“You Can’t Market Financial Services to Women:” I am currently exploring the issue of whether financial institutions are or should be marketing, communicating with and developing products and services for women – particularly in the digital and social arena. I found this article and the large number of comments worth sharing.
Before you jump to conclusions — and all over my head — read first, and then let me have it if you’re so inclined.
There’s renewed talk these days in financial services circles about “marketing to women.”
Renewed, because I remember that 11 or 12 years ago, in the height of the dot-com boom, start-ups emerged dedicated to providing financial services to women (I still remember Jennifer Openshaw coming into our offices telling us about the Women’s Financial Network). I haven’t been involved in the financial services industry long enough to know if there was focus on marketing to women (specifically for financial services) before the dot-com era.
Recently, the topic has reappeared a number of times in the past few weeks:
- In a CU Times article titled Marketing to Woman Require Cultural Change, Roger Conant writes that the reason why many credit unions’marketing programs don’t directly speak to women is that…
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