Creating Mom-Specific Shopping Experiences Online
With moms being the primary shoppers for households across America, it’s crucial for marketers to know what mothers are looking for and how they’re buying it.
Perhaps this next statement comes as news to you. Moms are online more than any other demographic.
While consumer trends have shifted in favor of online buying, moms are even more likely to embrace digital shopping. A lot of younger moms are also millennials, and there are certain factors this demographic looks for when choosing what to purchase.
Marketing to moms needs to be multi-platform. In fact, this demographic is 58% more likely to use their smartphone to shop. While smartphones are the number one technology tool used by moms, they’re far from being the only one. A third of moms also own some other kind of connected device (like a PC or tablet) and use it for buying. Ensure your ads and websites are available and optimized across all devices.
Deals are another deciding factor when it comes to moms shopping online. By offering coupons and exclusive deals over email and Facebook, online retailers will be more likely to score a sale. Moms are also more likely than other demographic groups to share retail coupons with their social networks, increasing a brand’s organic reach.
The items mom shops for online are similar to those purchased in-person, and mothers are most likely to turn to the online space for items such as clothing, school supplies, toys, music, and e-books.
The Power of Mommy Bloggers
Mom bloggers are some of the most powerful influencers on the internet.
About 18.3 million moms read blogs at least once a month. They have a lot of selection to choose from — in 2014, there were an estimated 4.4 million mommy blogs in the United States alone. These blogs aren’t one-way forms of communication. Mom blogs are a community, and if marketers can get that community on board with a product or service, they’re in luck.
Content marketing is king on mom blogs, and mommy bloggers have plenty of consumer influence.
Businesses should consider offering mommy bloggers exclusive or free access to their product or service, and ensure they have a positive experience. The best case scenario is that the blogger will become an ambassador for the product, and will endorse it on their blog, in their voice. This indirect marketing has proven to be more effective than direct advertising, the latter of which moms can tune out and ignore. The statistics prove content marketing works. Numbers show that 55% of moms who are active daily on social media have made purchases based on a recommendation from a personal mom blog.
Pinterest: Window Shopping for the Internet Age
Another way to indirectly market to moms is through websites such as Pinterest. A Marketing Land study revealed that moms share Pinterest posts over 2x more frequently than the average user. With the introduction of its new Buyable Pins function, the site is well on its way to revolutionizing the way moms buy online.
Here’s how businesses can take advantage of Pinterest. Images should be targeted towards topics in which moms are most interested. Trends show moms favor pinning visuals of home decor, fashion, DIY projects, and kids. Visuals that are seasonally applicable are also more likely to catch a mom’s attention. Punchbowl has an excellent list of other ways marketers can use Pinterest to appeal to moms.
Whether you’re marketing to moms online or off, make sure you listen to what they have to say. The number of moms online creates a natural forum for feedback, and businesses shouldn’t miss the opportunity to discover how they can further foster a mom-friendly shopping experience.