Moms are the administrators of their households and control about 85 percent of household purchases. That’s approximately 2.1 trillion dollars of spending per year. That’s trillion with a “T.” Effective marketing to moms means more sales for your business.
Today’s moms are different than those of 20 years ago. They are older, better educated, more culturally diverse, less likely to be married, more cause-oriented, heavily engaged in social media, and extensive users of smart phones. These characteristics are important in targeting your advertising and marketing message to reach them.
The current mom demographic represents one of the largest spending groups on the Internet. Moms see the web as an important medium to research and purchase products. The fact that moms are so web oriented makes online advertising an important channel to reach them.
About one in five online users are moms between the ages of 25 and 54 with at least one child under 18. In fact a recent report revealed that mothers of school age kids spend more time on the Internet than their kids do.
Moms are heavily engaged with social media. Compared to the general adult population, moms are more likely to use smartphones and computers to:
- Be involved with social networking
- Become a fan of a brand
- Post status updates
- Share photos
- Comment on other people’s postings
- Link to online content
- Follow a celebrity
- View online videos
Moms Share: Moms who blog are major social media influencers, spreading the word about products and services. In the U.S there are close to four million women with children under 18 who write blogs covering a wide variety of topics important to other moms.
Smartphones Rule: Because today’s moms lead such a hectic life, they are turning to smartphones as a tool to help them cope with their multi-tasking lifestyle. Moms are adopting smartphone technology at a faster pace than men. In fact, they are the fastest growing buyers of iPhones. They are also more likely to use their smartphones to their full capabilities.
According to Babycenter’s “21st Century Mobile Mom Report” overall adoption of smartphones among moms has risen 64 percent over the past two years and 51 percent say they are addicted to their smartphone.
In addition to accessing social media, Moms are more likely than average to use mobile technology:
- To search for health and wellness info
- While shopping, including receiving smartphone-related coupons
- To text their friends rather than calling them
Moms are Responsive to Mobile Advertising: An always connected mom creates a lot of opportunities for marketers. Mobile marketing to moms is an effective way to target them. The Babycenter report found that 68 percent of moms use their smartphones while shopping. In fact 62 percent use shopping apps to research various products and to compare prices.
The survey found that moms love convenience in mobile ads. Coupons, nearby local deals, and bar code scanning are the most appealing features of mobile ads. Nearly half (46%) of moms reported taking action after seeing an ad on their smartphone.
Another survey of moms by About.com reported that the types of ads that engage mothers are best experienced online.
According to the survey results, moms who viewed online ads took the following actions:
- 53 percent visited the product website
- 51 percent printed the ad or coupons
- 48 percent did more research online
- 44 percent clicked on the ad
- Nearly 4 in 10 moms purchased the product being advertised
When marketing to moms, remember that moms are not all the same. They are culturally diverse and in different stages of motherhood. These and other characteristics require marketers to do their homework. Marketers need to gain insight into which moms share your brand values and have common interests. Then give them something of value and engage them in a mutually beneficial relationship.
If you do, you will be successful in gaining sales from one of the great forces in spending….Moms
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