New research from BabyCenter.com reveals that brands that want to connect with mothers, particularly new mothers, should go mobile. According to the survey, 68% of mothers user their smartphones while they’re shopping, which is much higher than the average smartphone user.
Furthermore, 46% of survey respondents said they want to get information about products and services while they are shopping — at the very moment that they’re making buying decisions. In fact, 46% of survey respondents claimed that they were moved to action after seeing an ad on their smartphone, tablet or other mobile device.
Among mothers who don’t have smartphones, they spend more time on the web via a computer than they spend using any other type of media (television, radio, magazines, and newspapers), so clearly brands need to be represented in digital media in order to connect with the buying power of the new mother audience who is actively looking for products, advice, and reviews.
The BabyCenter survey also revealed that 62% of respondents change brands when they have kids, so even if these women were your customers before they had babies, they’re not necessarily still going to be your customers after they have babies. Digital marketing is essential both to attract new customers and retain existing customers when it comes to the new mother demographic buying behaviors.
Once consumers, including new mothers, adopt mobile technology, it becomes an integral part of their lives. This trend isn’t going to end anytime soon. In fact, it’s going to keep growing. and more and more consumers will become more and more dependent on their mobile devices. If you don’t already have a mobile component to your marketing plan, you need one.
What do you think? Are new mothers one of your target customer segments for your brand? Are you connecting with them via mobile marketing already? Leave a comment and share your thoughts.
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Susan Gunelius is the author of 10 marketing, social media, branding, copywriting, and technology books, and she is President & CEO of KeySplash Creative, Inc., a marketing communications company. She also owns Women on Business, an award-wining blog for business women. She is a featured columnist for Entrepreneur.com and Forbes.com, and her marketing-related articles have appeared on websites such as MSNBC.com, BusinessWeek.com, TodayShow.com, and more.
She has over 20 years of experience in the marketing field having spent the first decade of her career directing marketing programs for some of the largest companies in the world, including divisions of AT&T and HSBC. Today, her clients include large and small companies around the world and household brands like Citigroup, Cox Communications, Intuit, and more. Susan is frequently interviewed about marketing and branding by television, radio, print, and online media organizations, and she speaks about these topics at events around the world. You can connect with her on Twitter, Facebook, LinkedIn, or Google+.
