MediaPost- Engage Moms
Last feed update: Sunday April 20th, 2014 11:03:48 PM
We all know that today's mom is always connected, puts her family first, and expects only the best from her favorite brands. But why does this matter to content marketers? These "household CEOs" represent over a trillion dollars in household spending per year. Marketers who truly understand this audience can leverage great content to build loyalty and influence purchases.
When we were getting ready to adopt our little girl, I thought I was prepared for the inevitable life disruptions: sleep deprivation, diaper duty, feeding conundrums. But I was completely unprepared for one of the more overwhelming aspects of early parenthood: choosing baby products and gear.
Last week I had the privilege of attending Generation W, an annual event in Jacksonville, Fla., that brings together leaders and experts from around the country for a day of education, inspiration and connection for women. While this event is about inspiring thought leadership that will move people to improve their lives and communities, it also gave me some marketing-to-mom inspiration-specifically in a session led by public relations and social media consultant Angie Orth.
Latina moms are going to be the subject of the same fervor and focus that was put towards marketing to moms and social media back in the '90s. One in four babies in the U.S. are born to a Latina mother and, by 2015, that number will change to one in three, with their purchasing power estimated to reach $1.5 trillion. According to Nielsen, "they are now the primary or joint decision-makers in every major category including groceries, finances, electronics and family care." As with every demographic uptick, this will have major effects on brands and their shopper marketing strategies. Here's what we know about the rising influence of Latina moms and how brands can effectively reach them:
There was a day in the not-too-distant past when sponsors had only a few choices for event sponsorship in the mom blogosphere. However, as the space has matured and grown, so have the conferences that serve the assorted interests and experience level of mom bloggers. Before throwing your dollars at the same events you've been tapping, you may want to look at some of the exciting new options for 2014.
Like most of the internet this week, I have been in equal measure perplexed and amused at the now infamous term "Conscious Uncoupling." In case you've been hiding under a rock this week, Gwyneth Paltrow and Chris Martin announced their decision to consciously uncouple, and the internet exploded. However, if we look past the quips on Twitter and obvious "SNL" fodder, what we see is an extreme form of a trend that has been gathering pace during the past few years.
On Monday and Tuesday, I attended the 2014 Sandbox Summit, a wonderful meeting about the convergence of technology and education. One of the speakers from BuzzFeed mentioned that women share BuzzFeed information four times as much as men.
Wouldn't a brand be delighted to receive this kind of response to their product? "I saw it and I just had to have it." "My family would be so much happier with it in our home!" "I felt much safer after we bought one."
As a Hispanic woman raising kids in the United States, I'm especially attuned to the attitudes and challenges of moms like me. But in the past couple of years, I've noticed that a lot of big brands are tuning into our needs as well. The reason is simple: Between 2000 and 2010, the Hispanic population grew by 43% - that's four times the general rate of population growth.
In honor of National Women in History Month, I want to share some of the women who have inspired me with their marketing-to-mom greatness.
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.
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