Marketing to Moms: Discovering a new target group online

In times of overmarketed standard target audiences, everyone is trying to find new potential in niche audiences. The new trend is not about a niche per se, because moms are a large segment in general. But not on the net. Online, this segment is not yet properly covered and targeted, even though some studies seem to point out the obvious.

In Germany, there are several sites competing for this apparently very lucrative target audience. Two that I know of are netmoms.de and mamiweb.de. Looks like there is a real run on covering this segment all of a sudden.

Caff now pointed me to several posts/stories about marketing to moms on the web:

The impact of her purchases or what she touts can spread on the Internet far beyond her e-mail list or blog. If your product or service passes the Alpha Mom test, it’s gold. That’s why the nation’s biggest marketers, from Procter & Gamble to General Motors to Nintendo, are focusing on this remix of the modern mom.

The combined study found that 69 percent of online moms subscribe to 1 to 5 retail emails. The study also reported that 86 percent subscribe for discounts and coupons. Also, online moms are more likely to click through emails that include product pricing (62 percent) and photos (61 percent).

When marketing to moms, you need to take advantage of the networks they build. Moms love to talk about what they’re buying, so if you have a good product or message, the word will spread. Virtually all new moms join some sort of play group or support group, so it’s wise to get your message across to these members.

If moms are your target market, you can forget about trying to buy their loyalty with cutesy graphics or long-winded offers. Today’s email-savvy moms respond to price discounts and free shipping in email messages from a handful of trusted senders.

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