Let's take a look at the media consumption habits of Moms. Everyone talks about Mom as the influencer, chief purchasing office, alpha mom, health decision maker. It's not enough to reach her or target her, brands need to engage with her. "Women do not buy brands, they join them" according to the President of Pink Tank, who goes on to say that "to connect with women, be sure you're inviting them to a group they'd want to join".Let's assume you have that part down for now, meaning - creating a compelling, relevant value proposition to her. How then do brands reach her? According to the Digital Mom report, by Razorfish and Cafe Mom, "...digital technologies are making things easier" for her. The survey reports that more digital moms interact with social media (65%) and SMS (56%) than with news sites, and just as many are gaming as well (52%). But the report also cites the "digital divide". Moms under 35 are more likely to leverage new technology platforms and social media, yet moms 45+ tend to utilize informational tools such as news and consumer reviews - or, it they have children over 12, they may use social media to monitor them. Regardless, digital channels are prevalent at all stages of brand engagement.
The average mom spends 8 hours a day with media. The Living La Vida Rapida report by AOL echos the trends toward multi-tasking, "handling 27 hours of activities in a 16-hour waking day". Media consumption is more mixed in the baby/toddler years, then trends 
less TV/newspapers in the 5-8 year old and more mobile in the tween/teen years - with the Internet being a constant. Their media consumption is tied not only to the rational purpose it serves, but to an emotional connection to her. The Internet is associated with productivity, and for being a "lifeline" to the outside world. Radio/TV are preferred for background, TV for recreation, spending time alone, relaxing and noticing ads, and games for killing time. Email and mobile are preferred for spending time with friends. The Cafe Mom report notes that Social is a growing trend in communicating efficiently with word of mouth from friends or "people like me" more valued than ever among moms.
less TV/newspapers in the 5-8 year old and more mobile in the tween/teen years - with the Internet being a constant. Their media consumption is tied not only to the rational purpose it serves, but to an emotional connection to her. The Internet is associated with productivity, and for being a "lifeline" to the outside world. Radio/TV are preferred for background, TV for recreation, spending time alone, relaxing and noticing ads, and games for killing time. Email and mobile are preferred for spending time with friends. The Cafe Mom report notes that Social is a growing trend in communicating efficiently with word of mouth from friends or "people like me" more valued than ever among moms. Internet is the most important medium for both everyday life and for parenting information or advice for moms. Of the 8 hours
consuming media, the highest is spent on the Internet which is the preferred format for task oriented things - shopping, coupons, advise, health information, connecting, etc. Think about the fact that 95% of moms co-use media at lease once a week with their children - this increases the potential footprint of a brand, but also increases the need for reciprocal value. So then, be sure you're inviting them to a group (brand) they'd want to join!
consuming media, the highest is spent on the Internet which is the preferred format for task oriented things - shopping, coupons, advise, health information, connecting, etc. Think about the fact that 95% of moms co-use media at lease once a week with their children - this increases the potential footprint of a brand, but also increases the need for reciprocal value. So then, be sure you're inviting them to a group (brand) they'd want to join!
Posts
No comments:
Post a Comment