Marketing to Mom in the Digital Space

A guide to catching her attention and keeping it

The experience of motherhood is shared by women across time, borders and languages. Despite massive shifts in culture and technology, modern moms have many of the same questions and challenges as their mothers and grandmothers. However, the resources moms use to manage the complexities of parenthood have changed considerably over generations. Moms still seek advice from a broad range of sources, but today, they’re often turning to the internet to do so. The ways in which today’s moms prioritize and balance the roles of self, Mom, wife, coworker, sister, friend and daughter may differ, but one thing is evident – digital tools can help make her life a little easier. The challenge for brands today is to cut through the noise and provide value when the volume of information available to moms is overwhelming.

With moms using the Internet more than ever, Laughlin Constable has provided ways to reach and resonate with Mom in the digital age.

Be there for her whenever she needs you: Make it mobile.

Mom’s smartphone very well may be considered her savior. Handy mobile apps can help her communicate with family, find nearby locations, snag deals, search for products and recipes and simply save time and energy. Moms are constantly switching between screens, so your content should be moving with them. According a January 2016 study conducted by Facebook IQ, parents over-index on social mobile usage – globally, they spend 1.3X more time on Facebook mobile than people without children. With this, it’s imperative for brands to create a seamless multi-screen digital experience for Mom. However, it is also important for brands to avoid overwhelming her even more with irrelevant, unwelcome content at every conceivable turn.

Show her what to do: Use video effectively.

More and more, moms are turning to YouTube for answers to their everyday questions. According to a September 2015 study conducted by Google, TNS and Ipsos, 83 percent of moms search for answers to their questions online. Of those, three in five turn to online video in particular. Today’s new moms spend an average of 8.3 hours daily consuming media – about an hour more per day than Gen X moms – with most of that extra time spent streaming video. This presents brands with a great opportunity: to provide valuable content when moms are looking for support, information or ideas. Of the moms surveyed who view YouTube videos, 81 percent watch how-to content. In fact, moms are significantly more likely to watch how-to content than the average viewer.

Respect her time: Be as brief as possible.

Moms appreciate value and efficiency. Especially with an overflowing plate, it’s crucial for brands to give Mom the information she needs upfront without forcing her to dig through clutter. Access to information can be a double-edged sword – on one hand, it’s great for her to have the brain trust of the internet at her fingertips, but all that information and all those opinions can leave her feeling confused. Nurture quick wins with Mom by serving up concise, crystal clear content that simplifies complexities in a relevant way.

Meet her with an empathetic voice: Motherhood means vulnerability.

Every mom has different fears, dreams, beliefs and values, but they share a mutual understanding that parenting is not all sunshine and roses. Brands that understand and acknowledge the challenges of parenthood and speak to moms with a compassionate voice, no matter the category or platform, resonate best with moms. With Medela, Laughlin Constable built a content strategy that includes motivational, inspirational content in addition to educational blogs and tips for new moms. Rather than glossing over the challenges of early parenthood, Medela has created a social community based in part on support and encouragement.

Empower her to help herself: Self-care is crucial.

Mom has to take care of herself before she can take care of others, but her personal needs are often pushed to the bottom of a never-ending to-do list. Savvy brands help her feel more confident, cared for and capable by offering self-care solutions, time-saving tips and real-time resources.

As with any other audience, it’s important to remember that moms lead rich, complex lives and their identities extend far beyond just being a parent. Honor and recognize moms’ reality and allow opportunities for her to put on her oxygen mask first. After all, there’s no work more important than the work of a parent. Brands that are aligned to help support that vital work can and should meet moms where they are to make a unique connection with consumers.

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Lydia Eichner & Ceara Milligan

Updated on 10.10.16

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