AOL has launched its first site aimed at men’s consumer lifestyles. The site will feature a range of content from video showing viewers how to become a Renaissance Man in 60 seconds or an interactive map of every micro and macro brewery in America.
Marketing on this site would seem to be a no-brainer, except for the fact that evidence continues to emerge that men defy social retail stereotypes. According to their stereotype, they spend little time on price comparison and even less time on social networks researching these purchases. According to the Social Shopping Study, which found that men are more likely than women to conduct five of six social shopping activities. They more frequently research product information, read reviews, compare products, find product availability and get store information via social networks, shopping and deal sites.
Marketers of Mandatory who don’t target the appropriate male demographics, may be doing themselves a disservice.
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