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Monday, February 16, 2009

Marketing To Moms Through Digital Technology and Social Media

Digital Mom is an excellent report from Razorfish and CafeMom. It examines how moms are adopting digital technology and social media to help her "do it all".  Key implications for health + healthy lifestyle brand marketers (synthesized from the report) include:
• beyond email (of which 95% of moms use), more than 50% engage through search, social networking sites, text messaging and instant messaging…which means that you need to consider how to rebalance your efforts to leverage these viable channels 
• younger digital moms tend to be more comfortable with new tools like social networks and SMS, whereas older moms are more comfortable with information channels online…so a one-size-fits-all is not going to work 
• by tapping into moms dual motivations - staying connected for their own needs, as well as the needs of their children - marketers have an opportunity to empower moms with content, experiences and community
• categories of Medication/Medical Condition (20%) and Health/Fitness (18%) fell roughly in the middle of those in which moms researched, sought advice, or purchased (in the last 3 months; all survey participants,not segmented by age).  
• there were five distinct segments of socially connected moms, dimensioned in terms of who she is, her Social Level, Activity Level and Content Creation Level…providing insight into how to reach and engage each segment, and leverage their interactions on social networks. 

1 comment:

  1. This report doesn't surprise me. Moms are usually on the cutting edge of information, because they are usually the main caregivers for their families. This is really an example of the modern version of mommy groups that get together in person to socialize and exchange helpful information and experience. Moms are definitly a huge demographic that should not be overlooked by any marketer.