The fields of technology, digital marketing and web design are still male-heavy. Advertising, too. It is estimated that women control 80 per cent of the purchasing power, yet only 3 per cent of Creative Directors are women, meaning that consciously or not, agencies continue to market almost exclusively to men.
Gone are the notions, in this country at least, of individuals with Trisomy 21, as it is also known, not being worthy of lovely clothes, of having to wear hard-wearing institution garments, of shameful regulation haircuts, of being 'put away and forgotten' as they were segregated from society in institutions.
At Raconteur we endeavour to have honest, frank conversations with the best of the best - we feel it's important to know how different field leaders, from advertisers and business people to creatives and consumers, think about the world of marketing today. So we interviewed Heidi Taylor, Head of Government & Public Sector Marketing at PwC...
This is what I've noticed about advertising (it's not a recent development, but I've been having such a dedicated, nightly liaison with Netflix that I've avoided television adverts for quite some time); only women like yoghurt. Particularly, women like eating yoghurt alone, in profile with their eyes shut.
HD Personality is built to help businesses and organisations deliver customer expectations; what should lead to customer experience and ultimately customer retention... almost all the resources allocated to re-branding exercises, crisis management and PR can be saved; if brands practiced honesty and directness in their communications.
Only about 25 per cent of online consumers impulse buy - a lot less than when they are in store. It's clear that online stores are currently missing a significant revenue opportunity. Rather than trying to define future purchases based on previous consumer behaviour, ambient ecommerce focuses on the 'here and now'.
Since the arse-liberating trend began in the 90s, we have become incredibly open-minded about revealing our bottoms, yet extremely prejudiced about how they should look like - size, tan, firmness, roundness... Everybody seems to have a vision of how a perfect bottom should look like - nobody is indifferent.
To be a master marketer, you have to be a master of content. But the 2014 forecast study by the CIM reported that only "44% of B2B marketers have a documented content strategy". The numbers suggest that thinking caps aren't on - marketers are pushing out content to tick boxes but floundering when it comes to producing strategic material that helps to achieve real business objectives.