Marketing to Moms
Marketing to moms is big business, as dedicated market research communities for BabyCenter and Wal-Mart prove. SayWhat Digital Strategy and Community Platform partner Carole McManus wrote about the seven things marketers must keep in mind when engaging with moms. In her work with ZoomPanel Moms, an online community targeted towards mothers across the U.S., she learned that nostalgia, online safety, and a desire to bridge the education gap all played a part in outreach that was successful with this prized demographic.
The trend of Moms going online to seek out product recommendations has only increased over time, as M2Moms State of Mom bears out. Among the findings:
- Moms in households with kids under 18 are 19% more likely to engage with social media
- 64% of Moms read online reviews before making a purchase
- 56% of Moms will follow up on product recommendations they saw on social media to learn more
Much of the market research we do at SayWhat includes some kind of incentive for participation. This is particularly effective with Moms:
- 81% are more likely to engage if they earn points and rewards
- 36% are more willing to provide information about their buying habits when rewarded
- When rewarded, 92% will buy more of their favorite products, and 45% will switch from a competitor’s brand
In the digital age, brands and app makers can learn from what we did in our mobile shopping study for Say Media—Moms are looking for solutions that make their lives more efficient. When marketers can meet that need, they’re likely to see Moms engaging and, yes, spending more.
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