Marketing to the “Mom” Demographic
In marketing and advertising, “key demographics” are the linchpin around which campaigns are formulated. The demographic informs marketers’ efforts to create highly tailored messages that will convert the most number of new customers and gain the highest amount of revenue from them. These target demographics of course vary by product and industry, and their interests and relative amounts of spending power, perhaps even somewhat determine, what is ultimately produced and sold.
For example, different genres of television programming such as sports, sitcoms, reality, and drama target very different audience groups. And for a wide range of products and services, millennials are the most critical demographic to convert, due to their sheer numbers, their comfort with leading-edge technology, and the high value they place on convenience and flexibility.
One key demographic segment are mothers who comprise a huge audience: in the U.S. they number 85 million. And women in general are an extremely valuable audience, responsible for 85% of the household income spending in the U.S. each year, amounting to $2.1 trillion, and spanning a wide variety of verticals and product types.
Like many other demographics, mothers have jumped on the digital bandwagon wholeheartedly. According to a recent eMarketer study, “Mothers are a highly digital group and have been for some time, but their usage of digital is constantly evolving, often at a rapid pace…. And while U.S. mothers may share certain characteristics, they are anything but a uniform group.” This lack of uniformity, of course, likely poses a challenge to marketers and advertisers.
But that doesn’t mean that there aren’t some identifiable trends. The eMarketer report found that younger mothers, perhaps like other millennials, spend more time with digital video than do older mothers. And married mothers are more likely than single moms to practice “showrooming” when shopping—visiting a store or stores to see the product for themselves before they buy it online at a lower price.
eMarketer estimates that more than 95% of all U.S. mothers are internet users, spending about three and a half hours per day on it. For many, it is their main source of entertainment and the first place they go for information. And, like many of us, mothers primarily use their smartphone to go online. Today, nearly nine in ten mothers have a smartphone, although in 2013 fewer than two-thirds did.
The report also found that streaming video, which is undeniably popular amongst nearly all demographics, has a big audience among mothers. And internet of things (IoT) technology has begun to gain a following amongst moms as well.
There are also, unsurprisingly, a wide variety of box-of-the-month subscription services that focus on mothers. Yes, there are subscription diaper services, but there’s also a number of boxes geared toward the challenges and joys of pregnancy, and of course, boxes for the baby too, with different selections of toys, accessories, clothes, and baby care products. As well, there are boxes that appeal more broadly to women in general, such as boxes with products related to fashion, accessories, cosmetics, fitness, and more.
Of course, marketing to any broad demographic can be tricky, and mothers are no different. Brands need to be sure their messages aren’t outdated and their voice is authentic. Once the message is right, (along with the “4 P’s of marketing”—product, price, promotion, and place) and prospects are ready to convert, e-commerce merchants need to make sure the rest of the sales process is as hassle-free as possible.
For subscription businesses, this means having the flexibility to offer a variety of different plans, making the payment process as easy as possible and taking the kind of payments that the target demographic prefers, effectively dealing with failed payments, mitigating churn, and so much more.
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