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.

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