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Women online : The Garden of Eden

Women online : The Garden of Eden. Who’s going to eat the apple ?. The Garden of Eden : Myth or reality ?. A community which creates powerful and efficient websites worldwide : Ivillage.com : 20 Millions UV – Revenues > $100 Millions

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Women online : The Garden of Eden

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  1. Women online : The Garden of Eden Who’s going to eat the apple ?

  2. The Garden of Eden : Myth or reality ? • A community which creates powerful and efficient websites worldwide : • Ivillage.com : 20 Millions UV – Revenues > $100 Millions • Glam.com : 20 Millions UV – Revenues > $100 Millions (Forecast 2008) • Aufeminin.com : 20 Millions UV – Project Valuation > EUR 280 Millions • An attractive segment which permanently gives idea for new projects : • USA : Ivillage, Sugar Inc., Glam.com, Martha’s Circle, … • France : Aufeminin.com, Doctissimo, Hellocoton, Vioo, Terrafemina • Yes, a reality, both for advertisers and publishers.

  3. The Garden of Eden : Myth or reality ? • In the US : One of the most dynamic growth among the online communities.

  4. Women online : “pink” talks or “green” bucks ? • Women are like ogres, … er … no – I mean Onions : they have layers ! (Shrek, Dreamworks SKG) • Daughter, sister, girlfriend, wife, mother, grandmother, active worker, friend, and more … • They play a role in every of these lives in the buying process.

  5. Women online : pink talks or green bucks ? • Women and buying decisions : • They are directly, or indirectly in the center of the main purchases of the households : cars, insurances, homes, loans … • Apart all the direct products linked to women (cosmetics, clothes, accessories, …), women are linked to the following segments : • Kids, education, health, career, travels …

  6. So, who’s the boss ?

  7. Women and marketing : “Don’t think pink !”* • Mars and Venus • Men talks : • “Take left at 90 deg, then walk 230 meters, then take right at 74 deg, you’ll find the shop” • Intel Pentium M Processor 740 (1.73 GHz/2MB Cache/533MHz FSB) • Women talks : • Turn left at the nice bakery (they are doing incredible donuts), then walk till you see the red and green shop of tea and coffee (their choice is awesome !!), and you’ll see the underwear shop in front of you.” • “Look, there is a lovely tiny box to store your brand new phone and a GPS with a list of the best places to shop in the city” • Pink is not the only color for women’s clothes, and women are usually thinking of the benefits as “lifestyle connectors”. * “Don’t think pink”: book from Andrea Learned

  8. Women online : what kind of websites ? • A female section inside a global portal or network : • MSN, Ladymail.ru, Yahoo, Tata.ru • A companion website : • Elle, Cosmo, Vogue, … • A destination website : • Ivillage, Glam.com, Aufeminin, WomanJournal.ru … • The 3 models are working fine altogether for advertisers who want to reach 100% of the female’s online audience. Efficiency may change, depending on the audience’s quality.

  9. But, who’s going to eat the apple ? • An apple ? What apple ? • The apple of the creation of a new world of real equality for women and men … but online only  • Who wants to eat it ? • If Adam was not alone in the Garden Eden, I guess everybody would have liked to eat it ! • Who will eat it ? • The Happy Few : The brands and sites who will really focus on a true, efficient marketing to women and willing to offer to Eve : • A car, a home, an insurance for her family, a diamond, a day cream, a night cream, a shampoo, a dress, nice shoes, a second car, a tour in Paris in Thailand, in Nepal, an efficient diet, a nice lipstick, an IT bag, a dinner, an Iphone, a Macbook thinair, …

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