• ENGAGE:MOMS
    The Motherhood Penalty
    Will becoming a mother cost you a promotion? I know I've often wondered where I might have gotten to if I had opted to not become a mom.
  • ENGAGE:MOMS
    The Hand That 'Rocks The Cradle' Rocks Electronics
    Is the 2013 holiday season going to trend toward an improvement in marketing consumer electronics to women? Or is a quick retooling needed to improve sales?
  • ENGAGE:MOMS
    Shedding The 'Mom' Costume
    As Halloween fast approaches and moms the world over finalize their children's costumes, what if we turn the tables? What if we consider the "mom" costume? In our Truth about Moms study, the tension faced by mothers to represent a traditional vision of motherhood versus staying true to themselves came up time and time again. Indeed, half of moms globally agree "I am a mom but I don't necessarily want to look like one" with this rising to 61% in India. It seems that today's mothers are looking to shed outdated associations with being a mom and present themselves to ...
  • ENGAGE:MOMS
    Are Dads The New Moms?
    Back in June, I posted an Engage:Moms article citing a survey we had done about dads' role in household purchasing decisions. Based on our long-term experience with moms, we strongly felt that the sudden big buzz about dads' involvement was significantly overstated - more aspirational than actual - and that part of the misperception resulted from the fact that the bulk of feedback for existing research was coming from dad alone - without mom's input. We stated clearly at the time that our survey was very limited - reflecting responses from only 200 moms - and that a broader study ...
  • ENGAGE:MOMS
    3 Big Content Challenges And How To Tackle Them
    Content marketing doesn't have to be a burden for brands. There are several ways mom-focused brands can tackle particular issues around content marketing.
  • ENGAGE:MOMS
    Scaling Through Connection - Why Moms Matter
    Much of the talk among brands today is around "scaling content." Following on the heels of Big Data and Social Media automation comes the discussion of how to scale content.
  • ENGAGE:MOMS
    Holiday Hints: Bringing Mobile Moms To Your Brick And Mortar
    If my 5-year-old son and 9-year-old daughter had their way, we'd get our Christmas tree up and decorated the day after Halloween. They're not the only ones getting excited about the coming season. I'll admit that I'm a sucker when stores start piping in holiday music several weeks before Thanksgiving. I've been known to buy gifts so early, I forget about them until I find them hidden in a closet sometime in January.
  • ENGAGE:MOMS
    Content Matters
    What is your definition of content marketing? According to a recent article on Forbes.com, content marketing is about "providing valuable information or content to current and potential customers for the purpose of building trust, branding, awareness and positive sentiment." In short, successful content marketing is the foundation on which long-term relationships are built, especially if those relationships are with mom consumers.
  • ENGAGE:MOMS
    The 10 Commandments Of Marketing To Moms
    The power of today's social media connected moms is never going to go away. If anything it will continue to grow. According to a study by comScore and BabyCenter, more than 90% of moms use social media regularly and of course, those are moms with children under the age of 18. Last Year, eMarketer estimated this group to be an astounding 35.7 million women.
  • ENGAGE:MOMS
    Technology And The Millennial Mom
    You are likely to find her sipping coconut water in a cafe while shopping on her wireless device. She's sporting Tom's shoes and garments tied to some kind of philanthropic cause. Her toddler sits in a stroller close to her, gliding chubby fingers comfortably over an iPod. She's the Millennial Mom, and she's all the buzz in marketing to moms. To engage with this influential group of moms, it's important to understand what shapes her identity and behaviors.