Marketing to Moms? Read the “Digital Mom” report!

Thanks to Guy Kawasaki’s blog earlier this month (best selling author of Reality Check), I had a chance to read his topline and the new report by Razorfish and CafeMom entitled: “Digital Mom” (You need to click on the download PDF icon to read the report which is the second to the last icon in the nav bar.)

This is a great read for anyone who is trying to engage and market products or services for Moms.

A few highlights for those of who want to reach Moms:

  1. Digital Moms are more tech-savvy than many think and they are not a niche; they have, in fact, become the mainstream, representing an estimated 84% of moms online in the US today. (Findings project to 84% of online women with children under 18 in the HH, as per Nielsen NetRatings @Plan Winter 2008/2009)
  2. “Social media and text messaging, instant messaging, and gaming, now used by the majority of digital moms, are no longer niche activities. Therefore, marketers have an opportunity to use communications channels like social networking, text messaging and gaming to facilitate conversation among moms and influence decision making.” (And I’d add to educate too.) 
  3. Not all Moms are the same! Mom’s with children 12 or older are more likely to use gaming and video than Moms with younger children. (Mom’s activities seem to chase their children’s…) So building on yesterday’s blog about the growth of “Health eGames” (Video Games in Healthcare?), if you want to engage digital moms,  Health eGames may be one new way to consider…”Digital Moms who are younger in age tend to be more comfortable with newer communication tools like social networks and SMS, whereas older moms tend to be more comfortable with information channels online.”
  4. “Digital Moms with older children have a dual reason to stay connected via emerging technologies.  Beyond the need to stay connected to friends and family, more moms with children 12 or older are interacting with technology to monitor their children. Of Moms with children 12 or older, about half (47%) are monitoring their child’s behavior”…
  5. To maximize success, it’s important to understand how moms use the different media and social channels and who they are socializing with for each. For example, moms communicate most with their spouse/partner via text messaging (72%) and email (52%), but with their children via text messaging (40%) and gaming (32%),and with their friends via email (84%) and social networking (83%).
  6. “Categories including Clothing/Fashion, Food/Cooking, Health/Fitness and Travel appeal to all women, regardless of a mom’s age or the age of her child.  However, some interests are dependent on the age of her children, such as Baby/Parenting, Medication/Medical Condition, Electronics/Computers, Cars and Telecommunications.”
  7. Digital moms first learn about products via many channels, including TV, friends/family, websites and print; however, digital and social influence channels wield more impact in the purchase funnel as mom gets closer to purchase. Although TV (31%) still has the most impact in creating awareness about a product across most verticals, the gap between TV and other channels is closing.” Generally, as moms move through the funnel of researching and learning more to purchase, the web and social media have greater impact than traditional media (One exception is Print that still has relatively strong impact when it comes to researching and learning more.)
  8. Emerging channels like mobile web browsing are increasing in importance among moms and should continue to grow as penetration rates continue.

Part II goes on to delve deeper into connecting with moms through social networks and identifies five core segments of socially connected moms– from the self expressor to the infoseeker to the hyperconnector.

With the continued growth of the web and social media networks in terms of both awareness generation and learning and influence, marketers need to focus on understanding HOW AND WHY target moms use the different web channels and social media networks.  While the digital and social networking channels add ‘complexity’ to marketing and creating conversations, it’s critical to continue experimenting and learning– especially in emerging channels like gaming and mobile.