Internet marketers have been advised this week that targeting businesswomen is very different to engaging with their male counterparts.

Following a recent report from the Center for Women’s Business Research, BizReport states that an increasing number of female entrepreneurs are entering the business sector and that advertisers would do well to recognise this.

It is reported that "attracting successful businesswomen is not the same as targeting successful businessmen" and that for online marketers looking to reach this growing demographic it is important to recognise that women and technology [go] hand in hand".

The research found that 83 per cent of females in business take an active role in the purchasing of hardware and software and women are increasingly concerned with how they can improve productivity with technology products.

It was noted that the study showed "female-owned businesses are growing at twice the rate of all other firms" and that as such "attracting female CEOs and presidents is more important than ever".

According to BizReport’s Kristina Knight, marketers should acknowledge the different way in which women react to business ventures and how they view brand identity.

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