Gartner Research

Small Business Research: Marketing to Women-Owned Businesses

Published: 01 March 2019

ID: G00705755

Analyst(s): Marketing to Small Business Research Team

Summary

To successfully target women-owned businesses, marketing leaders need insight into female small business owners’ motivators, business challenges and interests for brand engagement. Use this report to gain critical customer-understanding information.

Table Of Contents

Table of Contents

Why Brands Should Take Notice

Women Entrepreneurship on the Rise

Supplier Loyalty

Audience Demographics

Industry, Age and Profession

Business Revenue

Motivators and Challenges

Satisfaction and Flexibility

Pain Points

Tactics for Reach and Resonance

Creating High-Value Brand Engagements

Gender-Based Image Preference

Channel Effectiveness

Conclusion

Recommended by the Authors

About This Research

Endnotes

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.