According to M2Moms, a report from the Market to Moms Coalition, 60% of moms feel marketers are ignoring their needs, and 73% feel advertisers don't really understand what it's like to be a mom. The challenge, says the report, is sensing her distinct, timely needs and responding in a way that truly resonates.
If your company markets to moms you'd best pay attention to the groundswell of moms online.
"In trying to perfect the message, many have forgotten to listen to the very consumer they are trying to woo," reports Brandweek.
Witness the Motrin Moms debacle that underscored the importance of not just reaching moms, but understanding their value systems. The original video, which was trying to lean on the light side resulted in a revolt capped by this backlash video.
Another example is this post about Mom's using Twitter from the Silicon Valley Mom's blog:
While reading my RSS Feeds today, I saw a blog post title coming from my TechCrunch feed - "Oprah’s First Tweet Will Be Tomorrow On Her Show. Soccer Moms To Take Over The Service?". Anyone following social media knows that moms use online social networking as a platform to extend their online social and business networking. I have nothing against soccer moms, I will be signing up my twins for another season of AYSO soccer in a few weeks. But generalizing moms into the term "soccer mom" misses out on the fact that social media savvy moms that are not only ALREADY using Twitter, but have huge followings."
Power Mom would be closer to the mark:
- Moms control 85% of household spending
- Are worth more than $2 trillion to U.S. brands, as reported by the Marketing to Moms Coalition
- Over 78% of moms with children under 18 were employed in 2000 according to the U.S. Department of Labor
- Working out of the home, telecommuting, or running a business from home, media technology and the Internet have become true enablers.
Power Moms are connecting with family, friends and other moms through Facebook and Twitter, as well as other mom-specific social networks. They're online paying bills, ordering groceries, downloading coupons and hunting for ideas for the next family vacation. And they're mobile enthusiasts who are 35% more likely to use text messaging/SMS on the go.
Age makes a difference when it comes to online behavior:
- Established moms aged 40-50 who have three or more children in the home are heavy online shoppers. They stay connected on email, but are beginning to use social networks, primarily Facebook. they're the fastest growing demographic on Facebook.
- Mothers aged 25-35 with at least one child at home are also heavy online shoppers, but she prefers social networking to stay connected. 85 percent of this group are more likely to spend time with Facebook.
The days of bright ideas pushed out to a target audience are over.
Marketers need to listen to moms online and respond with appropriate content that sparks conversations. Reading the blogs of Nielsen's Top 50 Power Moms would be a good place to start. BlogHer is another place to immerse yourself in the content created by women bloggers.
"The women in our community appreciate the opportunity share their expertise and opinions with one another," says Elisa Camahort Page, co-founder and COO of BlogHer. "Some of our most successful campaigns have been when a brand simply started a conversation and let our community continue it...Prego sponsoring a "How do you save money when grocery shopping?" conversation, or GM's sponsorship at our conferences: Give women the keys to your cars and let them drive."