Reaching the Modern Mom
In today's fast-paced digital era, new mothers often find themselves inundated with a vast amount of information, not only from their immediate social circles, but also from the entire internet. This overwhelming abundance of knowledge can leave them feeling overwhelmed and unsure of where to turn.
They also find themselves at the center of many marketing campaigns – and for good reason.
“In the US, women are responsible for 85% of household income spending.” - MDG Advertising
Given mothers are an audience you want to reach, how do you cater your marketing to align with the modern mom?
Reach Moms Where They Are Online and Beyond
The life of a mother is not for the faint of heart. As mothers juggle multiple responsibilities, from managing their households to caring for their families, we recognize the need to engage with them through various platforms seamlessly.
As patterns vary by life stage and interests, as marketers, we must understand how moms view advertisements - online and offline.
Through a combination of traditional mediums such as television, print, and radio, as well as digital channels including social media, online advertising, and email campaigns, we ensure that our messaging reaches mothers wherever they are. By utilizing an omni-channel approach, we aim to connect with mothers at different touchpoints in their lives, providing them with relevant and personalized content that speaks to their needs and aspirations.
Our goal is to create a meaningful and lasting relationship with mothers, while ultimately helping them navigate their busy lives and make informed decisions for their families.
Social Media
Whether it's discovering new parenting tips, seeking recommendations for baby products, or staying up to date on the latest trends, social media provides a convenient and accessible way for moms to navigate the challenges of motherhood.
Social media has become a powerful tool to reach the modern mom as they engage on multiple platforms on a daily basis. With the hectic demands of raising children, moms rely on social media platforms to stay connected, informed, and engaged. Moms also trust social media for product recommendations, 80% in fact.
Additionally, targeted social media ads tailored to the specific needs and interests of moms can introduce them to relevant products and services, making their lives easier and more efficient.
The power of social media advertising enables moms to connect with fellow moms, access valuable resources, and make informed decisions, ultimately enhancing their ability to thrive in their role as caregivers.
Email Marketing
With busy schedules and limited time for browsing for moms, email serves as a direct and efficient communication channel to connect.
From parenting tips and advice to product recommendations and exclusive offers, email campaigns tailored specifically for moms provide them with valuable information and solutions. By crafting personalized and engaging content, businesses can establish meaningful connections, build trust, and ultimately drive conversions.
Whether it's a heartfelt newsletter or a targeted promotion, email marketing proves to be an effective way to engage and empower moms on their parenting journey.
Customer Reviews
Not only do reviews serve as feedback for your business but they are a strong marketing tool for your brand. Reviews of your product/service build trust in the eyes of your audience.
“88 % of consumers worldwide make the effort to consult reviews when discovering a local business.”
-Podium
As discerning consumers, moms prioritize the well-being and satisfaction of their families. Reviews provide them with valuable insights into the quality and functionality of products, helping them make informed decisions. By reading feedback from other moms who have already tried a particular product, they gain a realistic understanding of its pros and cons.
These reviews act as a trusted source of information, showcasing the firsthand experiences and authentic opinions of fellow moms. Whether they are buying baby products or household essentials, customer reviews empower moms to choose wisely and meet their family's needs effectively. They serve as a guiding light in a sea of choices, allowing moms to consider not just the manufacturer's claims, but also the practicality and efficacy of a product from the perspective of their peers.
What’s the easiest way to get more reviews? Ask for them. Turn your biggest advocates into marketing fuel by following up on purchases with a link to leave a review.
Direct Mail
What method of marketing still has the highest open rate? Direct Mail!
Every generation interacts differently with direct mail:
For Gen Xers: 70% are excited to discover what the mail brings every day
90% of Millennials engage with promotional mail
72% of Gen Zers would be disappointed to no longer receive mail
Source: USPS
By carefully curating personalized mailers, marketers can tap into the emotional and tangible appeal of physical mail, offering a welcome break from the digital noise. Whether it's a beautifully designed postcard or an enticing coupon delivered straight to their door, the modern mom appreciates the thoughtfulness and convenience of direct mail, making it a powerful tool to resonate with this influential consumer segment.
What content do moms want to see?
When creating quality content, make sure you address the needs of your audience and keep business goals in mind.
To make an impact, create content that is informative, helpful, and/or entertaining. Use videos and storytelling to showcase your product’s features and benefits and share your expertise.
The following should also be considered when putting together content that will attract this audience:
Empathy and Authenticity
The modern mother values authenticity and relatability. Marketers should focus on building a genuine connection by telling stories that reflect her experiences, struggles, and achievements. Empathy in marketing campaigns fosters trust and helps mothers identify with the brand and its products.
Embracing Diversity and Inclusion
Motherhood comes in countless forms, with diverse backgrounds, identities, and lifestyles. Acknowledging and celebrating this diversity is crucial.
“Inclusivity and representation are important factors in maintaining a brand’s reputation and proving to your audiences that you care about all different kinds of people.” - RockContent
Crafting inclusive marketing messages that address different challenges and joys experienced by mothers from various backgrounds ensures that no mother feels left behind.
Emphasizing Convenience and Time-Saving Solutions
Time is a precious commodity for the modern mother. Highlighting how your product or service can make her life easier and more efficient is a highly effective marketing approach. Showcase features that simplify her daily routines, streamline processes, and save her valuable time.
Creating a Successful Strategy for Moms Starts with AWI
Lucky for you, we have two great databases: New Moms and Prenatal Moms-to-Be! Reach consumers expecting a new baby and others who recently welcomed their newest edition to their family with AWI.
With demanding audience and data-driven project requirements, Andrews Wharton is the proven direct-response solutions provider with a long-standing reputation for solving the toughest marketing challenges.
Success. Delivered.
