MediaPost | Engage:Moms
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Last feed update: May 20 2012 08:37:39.
What Do Moms Want From A Brand? Respect
All across America, marketers and brands are working on figuring out today's complex moms. With her spending power and powerful social voice, this influential decision-maker on household products is a most coveted target for brands. Yet 75% of women still feel brands miss the mark. So what does today's mom want from a brand?
Mom's Oldest Rules The Show
I just finished reading Michal Clements' and Teri Lucie Thompson's book, "Tuning Into Mom" and, as often happens, struck upon a concept that I had not really thought about for a while -- the impact of the age of Mom's oldest on buying decisions for the whole family.
The Light Green Movement: Engaging Today's Eco-Conscious Mom
The Light Green Movement: Engaging Today's Eco-Conscious Mom
Rules Of Facebook Engagement
As a self-proclaimed "social media mom," I found a recent infographic from Performics to be quite interesting. Yes, social media moms are more likely to own smartphones than other women and, yes, an overwhelming majority believe they can influence companies by voicing their opinions via their social networks. But the two stats I found most interesting were those regarding how moms' offline actions are somewhat motivated by those brands they follow on Facebook.
Moms Take Pinspiration To The Next Level
The other week, Pinterest moved in to the No. 3 spot as the most-popular social network in the U.S, trailing only Twitter and Facebook, eclipsing LinkedIn, Tumblr and other more seasoned social sites. Where Pinterest is winning is with women, and, in particular, with moms.
Get Ready, Moms Are Taking The Night Off
National Mom's Nite Out is May 10. In case you aren't familiar with the event, it is a night for moms to celebrate motherhood with each other. Moms can attend local events, join in a Twitter Party online or watch live events via SheStreamsTv.com.
The New Mommy Wars
Unless you have been living under a rock, you are most likely familiar with the controversy surrounding Hilary Rosen's slurry comment about Ann Romney and her career choice.
What Do Mothers Really Want For Mother's Day?
Candy and flower sellers, beware. What you offer is not what moms really want for Mother's Day.
Women Organize Push For Childhood Vaccinations
April 21-28 is World Immunization Week, and it marks the official launch of the United Nations Foundation's Shot@Life campaign.
Engaging Foodie Moms
Those of us who work in food tend to segment our target markets into various niches. While, for most of my clients "mom" is the primary target market, foodies play a big role as influencers. It used to be somewhat easy to reach these foodies, as targeting news writers for a few large publications in New York pretty much covered it.
The Light Green Movement: Engaging Today's Eco-Conscious Mom
Earth Day is just nine days away, so this is an appropriate time to explore the ever-expanding move for moms to "go green." More than ever before, 2012 is the year of going green - moms have taken the biggest efforts to date to be environmentally conscious. This includes everything from increasing her use of reusable items to being more aware of recycling to being more focused on purchasing organic and sustainably produced foods. Going Green topped the list of trends for 2012 for moms with more families moving towards a more conscious lifestyle than ever before.
Content Is King
A recent Arbitron study confirmed something mom marketers have known for quite awhile: The Internet has become Mom's 'most essential' medium. But, it's not her only medium. According to the study, Mom "embraces modern technology for its convenience, but she still engages in traditional forms, striking a balance that suits her busy lifestyle."
Do Highly Social Moms Have The Power To Swing The Upcoming Election?
With 83 million moms in the U.S., 32.1 million are online and highly social. Women have voted in larger numbers than men since 1980, and 80% of women in the U.S. are mothers.
Knowing What Moms Are Doing Today Can Generate Sales For You Tomorrow
Spring is upon us and while many marketers plan based on a retail calendar, we challenge you to think like a mom. Knowing what's on her "to-do " list today can impact your bottom line tomorrow. Here's where the opportunities lie today for marketers.
Is Social Media Making Moms Feel 'In-Touch' Or 'Over-Stimulated'?
There is no denying that mom's day is full. Mom's days were full long before social media entered her world. But come into her world it did! In a recent survey, we found 65% of moms reported that they spend more than an hour a day on Facebook alone. And 28% said that they spend more than three hours a day on Facebook.
To Interest Moms, Try Pinterest
TechCrunch recently crowned Pinterest 2011's "Best New Start Up," and in February alone, Pinterest saw 16.23 million unique users. TechCrunch also reported that 80% of Pinterest's user base is female.
Smile And The World Smiles With You
In Gentleman Prefer Blondes, the book by Anita Loos, not the movie, the character Lorelei Lee is a smart, funny woman. Perhaps not always intentionally funny, but able to make people around her smile, nonetheless. She is a distinctly American character, which is what prompted the author Edith Wharton to call this book, "the great American novel." But in 1925 when this was written, Lorelei needed to be portrayed by Loos as a guileless, sometimes conniving, clueless bimbo. In terms of the character, men bought it. They loved her. Women, on the other hand, saw right through it.
Engage Like It's 2009
A new day has dawned in digital marketing to moms - or should I say, yet another new day has dawned, with Facebook, Twitter and Pinterest all announcing big format changes in the last 30 days. That of course follows the sudden explosion of Pinterest, the ridiculously fast adoption of tablets and "second screens," and, of course, the cautious, but now seemingly real, end to this economic downturn.
The Not-So-Big Spring Clean
Next week marks the official start of spring. With the weather warming up and buds starting to bloom, we were curious to better understand how spring affects moms nationwide. As expected, we heard themes such as spring is a season of love, a "mood-lifter" and delight over the flowers and birds chirping.
Mom On The Go: Marketing Travel To Moms
There is this really great line in Bridget Brennan's book, Why She Buys, that states, "Whether it's Disney or Dusseldorf, women plan vacations for themselves and their families," which makes mom an ideal target for travel and destination brands. As we head into the busy spring break season with summer vacation planning in full swing, I wanted to give you some tips for marketing travel to moms.
Mom Will Be First In Line For The Newest iPad
Apple announced its newest iPad yesterday, an improved tablet that boasts a slew of enhanced features. Among the heaviest tablet users, moms are already planning to hand down their original iPad or iPad2 to the kids and upgrade to the new model for themselves on March 16. In an online survey we conducted of 1,500 moms, 47% said they'd be in line to pick up the newest tablet for $499 despite tough financial times.
Father Knows Best ... With The Help Of A Smartphone And Social Media
More and more, we are reading articles and blog posts about the changing roles of fathers in today's family. Recently, an Engage:Moms blog post focused on dads. Everyone seems to agree that today's fathers are more involved and active in their role as parent and caregiver. Last month, in cooperation with the Marketing to Moms Coalition, we fielded a survey of 100 social media-savvy dads to get a sense of how technology played a part in daily fatherhood. Here are some of the results.
For The Social Media Mom, It's All About Simplicity
One of the most important things to remember in communicating with moms and via social media is simplicity, and it is often the most difficult thing to achieve. Human nature causes us to complicate things. Yet time and time again, simplicity is what wins. So often we try to come up with brilliant marketing campaigns with a multitude of channels, platforms, and technologies interwoven, only to find them fail in comparison to simpler programs.
Top 5 Trends Emerging For Today's Digital Families
From ever-present smartphones to increasingly sophisticated gaming consoles to on-the-go electronic devices, today's families rely more heavily on technology than ever before. Where families once functioned with essentially a desktop computer and a gaming console, they now view technology as integral to their daily lives and have incorporated a succession of computers, tablets, mobile devices, apps, games, and social media platforms that allow them to work and play in ways never imagined.
Picture Perfect
A picture is worth a thousand words. Or so the saying goes. For busy moms, a picture might very well be worth a whole lot more. Images are fast, easy ways to communicate. They simultaneously show, demonstrate, inspire, prompt and start a conversation without the need of a single word. Remember the first picture your toddler drew and handed you so triumphantly? It probably left you speechless. Images have a way of doing this.
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.
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