I’m not like a regular mom — I’m a cool mom:
Marketing to moms online.
I’ve been told that motherhood is all consuming: the sleepless nights, the never-ending laundry, a constant feeling of exhaustion and bewilderment. But I never expected it to begin the moment I learned I was pregnant. All those things really do come into affect almost immediately (partly due to the lovely symptoms of pregnancy): the endless trips to the bathroom, the obsessive urge to nest, the many nights spent tossing and turning in an effort to knock out a few hours of sleep. It’s all a part of the exciting and rewarding journey of motherhood that many of us so blindly venture into.
Before my little one even had a heartbeat I was already scouring mommy blogs and picking the brains of veteran moms, all in a desperate attempt to seek out any advice that could better prepare me for motherhood.
I learned to accept change very quickly, but I was still flabbergasted by how much this little alien growing in my belly seemed to control and flood my body with many different emotions at any given time.
Through all my digging and learning, I hardly predicted to have the intense feeling of appreciation and respect I now have for every other woman out there who’s been through the same journey that I had now embarked on.
One moment that stood out for me was brought on by the American Greetings ad entitled “World’s Toughest Job”. The one in which they create a fake job posting and hold real interviews making outrageous requests. The candidates react as expected only to realize that moms tackle these outrageous requests every single day. After watching the ad the first time around on YouTube I was rendered completely speechless. Then, for whatever reason I decided to torture myself and watch the spot over and over until my mascara-streaked tears had run their course.
It finally dawned on me after the fifth or sixth viewing that I was now apart of the targeted demographic. They weren’t just talking to moms out there. They were talking to me. I’m a mom and from now on, whether I like it or not, I represent a percentage of the consumer population often referred to as a marketer’s holy grail.
Despite the fact that we live in a progressive society, moms are still making the majority of household purchase decisions. In fact, a staggering 85% of moms make purchase decisions every single day. Not only are they buying necessities like groceries and cleaning products, these women are also purchasing household electronics.
Nowadays, moms spend less time flipping through channels and magazines and more time surfing the net. Marketers have picked up on this growing trend, dedicating their efforts to online ads and viral videos. Brands have had to tailor their efforts around the needs of moms in a digital world.
In the last few years, P&G released a series of ads for the Olympics that revealed the endless dedication of moms all over the world. They emphasized the bond between mother and child rather than the typical and obvious use of product placement. The ads struck a major cord for moms as well as their children everywhere. Soon, these ads were being shared on every possible social media platform out there and not just by moms. Anyone in their immediate circle was also sharing, making spouses, kids, and even friends a secondary target market for a lot of these brands. By forming a connection with just one mom they end up forging a bond with all those around her purely by association. Think about it: kids are more likely to embrace whatever brands and products their parents favoured when they were kids. They may even use the same brands and products when the time comes around to have kids of their own. In fact, marketers are banking on it.
With more moms adopting Smartphones and spending twice as much time online, marketers are finding new and innovative ways to connect. They no longer rely solely on traditional forms of advertising to reach these women making the reach even greater than ever before.