If you’ve been around the block a few times and think you know all there is to know about marketing to moms, whether online or offline, you may be in for a surprise. The Pew Research Center released a new study in May with some pretty interesting information about moms today. The demographics have whirlwinded in only a few generations. If you’re marketing to moms, pregnant women or those who are thinking about becoming moms then this is the kind of information you should be digging for. It should absolutely influence the way you set up your marketing strategy online, whether you offer t-shirt printing moms could use to proudly display their new bundle of joy or their son's soccer team or if you're promoting business tools for the WAHM.
Between 1990 and 2008, the number of mothers that were 35-years-old and older increased from 9% to 14%
What does that mean for you? For one, women of this age are probably going to know more of what they want than a 20-something year old. Do you think this limits impulse buys? Maybe. Do you think they’re tired of being “sold to”? Probably. Do you think they’re busy? I’d say so, with careers, family, planning for the future, etc… you’ll need to understand her and fit into her schedule somewhere.
The number of moms who were married in 1990 was 72% In 2008, only 59% of moms wore a wedding ring
Again, you’re going to have to find a way to fit into her day. The days of paying a king’s ransom for an ad between Days of Our Lives and Oprah and watching the money roll in are gone. Now take into consideration that the number of moms who use social media increased a whopping 462% since 2006. Do you think you might reach them through social media marketing? Hmmm… My money is on YES.
82% of the U.S. population growth by 2050 will be immigrants
So? What’s that have to do with anything? A lot. Your marketing strategies will be challenged by a large diversity in culture. You will have to understand a soon-to-be mom’s values, ideas and culture if you want to be able to truly reach her.
The power of social media
More than 44% of moms turn to social media for word-of-mouth recommendations. Over 70% feel as if they can find reliable and trustworthy information on what they’re shopping for through niche communities and networks. In this case, parenting ones. So whether you’re selling baby monitors or all natural prenatal vitamins, you need to be known in these communities. Here are a couple figures to get your head twirling:
• 68% of moms log on to Facebook at least twice a day
• 75% are Facebook fans of at least one company or brand
• 59.9% of moms feel neutral about Facebook ads, while 36% actively dislike them
Did you catch that? While you probably know many run screaming the opposite direction when they see online ads, only 36% of moms surveyed specifically do not like Facebook ads. Lisa Finn says to use “share with friends” promotions and interactive promotions where moms can voice their opinions.
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Comments
Excellent post! First time I see stats like this in regards to moms and social media sites.
I especially like the link you have about those bebe-O prenatal vitamins. My friend is pregnant and I will recommend them to her for sure!
Thank you for sharing!
Wow, I'm amazed at the 462% percent increase in moms using social media sites. Now that I think about it, if an expectant mother is on maternity leave, she's at home either researching about pregnancy (such as those prenatal vitamins) or is starting a blog that includes all these different social media sites.
I like how you ground your comments in statistics on marketing to moms. Of personal note, this one really grabbed me: "Between 1990 and 2008, the number of mothers that were 35-years-old and older increased from 9% to 14%." That is encouraging; as a 35 year old woman who hasn't had kids I often feel like that part of my life has passed me by. It is affirming to me that I am in good company and that it isn't unrealistic to still have children. www.efosheecopywriting.com
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