"When we talk about marketing to women, we often assume that all women are mothers," Melanie Notkin told me during this week's episode of Marketing Smarts. In fact, she said, 47% of women age 44 or younger are childless.

We've all heard the joke about half of our marketing spend being wasted (we just don't know which half), what we have here is a case of failing to market to half of the potential audience—in fact, the half of the audience who are "some of the wealthiest women in America."

Read more: http://www.marketingprofs.com/podcasts/2012/8089/the-rise-of-the-savvy-auntie-melanie-notkin-on-marketing-smarts-podcast#ixzz21T0Z074B