Moms have always been a target-rich audience for marketers. But, what's the best way to connect with Moms today? As always, today's Moms are on the look-out for deals. They're constantly on-the-go. And, they're pressed for time. These days, though, Moms are also more tech-savvy than ever before. Many new Moms grew up with the internet, so they're comfortable with digital marketing tactics and social networks.
How can you engage this new generation of Moms?
Here's a snapshot of recent research that offers some insights across three broad marketing categories:
Social Media
Earlier this year, a study by Arbitron and Edison Research, concluded that today's Mom is "THE" demographic group to target. After polling 2,020 people aged 12+ (330 of whom were Moms), the data showed that:
- Moms spend more time online than others over the age of 12.
- Choosing between the internet, TV, radio and newspapers, half of the Moms said they consider the internet most essential to their lives.
- 95 percent of Moms in the survey said they have heard of Facebook; 62 percent have their own profile page (56 percent of Dads do). What's more, if they had to choose between Facebook and TV, 24 percent of the Moms in the survey said they would keep Facebook and eliminate TV.
- 92 percent of the Moms polled have heard of Twitter -that's up from a mere 6 percent who said they knew about Twitter back in 2008. Interestingly, though, only 9 percent of Moms said they currently use Twitter.
- More than one-third of Moms follow at least one brand on social media. Of these Moms, 89 percent use Facebook to connect with brands.
- 63 percent of the Moms polled said they have watched video online. (Dads watch more, though.)
Mobile
What about mobile? Have Moms embraced mobile devices? Research indicates that yes, they have -in a big way.
The study by Arbitron and Edison Research found that more than one-third (36 percent) of Moms now own a smartphone.
The mobile ad network Greystripe dug a bit deeper and learned that among 239 Moms who use an iPhone, iPod Touch or Android device on its network, two-thirds now use their device in the shopping process. Moms are using their mobile devices to locate the nearest store (45 percent), compare prices (36 percent) and search for new products (31 percent).
In addition, the study revealed that 42 percent of smartphone Moms put their smartphones to work specifically while grocery shopping. These "smart" shoppers use their devices to: generate shopping lists (32 percent), look up recipes (21 percent) and comparison shop (14 percent).
Greystripe also found that smartphone Moms are receptive to advertising -and are as frugal as ever. More than half (55 percent) indicated that advertising plays a role in their purchasing decisions, and 91 percent said they prefer free apps with ads over paid apps without ads.
Direct Marketing
A few weeks ago, the Direct Marketing Association (DMA) and Mom365 released results of another new study involving Moms -this one billed as the first of its kind to look specifically at direct marketing behavior and attitudes of new mothers. Among the most salient findings:
- 95 percent of new Moms seek out digital direct offers.
- New Moms are most likely to opt into product and retailer emails (83 percent of respondents), rewards programs that use email (77 percent) and daily deals, such as Groupon or Living Social (61 percent).
- Nearly two-thirds (64 percent) of the new Moms polled said they had made a purchase via direct marketing in the past year, with nearly one-third (31 percent) reporting they had made direct purchases in the past month.
- 78 percent of new Moms in the survey feel special pricing and deals are an extremely important feature of direct offers.
- 84 percent of the Moms polled use Facebook; 72 percent "like" brands.
- Unsolicited emails were the direct marketing format producing the most dissatisfaction, with 58 percent of new mothers "disliking it a lot."
- About two-thirds of the new Moms polled (65 percent) like or accept some use of personal information for more relevant advertising, while more than one in four (27 percent) find the use of this information "crosses a line."
- Most (59 percent) of new mothers wish they had more control over who contacts them.
Clearly, Moms are embracing new technology, and there's no reason to think that trend won't continue to grow, particularly as mobile devices become even more user-friendly and wi-fi access expands. If marketers want to engage with tech-savvy, budget-conscious, on-the-go Moms, they need to plan accordingly and design content that's compelling, relevant and integrated with mobile. Loyalty programs, special promotions and discounts are likely to resonate, too.
"New mothers often face tough cost, time, and even travel constraints," Yory Wurmser, director of marketing & media insights for DMA, said in a press release. "The result: the vast majority embrace marketing that offers quick, relevant offers that save them money."
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