Women Leading Marketing Innovation

Written by: Sara Hassouneh

The worldwide Marketing showed significant changes over time. Some of the storytellers are about the rise of women and their role in shaping this ever-evolving field. In the early 20th century, advertising turned into a male-dominated industry. On the other side, Helen Lansdown Resor, referred to as the “First Woman in Advertising and Marketing,” many women are beginning to challenge the status quo.? Between the 1950s and 60s, many women worked in advertising and marketing, they worked in the shadows of their male counterparts. Today, women in marketing no longer meet participants, but they often play a very important role in highlighting the industry. Nowadays, The world of marketing is shown as a testament to the numerous contributions made by women. In today’s business landscape, women entrepreneurs are the power of effective marketing strategies. Last, marketing not only enables them to reach their target audiences but also empowers them to showcase their knowledge, skills, and unique perspectives.?

The Benefits Of? Having More Women in Marketing:

Here are some reasons why having more women in marketing:

• Provide creative ideas. Usually, women bring unique experiences and perspectives, allowing for innovative, inclusive, and comprehensive marketing campaigns.?
• Increased emotional intelligence. Some studies show that women tend to score higher on certain aspects of emotional intelligence, such as empathy. This can lead to highly emotive marketing campaigns, which can be very effective in reaching and influencing audiences.
• Identify gender issues in acquiring a product or service. Women can identify gaps in the availability of products or services to identify where the needs of female customers may not be met.
• Attracting customers who value diversity: Showcase your company as woman-owned and tap into the potential of connecting with customers who favor this stance on inclusivity — it could be an invaluable asset for building solid relationships.

Latest Trends Led by Women

Women are not only adjusting to those opportunities, but they are often the drivers behind them. They lead the industry from the digital sphere's power to ensure genuine campaign representation.?

Women Leading Digital Innovation

Nowadays, digital marketing has transformed business dramatically, and women are leading this transformation. Their expertise is evident in the swift adoption and adaptation of digital tools, ensuring that marketing strategies are current and future-ready.

Here are some statistics that have been analysed data from 50,000 influencers and 20,000 brands and advertisers:

• Influencers actively monetizing their content: 77% are female, 23% are male.
• Creators offering user-generated content services: 82% are female, 18% are male.
• Female influencers have the most followers compared to males, from 70 to 90% depending on the platform and follower count.

Real Stories, Real Women: Authentic Advertising

If we look at some campaigns that led to stereotypes, and align with real-life experiences:

• Dove’s “Real Beauty”: Led by Janet Kestin, the 2004 campaign aimed to challenge traditional beauty standards set by the media. Instead of just using images with traditional body types, Dove showed real women with different body types, sizes, ethnicities and races.

• Always's “LikeAGirl”: Launched in 2014, this campaign to redefine the phrase “like a girl“, from insults to compliments, is a strong effort led by Judy Joh in this campaign as they won this award using video interviews to show how public perceptions of the phrase change with age.

• Nike “Dream Crazier” campaign: In 2019, Nike released an Ad? attributed to Serena Williams that celebrated the accomplishments of female athletes and addressed the challenges and prejudice they faced, especially the ad blew up because it really shows women in sports and what they do to win.

• Sephora’s “Identify As We” Campaign: Celebrating the LGTBQ+ community, this Sephora campaign featured issues around gender fluidity and beauty.?

Women Capitalizing on Marketing Opportunities

Women in marketing create a more effective playbook for the industry by identifying the right opportunities and identifying the target. Their main focus lies in niche marketing, emphasizing the importance of details and authenticity, and in the global arena.

Women's Insight: Shaping Modern Marketing and Design

Women play an important significant impact on the rise of design as a consumer phenomenon – from the way products are packaged to the places they sell them. It is important to know that women exhibit high levels of skill in their purchasing behaviours; they are more interested in consumer trends. A large-scale media campaign alone will not be enough for female users, as they are now looking for product recommendations by frequenting publications and online portals. Women focus on the messaging and the ideas that tell their own story rather than being cut through with repetitive marketing tactics.?

Should You Promote Your Business as Woman-Owned?

Promoting your business as woman-owned is an individual decision and should be based on the type of clients you’re targeting. Here are some of questions you should ask yourself? before taking the decision:

• What are the benefits of marketing my business as woman-owned?
• What type of clients am I targeting?
• Will this help me stand out among competitors?
• Are there any potential negative implications to consider?