Do Female Digital Marketers Need to ‘Lean In’?

Do Female Digital Marketers Need to ‘Lean In’?
SHARE
THIS


What best describes you?

At the end of last year, we released our Emerging Trends in Digital Marketing 2015 report. Flicking through its pages, I made a mental note of the usual highlights; offline spend still outweighs online (check!), personalisation is the next big focus for 2015 (check!), men think they’re better at digital marketing than women… (err, hang on a sec?!)

Yup, that’s right. When asked to rate their own digital marketing skills and knowledge, 38% of male marketers selected ‘excellent’ vs 18% of female marketers.

I immediately recalled that anecdote from Sheryl Sandberg’s Lean In, where the male college student assumes he’s passed with flying colours, despite putting in no preparation, while his female friend assumes she’s failed, after months of intense study. Is this statistic an indication of female marketers becoming their own worst enemies in the workplace? Or is there more to it?

Delving further into the numbers, there are clearly some areas of the marketing role that are favoured by both genders; for example, creative tasks (such as writing and working with designers) topped the list of preferred jobs (92% of female and 87% of male marketers listed this as their favourite task).

Both genders also enjoy working with digital technologies; interestingly, women actually rated this task more highly than their male counterparts (80% female vs 78% male).

When we get to interpersonal aspects of the role, the differences begin to emerge. For example, female marketers much prefer using social media (72% vs 49%), managing people (73% vs 60%) and managing events (52% vs 27%).

On the contrary, male marketers seem to gravitate towards number-crunching and revenue-related tasks, such as reporting to senior management (54% vs 48%) and working closely with sales teams (62% vs 41%).

Male marketers were also more likely to rank their organisation as ‘ahead of most competitors’ than female marketers (31% vs 24%). So what does this tell us?

Lean In is awash with statistics and anecdotes that, quite rightly, shock the reader; such as the 2012 study of thousands of political candidates which, despite all candidates having similar credentials, revealed that the men were 60% more likely to say they were “very qualified” to run for office than the women.

But, with researchers still struggling to decide whether a lack of confidence in females is a nature or nurture debate (or, potentially, a bit of both), the question remains: what could, or should, be done?

As digital continues to overtake offline, what does this lack of confidence around digital technologies mean for future generations of female marketers?

Nicole Stirling is the marketing director at the customer experience management firm Sitecore Australia.

 

 

Please login with linkedin to comment

Latest News

The Advertising ID Consortium Welcomes New Platform Partners
  • Advertising

The Advertising ID Consortium Welcomes New Platform Partners

The Advertising ID Consortium – the open identity solution for the digital advertising ecosystem – has announced new platform partners. Since the Consortium’s announcement in May 2017, the founding members have established a governance framework and product specification that includes an open and standardised cookie and accessible people-based identifiers, delivered in a secure, privacy conscious […]

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand
  • Marketing

Marketing Melodies Partners With Spotify-Backed Soundtrack Your Brand

Australian in-store music provider Marketing Melodies has announced an exclusive reseller agreement with Spotify-backed Soundtrack Your Brand for the Australia and New Zealand markets. Founded in Sweden in 2013, Soundtrack Your Brand was developed to kill bad background music. Its flagship solution, Soundtrack Business, is a music streaming platform licensed for commercial and public spaces. The […]

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia
  • Advertising
  • Marketing

Social Garden Becomes First Bronze Snapchat Certified Partner In Australia

Customer acquisition firm Social Garden has become the first business in Australia to achieve Bronze status on Snapchat. Among the new benefits Social Garden will receive as a result of its Bronze status is access to beta versions of Snapchat data tools, such as the Snapchat Conversion Pixel, as well as being among the first […]

Hypetap Appoints Nuffnang’s Chris Morfis As GM
  • Marketing

Hypetap Appoints Nuffnang’s Chris Morfis As GM

Influencer marketing player Hypetap has made its second senior hire in less than a month, appointing Chris Morfis as the company’s general manager. Joining from influencer marketing provider Nuffnang Australia, Morfis will guide Hypetap’s growing team, providing strategic direction to accelerate the company’s growth, as well as leading operations and managing relationships with key partners. Morfis’ appointment will […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]