Marketing to Moms: A List of Truths
Recently Holly Pavlika shared her predictions for how marketers will attempt to engage moms. We’ve noted a few of them below:
- Television, social media, and motherhood will recognize that they need each other. It’s already happening with blogger integration. Television is the second screen to her, and it will be interesting to see how apps like Zeebox, which integrates television shows and social media, will fare.
- Technology and smartphones will become more and more a part of her life. Brands need to get ahead of the curve with mobile.
- Brands will continue to try to reach moms through “pinked” and specially designed products. And they will fail miserably. Painting a product pink and adding glitter to something hardly raises its ability to effectively meet the buyer’s needs. To win her over, focus on features, benefits, providing value, and superlative customer service.
- More and more advertising will feature moms. Until we want to scream. Advertising and marketing to moms is so blatant right now, it’s almost laughable. Brands will continue to think putting a mom in the picture will attract moms to listen their pitch. The emphasis should not be on “hey, mom,” messaging, but rather on recognizing whether or not moms really need the product in their lives.
- We’ll see more growth in the Latina mom market. Brands need to get ready for her – she’s highly social, has huge spending power, and isn’t afraid to use her voice.
The Networked Mom will continue to adapt and use technology and social media to share ideas and connect with others. She loves the ability to share her passions and use her voice, and she will continue to be a primary focus of the media and marketers in 2013.
Photo courtesy of Episencial