MediaPost | Engage:Moms
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Last feed update: February 22 2012 04:58:56.
Make Room For Daddy
While moms, without question, remain the major decision makers when it comes to household purchases, dads are becoming more involved in the process than in the past.
Celebrity Moms: Useful Marketing Tool Or Too Perfect To Relate?
Moms value the opinions of other moms because they all face the same types of experiences-the good, the bad and the very messy. Marketers employ the use of celebrities for many products, especially those directed at moms and her family. It made us wonder about how celebrity moms are perceived and valued by real moms. Are moms becoming de-sensitized to the portrayal of celebrity moms in the media, or do they welcome it? We turned to our global community of moms in the Moms Human Experience Center to if celebrity moms are welcomed into the "real moms" world.
Sex And The Social Mom
It is heartening to hear that on one day of the year, moms aren't under the covers snuggling with their smartphones. Over three-quarters of moms in a Valentine's Day study conducted by Socialmoms.com chose to give up Facebook over sex.
A Guide To Pinterest And Moms
Last week, some colleagues and I were discussing the research released about Pinterest and its staggering impact on retailers: Pinterest - which technically is still in closed, invitation-only beta -- drives more sales to retailers than YouTube, Google + and LinkedIn combined and is nearly equal to Twitter's referral traffic.
Getting The 'Single Mom' Conversation Right
There was a recent article on ParentSociety.com that highlighted the things you should never say to a single parent, which included such gems as "I'm envious of your 'alone time.'" It isn't just people who get the single-parent conversation wrong; marketers have long been driven by the single-mom myths often depicting her as a frazzled woman who is overwhelmed with juggling kids, work, and romance and who often feels as if she is alienated from the rest of the "mom" crowd. But, according to a Women at NBCU study, 92% of single moms feel they have more social acceptance than ever and 55% say they're "very traditional" moms.
Stop Calling Us 'Mommy' Bloggers
I have the benefit of being a mom and a blogger. In fact, mom is the probably the title I am most proud of possessing. Last week, I even became a West Point Mom. I am also a blogger. However, I am also a podcaster, a radio talk show host, columnist, author and business owner.
How-To Guide For The Fair Treatment Of 'Mommy Bloggers'
Today's social media moms, a/k/a "mommy bloggers," are entrepreneurs, inventors, marketing managers, event planners and more, which is why I hate to call them mere bloggers. The power of their voice, social reach and influence is something brand managers have learned can make or break their brand if not handled properly. That said, for the purposes of the piece we'll call them mommy bloggers so as not to confuse them with other social media moms who use social media for a plethora of other reasons.
Giving Busy Moms the Luxury of Time
Want to get something done? Ask a busy mom. This woman is a powerhouse. She works long and hard and gets very little time for herself. Often in addition to holding down a job, this woman tackles her household's food and grocery shopping, monthly budget, family financial and banking decisions, child care and generally keeping the house in order. She cherishes those rare moments of "me" time and knows how to make the most of them.
Moms, Tech And CES
Thirty-nine percent of women begin using technology more when they become moms, and women's tech purchase criteria change when they have a child, according to a BabyCenter study. Nearly half of women - 49% -- said they were interested in technology that "empowered them to be a good mom."
A New Year Of Balance
With the start of a new year comes the pledge of resolutions. Working closely with a group of moms, I was intrigued by the comments from my co-worker, a mother of two, about her fresh outlook for 2012.
Moms Prefer Social Login
I was reading a report from Janran, "Consumer Perceptions of Online Registration and Social Login," to which the conclusion was - moms and other consumers don't want to take the time to answer a series of questions before they can really use your site. They want to be able to sign in with their existing social media accounts ( Facebook, Twitter, Google+).
It's A Mobile, Mobile, Mobile, Mobile World!
When I wrote the very first Engage:Moms column in 2009, the headline was "It's a Web, Web, Web, Web World!" and the focus was how to engage today's online mom. Fast-forward three years, and mom is now hyper-connected. She's still online - a lot. However, today's marketers need to focus on reaching mom on the go - on her smartphone or tablet. As I've mentioned before, a recent EMarketer study found that moms are spending significantly more time browsing on their mobile devices than on their PCs, 6.1 hours a day vs. 4.1 hours day, while the general population is spends about 2.1 hours a day on the mobile web.
Resolutions For The New Year
Happy New Year! If you are like most people, you spent a great deal of time during those final hours of 2011 making personal plans for 2012. You resolved to add more exercise into your daily routine or to get more organized. But, what did you resolve to do about your brand? This year, we challenge you with 3 must-do marketing to mom resolutions for 2012.
2012 Predictions For Marketing To Moms
Women and, more specifically, moms have been quite the marketing focus in 2011 and that trend will continue in 2012. Their influence over an estimated $2.4 trillion in household spending will continue to make them the focus of brands for some time to come. What will be the key to success with moms? Here are five important considerations.
Where Your Brand Needs To Be In 2012
There have been lots of predictions about moms in the New Year: how moms are shopping, what they will buy and what you should be doing to connect with them. I decided to focus on the "where" in the formula of how to market with moms. Even the best tactics will miss the target if they are executed in the wrong environment.
Moms, Blogs And What The New Year Will Bring
It's been the year of the mommy blogger, as companies of all sizes have fully recognized the potential impact of blogging moms on consumer purchasing decisions.
2012 Predictions For Marketing To Moms
Women and, more specifically, moms have been quite the marketing focus in 2011 and that trend will continue in 2012. Their influence over an estimated $2.4 trillion in household spending will continue to make them the focus of brands for some time to come. What will be the key to success with moms? Here are five important considerations.
Three Predictions For 2012
It's difficult to make predictions for an entire year as marketing to moms seems to be changing so rapidly. In 2011 we saw social media and digital marketing grow to be much more than an afterthought in marketing planning. In 2012, rapid changes in technology will encourage, if not force brands to think digital first.
Are Moms Flocking To Pinterest From Google In Their Search For Inspiration?
Moms are in constant search for outlets that inspire their roles as mom and beyond. Earlier in 2011, the Moms Human Experience Center discovered the ironclad alliance that moms pledge to. Their promise includes to encourage and advise; to impart information and wisdom; and to exchange ideas that inspire creativity. However, while traditional search engines provide portals for moms to explore, there is a void in the virtual world for searchable idea sharing. Enter Pinterest.
The True Focus Of Your Focus Group
Ah, 2012 is on the horizon and with a new year comes new opportunities for marketers to dig deep into the psyche of their consumers and find new ways to engage them with their brands. This deep dig for information often leads companies to invest heavily into research-including the beloved focus group. We create our targets, reserve our conference rooms and order the traditional snacks-all in hopes of getting the right information about our customers.
Top Trends To Keep In Mind In '12
A new year is upon us - and with it comes the pundits with their predictions about trends and what to expect in the upcoming year. Since I've been in the trenches planning Q1 initiatives for clients, I'm sharing with my thoughts about moms, their top concerns, and the trends we marketers should anticipate when looking forward to 2012.
Capturing Last-Minute Mom Dollars This Holiday Season
Every retailer is scrambling to boost their bottom line for the year with last-minute holiday spending. This has been apparent with Black Friday deals extending into Saturday and Sunday and CyberMonday Deals becoming CyberWeek Sales. Whether you are a big brand with unused budget to spend before 2012 arrives or a bootstrapping product manufacturer, there are simple tactics that you can still implement to boost 2011 sales.
Moms Get App Happy This Holiday Season To Save Time And Money
Moms shop. They are responsible for about $2.1 trillion in spending on an annual basis and an estimated $466 billion will be spent this holiday season alone in the U.S. As competition increases; retailers are beginning to recognize that today's mom expects more including simplicity, selection, trust and savings (on precious time and money).
Mobilizing On-The-Go Moms
Moms are on the go, go, go...carpooling kids, working out of the home and shopping for their families and the holidays. In their roles as breadwinners and caregivers, it is estimated that moms will spend approximately $2.1 trillion in 2011, up 24% since 1999. Add their "purchase influence" to that and it is easy to see that moms impact virtually every advertising category, from retail to pharmaceutical to automotive to entertainment.
Daily Deals: Four Ways To Improve The Experience For Moms
I'm a big shopper-the type most marketers would like to count among their market share because not only am I buying, I'm influencing others along the way. I shop often, which makes me to go-to source among my friends for recommendations on everything from kids' stuff to vacation and ideas, restaurants to handbags, and so on. Knowing that my mom friends are looking for these types of recommendations, it's obvious to me that there's quite a bit of opportunity for marketers to intercept them and present them with a good recommendation before they come to me.
Moms And The Zero Moment Of Truth
Moms, perhaps the most discerning of consumers, are shopping differently, according to a just-released Google study called the "Zero Moment of Truth (ZMOT)." The study addresses changes in consumer shopping habits overall, but in great part focuses on moms.
Moms' IAffair With The IPhone 4S
Balancing work, school, meetings, errands, naptime, play dates and so much more, moms need an arsenal of tools at their disposal to be the superhero in their professional and personal lives. Moms are some of the earliest adopters of smartphones as they seek devices to help maintain their over-saturated schedule. And the iPhone is clearly the tool of their choice. According to the New Product Development Group (NPD), the number of moms who purchased iPhones grew 132% in the first quarter of 2011 vs. the same time last year - outpacing men, at 121%.
Tablets Engaging Moms - A Lot
Retail sales perked up this month, allowing for tentative hope that maybe, just maybe, this long recession is at an end. Not surprisingly, electronic sales led the way, which jumped for the first time in two years.
Three Tips to Engage Savvy Moms This Holiday Season
As Tina Sharkey shared in her column on Wednesday, moms are armed with a variety of tools to help them get their holiday shopping done more efficiently and cost-effectively this season than ever before - with social and mobile gaining as her go-to resources. "Never pay retail" is the mantra for moms this shopping season. Black Friday and Cyber Monday deals aside, mom became savvy with mobile and social media shopping apps this year and she'll be using them to find the best deals and snag hard-to-find must-haves to get through her holiday lists.
Seven Rituals Of The New Shopping Superhero
Accompanied by her trusty sidekicks-mobile and social-today's mom wields purchase power far and wide.
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