i-on-Women Study Highlights Top Brands that are Marketing to Women Effectively

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In a recent study by Insights in Marketing, LLC's i-on-Women, the team found the top five brands that market effectively to women include Dove, Amazon, Target, Febreze and Wal-Mart. The “bottom five” brands include United Healthcare, Budweiser, Mercedes-Benz, Coors and Harrah’s Casino. Industries whose marketing fails to resonate with women include financial services, insurance, automotive and alcoholic beverage companies.

Top and bottom brands that market to women effectively.

TD Ameritrade, Mercedes-Benz and Orbitz are missing opportunities to connect with baby boomer women at a time when they have the financial ability to embrace these companies.

A new study unveiled today by Insights in Marketing, LLC’s i-on-Women team found that even top brands are struggling to effectively market their products to women. The survey asked 1,300 women and 200 men which top brands effectively market their products and services. Of the 58 brands included in the survey, no brand received a response of more than 49 percent agreeing that the brand effectively markets to “her.”

“Today, women influence more purchase decisions than any other time in our history,” said Tinesha Craig, division director of i-on-Women. “And yet, marketers are clearly missing the mark on engaging and connecting with women. I-on-Women is working to change that by understanding her at a deeper level.”

Launched in the fall, Insights in Marketing’s i-on-Women team is revolutionizing how marketers connect with and win over women. This unique team of social scientists and marketing research experts leverages rich proprietary insights and innovative techniques to assist clients in effectively engaging and persuading women. The team’s expertise is guided by nearly 25 years of experience, speaking with women about some of the nation’s most prized brands. This study is the first of the team’s research to be published and its results underscore the need for i-on-Women’s approach of understanding what drives and motivates women.

The study also found that consumer product brands topped the list of marketing that is considered “effective,” but those brands still failed to appeal to the majority of women. According to this study, the top five brands that market effectively to women include Dove, Amazon, Target, Febreze and Wal-Mart. The “bottom five” brands include United Healthcare, Budweiser, Mercedes-Benz, Coors and Harrah’s Casino. Additionally, industries whose marketing fails to resonate with women include financial services, insurance, automotive and alcoholic beverage companies.

The study, which included U.S. women from a variety of age groups, incomes, ethnicities and geographic locations, also found that:

  • Women with and without children agree on top brands and bottom brands when it comes to marketing to women.
  • Multiple generations, including Millennials, Generation X and Baby Boomers, generally agree on which top brands effectively market to women. The generations vary slightly on bottom brands.
  • A number of companies, including TD Ameritrade, Mercedes-Benz and Orbitz are missing opportunities to connect with baby boomer women at a time in their lives when they have the interest and financial ability to embrace these companies.

To learn more about i-on-Women and this study, please visit their webpage.

About i-on-Women:
i-on-Women is a division of Insights in Marketing, LLC, a full-service marketing research consultancy that is changing the way marketers connect and win with women. To learn more about i-on-Women, please visit their webpage. To learn more about Insights in Marketing, LLC visit its Website, Blog, LinkedIn, Facebook page and Twitter feed.

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Lauren Russ
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