Resources - Mature Market Headlines

Marketing: Targeting women is tricky; better to gauge abilities

Bank Technology News, 7/1/07

Abstract:

When it comes to reaching out to women investors in cyberspace, mutual funds are coming up short, and it could be costing them business in more ways than one.

Corporate Insight says that most mutual funds don't provide any information or services specifically targeted at women on their Web sites. That's probably a good thing, because on the minority of sites that do target women some of what's provided is outrageously dated and embarrassingly out of touch with gender realities.

True, there has been research to suggest that, broadly speaking, there are differences in the way men and women view the role of money in their lives...But when it comes to the nitty-gritty of investment planning, what really counts is how sophisticated the investor is, not where they prefer to shop.

> Read the full story > Return to 50+ Headlines