Marketers Not Doing Enough To Eliminate Gender-Biased Ad Targeting
- by Laurie Sullivan @lauriesullivan, January 28, 2019
Marketers feel the need to move away from gender-based stereotypes when it comes to targeting strategies, but many are confused about how to do it.
Stereotypes remain strong -- particularly in products for babies, laundry and household cleaners. About 98% of marketers target these products to females.
While some brands …
There are many occasions, conditions and products for which gender targeting still seems appropriate. Women don't get prostate cancer, but many know men who confront it; some are caregivers. eopleThe opposite is true for ovarian, uterine or breats cancer. Correctly targeted messages in these situations can be most helpfulk to the targeted people. Extreme examples? Perhaps. But there are other health and lifestyle situations that are common. The quality of the content - wording, imagery matter in achieving effectiveness.