What is becoming more apparent, though, is that, well, we are all somewhat at the mercy of the speeded-up version of progression known as "web time." This is not a new concept, but in the last decade or so, it seems marketers play catch-up with increasing frequency, planning for MySpace as the market moves to Facebook and testing Twitter, as Foursquare emerges ... then circling back around again as each online player meets and then laps the competition.
Okay, not always; some players retreat to their tiny niches or disappear altogether, but what continues to amaze me is the sheer proliferation of ways to approach the mom consumer. It's mind-boggling and ever-changing. Unlike traditional advertising and promotions, which offer myriad ways to reach the consumer, the online space is on hyper-drive. Low barriers to entry and tech-savvy citizens across the globe offer up new marketing tactics on a daily (perhaps hourly) basis.
And that target Alpha Mom gets savvier and savvier, one day focusing her energy on original content, the next on product reviews. She's setting up a Facebook page, becoming a regular player on game sites, recording podcasts and setting up her own YouTube channel. And, in the meantime, new social media moms pour into the blogsphere and social media space.
It's enough to make your head spin! But, who has time for that? Keeping our eye on the pulse of the market can make the difference between a successful program and one that's as exciting as last decade's teen idol. The challenge is to often work within the major brands' planning cycles.
Admittedly, brands are getting smarter and much more flexible. That flexibility is becoming key to engaging the mom consumer. As the social media moms' habits move to warp speed, though, even that flexibility is being challenged and there is no end in sight. No major shakeout seems to be happening in the social media space. No solid direction seems to be taking place.
The only shakeout seems to be in those that cling to the past ... even if the past was just last year. Engaging moms has become a job for the flexible, the forward-thinking, the curious, those willing to spot new opportunities to connect and those who do so.