Connectonomics – What do Arab women need?

Although the title would suggest, this study is not about men-women relationships, but actually about what Arab women NEED, which CHANNELS Arab women use to address those needs, and how marketers can CONNECT with them. 

What do Arab women need? The study, which was unveiled at the Marketing for Women conference, shows that there is much more in common across demographic groups of Arab women than different. Whether she’s a boomer or millennial, she has kids or not, she is working or not, there are more similarities than differences when it comes to her basic needs. The needs are mainly focused on personal growth: being able to express herself; educate and improve herself; be the best person she can be in whatever situation; and having a balanced lifestyle.

Which channels are Arab women using to fulfill those needs? Content sites, such as: women’s lifestyle (e.g. Helwa, Arb3, Alfrasha), special interest (i.e. focusing on one specific topic like babies) and review sites (e.g. Tripadvisor, Amazon). Also email and social networking sites are covering a wide range of her needs.

How can we use all this information to get the message across? Women are most receptive to marketing messages (ads/branding) on content and social networking sites, and by email.

We are planning a road show across agencies in the coming period to share greater details of this study, so stay tuned!