January 19, 2001, 12:00 AM

For Web Success, Think Like A She

Don Davis

Editor in Chief

If merchants want to make a fortune on the Internet they should think like a woman, not like a company, says Chicago-based advertising and marketing giant (www.leoburnett.com) Leo Burnett Co. A new study released by Burnett's marketing and insights group, LeoShe, reveals that women are quickly becoming the majority of online users and purchasers. To reach this growing segment, LeoShe says online marketers should form or be a part of a "metamarket," an online community of commerce that is strictly defined by consumers' activities and needs.
The study also says merchants should identify their female targets and learn about their online habits and interests. The report identifies several characteristics and five general categories of women on the Web, such as women who use the Internet frequently for purchases; through their kids; on a strictly professional basis; as their personal assistants; and for surfing, shopping and learning.

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