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E-Tech Celebrates Women's History Month

As we look back on past decades, it is clear that a marketing revolution is taking place. Marketing to women has evolved from the homogenized versions of advertising in the 1950's, to today's multichannel, culturally competent approach. If we look at a timeline of "stereotypes" we get a clear picture of that changing landscape.

In the 1950's, June Cleaver was the iconic female figure. Back then, 80% of Americans were married, and this statistic was certainly reflected in the advertising of the day. It was a question of "why market to women?" since conventional wisdom dictated that it was the man of the house who made important purchasing decisions.

Moving into the next decades, the 1960's and 70's saw an important change in thinking about a woman's role in family and society. It was the beginning of the feminist movement, with women like Gloria Steinem in the forefront. While still at home and in most of America, traditional values prevailed, we were just starting to see and feel that women could not only be in the corporate world, but could also be independent and strong minded.

As we move into the 1980's and 90's the idea of the "Superwoman" or "Supermom" appeared at least on the surface to be fully fleshed out. This was the era of movies like Working Girl and Mr. Mom, portraying women as being able to do it all. However, there was still an underlying theme of these women being frazzled, running themselves too ragged, and perhaps having a less than competent partner in life to help her navigate through.  

Fast forward to the 2000's and beyond. Marketing to women in the current day takes the best of all those previous ideas and combines them with cultural competency and recognition of non-traditional family structures. Most importantly, instead of asking "Why market to women?" we need to ask "How can we most effectively influence this important demographic?"

Some important statistics to take away from this discussion:

•   60% of current Internet users are women.
•   Women use the internet to do everything: manage and maintain their household, pay bills, do research and socially network.
•   25 million women regularly share advice, knowledge, ideas and opinions via blogs and social networking.
•   Women are the primary decision makers, or "Chief Purchasing Officers" in most households.
•   50% of all do-it-yourself purchases are made by women.
•   89% of all household bank accounts are managed by women.
•   80% of all healthcare decisions and purchases are done by women.
Today's woman is still evolving, as all the women of past decades were quietly doing as well. In marketing to women today, it is essential to look beyond the "icon" of the decade, and to gain a deeper understanding of how trends will affect the social and socioeconomic status of females in our society. Our landscape is changing, and so brands must adapt to that change in order to stay relevant to this most important consumer.

Ethnic Technologies, LLC - Multicultural Insight
Ethnic Technologies, LLC is the platinum standard in multicultural marketing. The result of over 40 years of continuous ethnic, religious and language preference research, E-Tech allows clients to segment their database by ethnicity, religion, language preference, Hispanic country of origin and gender more accurately and comprehensively than any other approach. The EthniCenter® offers an Assimilation Index, which distinguishes Hispanic individuals based on their ability to speak their Native Language or understand the language of their prevailing culture. E-Tech incorporates a unique approach for the different Hispanic Countries of Origin. After identifying their specific names, E-Tech does a neighborhood analysis using multi-sourced information compiled from our research team. From that data, E-Tech is able to accurately identify the Hispanic individuals' Country of Origin. The incorporation of Enhanced Neighborhood Analytics (ENA) technology in E-Tech Version 7.3 establishes a new and unprecedented level of granularity and completeness in the ethnic marketing industry. Clients also benefit from and acquire ethnic mailing, telemarketing and email lists for both the United States and Canada. The analytics department at E-TECH offers ethnic data appending services and mapping to provide businesses with an overview of new and existing markets.

Contact Karen Sinisi, at 866-333-8324 ext. 117 or karens@ethnictechnologies.com.  Visit www.ethnictechnologies.com.