.com Look at Women Online
Monday, July 21, 2008

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Nielsen’s Brandweek teamed up last week with About.com to host a roundtable examining how women interact online. Women at once make 80% of household purchasing decisions and are the majority of Web users, according to an expert panel at the event. Just Ask a Woman founder and CEO Mary Lou Quinlan mentioned the “rise of the citizen researcher”—the phenomenon that women are expected to have answers for everything and turn to the Web for assistance. Because of this, women seek sites they can trust.

“What really works successfully is a branded environment—a brand that is trusted,” says Time Inc. CMO and roundtable participant Grant Schneider. Realsimple.com, for example, gets it right, according to Schneider. Women respond to the site’s environment as well as to its content, which includes checklists and recipes. Brandweek publisher Tom Woerner noted that 10,000 mothers start blogs every day. To connect with women, sites don’t necessarily need expert advice as long as women feel that content is coming from a trusted source—such as fellow mothers, for example. Marketers seeking to connect with women digitally should focus on building trust by partnering with brands that create an online community for their target audience.

If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com

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