Marketing to Moms? Read the Digital Mom Report

February 07, 2009
Marketing to Moms? Read the Digital Mom Report

Razorfish and CafeMom issued a “Digital Mom” report that examines the role of digital technology in modern moms. (Do yourself a favor and click on the download PDF icon to read the report. It’s the second to the last icon in the navigation bar.)

Here is a quick summary to entice you to read the whole thing. Anyone who is trying to market products or services for moms should read this exellent report.

1.

“Social media and text messaging, instant messaging, and gaming, now used by the majority of digital moms, are no longer niche activities.”
2.

“At the same time, moms with children 12 or older are more likely than moms of children under 12 to use gaming and video. Marketers have an opportunity to respond to these trends by acknowledging that a ‘one-size-fits-all’ strategy against moms may not work.”
3.

“Marketers should recognize the dual purposes (communicating with peers and monitoring their kids) moms of older children have for engaging with emerging technologies, particularly social channels. They should learn more about the challenges moms face when embracing technology, and provide them with better resources and information to help them guide their children.”
4.

“Marketers have an opportunity to utilize communications channels like social networking, text messaging and gaming to facilitate conversation among moms and influence decision making.”
5.

“Marketers should consider marketing to mom as both an interconnected woman and a mom, as her interests extend beyond parenting.”
6.

“Among digital moms, the gap is closing between TV and other channels in creating initial awareness about products. Marketers should consider the penetration level and relative influence of each channel when determining how, when, and where to reach digital moms along the purchase funnel.”