Is waking up at 4 a.m. on the Friday after Thanksgiving really becoming a thing of the past? As one of the biggest shopping days of the year approaches, stories are once again making headlines on whether Black Friday, the uniquely American phenomenon of fabulous deals and frenzied buying, is dead. With Black Friday-level prices showing up earlier and earlier (my inbox agrees), Thanksgiving Day store hours pulling shoppers in the doors and online shopping taking its share, the impact of this one-day event is definitely changing.

The other day, I was standing in line at Target when this child in line caught my eye - or rather, my ear. He was going bananas - yelling, screaming, grabbing just about everything in sight and heaving it to the floor. Meanwhile, his young Mom couldn't be bothered. Instead of paying attention to the needs of her child, she had her eyes fixated on the screen of her new iPhone6, no doubt checking out how many of her fellow Millennials decided on Pumpkin Spice Lattes that morning. Or was she?

For a lot of working moms, just getting through the day can feel like running a marathon. And as any marathon runner will tell you, if you're not making health and fitness a priority in your life, you're never going to make it to the finish line.

Many brands recognize the purchasing power of the female demographic and seek to target women as their primary consumer, for anything from consumer package goods and household appliances to automobiles, financial services and luxury vacations. However, brands that don't take into account the below marketing misconceptions when targeting women in a rapidly evolving social media environment, are missing a real opportunity to gain positive awareness and build brand loyalty.

Three in four moms consider themselves the sole decision-maker when it comes to new car purchases. Yet, 91% of women feel misunderstood by car manufacturers. I wondered why, so I reached out to Jody Devere of "Ask Patty," an automotive expert who lives and breathes the automotive space every day.

In my 20 years of marketing to moms, one observation has always been there: Moms are busy. But it's not an insight, and the solution isn't "let's play up how convenient the product is!"