Marketing to Digital Moms: How To Reach Out To Today’s Tech-Savvy Moms
Gone are the days when the word “Mom” conjures images of a female who cannot operate the video recorder or navigate her way through the latest videogame, and only switches on the computer to send an email to Grandma.
According to a study published in 2009 by Razorfish and Cafemom, up to 27 million (84%) of Moms online are tech savvy. They use Web 2.0 platforms and shop online. In fact, they use communication technology and social media to connect with others, find advice and information, express themselves, do research on products they’re interested in, and simplify their multi-tasking lives.
“Digital Moms” have become so dominant on the Internet that the researchers concluded they are not a niche, but are rather the mainstream.
If you aren’t reaching out to digital Moms online yet, you might just be missing out on a significant market. Consider these numbers from the United States Census Bureau:
- Women control 80% of household spending. Even if they earn only a part or none of the total household income, women determine how much of the household income will be spent.
- Women do 60% of online shopping. Women do a lot of research online before making a purchase and actually make up more than half of online shoppers.
- Women buy 81% of all products and services. Women shop not only for themselves, but also for the home, family members, gifts for friends, teachers and associates.
The problem is, many online businesses just don’t seem to know what to do when it comes to marketing to digital Moms. They make the mistake of treating all Moms online as if they all had the same needs and reasons for using the Internet. Not true, according to the Razorfish/Cafemom report. For example, younger Moms tend to be more comfortable with social networking and mobile surfing. On the other hand, Moms 45 years old and above gravitate more towards online news, product reviews and podcasting.
What is the best way to reach out to today’s digital Moms? Here are three tips:
- Provide relevant content. Some of the online Mom’s interests depend on what life stage she is in. For instance, digital Moms with young children naturally look online for information about parenting and child health. But there are topics that most digital Moms are interested in, no matter how old their children are. These include fashion and cooking.
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- Be present in the channels digital Moms are using. Again according to the Razorfish/Cafemom study, more than half of digital Moms use email, search engines, social networks, gaming and online news. Emerging channels used by about one-third of digital Moms include online videos, consumer reviews and blogs.
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- Know the particular needs, interests and online habits of your Mom audience. Digital Moms have varying needs and surfing behaviors, depending on their age and their children’s ages. The best way to accurately understand your particular Mom audience is to listen to them. Ask your list subscribers what their concerns are. Conduct your own surveys. Hang out in Mommy forums. Pay attention.
The majority of mothers online are digital Moms. They are tech savvy, smart consumers who make informed decisions when shopping online. They’re also online for social networking and even gaming. But they have varying needs depending on their life stage and their children’s ages. To market effectively to digital Moms, you need to give them what they’re looking for online, be where they are, and pay attention to their needs. Take care of digital Moms and you’ll have a profitable online business.
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