Marketing to moms means thinking outside the box, and creating relatable and valuable content in easily consumable pieces. This week’s Weekly Bias showcases some of the best ways brands can get in front of this demographic.
In a study by Working Mother comparing social media use of working moms and dads, the differences in what each subset enjoys and shares on social media becomes clear. Moms tend to share more content that is family-oriented, or related to health & wellness, and pets. Dads, on the other hand, share more news, politics, and things going on in their community. Read more on Working Mother.
Moms continue to be a target audience for brands, with good reason, as moms largely control household purchases. In a survey conducted in August 2016, Mars Chocolate and Collective Bias sought to uncover preferences and attitudes of online females as they relate to product loyalty and selection. Much was learned from the more than 14,000 women age 18+ in this online survey, including the fact that most women are not influenced by celebrity endorsements. Read the full results of this survey in the article by Holly Pavlika, SVP of Marketing & Content for Collective Bias, on MediaPost.
Moms play a lot of different roles in any given day, but brands tend to present moms as constantly frazzled, just trying to find a moment of sanity. Brands like P&G and Unilever are popular among moms because they treat moms like real people. According to Mary Mills, worldwide director of strategic intelligence at Saatchi, “Motherhood is about being, not doing.” Read more on AdWeek.
With millennial parents wielding $200 billion in spending power, brands have to learn to understand these moms in order to market to them. While some millennial moms tend to be more traditional and more like GenXers, others tend to be more obsessed with social media and pop culture. So how do brands market to this group? Read more on Adage to find out.
Only 7% of creative directors are female, yet women, particularly moms, are a massive section of the shopper market. Liz O’Donnell, general manager of Double Forte and author ofMogul, Mom & Maid: the Balancing Act of the Modern Woman, says more women on the marketing team could improve the way brands market to moms. Liz offers 5 pieces of advice for marketers looking to reach moms in this post on MediaPost.