Moms – A Marketer's Goldmine – Turning to Digital Platforms27 Jun, 2012 By: Jackie Jones
CANNES, France – Moms – the Holy Grail for many direct response marketers – are more often turning to technology for suggestions and advice, creating a powerful opportunity for brands to connect with these consumers and contribute to family moments, according to a new study by Yahoo! and Starcom MediaVest Group.
About 69 percent of mothers worldwide said they turn to search engines when researching family activities, and 71 percent said their family engages with technology daily, though 52 percent added that technology can also be an unwanted distraction, according to the study, “Brave New Moms: Navigating Technology’s Impact on Family Time.”
“More and more, moms are aware of both the opportunities and challenges that can result from constantly being plugged in, and they are struggling to find a way to create moments that are memorable and lasting as opposed to just running down to-do lists,” said Lauren Weinberg, vice president of research and insights at Yahoo!. “This study goes a long way toward helping us understand the importance of creating and capturing meaningful family time. As moms shift away from efficient and toward meaning, there are ample opportunities for brands to help be part of this moment.”
The study highlighted a heightened awareness and desire by moms to create special moments with their families, which presents brands with unprecedented opportunities to connect with this consumer demographic, Yahoo! and Starcom MediaVest said. Brands should elevate routines into more meaningful rituals; discover new rituals that moms can start with their families; adapt traditions to allow moms the freedom to maintain them in a way that is modern, manageable and special; and provide moms with ideas and ways to extend special moments so the family can relive them, the study suggested.
“Brands have understood that moments are important to moms for many years. We’ve all seen these important moments showcased on brand creative. However, moms today don’t want this just acknowledged,” said Adam Kruse, vice president and global director of Starcom MediaVest. “They need help in creating more of these moments that matter so much. The force of technology is elevating both the need and providing brands with new opportunities to help moms create more meaningful family time.”