• 5 Reasons To Engage With Moms In Online Community Research Groups
    A 2015 market research industry paper reports a 52% increase in online communities, a tool that smart marketers will leverage when engaging with moms. Traditional research tools that my team uses every day, such as focus groups and surveys, have value and will continue to play a role in keeping a finger on the pulse of opinions and trends. However, the increase in online communities resonates with the hottest consumer segment today - millennial moms.
  • Marketing To Women by Life-Stage Brings Opportunity For Product Growth
    Marketers tend to focus much attention on various cohorts - Baby Boomers, Gen X, and Millennials being the primary groups on everyone's radar today. Yet, another important element of deeply understanding your target consumer is an understanding of their life-stage.
  • Will Millennial Moms Accept Location-Based Marketing?
    A year ago, inMarket reported that 38% of Millennial moms -- about 3.4 million of the approximately 9 million Millennial moms -- are taking advantage of location-based marketing while they are shopping. These Millennial moms are always on the go, with their smartphones in one hand and balancing a baby on a hip. I recently spoke with Andrea McFarling, director of marketing at Adlucent, a digital advertising and intelligence agency which focuses on paid search, including mobile and location-based marketing, for retailers.
  • Creating Content For Moms? Think Mobile First
    The indispensable phones ... what would moms do without them? LOL! Studies have shown moms would rather give up sex than give up their smartphones, illustrating how important these devices have become to them.
  • First-Time Moms, Experienced Moms - Speak Their (Different) Languages
    Motherhood stages are not created equal. I find it troubling when the term "mom" is all-encompassing and when "moms" are viewed as a singular unit. The transformation from when I had my first daughter 10 years ago to my son two and half years ago is astounding. As a first-time mom I made all my baby food, nursed until she was 12 months and took sign language classes. Conversely, my third child was bottled-fed, ate jarred baby food and his only sign language has come from watching "Sesame Street." And I'm okay with it.
  • How To Master Mother's Day
    Mother's Day is the third-largest retail holiday in the US according to data from eMarketer. Last year, the average US consumer spent $173 (up from $163 in 2014) on presents for mom, for a combined total of $21.2 billion on Mother's Day gifting according to the National Retail Federation.
  • Show Support When You Market To Mom
    Selfless. Strong. Beautiful. Determined. What else comes to mind when you think about your mom? Can you remember the last time you told her? Insights show that she would celebrate the supportive words.
  • The Un-Mother's Day
    No Engage:Moms post would be complete without talking about Mother's Day on May 8th this year. In 2015, over $20 billion was spent on cards, flowers, jewelry and other gifts according to the National Retail Federation. But what do moms really want and how can marketers reach them for a new holiday I'm calling the "un-Mother's Day"?
  • What Does Mom Really Want For Mother's Day?
    Retailers and manufacturers primed for Mother's Day sales, listen up! Moms are not that interested in what you have to offer.
  • Get Ready To Tackle The Mash Up Trend In Families
    Moms across the country are constantly navigating unknown territory and uncertain circumstances as they raise their kids, maintain a household, and juggle a variety of responsibilities. As the younger Millennials and Generation Z grow older in these homes, their mothers are working to catch up and understand their kids' needs - in doing so, they look to various sources of information including, potentially, your brand.
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