![]() ![]() Leaving your chopsticks (kuàizi, 筷子) upright in your rice or noodle bowl while eating.ĭo not, under any circumstances, do this! In many parts of China, offerings of food are made to the dead with chopsticks presented in this way, and upright chopsticks in food generally connote death, so it’s a pretty serious taboo. Some are easy to avoid and others require a bit more effort, but all are worth paying attention to, so here are seven cultural no-no’s to steer clear of.ġ. Dare I mention the Women’s Network logo again.Chinese culture has been around for a long, long time, so it’s hardly surprising that there are some deeply-rooted cultural faux pas’ (faux pases? faux’s pas? Damn you, France!). The other big faux pas that happens more than it should is the use of phallic symbols in creative that’s meant to appeal to women. Marketers must consider life stage, culture, race, age, and sexual identity and other personal preferences when shaping creative. It goes without saying that women, like all people, are diverse. The best way to avoid this is to engage women in the creative process and identify exactly who your audience is and their specific needs and wants. ![]() It’s a lazy way to market that relies on stereotypes to sell. One of the most common faux pas that I see in marketing is when a brand paints women in a broad-brush approach and assumes that we all want or need the same thing. What are some of the main faux pas you see brands make when it comes to talking to women? ![]() Rapidly changing media platforms could mean that what was the right channel for your audience in 2022 is no longer the best option in 2023, so do your research.ģ. Once you know exactly who you’re speaking to, choosing the right channels is important to show that you’re in tune with your audience. Brands will need to be vulnerable and create content that incites emotion if they want to win hearts and minds. It’s about understanding your customer’s needs, desires, fear and challenges and engaging with them on an emotional level. An effective content marketing strategy starts with deeply understanding your audience beyond simple demographics. In 2023, content marketing will be a big focus for brands who want to attract loyal customers. This is true whether you’re targeting men or women. It’s about creating relationships through producing valuable, relevant and consistent content that seeks to improve a customer’s life. It’s our duty to tell women’s stories more often and be bold in how we break down norms.Ģ.What content marketing strategies are most successful when targeting women in 2023?Ĭontrary to traditional marketing where brands focus on what a customer can give them, content marketing is all about what a brand can do for its customer. ![]() To create more inclusive, and therefore more clever and effective marketing, we must include women at all levels of the decision making process. This trickles down into the tone of voice we use in communications, who we cater to, and influences unconscious gender bias. A quick glance at above the fold of most media masthead sites will tell the same story.Ī lack of representation allows stereotypes to be the norm. We lack diverse representation of women across all media channels, from TV and radio to digital.įor example, if you see an ad about property portfolio management, shares or wealth management, it’s almost guaranteed to include a picture of a middle-aged caucasian man in a suit. Over my lifetime and career, the representation of women has improved but progress has been frustratingly sluggish. Who we see in the media influences our understanding of the world and the roles that people play in that world. The media we consume is a reflection of ourselves and our society. Laura Prael, director at LEP Digital speaks to B&T about how brands should (and shouldn’t!) use content marketing to better reach a female audience.ġ.How have you seen the way media speaks to women shift both in your lifetime and your career? ![]()
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