May 14 2009
But…girls don’t use computers!
Apparently, a columnist over as MSNBC has gotten a bit offended that Dell has launched a new sub-site called Della, targeting her side of the demographic pool. Well, except that they’re targeting women with interests in fashion, fitness, time-management and possibly mobile computing? And it looks like that’s not quite her demographic after all.
The author of MSNBC’s column calls it “condesending”, and “just plain dumb.” It’s offensive, it seems, because Dell’s first marketing targeted to women highlights a specific subset this author doesn’t associate with. But it’s their only effort targeting women, so therefore it must be about her.
Not that I recall an outcry when Dell targeted gamers, or music fans, but it seems they cross a line trying to appeal to a specific demographic of women.
In other news, Condé Nast Publications, published of Wired, The New Yorker, and GQ also publishes Vogue, Glamour, and Modern Bride. Goodness, it’s like they’re trying to reach different audiences! Should I be offended if they don’t have something for me? Actually, I’ve never bought any of those magazines, or anything else I see on the Condé Nast website. I relate to GQ about as much as I do to Vogue1. I have read the occasional article on Wired, that’s about as close as I’ve got.
Back over at Dell, I see nothing in Della or their Dell Lounge that appeals to my tastes, but I might in their gamer sub-site. Yay for me. Over time, I wouldn’t be surprised if Dell keeps branching out to other areas. I do not mistake their meager offerings for gross oversimplification or stereotyping. Nor do I think Dell’s attempts to relate computers to other topics like fashion or fitness are exclusive. They’re attempts to be inclusive to people who might not have related those topics to computers before.
Should anyone be offended by this? If Dell was offering an inferior product to a select market, I’d be right there with you. But the Mini’s and other laptops are the same products offered elsewhere on their own site, and it doesn’t look like Dell is stripping out any features to deliver a sub-standard product to this one demographic. If anything, I’m a bit jealous there’s more color options for accesories through this portal than the normal website2.
Dell isn’t out to insult you, or anyone. They’re doing what companies have done for ages: targeted marketing. And the ads they’ll run in magazines like GQ, or Vogue, or Wired will reflect the same audiences as well.
Nobody complains when they offer pink or green or jeweled cell phone covers. Computers are just as much a fashion statement as cell phones or shoes these days. And girls like pretty colors, they just like different pretty colors than guys. The author needs to get over herself and realize she’s not in high school anymore. The world is bound to not be what you expect it to be all the time. She needs to chill.