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Marketing to Married Women
Married women’s ages can run from 18 to 80, or more. The central thing that separates them from single women is that they will usually shop for other people in their household, such as a spouse and one or more children. Not every married woman has children, of course. Those that are married may not wish to have them, or make a conscious decision to put off having them until they are financially stable and at a good place in their chosen career.
Those who do have children will sometimes stay at home for at least a few years after their child/ren are born, in order to spend quality time with them and be assured of their child getting good day care. Sooner or later, however, they will re-enter the workplace, and their shopping will once again shift from mommy mode to the woman who wants to have it all - kids, career, great marriage, and more.
For that reason, marketing to married women is very much a case of appealing to their head first, then their heart. Almost all of the products a married woman buys are designed to not only improve her life, but the lives of those she is living with, or shopping for.
Targeting Married Women
Some married women have older parents to care for as well as young children in the home, sandwiching them between a lot of different, constantly competing demands. Anything you can do to make this woman’s life easier and still allow her to be sexy and glamorous will be a step in the right direction.
Even if they do not actually take out the credit card and click, women heavily influence all family purchasing decisions - up to 85% of all purchases, in fact. Even items traditionally seen as masculine purchases are impacted by women in a couple of ways.
The first is that women tend to take a 360-degree view of the purchase. What will it be like to own that car? Is that really the best computer for all of the family’s needs? What’s the best family plan available from each mobile carrier? They will research at the manufacturers’ sites, but will also look at social sites for recommendations and real users who can give them hands-on advice based on their own experiences using that product.