From baby care to back-to-school supplies, moms are often the ones wielding the shopping cart, and increasingly their phones, with 62% of moms who have phones using shopping apps. Moms exert more than $2.4 trillion in spending power and make 85% of household purchases, making it imperative that marketing strategies meet moms at the correct stages of their parenting lives. 83% of new moms are Millennials, a generation with an assertive view of how they want to be marketed to. And, among all moms, a stay-at-home mother of a newborn will have different shopping needs than a working mother of a teenager. Marketers need to avoid a monolithic approach to this smart and powerful marketing segment.
Here’s the recent digital marketing news we’ve covered about moms:
The Subscription Industry Hones In On A New Audience: Kids. As the subscription industry continues to experience explosive growth, brands are taking note of the marketing opportunities and profitability of targeting a much younger audience.
Disney Partnership Inspires Girls. Sport England initiative “This Girl Can” partners with Disney to inspire girls and promote health and wellness.
Parents Turn To A Mix Of Options For Their Toy Shopping Needs. Big box stores, independent retailers and direct-to- consumer brands offer parents an array of options when shopping for toys.
P&G’s Newest Data-Driven Innovation: Pampers Smart Diapers. Pampers has partnered with Verily and Logitech to create what it calls “the world’s first all-in-one connected care system” for babies.
Post Babies R Us Registries: Streamlined And Creative Alternatives. When Babies R US closed, consumers were left wondering where to go for their baby registries, but many options have filled the space left by the shuttering of the mega retailer.
Mother’s Day Spending: How Consumers Say “I Love You, Mom”. Mother’s Day Spending is projected to increase this year, hitting a new record of $25 billion.
KFC’s Latest Marketing Campaign: $11,000 to Parents Who Name Their Baby Harland. KFC’s latest marketing campaign encourages the use of an old-fashioned name for a grand prize of $11,000, which represents the 11 herbs and spices that make KFC chicken so good.
Innovative Marketing from 6 Top Baby Brands: From Diapers & Food to Toys & Nose Suckers. From realism to humor, there’s no one way for baby brands to market themselves. We identified six examples of on-target baby-focused campaigns.
Best Mom Campaigns: Mother’s Day in Marketing. Check out the brands who used Mother’s Day to their advantage, encouraging goodwill and spiking sales.
IKEA’s Pee Strip Ad: Brilliant or Gross? IKEA decided to go bold in their recent mom-targeted campaign. But is it brilliant or gross? We polled people to find out.