By Sally Keys (Sally Writes – sally@diamondmail.net) 

Research shows that women are 11% better when it comes to digital skills, including search, email, social media, digital strategy, planning, mobile, and big data, yet they make up less than one-third of the digital marketing workforce. Women may be better at giving personalized content, which is in high demand by consumers and better for business. Furthermore, women are finding new ways to put their skills to the test when it comes to mobile marketing.

Targeting Both Men and Women

Studies have found that women are more likely to respond to email campaigns and engage in bargains and deals. This information is valuable for shaping future digital marketing campaigns, particularly in terms of reaching all demographics. Female engagement rates mean that it’s equally important to know how to market to men who haven’t engaged or responded to previous campaigns.

One way to do this is by using online marketing analytics to not only show you which pages are visited the most and where on that page has the most mouse clicks in the form of heat maps, but you can also see what people are searching for. Once you have this information, you need to know how to use it. For example, if you’re working on increasing how many views your videos get, you can use the information to improve your SEO. You already know the keywords people are searching for, so put them into your video names and on your social media.

It’s All About personalization

Personalized digital marketing is extremely effective, and big data is making it easier to do this than ever before. Women tend to be more skilled at giving potential consumers a personalized experience that goes further than simply putting their name in an email. When creating a new campaign, it’s possible to read into previous purchases, online activity, and how engaged people have been in the past. This information can then be used to create a truly personalized experience. Research from a Deloitte study backs this up, finding that people not only want personalized communication, but they also want products and services to be tailored to them.

Analyzing and Using Mobile Data

Americans look at their phones an average of 47 times a day, so it’s more important than ever to advertise specifically to mobile users. Advertising on mobile devices needs to be done differently as potential customers shop differently on a smaller screen and when they’re away from their desktop. Analyzing mobile user data can help to get more customers through mobile devices, as well as increase shopper conversion rates, which is one of the digital skills that women have been found to be better at. Developing technology, along with big data, has helped to make this an easier process, particularly finding and advertising to new customers. It’s important to understand how to use this data to stay on top of such trends.

As women become more accomplished in the world of digital marketing, their skills will become apparent, which should lead to them better representation and employment levels in the industry.