The “perfect mom” archetype isn’t just unrealistic for the vast majority of women, but also creates a stressful imbalance of priorities that leaves their own well-being last on the list. As we move into 2017, the “imperfect mom” will become the new hero in advertising. In an era where authenticity and relatability are the most important aspects of engagement, how could she not be? The beauty is in the imperfections.
People in the marketing-to-mothers profession refer to mothers as chief financial officers of their households. The phrase suggests a comfortably solvent enterprise—prudent about money, but able to command it as needed. The reality of mothers and money is more complicated and less cheery, as explored in this new eMarketer report. The boss of bosses.
Back-to-school shopping is starting earlier every year—and it's increasingly starting on mobile. Here are the latest trends marketers need to know to be there and be useful for shoppers in their micro-moments. Mobile, meet mom.
Dollar stores, while serving a very pragmatic purpose and offering everyday items at ridiculously cheap prices, are spots for discovery. Hollar is trying to capture this unique shopping experience virtually. The selection is not quite as large as what you’d find in a brick-and-mortar dollar store, but it still carries over 20,000 items. It’s more strategically curated than traditional dollar stores to appeal to younger shoppers – specifically, millennial moms. Hollar for a dollar.
In a recent survey conducted by Rubicon, more than a third of parents have already begun shopping for the fall, spending an average of $917 per child. 60% of parents plan to buy at least one thing on a mobile device and 30% plan to do at least a fourth of their shopping on mobile. Catch mom if you can.
Soon-to-be parents are retailers' dream customers: they will be spending more money than ever and creating behaviors that continue throughout parenthood. But marketers shouldn’t wait until the baby is born to reach parents. Some content advice: make sure the content is relevant, know your audience’s timeline (to the week), build a sense of community, use all touchpoints, and don’t just sell products. They need all the help they can get.
In a recent study of parents, Facebook IQ found that parents, especially Milennials, are using their phones for more informed purchasing decisions. Parents are five times more likely to use Facebook when making family purchases than parenting websites. Today, 56% of moms follow businesses on Instagram and even more of them consider it a place to learn about products and services. Keeping these stats in mind, brands need to ensure that information and advice is easily available to parents on mobile. And don’t underestimate how kids are influencing parents.
In the U.S., heroin and painkiller abuse is a widening epidemic and families are struggling to find support. But mothers of addicts are going online, using social networks and even messaging apps. These newer groups offer more flexibility and real-time support than traditional 12-step groups, allow those who feel ashamed to discuss their problems anonymously, and even allow for very specific subgroups. How five mothers found years’ worth of advice and sympathy.
Facebook conducted an international study on how parents are using Facebook and Instagram. The highlights: parents spend more times on the networks via mobile, are more active in the early morning, and share more photos and status updates than non-parents. They recommend that brands don’t focus only on parenting topics because “parents are people too”, but also realize that children today have a high influence on parents' purchase decisions. Read the full report.
According to a study by Media Post, women are focused on a “Better Her” in 2016. Health and wellness goals will be most important to them in 2016, motivated to make the necessary changes and are striving for a better them. By celebrating consumers and inspiring them, brands will be more successful at inserting themselves in the conversation because consumers will already be talking about them. It’s less about the product and it’s all about her