Juliana Jackson, technical marketing and analytics extraordinaire, explores the question of whether gender segmentation in marketing is sexist. The episode discusses the concept of segmentation, the complexity of humans and labels, representation in marketing, and how to be a better marketer. They also share a LinkedIn post of the week and shoutout a community promoting inclusivity.
Gender segmentation oversimplifies the human experience and reinforces stereotypes.
Thorough research is crucial in creating effective marketing strategies and challenging societal norms.
Deep dives
Segmentation by Gender and its Sexist Implications
The podcast episode delves into the topic of gender segmentation and whether or not it can be considered sexist. The host and guest discuss the exclusionary nature of gender segmentation and the importance of representation in marketing. They argue that gender segmentation oversimplifies the human experience and reinforces gender stereotypes. The conversation also touches on the need for diversity in leadership positions and the role of research in creating more inclusive marketing strategies. Overall, the episode highlights the need to do better and move away from lazy marketing practices.
The Impact of Lazy Marketing and Lack of Research
The podcast explores the negative consequences of lazy marketing practices and the lack of research in segmentation. The guest emphasizes the importance of conducting thorough research to gain a better understanding of the target audience. They discuss how relying on vague stereotypes or incentives can lead to low-quality survey responses and inaccurate insights. The episode suggests various strategies, such as utilizing platforms that attract the target audience, using QR codes for easier survey access, and implementing qualifying questions to screen respondents. The guest emphasizes that lazy marketing is not only inefficient but also cowardly.
The Role of Representation and Diversity
The episode emphasizes the significance of representation and diversity in marketing and leadership positions. The guest discusses the importance of having diverse perspectives and backgrounds within a company to avoid exclusionary practices. They share personal experiences, including an incident where they confronted an organization for lack of representation in awards nominations. The episode highlights the need for companies to prioritize diversity and inclusivity in their decision-making processes. The guest suggests that progress can be achieved by hiring individuals from different walks of life and advocating for equal representation at all levels of the organization.
The Value of Research and Challenging Norms
The podcast explores the value of research in creating effective marketing strategies and challenging societal norms. The guest shares insights on the history of segmentation and the concept of the 'average man.' They argue that relying on averages and stereotypes restricts understanding and representation. The episode encourages companies to invest in research to better understand their audience and make informed decisions. The guest also discusses the importance of uncovering insights even in unexpected places, such as analyzing spam responses. The episode concludes by emphasizing the need to prioritize learning and experimentation in marketing practices.
Technical marketing and analytics extraordinaire Juliana Jackson has seen a lot of shitty marketing. She joins us to explore a big question with some surprising answers: Is segmenting your audience by gender sexist?
In this episode, Tracy and Juliana discuss:
00:00 Intro
05:03 Deconstructing 'segmentation' and 'sexism'
06:39 We self-segment all the time without knowing it
09:00 Humans are complex; so why do we love labels?