Det är inget nytt. Reklambranschen är kass på att nå kvinnor. Ett gäng artiklar tar upp problemet:

CNN Money – Ads for women are ‘Miss Understood’

They are better educated, earning more money than ever, and make the bulk of buying decisions. Yet when it comes to wooing women, advertisers could use a lesson in the art of courtship.[…] Women choose how 88 percent of every disposable dollar is spent — including 53 percent of all stock purchases, 63 percent of personal computer buys, and 75 percent of all over-the-counter drug outlays — and yet are subjected to advertising that is often full of cliches, uninspiring and even offensive.
“Women are simply not buying the message we have to sell,” said Linda Wolf, the chief executive officer of Leo Burnett Worldwide.

Center for Media Research – Most Mothers Say Advertisers Don’t Recognize Their Needs as Mothers

The purpose of the study was to quantify the opinions of moms regarding advertising for products and services targeted to mothers and its impact on them as consumers.[…]55% of mothers say they see ads often that send the wrong message to mothers.
Thirty percent of mothers say they see ads that offend them.
Only 20% of mothers think print advertising is doing a good job speaking to mothers.
Less than 20% of mothers look to newspapers for information or ads.
Only 25 % of mothers think television advertising is doing a good job connecting with mothers.
Fifty-five percent of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it comes to buying a product for their child.
Seventy-one percent of mothers said they were very likely to use the Internet for product information, advice or general information.
Only 6 % of moms say they have never purchased a product online.
Seventy-five percent of moms say they ads that feature children in them rank high effectiveness.

E-Mail Marketing to Online Women: Keyword “Multi”

…today’s working woman is truly a multifaceted person. Time is precious, and salient information must be delivered to her succinctly.
She multitasks, switching quickly back and forth between work and family, home and friends.
She’s a multibuyer, responsible for investigating and purchasing everything from groceries, clothing, and school supplies to gifts and items for herself.
She consumers several media simultaneously, accessing TV, magazines, Internet, radio and other media, often while on the way to work, at work, on the way home, and at home.
She’s a multithinker, making lists of what has to be done, thinking and planning so everyone in her life is taken care of.

Indiana State – Advertisements degrade women

We can affect change in advertising methods through a cause and effect process. Advertising is the driving force behind America’s media because it pays the bills. Advertisers are going to create ads which appeal to American society. Therefore, if we as consumers don’t respond to ads, then advertisers are going to change them, and, essentially, the ads carried by the media and presented to society will change.[…]That is exactly why contemporary advertising is killing us softly. It’s killing our self-esteems and our hopes for ourselves. We must take a stand and force advertisers to get their heads out of the sand and look at the bigger picture.
I mean, come on, does a beautiful woman in a bathtub really bathe in a bathtub full of Evian water?
Do women really keep alcohol bottles between their legs?

“Behavioral targeting is in a stage of transition and evolution. If we apply the product life cycle to behavioral targeting — introduction, growth, maturity, and decline — it’s barely at the mid-point of introduction. Until we come to a unanimous industry decision on the premise and definition of behavioral targeting, we still have a long way to go before knowing whether it’s a genuine stride that will advance the industry to the next level.
From the agency perspective, we are in constant search to discovery the next “big thing” to wow and pitch to the clients. Behavioral targetingis taking the industry by storm again because it has potential to offer advertiser a seemingly perfect panacea in the ever-crowding online space: ubiquitous and relevant advertising to the most targeted audience. Yet we must not forget the fact that, currently, behavioral targeting is in a fledgling state of growth. Considering its fragmented platform, current deficiencies in standardization and reach, and the lack of industry-wide adoption, behavioral targeting hasn’t even hit puberty. There’s much to learn.”

Behaving Badly: Standardization and Reach

“Smart marketers should constantly revise and expand their offerings’ scope with tailored propositions for every target group and their purchasing behavior. […] Behavioral targeting isn’t just a targeting tool. It’s marketing’s new standard.”

(Learning to behave).

Läs mer om behavioral targeting:Behavioral Marketing in Context
The Three Dimensions of Behavioral Targeting

Behavioral Matchmaking, Part 1: TiVo and Behavioral Targeting

Behavioral Matchmaking, Part 2: Search and Behavioral Targeting

Report: Behavioral Marketing Usage Up 60%
Behavioral Versus Contextual: Why Choose Only One?.

Förändrar ny teknik mottagarens beteende? Det är en bra fråga. I en artikel som tar avstamp i rich media-utvecklingen av marknadsföringen menar Rob Graham att online-marknadsförare inte kan glömma de åtta grundläggande behoven hos konsumenten:

# Give the consumer a sense of well-being.
# Offer the consumer a sense of convenience.
# Offer the consumer a sense of security.
# Make the consumer more productive/effective.
# Make the consumer feel special/advantaged.
# Provide the consumer a sense of continuity.
# Enhance the consumer’s social standing.
# Give the consumer a sense of possibility.

Knappast något nytt för en marknadsförare men det är ofta som man kan fundera om den nya teknikens möjligheter gör att marknadsförare och kreatörer glömmer bort att svara på den grundläggande frågan från konsumenten: “What’s in it for me?”.

(ClickZ/Advertising)

The speed and breadth in which a technology will be adopted is directly proportionate to the amount of control that technology provides people over some aspect of their lives. The more control it provides and the more important that aspect of their lives, the faster and more broadly the technology will be adopted.
Human beings like being in charge. We’re control freaks. We like controlling things, and we don’t like it when our control is limited.

(ClickZ / Advertising)