Looking to reach women online? Try You Tube

Women are moving the needle in the YouTube demographics. And we are taking full advantage. This is not just women in the 18-35 year range either. We all know that boomers are the fasted growing segment of Internet users, but they are now becoming great social networkers too, embracing personal and professional networking sites like FaceBook, Linked In, photo sharing sites and posting videos to sites like Video Jug .

eMarketer recently cited heavy social network users as also being big online consumers of apparel and books. Another key indicator that women are moving more of their consumer and leisure activities online.

How 'PC' is too 'PC' in marketing... in life?

Christmas trees being pulled down from office lobbies and tokenism in advertising campaigns... how are we feeling about how diversity is reflected in the media and in our day-to-day environment? As Canadians we enjoy a truly multicultural nation and we are very careful to not offend anyone, anywhere, anyhow. But how far is too far? How PC is too PC? We went to the experts and conducted research with visible minority women-- part of our ongoing Salon Series on Diversity and Women.

Here is what we learned, understand and apply in our marketing practices:

• Stereotypes and tokenism are alive and well
• Ignorance and overcompensation (or being too "PC") is offensive
• Advertising campaigns that carefully drop "colour" into the picture often hurts more than it helps
• Advertising should be reflective of the market it is attracting. Period.

Best said by one of our participants, (authenticity is the primary consideration when it comes to diversity) "we need to ensure that the embracing of diversity is truly 'real'....that it is not done just at the surface but at a deep roots level".

So, attention all marketers... be careful about being too careful. Sometimes good intentions don't always translate into good results!

Nivea's human billboard

I love marketing, I love technology, and I love skincare. But Nivea's recent use of all three - walking and talking human billboard is not my cup of tea.

"The Adwalkers walk about in public places, malls, or other venues where the client's target audience is most likely to be, wearing a high-resolution video screen bearing the client's message across their chests. They are trained to have friendly conversations with interested consumers in order to qualify them for offers and promotional messages."

When it comes to shopping for skincare, women like personal recommendations and a comfortable environment. I honestly do not see myself being stopped in the street and voluntarily engage in beauty talks with a strange guy strapped in a techno vest...then be sent off to an exhibit. I mean, that is 15 mins of my life! Enough for me to check in with my girlfriends about the latest and greatest in the beauty world.

Maybe I just am not a Nivea girl.

Yes, You Can Measure Those Head-On Ads

Finally, someone explains how - and when - advertising works. Must-read for marketers.