I just read a really interesting piece in Marketing VOX News about mom’s in the UK being 44% happier with the way brands are communicating with them, this year over last year. That’s quite a significant change in a short period of time.
Why?
The current economic struggle has forced brands to get smart about their communications and get real about who they are targeting. It comes as no shock that its actually only higher-income moms that report this 44% increase. Lower income moms are actually less impressed with brand communication. It appears the higher income bracket is scrutinizing purchases more often and buying bulk where it makes sense, whereas lower income moms are buying smaller portions, or forgoing non-necessity items altogether. So brands are all scrambling to compete for the mom’s who are still buying and ignoring the ones who are scaling back.
So, what are these brands doing and how are they communicating with their audience?
Word of mouth is still ruling the roost, as 68% prefer this method the most. Of course, if your peers are using something, you’ll probably be inclined to use it too. Keep in mind that word-of-mouth is moving online so managing your social media presence is critical. Brand related articles in magazines and newspapers have increased in credibility by 27%, and on the Internet by 14%.
Interestingly, direct marketing and print ads are the least preferred method of communication. Why? Because there’s no conversation. Articles provide value through advice on how to make life easier, which is what mom’s want. Ads are just pictures, and direct marketing fails to garner attention anymore (unless they is a killer deal being offered).
So what does all this mean? Save your advertising dollars and seek to genuinely add value to your customers if you’re going to interrupt their day. If you are using direct marketing, make sure you’re providing a great incentive for your customers to take notice.
How can you add value? Nothing beats really great content, an authentic voice and trusted advice. When it comes to moms specifically, according to this article younger ones want advice on hygiene, kids health and connecting with other moms. Older moms want fresh ideas for family time and kids activities. How can you help them out? Also consider which demographic are you targeting. Instead of competing for the higher income mom’s is there a way to help lower-income mom’s get access to your product or service?
Interested in learning more about this article? You can find it here.
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