Targeting Venus on the Web Financial Service Online (04/01) Vol. 105, No. 20 p.B7; Gauches, Claudia B.
Financial services providers need to adapt their marketing
pitch to the behavioral habits of women if they expect to make gains
among female Internet users. During a time when information-sharing and
networking on the Internet is at an all-time high, women seem the
natural target group for financial services marketers. By nature, women
tend to put others' needs ahead of their own. And because women
innately share their lives with those around them and are given more to
establishing new relationships and interacting with the companies with
which they do business, the Internet is the perfect venue to facilitate
these connections. What is more, women usually do not have time to
dedicate to all of their interests, which is why the Internet makes such
a good companion tool for them. In light of this, financial services
companies should get to know this audience, their likes and dislikes,
and start to tailor their advertisements accordingly.