Target moms where they live: Online.
To return to Trillion-Dollars Moms: Marketing to a New Generation of Mothers, and authors Maria Bailey and Bonnie Ulman’s discussion of how marketing and PR pros are missing the mark with moms, the final thing to consider is the revolutionary effect of technology on modern motherhood. While some things stay the same (no one has yet to invent an iPhone app that can change diapers, as far as I know), technology has changed the way moms shop, communicate, share pictures of their little peanuts and do just about everything else.
Today’s moms, especially Gen Xers expanding their families and Gen Ys who are just becoming mothers, are seriously plugged into and comfortable with technology because they have never been in a world without it. We talk to other moms, organize play dates, follow our children’s school progress, research mystery illnesses and buy bulk diapers online. Many also follow each other on Twitter, use Facebook and follow blogs or write their own.
Technology is changing motherhood and marketers must learn that traditional methods like print and broadcast advertising may not have the reach they once did. The bandwidth of multimedia advertising is often more effective with moms because the ability to target moms by their specific needs — as tied to their child’s age, remember — is unprecedented. Good use of search technology allows online advertisers to be sure they’re targeting the right moms with the right products at the right times.
Social media is also especially effective with moms. Just like the classic cliques of suburban moms or the “mommy mafia” at your kid’s elementary school, moms are using social networking to gossip, share ideas and compare notes. Endorsements from friends or fans, whether on a Facebook page or on a trusted Web site, are the fastest way to get my attention about a new “educational” toy or the latest Baby Einstein release and I know my fellow moms feel the same way.
For example, a blog post from my favorite irreverent mom, author/comedian Stephanie Wilder Taylor talking about a new CD of kid songs from Jesse’s Girl ’80s singer and soap opera star (the ORIGINAL Dr. McDreamy) Rick Springfield is going to interest me more than a print ad or online review. And it also has a much better chance of reaching through the clutter of my working-mom life and actually penetrating my brain.
(Also read, The Mommy Market: Part Two — Why marketing to women doesn’t guarantee success with moms)
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As a hard working mother of two active boys, I have mixed emotions about technology. I love that my blackberry allows me to attend my sons’ activities without losing the connection to my sales team. However, am I ever truly 100% engaged when I’m with my family since I’m constantly checking emails, texts, twitter, facebook?
Michelle,
Thanks for your comment….Isn’t that ALWAYS the working mom’s delima? I feel guilty for being away from my daughter when I’m at the agency and when I’m at home I worry about what is going on at the office. I say let go of the guilt and just do the best you can in both worlds. I’ve started turning my phone/email off after a certain point every night and so far, no complaints. I’m lucky that I work for a company that is highly supportive of families and private time. And I always remind myself, hey, its marketing, not neurosurgery. Chances are no one is going to die if I don’t return this phone call until tomorrow.