How to Reach Moms

Adapt To Reach Your [Moms] Audience by Stephanie Piche!



If you really want to engage with Moms, you need to adapt your strategies to understand what the influencers are. From spouses to children, health to finances, friends to colleagues, finding the triggers to how a mom engages is not an exercise for the weak, nor is it one that is going to be delegated anytime soon.

So, why do brands and agencies still think engagement consists of consumers clicking on banner ads, when a recently released report pointed out that just 8% of Internet users click on 85% of banner ads, and speaking as a mother, moms are not part of the 8% who are clicking on those ads.



Recently, I found a newly released white paper published by Advertising Age, titled the “Rise of the Real Mom.” In it, Boston Consulting Group states Moms control $4.3 trillion of the $5.9 trillion in U.S. consumer spending, or 73% of household spend. Hoping to find that the researchers who wrote this paper have hit the Holy Grail in helping marketers engage with the highly coveted “mom” demographic, I instead found parts of it to read more like a scene from “Mad Men.”



The most startling paragraph contained suggestions that were offered up to guide marketers, including:

– not to just “communicate goods and services they offer are practical and convenient; they also need to make real moms feel confident and in charge”

– “empower female consumers to delegate to others (spouses, children, brands) so they can have more time to be who they want to be”

– “use new ways to reach a population that rarely has time to sit down and read or watch or enjoy something without simultaneously doing something else”



News Flash: Moms are empowered, confident, and in charge. We are ahead, way ahead, of the curve. We have adapted by embracing technology and are highly functional multi-taskers. We use our smartphones on the go to find products and services, VoIP products to stay in touch with family and friends and to meet and connect with other moms using Twitter, blogs and Facebook. We engage in real-time conversations daily on the Internet using “social TV” that goes beyond what traditional television is trying to morph to today on MomTV.com.

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