Large advertising agencies are structured for mass marketing, but social media has orchestrated a shift away from the concept of a mass culture.

Consumers are talking, sharing, and researching more and as a result, broadcast technology no longer holds the first chair.

So you want your product or service to connect with a female audience?

First off, congratulations for having such a smart idea. Women account for 85% of all consumer purchases including everything from autos to health care.

But before you get started, think about the weight of this commitment. There is a right way and a wrong way to connect with your female audience. Let’s start with the wrong way.