Moms rely on technology more than the average American. Not only are moms connected all day, but smartphones, tablets, and social media are critical to their everyday life. As the household CEO, much of mom’s daily life — from ordering groceries to paying bills to sending birthday cards — is online, using technology that didn’t exist 10 years ago. For most moms, new technology is a time saver.
As mom-focused marketers, we’re constantly inundated with information on what moms do online, which devices they use, and how they interact with brands digitally. It’s hard to keep up with it all. In a recent project, I dove into all of that data and information to help define the digital mom. Below are the five areas I found where brands and agencies can make the biggest impact with digital moms in the upcoming year:
1. Social media: Moms are one of the most active groups on social media, especially on sites like Pinterest and Facebook. In fact, moms are 20% more likely to use social media than the general population, and two-thirds of moms think they can make an impact on brands by stating their opinion on social media networks.
KEY TAKEAWAY: Ensure the content you feature on social media addresses a vexing issue for moms or offers them something unique they can’t get elsewhere.
2. Smartphones: More than half of moms say they’re actually addicted to their smartphones. This addiction isn’t for fun; it’s out of necessity. Moms use their phones to coordinate with babysitters and daycare, manage the family’s finances, and even refill their prescriptions.
KEY TAKEAWAY: Brands that fulfill a particular need with an app or mobile experience will cement their spot on mom’s smartphone.
3. Tablets: Tablets have replaced laptops and computers, especially when it comes to moms who are pressed for time. Nearly a third of moms spend 10 hours a week on their tablets, compared to only two hours on their computer. Many brands have yet to figure out how to reap the benefits of this device.
KEY TAKEAWAY: Brands that have a well-thought tablet strategy to reach moms — whether it’s through interactive display ads, custom sponsorships, or standalone apps — will have a leg up on the competition who will be playing catch-up in the coming years.
4. eCommerce: Moms continue to shop online and at brick-and-mortar stores, so the important hurdle for brands is how to connect both shopping experiences. Approximately 68% of moms use their smartphones while shopping, which means they are informed shoppers. They want to understand product details as well as research where to find the best price.
KEY TAKEAWAY: Consider developing an app that moms can use while in-store, such as a shopping list that shows the aisle where each item is located or compares the price in-store to other retailers.
5. Email: Even with the rise of social media, email marketing is still an effective way to reach mom. More than 75% of moms sign up for rewards-driven emails from brands. In my company, email is an important way we reach our consumers and tell them about new products or encourage them to take action.
KEY TAKEAWAY: Not all moms should receive the same message and email is the perfect place to differentiate your users. Segment your email list by details such as the age of her children, where she lives (urban vs suburban), or information she needs (coupons, tips & advice, or new product details). This will make your emails more relevant to each mom and increase engagement with your email marketing.
These are just a few of the ways that brands can reach moms in the next year. For more on these topics and others like blogging, brand engagement, and more, download the free white paper.