Zanthe Martinuzzi is the new business manager at Arc Interactive. In today’s post she takes us through why moms are a digital marketing force to be reckoned with and an untapped resource for many businesses.
Mom knows best
It’s a well-known fact that women are responsible for a large portion of consumer spending in general, with many of them identifying themselves as the primary household shopper.
With so much purchase power, it’s no wonder why many brands and marketers are interested in capitalising on this market share. However, many get it wrong, using stereotypes and inaccurate or outdated mom-related marketing.
If retailers truly want to capitalise on marketing to the powerful demographic of internet-savvy moms or as Google names it, “Digital Moms”, they need to truly understand these women first.
Who the Digital Mom is
“So, what is a Digital Mom?” you might ask. She’s well-connected, internet savvy, a quick adopter of new technologies, a caring mom, and always trendy from head-to-toe. Digital Moms are female, frequent internet users under the age of 45, with kids under the age of 18. She may be in a variety of different work situations ranging from stay-at-home mom, to working part or full-time.
Her interests are vast- ranging from news, fashion and beauty trends, travel, career advancement, financial and investment news, food and healthcare as well as home and décor.
She likely has a smartphone which is her main source of connectivity. She is also a frequent social media user, online researcher, and at-least an occasional online purchaser.
Why she’s a great brand ambassador
Research indicates that Digital Moms aren’t strictly brand loyal but rather prefer to experiment and shop around so they can find the best combination of appeal, quality and overall value for money.
Having said that, why then is it that they’re considered incredibly valuable brand ambassadors? Easy- Digital Moms have more spending power than ever before and more importantly, they have great influence and know how to use it.
The Digital Mom is brutally honest, vocal and a great decision influencer amongst her peers. She is likely to provide opinions and recommendations about your brand, product or service.
She reads, reviews and rates products online without being prompted by brands and is happy to share deals she finds both on and offline and frequently recommends products, services and other brands to her inner circle. Because of this, Digital Moms are truly some of the best word-of-mouth marketers out there.
How to get her on your side
So, how can brands capitalise on the influential status of these Digital Moms? One of the most powerful ways is to truly understand her- her life-stage, work situation, age, values, tastes, behaviours, interests, wants, needs and most importantly, that no two moms are alike.
Your brand can do this by doing away with stereotypes and a pigeonhole mentality- rather, tailor your message and imagery to the individual for bespoke, accurate marketing. Another way of getting the Digital Mom to notice you is to develop your brand’s social and environmental responsibility (as she’s big on ethics). Also, include good value (such as deals and promos) for this savvy shopper.
Don’t forget to reach her where she is- that means social media and the digital publications which she frequents. Finally, remember that Digital Moms are brutally honest. The only way to ensure you get their positive review is to deliver quality and consistency in your product or service.
No matter which vertical your brand sits within, the Digital Mom will likely be your key customer or client – that is, if she isn’t already. We hope that you’ve now gained more insight into the incredible consumer powerhouse known as the Digital Mom, and learned how your brand can tap into this market and gain a valued ambassador.
ABOUT THE AUTHOR
Zanthe is a former designer and HTML web developer turned digital marketer based in Johannesburg with an acute eye for detail and a creative spark, she decided to pursue a career in graphic design. After qualifying, she worked as a designer and developer for a few years and then began studying marketing whereafter she found her niche in digital marketing.
Zanthe has since been doing digital marketing work on some big brands such as ABSA, Russell Hobbs, Danone Brands, as well as non-profit organizations and now works as the Digital Marketing Manager at Arc Interactive based in Johannesburg.
When she isn’t glued to her computer screen – blogging or making the digital connection between her clients and their customers, she spends time playing with her two cats, stays active, keeps her finger on the pulse regarding the latest trends in fashion and food, and tries hard not to be the worlds worst tennis player.
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