Nearly every brand on the market has tried to crack the code of the Mommy blogger! Recently it seems we’ve moved on to target youth, the millennial, and even older adults, but have no fear, Mommy bloggers are still a force to be reckoned with!
Women command 80 percent of, or $5 trilling in U.S. consumer spending power. By 2020, women are expected to have $22 trillion in global spending power. It’s imperative that brands looking to succeed in today’s market must fit into and help to improve the lives of women.
Sometimes labeled as “Chief Health Officers,” moms are goal‐oriented family health managers that are active information seekers. Moms are known to pay more for food or health products that are backed by research and are perceived to contribute to the health and wellbeing of their families. Once engaged in a product, this group serves as influencers for other moms by passing along their knowledge and recommendations freely.
How do we connect with them?
The key phrase is “engaged correctly.” Like when targeting other audiences, brands need to create campaigns that build friendships with Moms specifically and find ways to integrate products into the lives of these women. Women, and moms, ultimately expect brands to treat them like their friends. They want branded experiences that prove a brands value proposition to be true. Brands that can be in touch while also being sensitive are likely to be the ones that moms and women will buy and be loyal to.
Where are they?
Moms and women in general are very active on social networks. Eight out of ten (80 percent) use social media regularly, with 90 percent of those having visited Facebook in the past 30 days, and just over one‐ third (37 percent) using Twitter in that same period. Mothers are also very open to liaising with brands on social networks. More than 42 percent have made a purchase as a result of a recommendation on a social networking site. If engaged correctly, moms can be fantastic promoters of products and services, with more than half recommending companies and brands via social channels.
Children have a major influence on consumers’ perspectives on personal health and the environment. When people become parents, particularly moms, they develop an emotional connection to investing in a better future through present‐day choices. Sites like thebump.com have online communities filled with soon-to-be or already are moms. With nearly 4 million births each year and nearly $50 billion being spent annually on babies and toddlers, this network allows moms to connect with like‐minded moms, experts and brands that can help them in their decision making process.
Why should marketers be targeting moms?
Moms specifically are 45 percent more likely to use social media and a whopping 3.9 million moms in the U.S. identify as bloggers. Across all cultures, blogging and the prevalence of “mommy blogs” represent a powerful outlet for moms to share their experiences as well as create a sense of digital community.
By connecting with moms, brands can get a lifetime of loyalty and build brand evangelizers who will share information with others. Check out some of the top mom blogs.