Make way for those new age tech-savvy moms; they are currently the top influencers in the digital world, according to recent data findings conducted by Chicago-based agency Fuor Digital.
“In the past, moms were considered a segmented group that could only be reached through niche sites. As their usage habits have evolved and they’ve become more digitally savvy, a whole new chapter of reaching moms online has developed.” Katy Katz, the Director of Strategic Relations at Fuor Digital, points out. “You’re no longer market to moms – you market with moms.”
A May 2009 study on eMarketer (http://www.emarketer.com/) found that 36.1 million moms are using the Internet every day, which makes up for over 40 percent of women online overall. Not only are moms utilizing this medium, but they now depend on it. Whether it’s searching for a quick recipe, finding reviews on the latest family-friendly car, or looking for general advice, all of their pending questions can be now be answered within a few clicks.
Digital moms place a high dependency and trust in search engine results. Studies have found that nearly 70 percent use search engines to gather information before making any online purchases, and 54 percent use search engines before making any offline purchases, according to a doubleClick Performics study.
It doesn’t stop at search engines. These savvy moms find comfort nestled in the millions of online communities and blogs created solely for them.
“Most moms are active social participants, especially those with very young children. They’re at least 50% more likely than average online Americans to create social content and join existing communities online.” A recent Forrester study reported.
The latest thought leaders to take the digital moms by storm are “mommy bloggers”, or moms that blog about the daily trials and tribulations of being a parent. A recent study conducted by Lotame found that over half of moms online read blogs.
Since mommy bloggers are coveted digital moms due to their influential voice, potential advertisers should be enticed and motivated by their power. To successfully tailor a strategy for a mommy blogger, brands should lead with products relevant to both the blogger and the content of their blog.
“There’s an opportunity to conduct a blogger outreach with your product or quite simply, advertise on their blog with a display advertisement,” Katy suggests. “Digital moms are looking for product information and reviews on these sites, and it’s your opportunity to share your brand.”
Other ways to reach digital moms online include optimizing sites like CafeMom and Cool Mom Picks, where you’ll find thousands of women generating buzz and opinions every day.
Don’t think that these women are going anywhere either, these means of engagement are here to stay. However, advertisers should recognize that brand buzz and acknowledgement doesn’t happen overnight. “It takes a concerted effort to understand how your consumers want to engage, what they are talking about naturally, and then how to drive them to becoming a fan using an integrated media approach.”
