Women are unresponsive to social media marketing

A recent study has revealed that 75 per cent of female social network users are uninfluenced by social media marketing which leads them to buying channels.

The report, conducted by ad:tech Chicago and Q Interactive's Women Channel, revealed that while females were "exceptionally engaged" in sites such as Facebook, they were largely uninfluenced by online brands and frequently "turned off" by them, Reuters reports.

Matt Wise, president of Q Interactive, commented on the findings, stating: "There lives a growing impetus for marketers - especially [those ...] who enjoy a majority female customer base - to build a better connection with women in the dynamic social media landscape."

Women outnumbered men in many social media spaces, but that only half have either befriended or become a fan of a brand on such a site, Drew Ianni, chairman of programming for ad:tech Expositions, said.

In light of this, the challenge for marketers was to create a successful partnership with female users.

According to recent research by comScore, MySpace and Facebook deliver more than 80 per cent of advertisements among sites in the social networking category in the US.

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