There are many reasons why targeting men in your marketing is a good idea. The most obvious reason is that they make up the majority of consumer spending, and as such, it makes sense to market to them. According to the latest data, men spent an average of $35,018 a year, while women spent $33,786 annually. But there are other benefits too, which we will look at in more detail below.
Men buy more products than women on average
There are several reasons for this, but the main one is that traditionally women were expected to stay at home and look after the children whereas men worked and brought in an income. As such, they needed to buy groceries and other household items, as well as clothes and shoes for their family members. On the other hand, women were not expected to work outside of the home, meaning that they didn’t need to buy as many things.
Men are easier to target
Another benefit of targeting men is that it makes it easier for you to market your product. Women tend to discuss purchases with other women and as such, if you market to women and want them to buy your product or service, then your marketing will likely be through word-of-mouth. For a man, however, a purchase is likely to be a more solitary event and they will not go around telling everyone what they have bought.
Men are pleased to receive gifts
Thirdly, as an added bonus, men are often more than happy to receive gifts. You may not want to buy your boss a gift every time you have to give him some good news, but if it’s his birthday or Christmas, then there is no reason to hold back.
Moreover, men are often less vocal than women when receiving gifts. While a woman is likely to go on and on about the gift she has received, men will often keep their thoughts to themselves. This means that if you are looking for a way to ensure a gift will be kept secret, then there are few better options than to give it to a man.
Men are not as likely to complain as women
Men tend not to complain when they receive a gift. They may not be over the moon but they won’t complain about it either. Women, on the other hand, are often far more vocal about the gifts that they receive. If you are looking to buy someone a gift then it is likely to be far easier with men rather than women.
Men have higher incomes than women on average
One reason to target men in your marketing is their spending power. Data shows that income disparity between men and women continues to exist, with women earning only 82 cents for every $1 earned by men. This means that they are more likely to be able to afford your product or service, and as such, it makes sense to market to them.
They buy more expensive products than women and as such, if you want to sell a high-end product then marketing towards men is likely to be the wisest choice.
Most CEOs are male
As an added bonus, if you want to target high-end products then marketing towards men is likely to be the best option. This is because most CEOs are male and as such, they are the decision-makers in most companies. In any case, if you can get a man to make a purchase then you are likely to have a better chance of marketing towards women with the same product.
Targeting Women vs Targeting Men
All of these reasons make it more than worthwhile to target men in your capturing lead marketing activities. Not only will you benefit from more buyers, but they are also easier to target and they are pleased to receive gifts. All in all, if you want a better response from your marketing campaign then it is well worth targeting men.
However, this doesn’t mean that you should completely ignore your female customers and target only men. Women still spend more than their male counterparts on clothes and makeup. But if you have a high-end product to sell then targeting men is often the best way forward from a marketing perspective.
Where to best promote your products to men?
When you are looking for ways to market your product to men, the obvious choice is Google. However, this isn’t the only option. There are a variety of different options, both online and offline. The most popular is through paid media. This can be on TV, Google, or even social media.
What is paid media? aid media is where you use the money to buy advertising. There are two main subcategories of paid media – search and display. It is highly advised that you use both when marketing to men.
An example of paid media might be google ads in the search results, or adverts when you are browsing the internet. These aim to get you to click on an advert so that you can learn more about a product or service.
Another good choice is YouTube. This is because men tend to watch more video content than women. So if you have a video to showcase, whether it be for an advert or simply informational, then this is the best way forward from a marketing perspective.
Another online option is social media. This is popular because it often has a high user engagement rate, meaning that if you can get your message in front of the right people then you are likely to see success.
If you are looking for offline options then billboards may be one of your best choices. In the UK, men are more likely to drive than women, meaning that if you want to target people who will actually see the ad then men are the best choice. Another good option is to use bus stops, again because men are more likely to be passing them than women.
