MediaPost- Engage Moms
Last feed update: Monday March 10th, 2014 07:45:31 PM
Today's moms have an overwhelming amount of resources to turn to and more content to digest than any other generation before them. Search "new baby" and over 2 billion hits come up. That is information overload for a mom who is already feeling overloaded before the baby is even born and despite being a digital native. Thousands and thousands of recommendations, checklists, educational tips and opinions abound. There is no shortage of advice from friends, family, peers, influencers and celebrity moms, not to mention a huge selection of stores to buy from-large to boutique stores-both online and off.
Everyone is looking for the next best marketing initiative to connect their brand with moms and ultimately drive sales of their products. As marketers, you have most likely dabbled in all the new marketing programs on Pinterest, Youtube, Instagram and Vine. We all want to find the silver bullet - that one program starts the wildfire of word of mom! 2014 has seen a growth in two growing Mom Marketing trends- Ambassador Programs and In-Home Parties.
Recently, BabyCenter hosted its annual Insights Series to reveal the findings from its 2014 Millennial Mom Report. Since 83% of new moms are Millennials - women 18-34 - the report is worth sharing. The key takeaway for marketers: The best way to reach and connect with Millennial Moms is via their smartphones.
It can be a challenge for brands to reach busy moms who are exposed to many messages each day - from emails and online advertising to TV commercials and beyond. To stand out, brands must fine-tune their messaging to resonate with what moms truly value.
Quick! When you hear the word "Millennial," what words come to mind? How about "entitled"? "Unemployed"? Or maybe "living at home"?
The rise in consumer awareness, attention, and desire for a healthy lifestyle is unmistakable, and U.S. consumer spending for health- and wellness-related products now exceeds billions of dollars each year. Brands in all kinds of vertical categories are seeking ways to tap into this megatrend.
Yes, the Super Bowl has come and gone and, according to many a sportscaster and spectator, this year's Big Game was not quite as exciting as some had hoped-and that feeling of slight disappointment seemed to stretch from the playing field into the commercials. "The game was horrible. The commercials were slightly better than horrible," writes Derek Thompson in an article for The Atlantic - a sentiment felt by many inside and outside of the advertising world.
Liz O'Donnell, founder of Hello Ladies, recently wrote a book, Mogul, Mom & Maid, in which she conducted in-depth interviews with over 100 working women across the U.S. These conversations verified that for today's mothers, opting out of the workforce is simply not an option. She needs to work in order to provide food and shelter, and she is often the breadwinner of the family. The U.S. Bureau of Labor Statistics says close to 40% of working wives now out-earn their spouse - an increase of 50% in the last 50 years.
How to get into the mind of a woman? An age-old pursuit, and for marketers an imperative one. In this gadget-glorified, digital-forward world we live in, brands often turn to the next big thing when it comes to reaching the female demographic. I'm not saying that's necessarily a bad thing. For example, recent statistics from Pew Research show that a third of all women in the U.S. are on Pinterest, making it a strong tech pathway to connect with female audiences. However, I think that many marketers are a bit too keen on the brightest, new advertising practice, platform or strategy, often missing the boat when it comes to the tried and true.
The Consumer Electronics Show in Las Vegas each January is always a trip - in more ways than one. My favorite stop is always MommyTech, for its annual conference on innovations and trends in family-friendly technology and the opportunity to visit exhibitors that understand the importance of mom as a target audience. Following are some highlights from MommyTech and elsewhere at the show:
News of NSA spying and consumer security breaches like the recent Target hacking have exacerbated mothers' concerns for their own privacy and for the privacy of their children online. In fact, in our latest study, "The Truth about Privacy," we found that 71% of U.S. parents say they are more concerned for their children's safety than their own.
Everything we do to plan, celebrate, and commemorate important occasions is making the transition to the digital world. Today, the modern event planner uses new web and mobile technologies to make their lives easier. Invitations have transitioned online. DIY is on the rise because of sites like Pinterest. Social media and blogging have made it easy to visually document and share party ideas. Party hosts - the majority of whom are women - turn to the web to find everything from recipes and decorations to favors and supplies.
As an avid Spartan Obstacle Race participant, I know how satisfying it can be to set goals and achieve them. Last year, I challenged myself to earn the Spartan Race Trifecta Award by completing three Spartan races in one year - and I did it! It took a lot of focused, physically demanding training, but by keeping my long-term goals in mind, I was able to pace myself and stay the course.
Marking one month until the start of the Olympic Winter Games, Procter & Gamble recently unveiled it's latest "Thank You, Mom" commercial: "Pick Them Back Up."
Every year, a multitude of research is done on today's moms. Has much changed since marketers turned their focus on her and her trillion-dollar spending power? We've seen some shifts, but surprisingly, a lot of factors remain the same.
In the past, I've provided my annual list of trends in marketing to moms. Call it age. Blame it on Twitter or SnapChat. I feel the need to be short and sweet to get to the point; social media has trained me well. You want to connect to moms. Times are a-changin' and marketing budgets aren't growing. It's important that you make the most of your resources and show a result for your efforts. In light of all this, I decided to drill down the trends I see for 2014 to tactics you can execute today.
Mom blogs and news sources alike have been atwitter this week on the case of Ethan Couch, a Texas teen who was let off without jail time despite killing four people while driving under the influence of alcohol. Couch's lawyers argued that he suffers from "affluenza," a condition that they defined as an inability to associate actions with consequences, as a result of growing up in a wealthy household, where money was always used to solve any problem. Ultimate culpability, they said, does not lie with him, but with his parents, who failed to instill him with a sense of responsibility and brought him up with a disproportionately large sense of entitlement.
As we speed toward the end of one year and the start of yet another, here's a quick look back at some standout 2013 mom-related trends.
Moms rely on technology more than the average American. Not only are moms connected all day, but smartphones, tablets, and social media are critical to their everyday life. As the household CEO, much of mom's daily life - from ordering groceries to paying bills to sending birthday cards - is online, using technology that didn't exist 10 years ago. For most moms, new technology is a time saver.
A variety of studies over the past year have confirmed that moms, really, really like smartphones. Estimates range, but we can safely say that between 50 and 90% of moms of young children have smartphones. And they spend a significantly longer amount of time on their phones using apps and visiting websites than non-moms.
2013 has been a wild year of fast-moving consumer trends and industry evolution. We've watched the continued explosion in smartphone usage and the introduction of tons of new personal devices. We've marveled at the rocketing rise of Vine, Pinterest, and Tumblr. We followed the Twitter IPO with great interest and scratched our heads a little when Snapchat turned down Facebook's $3 billion offer. And don't forget this year's surprising holiday shopping trends. Doorbusters on Thanksgiving Day? It's enough to make a marketer's head spin.
Tis' the season for big spending-from electronic and toy companies to hardware and craft stores, retailers are doing their very best to help Mom and her family get the most out of this holiday season. But, what if your business doesn't have traditional "holiday finds" such as clothing, jewelry and toys? Instead of just offering gift cards and throwing up a few snowflakes on your front window display, think of new ways you can help Mom during this festive and busy season. Here are a few ideas for some non-traditional holiday industries.
The phrase "mommy blogger" often conjures up visions of a mom with her hair thrown back in a ponytail, planted in front of a laptop and working away in her yoga pants. But for many, blogging is not just a hobby, it's a profession.
For the holidays, I decided to spread good cheer through song. As this season flies by due to a late Thanksgiving, I hope 2013 was a success and your 2014 plans include effective strategies, like those listed below, to reach moms. Since you (luckily) can't hear me sing in a written post, sing the tune to "The Twelve Days of Christmas" in your head for the full effect.
At this time of year when we traditionally reflect on those things in our lives for which we are thankful, we asked moms of kids aged 12 and under through the research community HearWatchSay to share their thoughts about the specific devices and technologies for which they are most grateful. In analyzing their responses, perhaps even more illuminating for marketers than the items that made moms' lists were their rationales for including them.
We all know that the magic of the holiday season lies with children, but what we perhaps didn't anticipate is just how excited the parents get. An early release of the research study by Truth about Shopping focused on the holiday season, and revealed that 69% of parents say that holiday shopping is their favorite type of shopping (versus only half of people without children). Parents are more likely to say they're happy, excited and passionate about the prospect of shopping this holiday season compared to non-parents. While it would be easy to assume that they are merely excited for their offspring, our data has revealed that this is not the whole story.
We started working with mom bloggers nearly eight years ago, at a time when hardly anyone knew who or what they were and persuading brands to trust this new and mysterious form of media was a lengthy, painful and, for a long time, unsuccessful experience.
With Pinterest back in the news with its latest attempt to monetize their site, it is probably worthwhile to revisit how companies can make the most of Pinterest to make money for their brands. Pinterest is fast becoming the go-to channels for driving sales.
The marketing landscape is crowded -- and it's harder than ever to reach moms. One way to get ahead of the curve is to take an early look at some trends and factors that might impact marketing to moms in 2014. What's changing? What will stay the same?
According to a recent study from The Mom Complex, a unit of The Martin Agency, Latina moms represent a fifth of the total U.S. mom population and have become front and center with many mom-marketing brands. "I think marketers today embrace that Hispanics are important. But they're not taking the time to really understand their lives," said Mom Complex founder Katherine Wintsch in a recent interview with "Adweek."
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