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When Marketing to Women, Remember: Moms Are Not JUST Moms

We talk a good bit about how all women are not moms. But it would also be wise for marketers to remember that moms are not just moms. They have other interests, and that is true for mom bloggers as well as mom blog readers.

Yes, moms who blog are very influential and according to eMarketer, that trend is expected to steadily increase from 3.9 million today to 4.4 million in 2014. And yes, moms who blog have become important partners for many companies selling their products and services to the nearly 33 million moms who go online in the US.

But marketers should not assume that moms who blog only share motherhood issues, nor that the mom readers only want to read about motherhood topics.

Moms share a diversity of interests including travel, automobiles and personal technology.

Further, according to Debra Williamson, eMarketer senior analyst and author of the new report “Moms Who Blog: A Marketing Powerhouse,” moms are not interested only in being flooded with coupons and giveaways.

“Marketing via moms who blog requires regular participation,” said Williamson. “Successful marketers create real relationships with blogging moms and work hard to make it easy for moms to support their marketing initiatives. This means understanding that moms have different points of view and don’t always focus on the same topics.

Such outreach programs can reach millions of moms as the trends for mom readers continue to increase as well. Viewing moms for more than being a mom can add to your bottomline.


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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Women With Children At Home Are More Likely To Use Social Media

mom1A recent study conducted by BIGresearch for the Retail Advertising and Marketing Association (RAMA), a division of the National Retail Federation, confirms there is advantage to connecting with women through social media and shows this advantage to be especially true for those longing to reach the “mom” market.

The study also noted that in an economy where price means everything, retailers who already have a presence on social networking sites like Facebook and Twitter are one step ahead of getting in front of these women.

  • Women with children at home are more likely to use Facebook (60.3%),  MySpace (42.4%) and Twitter (16.5%) than average adults (50.2%, 34.4%, 15.0%, respectively),
  • Additionally, 15.3 percent of moms maintain their own blog.

“Retailers who aren’t engaging customers through social media could be missing the boat,” said Mike Gatti, Executive Director for RAMA.

I would also add that when price means everything, it becomes even more imperative for companies to find their differentiation points as well as understand how women now define value. Engaging with women online is an excellent advantage. The many channels of social networking fulfill women’s needs for relationship and conversation and together converge with all five stages of the buying process per Marti Barletta: kick-off, research, purchase, ownership and word-of-mouth.

Other findings include:

  • These days, women with families will spend where they feel their money is best spent – it’s no longer strictly about loyalty, and quality and value are not as synonymous as they used to be. One brand of laundry detergent might be the best on the market and have the most reputable name, but if the other brand offers more washes in a smaller bottle—saving the planet at the same time—mom is going to pay attention.
  • When it comes to actually getting these busy women’s attention, there’s no guarantee that a piece of mail will end up in hands for which it was intended, and a coupon for 20% off any instore purchase could accidentally get thrown away or put in a pile and quickly forgotten. While TV is an important luxury for mom, the days of relying on television have given way to internet ads, paid search methods, Facebook and email campaigns.
  • Technology has played a large role in where mom eventually shops, what she buys and how much she spends on any one item. At the same time, these are the same women who are more likely to tell their friends about a good (or bad) shopping experience, if a certain product is on sale and whether they would recommend a certain restaurant.
  • It’s important for retailers to keep up with what these women want, because more than likely they are not only talking about it, they are tweeting about it, blogging about it and posting it as their Facebook status.

You can download a copy of the study as well as raw data here.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email

Before Women Go Shopping, They Go CROPing

If you’re really dying to know what sways a woman’s buying decisions, look around. Who is she interacting with? Ads? Celebrities? A survey by Ketchum, a leading global public relations firm, revealed that 91 percent of women 25-54 look to friends and family to help them narrow down their brand decision of consumer-packaged goods, consumer electronics or food.

CROP ‘Till You Drop
“Before women go shopping, they go CROPing, looking for CRedible OPinions,” maintains Kelley Skoloda, Partner and Director of Ketchum’s Global Brand Marketing Practice. ” They cut back on research time by consulting with close friends and family, as well as experts, web social networking, local news and magazines. The Ketchum survey results were presented during the second annual M2Moms (Marketing-to-Moms) Conference, which focuses on growing business in the $1.7 trillion mom market.

As we all know, women constantly prepare for the multiple dimensions of their daily lives and mentally juggle an array of work, home and health matters. And because most women research before buying, the use of CROPing to inform buying decisions enables them to save precious time.

Gain the trust of one woman and you gain the trust of all who trust her.

Here are just a few of the survey’s key findings:
• Three of four women say that consumer-electronics shopping is “very” or “somewhat”  easy, but some aspects  frustrate them. Forty percent get frustrated when talked down to while shopping for consumer electronics.

• Seven in ten women do research before making big purchases (72%), but only 35%
buy on impulse. A quarter of women say they are the first to try new products and services.

•  Eighty percent of women surveyed feel that being healthy and having healthy children (82% and 81%, respectively) are the top qualities that define success. Other leading factors include having well-adjusted children (79%), living in a nice, safe community (77%), not having debt (77%) and having a strong marriage (77%).

So what does this mean to you? Research shows that less and less women are perusing the shopping malls. And even when they are watching TV or cooking dinner, they are simultaneously online. Connect with them. Gain the trust of one woman and you gain the trust of all who trust her.

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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email