A 2006 survey of 143 women by Women in Consulting, a professional networking organization in San Jose, California, found that 66 percent of those surveyed had launched firms that focus on marketing — from public relations to brand management. Turns out that marketing is a strong draw for businesswomen….
Francesca Di Meglio, a Monster.com contributing writer, says in her recent article, that “strong quantitative skills, a good education, and a strong role model can help convert that attraction into professional success.”
According to Anne Roggeveen, assistant professor of marketing at Babson College in Massachusetts, women want jobs that require creativity and vision.
“They enjoy understanding people and their needs,” she says. “And no matter what the marketing position — from managing consumer packaging to Web marketing — keeping people interested in a company or product by speaking to their needs and wants requires both.”
Personally, I love marketing and communications for these very same reasons. I have always been involved in
creative activities since childhood, and all my jobs and career paths have given me creative outlets. I also like
the business strategy, helping clients define their objectives and then guiding them on the tactics that can get
them there.
One would think that these two marketing features are a dichotomy of interests. In many cases, some marketers are better at one focus than the other. Even experts say one of the major blunders most women make is forgetting their quantitative skills. “Marketing should always positively influence the bottom line,” adds Di Meglio. “Women marketers, therefore, have to be able to analyze numbers to make sure the work they are doing is driving business.”
I’ve done different things in my life so far, from professional singing, to television, to teaching, and although
one can never say “never” or “forever,” I think I’ll be in marketing for quite some time. It’s a real passion.
What about you?
I remember back about 15 years ago when I was deciding on a “concentration” in business school. When I finally decided on marketing, I was tickled pink to find the ratio of women to men in my classes was darn near 3:1. It made for a great three years!
Paul — Funny anecdote!
You makje a good case for women finding creative outlets for their strengths in marketing, Elain. This topic would make a great conference – thanks for the inspiration!
Glad the post inspired you, Dr. Weber. Don’t forget the amazing women who contribute to the Daily Fix when you plan your conference speakers!
Thanks for bringing this up, Elaine. When I tell people that I got a B.A. in Pol. Sci. (what?) and never took graduate marketing classes, they are often surprised. Instead, it was my natural leaning toward the “creative and connecting” side of things that meandered my way into the field and toward writing about it. Men and women both have those more empathic (or R-directed, as Dan Pink would call them) brain traits, but to varying degrees. Women in marketing could really start to teach men what those traits are and how they can tap them for themselves. People often ask me if I think that only women can sell or market to women, and to that I say NO. Men may not realize it, but they CAN tap a lot of the same “women’s way of thinking” that are now so rewarded in this conceptual age.
True, Andrea. Perhaps women can learn from men more about the numbers side of marketing, accountability and logic, and men can learn from women about the touchy-feely part. Both are required to be successful.
As for needing to be a woman to market to women, one could ask this question for any category. Do you need to be African-American, have a disability, or be gay to market to these audiences, too? The market research has the answers.
I could never profess to know what Asian, 35-year-old women think, as I’m not one. Just because I have gender in common doesn’t make me an expert.
In fact, I couldn’t even speak for Baby Boomer white women either, although I do fall within the demographic. I have a clue, but I’d still need the research for due diligence. Otherwise, it’s a crap shoot.