Is your small business marketing to moms? You should be—according to eMarketer, there are some 35.7 million moms with children under 18 at home, and these moms possess some $2.25 trillion in annual purchasing power.
Two-thirds of moms say the Internet has changed the way they get information about products they buy, and 46.9 percent say they do more shopping online than ever before. But while moms enjoy the power the Internet gives them to seek out information, reviews, product comparisons and bargains, most of them are too busy to fully take advantage of all the information that exists online.
So if you’re trying to reach this desirable market, increasingly, the key words are mobile and social. According to data cited by eMarketer, more than 60 percent of moms use a smartphone or tablet as part of the shopping process. More than one-third (35 percent) do so on a daily basis, and 16 percent do so weekly. Here are some tips to help you grab Mom’s fragmented attention:
- Use social media. Time-pressed moms may not have time to research products and services online, but they’re already spending time on Facebook and Pinterest, so they kill two birds with one stone by doing research there. A study cited by eMarketer earlier this year found 45 percent of U.S. moms who use social networks regularly research products on Facebook and 46 percent do so on Pinterest. In addition, moms are highly influenced by their friends’ and connections’ opinions: 44 percent say they have made a purchase after being influenced by a friend’s post about a brand on a social network.
- Understand how moms live now. Mothers these days don’t fit into any stereotypes. More and more moms are unmarried; the majority work outside the home. Ads that depict home life in an idealized, unrealistic way won’t resonate with moms. Humor, a dose of reality and the promise to help them deal with their demanding schedules can.
- Use mobile messaging. With smartphones increasingly the “command center” for busy moms, SMS text messaging can be the perfect way to reach moms with your marketing message. eMarketer cites a study that found more than half (52 percent) of mothers who use smartphones like to get text messages from retailers they choose. However, be sure these customers have opted in to receive your message, that your messages offer value (such as alerting them to limited-time offers near them, or offering a discount or deal), and that you don’t overload them with too many texts.
- Make your emails mobile. If you’re worried text messaging may be too intrusive—after all, most moms live in a constant state of interruption as it is—mobile-friendly email can be an even better option. One study cited by eMarketer reports 44 percent of moms like to get emails from retailers they choose, and usually open those emails on their mobile device.
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