Controlling 85% of household spending, and worth more than $2 trillion to U.S. brands, “power moms” - those that balance overscheduled kids, managing a home, and still finding time for a social life - are increasingly becoming the center of focus for many marketers. Here are a few tips on where to effectively connect with this influential audience:
- Go Mobile. Power Moms are becoming increasingly technologically oriented. Based on a recent study published by Nielsen* moms are using the Internet, and smart phones (i.e. iPhone® and Blackberry®), to stay in touch with family and friends, to organize their lives, and to entertain kids while on the go.
- Social Network. As moms’ lives become increasingly hectic, social networking sites like Facebook® are quickly becoming a top destination to stay connected with friends and family. As noticed by Facebook’s numbers, women ages 40-50 are the fastest growing demographic on the site.
- Make an Offer. Forget those moms who ravage the web searching for online coupon banks. Power Moms, strapped for time, expect the relevant offers to come to them. Many smart marketers are utilizing online behavioral targeting to identify where Power Moms are surfing the web. Once they’ve identified the sites, marketers are putting “too good to resist” coupons in front of them. This has driven coupon redemption while positively impacting brand relevance.
*http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=105788
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