MediaPost- Engage Moms
Last feed update: Friday December 13th, 2013 09:51:10 PM
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."
Whether you're for or against the Affordable Care Act, one thing's for sure: Healthcare is on everybody's minds. If you're a mom, of course, that's nothing new. Our 2013 "Dr. Mom Report" shows that women become hyper-focused on health and wellness as soon as they get pregnant - a focus that remains strong throughout their kids' childhoods.
As I travel the globe talking about moms and engaging with brands desperate to connect with these powerful consumers, I spot random examples of good marketing, bad marketing and trends. Often, they don't warrant an entire blog post so this month I assembled these random thoughts here. If you would like a longer blog post about any of them or further information, feel free to leave a comment, and I will gladly address it in an upcoming month.
Multiply the $2.5 trillion of purchasing power controlled by mothers (BSM Media) by the 50% of moms who used a mobile device to make or influence purchases last year and what do you get? Okay, I know you can't multiply unlike terms, but work with me here. You get a plethora of spending power funneling into one channel to buy, or influence the buying of, a wide variety of goods and services. What this means for marketers looking to speak to moms-and engage with them in new way-is that the mobile channel and the mobile device should be the linchpins of any brand's strategic marketing plan.
Will becoming a mother cost you a promotion? I know I've often wondered where I might have gotten to if I had opted to not become a mom.
Is the 2013 holiday season going to trend toward an improvement in marketing consumer electronics to women? Or is a quick retooling needed to improve sales?
As Halloween fast approaches and moms the world over finalize their children's costumes, what if we turn the tables? What if we consider the "mom" costume? In our Truth about Moms study, the tension faced by mothers to represent a traditional vision of motherhood versus staying true to themselves came up time and time again. Indeed, half of moms globally agree "I am a mom but I don't necessarily want to look like one" with this rising to 61% in India. It seems that today's mothers are looking to shed outdated associations with being a mom and present themselves to the world in a far more honest way.
Back in June, I posted an Engage:Moms article citing a survey we had done about dads' role in household purchasing decisions. Based on our long-term experience with moms, we strongly felt that the sudden big buzz about dads' involvement was significantly overstated - more aspirational than actual - and that part of the misperception resulted from the fact that the bulk of feedback for existing research was coming from dad alone - without mom's input. We stated clearly at the time that our survey was very limited - reflecting responses from only 200 moms - and that a broader study was necessary to support those findings.
Content marketing doesn't have to be a burden for brands. There are several ways mom-focused brands can tackle particular issues around content marketing.
Much of the talk among brands today is around "scaling content." Following on the heels of Big Data and Social Media automation comes the discussion of how to scale content.
If my 5-year-old son and 9-year-old daughter had their way, we'd get our Christmas tree up and decorated the day after Halloween. They're not the only ones getting excited about the coming season. I'll admit that I'm a sucker when stores start piping in holiday music several weeks before Thanksgiving. I've been known to buy gifts so early, I forget about them until I find them hidden in a closet sometime in January.
What is your definition of content marketing? According to a recent article on Forbes.com, content marketing is about "providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness and positive sentiment." In short, successful content marketing is the foundation on which long-term relationships are built, especially if those relationships are with mom consumers.
The power of today's social media connected moms is never going to go away. If anything it will continue to grow. According to a study by comScore and BabyCenter, more than 90% of moms use social media regularly and of course, those are moms with children under the age of 18. Last Year, eMarketer estimated this group to be an astounding 35.7 million women.
You are likely to find her sipping coconut water in a cafe while shopping on her wireless device. She's sporting Tom's shoes and garments tied to some kind of philanthropic cause. Her toddler sits in a stroller close to her, gliding chubby fingers comfortably over an iPod. She's the Millennial Mom, and she's all the buzz in marketing to moms. To engage with this influential group of moms, it's important to understand what shapes her identity and behaviors.
Earlier this week, we launched the Truth about Affluence study that sought to redefine how marketers should engage with the top 20% of global earners. The study focused on a new era of Stealth Wealth, one where affluent consumers are more inconspicuous than ever before. So what does this mean for parents within this growing affluent class? How does your attitude to wealth change when you become a parent?
It's easy for marketers to become overwhelmed by social media. There are so many social networks, and each one can seem essential to your brand's success. However, it's not necessary to spend resources on them all. Rather, pick the channels that make the most sense for your brand. There are two key steps to determine which social networks are right for you. First, identify your brand's audience and goals. Second, understand the strengths that each social network offers to brands.
Getting ready for my program at ExpoEast next week, I've been thinking more about marketing natural brands. Placement in Whole Foods has been the Holy Grail for growing natural brands for years. However, as the industry matures, more sustainable brands seek to expand beyond the natural foods consumer to reach the vast majority of shoppers - mainstream moms.
As we all know, smartphone and tablet usage among moms is spreading faster than the common cold at preschool. 87% of moms now own a smartphone (up 34% from last year), and 61% own a tablet (up a whopping 110%!). They're also using them during every waking hour. 92% of moms use their smartphones in bed, and eight out of 10 moms sleep next to their smartphone. To me, as the developer of mobile solutions for moms, this trend represents two things: an unprecedented opportunity to engage with moms any time of day (or night) - and an unprecedented opportunity to make some very big mistakes.
In addition to the back-to-school rush, September also marks the beginning of a season that is often overlooked by marketing to mom brands: Football. Even if your brand doesn't specialize in youth sporting equipment or monogramed clothing, you still have an opportunity to connect with "football moms." After all, a "football mom" wears many hats.
Brands tend to want mom bloggers that have large followings and high Klout scores, but there is so much more to consider. Numbers alone don't give you the full picture of a blogger's influence and synergy with a particular brand. I was recently asked to vet a short list of bloggers that a PR firm had put together. The only things on the list were the names, Klout score and numbers of followers. You should never select a blogger on that basis alone.
As a consumer group, Millennials control an estimated $172 billion a year and influence $3,000 in family spending annually. Most Millennials enjoyed a prosperous childhood and are the most diverse population of women in the history of the U.S. (both socioeconomically and ethnically). Minorities make up 34% of this generation, up from 24% in the Baby Boomer category. For the baby market, the Millennials bring good news since it is predicted that these moms and moms-to-be will have more children than previous generations.
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