Experts Speak: Marketing to Moms

Colleen Vaughan

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Moms are amazing, and marketers know that. But do they know how to best reach them? Digsite recently conducted a “Digsite Sprint” research study to help marketers reach moms in smarter and more effective ways. Particularly in the $66 billion baby care industry, moms are the ultimate contributors. Their study found that:    

  • Quality mattered more than price for moms. Brand heritage and emotional pull were important as well.
  • The top influencer for moms’ purchases was “quality”. They evaluated quality by trying the product themselves.
  • Moms go online for items such as diapers and wipes. They prefer going in-store for items like car seats and toys.

Digsite reached out to industry heavyweights, including Collective Bias SVP of Marketing and Content, Holly Pavlika, to get their reactions. Here’s what Holly had to say:

“Moms put their children first and make decisions for the good of their family. So it’s not surprising to see quality be high on their list. Moms really want it all: quality, a great value for the money, honesty and superior customer service. Foremost, though, is to make it useful and help simplify her life!  She already has enough on her plate so don’t be the brand that adds to it. If your brand can check all the boxes above you’re likely to have a loyal customer for life.”

And don’t forget to NOT market to moms. They trust other moms and seek out other mother’s advice. Moms do their research/homework particularly with peers. Motherhood is isolating whether she is a stay-at-home mom or a career-oriented mom.

Social media allows her to connect to like-minded moms anywhere and at any time. And influencer marketing is a great way to connect moms with other moms who can help provide information with honesty and help brands build trust. But remember to use real moms, not celebrity moms. Our recent survey showed moms trust non-celeb influencers more and non-celeb influencers are 10 times more likely to drive in-store purchases.”

To learn what other industry experts had to say on marketing to moms, head over to Digsite.

Don’t forget to grab your copy of our infographic on the love and brand loyalty of moms!

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Marketing to moms is different than marketing to other shopper groups. Celebrity influencers don't work, and moms prefer to try things themselves.

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