• by Cheryl Sternberg , January 11, 2010

Moms may be spending more time online than ever before, but the park bench hasn't gone totally virtual when it comes to why moms buy. Findings from a recent MomConnection study remind us of a not-quite-so-novel concept when it comes to marketing to moms: Never underestimate the power of the personal connection.

 

Despite all the attention being given to the relationships and followings that moms form online through Twitter, Facebook and other social media, the survey found that moms do not use social networks as often as personal connections when it comes to product decision-making -- in fact, they're four times more likely to turn to their personal offline network of friends and family than to online social networks for product recommendations and buying advice.

So how do social media and so-called online "influencers" drive the communication flow about the brands moms use?

According to the study, while moms clearly turn to online communities and social networks for advice, support and connection (60% report having used a social network in the past 24 hours), the role of social networks in their lives is still largely for entertainment and personal communication; it's not a channel where most are receptive to gathering product information. Only 24% of respondents have used Facebook for product information and buying advice, while 5% have used MySpace for product info, and 3% have used Twitter.

Then, where do moms get advice on product purchases?

Peer reviews on shopping web sites like Amazon.com, and traditional content resources like magazines and parenting web sites are moms' most frequently-used* sources of product research and buying advice, according to the study:

(*Percentage that use chosen sources "all or some of the time" for advice)

1. Magazine articles (92%)
2. Mom-focused web sites (91%)
3. User reviews on shopping web sites (80%)

The survey also found that moms interact with brands on a surprisingly high level, actively requesting information and resources from the companies whose products they use. Note to marketers trying to develop the best way to communicate with their mom consumers: one-on-one interaction with brands is their preferred way to receive info. According to the survey:

• 81% have visited a brand's web site for more information
• 65% have signed up to receive a newsletter from a brand
• 36% have posted a link or joined a fan group on Facebook

How do moms spread the word once they've formulated an opinion about a product?

Despite marketers' constant attempts to categorize moms and measure their so-called "influence," the research found that nearly all moms are "influentials" in some way:

• 94% of moms give advice to other moms in at least one product category
• The average mom gives and gets advice in more than 8 product categories
• 69% recommend specific brands by name to other moms
• 54% have rated or reviewed a brand online
• 37% have posted their opinions about a product in an online forum or blog

The most popular* subject areas for mom-to-mom discussion of product choices:

(*Percentage of moms who give and get advice in each category)

1. Children's toys and games (86%)
2. Entertainment (84%)
3. Cooking and baking tools (82%)
4. Online/offline shopping (78%)
5. Drugs and remedies (75%)

There are a few product categories where moms are more likely to seek advice, rather than share advice, on product decisions in the following categories:

1. Financial services
2. Home renovation, repairs and appliances
3. Cars and automotive products
4. Electronics and home entertainment equipment
5. Computers and cell phones

The mom "brand magnets"

The survey also took a look at the brand characteristics that create "mom magnetism" - the qualities that inspire moms to include certain brands in their on- and offline dialogue.

Moms are most likely to talk about brands that they feel are:

1. A good value
2. Trustworthy
3. Responsive to moms' needs
4. High quality
5. A money-saver
6. A time-saver

"If you build WHAT SHE NEEDS, SHE will come..."

When it comes to moms, marketing is a two-way street. Build your brand with what she values most in mind, and make it accessible so that she can interact with you on her own terms. Become a "mom magnet" and her network -- both online and off -- will follow.