Admit it, when you think of marketing and customers, you automatically think of women. And to a certain extent, we can forgive you for that. In most cases, women tend to make the purchasing decision, especially when linked to certain kinds of products and services.
However, marketing to the modern man means that you are taking a step into the unknown as knowing the purchasing behaviour men, and understanding why and what they are shopping for is important. Add into this mix the power of social media and you will find that there are some myths developing.
For example, do you assume that men don’t search for bargains? It seems that this assumption is wrong. Men are looking for a good price for a quality product but approach purchasing in a different way to women.
Trawling the statistics
We have taken a look at some data and statistics so that you have a better idea of what it is men are looking for, when it comes to shopping and making purchasing decisions that is…
Firstly, we found that men aged between 25 and 40 years of age (usually fathers too, according to the data) are influenced by the results of major search engines, reliable information from a Microsoft survey. This survey goes on to suggest that a mix of both search engine optimised material, along with targeted pay-per-click adverts are the most effective ways of getting your business notices by men (if they are, in fact, your target consumer).
Secondly, men use the power of social media networks when they are researching products, a statistic that came out of a sizable survey of 1,000 plus social media users in a New York City based survey. From this survey, experts concluded that like women, men like the idea of a product having a story to it; rather than just ‘advertising’ your product, tell your makes consumers why buying from your business is better than buying from your competitors – BUT, keep it positive and focussed on your business, rather than slating the opposition (no one likes the sore loser/victim stance!).
Get the data – get the right eye balls looking at your products and services
Like all marketing, you really do need to know who will be making the purchasing decision when it comes to your kind of product or service. If you are in a market that depends on male consumers, then you will need to bear a whole help of statistics and data in mind…
- 50% of men, aged 25 to 40 are influenced by both digital adverts and banners – bear this in mind when you look at both your online and offline marketing activities
- 68% of male smartphone users are more likely to make a purchase from mobile ads – 10% more than female smartphone users
- 44% of men, aged between 25 and 40, use social media and are influenced by it when it comes to making purchasing decision
- 44% of men will tell friends of a positive experience of buying online
- 90% of women will consult with their male ‘other half’ in the event of making what are known as ‘big ticket’ items – again, an interesting statistic depending on what you sell
- 54% of men will use social media networks when researching products or services they want to buy
- 58% of men will consult with 4 or more sources of information before they purchase an item
- 41% of ‘affluent’ males will make the majority of their purchases through sites such as Amazon
- 43% of men found shopping online a relaxing and enjoyable experience
Marketing to the modern man – the 3 factors to bear in mind
Statistics and data are all well and good but, applying this information in reality can be a little more daunting a prospect. Marketing to male consumers has always been slightly off-centre and more than a little odd; if ever there was a ‘group’ within the wider consumer market that was generalised within the marketing world, it has been men. But, times are changing…
Ditch the clichés
Seeing every man over the age of 25 as a slightly off-beat, sock –and-sandals dad is not going to do you any favours. Finally, this rather awkward appearance of men as consumers is starting to fade and, experts believe this is in part, thanks to the ability of men to now take paternity leave and the like, being more central to family life and parenting that ever before. Being a proactive parent, and deciding to leave the office early to read the bed time story is now more acceptable.
Adverts have, for a long time, shown men to be one-dimensional and less well-intentioned; also, many of the adverts show men in very masculine roles and activities. Just look at the male birthday cards, limited to golf and football from some manufacturers…
Reach out to male consumers, directly
In the past, many adverts and marketing ploys for products aimed at men as the final consumer, have attempted to harness the persuasive power of the female in the home first. In other words, if the wife or girlfriend agreed with the purchase, then the male was more likely to purchase the item.
However, it seems that this is no longer the case (although some experts suggest that this may not have been the case in the first place!). If your product or service is aimed at men, then target the male consumer; don’t bother trying to get the women in the house to make the decision… be bold and confident in your language too!
Consider their unique needs
Look to the big brands for inspiration as to how they target men at certain times in their lives; the best companies and products to take note of are men’s toiletries. Although many of these products are made by the same company, the marketing and advertising of their products differ depending on the age group and life-stage their male consumers are deemed to be at… and the language and marketing activities reflect this accordingly.