Marketing to the “Mom” Demographic

A group most businesses wouldn’t consider a single market demographic is the “mommy group.” Mothers have busy lives making decisions for the entire family - especially stay-at-home moms. These mothers have traded their careers to provide high-value care for their families Stay-at-home moms aren’t typically the “cook, clean and watch the kids” stereotype anymore. Families whose wives “work” at home, acknowledge them as the key decision makers of the family. They have an extensive daily to-do list to maintain the family and the home. Marketers can benefit from understanding the mom demographic based on the media they look at, their buying decisions, and the messages that appeal to them.

First and foremost, know the right media to use that will best reach stay-at-home moms. The label “at-home” moms sway marketers into believing these women spend hours watching T.V. According to a study by comScore and BabyCenter, 90 percent of moms regularly use social media and actively spend more time online. According to the 2016 Nielsen Total Audience Report, stay-at-home moms who have smartphones spend a weekly average of over seven hours on social media and almost 23 hours on their devices in general. This is a result of many millennial mothers growing up in the digital age. Also, another marketing medium to consider is ads on the radio, Pandora, and Spotify. Moms ride in their cars more than any other demographic, making the car a convenient place for hearing ads.

When it comes to making a buying decision, moms take a different approach compared to other demographics. The factors they consider before they buy a product is important for your business to know. Typically, moms don’t have the free time to shop around for a product, so they will spend their time researching the product or service online before going out to buy it. Moms will also consult their mom friends before making a buying decision. They love to brag when they get a great deal on a high-quality product. Word-of-mouth between moms has become a marketing bonus for businesses through their networks on Facebook and “mommy groups.”

A final strategy to consider when marketing to moms is considering the type of messages that appeal to them. Like mentioned before, moms love being educated. Use messages that they can learn something from. These shouldn’t be long, detailed messages because moms prefer short and to-the-point descriptions that are informative. Focus on keeping real content that is relevant and useful. Moms also want to read relatable content like inspirational stories that grab their attention and will attract them to your brand. Finally, moms center on relationships. They chose to be stay-at-home moms in the first place to be able to focus on relationships with the families and serve them entirely. Making your messages conversational will make them feel like their getting to know you on a personal level.

Moms play an important role in our lives, which is why they are considered their own demographic. Although they thrive on emotion and inspiration, moms won’t be tricked into buying something before they have done their homework. Using the right marketing strategy to approach moms is important because they have a broad network and are influential to many different groups. Consider if your brand will benefit from targeting a marketing strategy for moms.

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