Targeting Women (in a Good Way)
Behavioral targeting is a common practice in Internet marketing. But what about gender targeting?
American Airlines has appointed Nora Linville “Women’s Sales & Marketing” and started a website devoted to the 48% of travelers who happen to be women. Unimaginatively named “Women Travelers Connected,” the new women-targeted website is designed to “connecting women who travel, and an example of American [Airlines]’s commitment to the growing women’s market.”
They’re trying to create a women’s social network through American Airlines. As a woman, I’m afraid I don’t really see the appeal. Though I do like discounts (which they’re offering), I’m just not interested in connecting with other people just because they happen to also be traveling. Maybe I just don’t travel enough, but I really try to avoid connecting with the people in the seat next to me on the plane.