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Why are digital mums different from the general digital population?

Laetitia Verdier Written by: Laetitia Verdier October 25, 2013  

88 percent of mums use social media regularly compared to 77 percent of the general population. Mums are hyper connected and own, at least, one device.

More than ever, mums are real multi-tasker, caring for their children and family, organizing their social life and moreover, working to earn money. Just like many other people, they can’t afford to make the wrong decision. Mums want to be efficient, receiving the good information at the right moment, saving time and… money. To handle these goals, they are used to take advantage of any tool they’ll find or brands that will provide them.

Mums have a really specific way to search information, share good tips, ask for advice or answer other mums questions.

Mum is hyper connected, here are the key facts:

– Checking personal and professional emails and her Facebook account is the first thing she does in the morning.
– Even if she checks Facebook, emails, Pinterest and Twitter, blogs are the most trusted social media channel for parenting information.
– While a mum admits she likes Facebook for sharing info with friends and family, she prefers mums communities for taking and giving advice on parenting.
– A post from another mum is 73% more influential than a post from a brand. A post from a friend is 27% more influential than a post from a brand.
– Nearly 70% believe technology helps them to be better mothers.
– 49% of married mums would rather give up their engagement ring than their personal technology!

Case study – Fisher Price decided to (re)connect with mums

In 2012, Fisher Price completely renewed it’s online and digital communication to meet mums expectations in the best way possible. Surveys conducted by the brand showed that “mums do most of their parenting and product research online. They listen to and rely on other mums for suggestions and advice”. Fisher Price integrated this information, offering better content with testimonials, advice and reviews in a strong digital presence: website, social media and mobile app for «moments of joy».

FisherPrice

Building a strong online platform: content, chat with experts, product ratings and coupons

In 2013, UK retailer Tesco launched a website dedicated to parents-to-be and young parents. The Baby Club website aims to improve its non-food ranges and its own-label baby ranges. It gives advice at each stage: from pregnancy to toddler, with recipes and specific content. Chats with experts are scheduled on the Facebook Tesco Baby Club page. Moreover, mums can join the market research panel to test products and give valuable feedback to Tesco. They also have the possibility to rate products if they join the «Baby Club». Of course, the Baby Club displays special offers for each step, linking to the Tesco e-shop.

Here is a good example of providing specific and individual content, expert advice, asking for feedback on products and enhance the mums community.

Tesco

Reward Mums with special offers

Pampers online strategy displays specific content for each step, from pregnancy to preschooler. Each stage is matching with their diapers Pampers ranges. For pregnancy, Pampers focuses on baby shower organization with party ideas and advice. Pampers has YouTube and Facebook accounts too and launched high value mobile/facebook apps. During pregnancy, a specific app allows to follow the babies development. After birth, both a mobile and a Facebook app offer reward for buying Pampers products. With this online loyalty program, mums can earn points entering pack codes in the app, or sharing it with friends… being rewarded with exclusive content, coupons for Pampers products or gifts.

Pampers.53

One application from pregnancy to baby food diversification

With MyBledina, Bledina offers a useful app with practical tools to answer mums questions on diversifying children’s nutrition. Mums can find ideas, share recipes, can send their shopping list by email which can be made in the app and can ask experts for dietary advice. The app is personalized. Filling in the first name and age of the baby, mums can follow step by step the babies needs, look for inspiration when it comes to recipes and are able to create an album with baby pictures. Morover, the app displays a game for little children to recognize fruits and vegetables. Bledina offers a unique application for pregnant women and young mums to ensure that mums will keep in touch with the brand…even after birth.

bledina

Offering personalized, high-valued, helpful content for any device

Because mums don’t want to be considered as a group, personalization is a key factor for a brand with specific content. Besides, time is precious for mums, especially from birth until the child is 3-years-old. Efficency is the key. Digital devices and platforms offer them the possibility to save time for organizing their social life, keeping contact with friends and family, buying online and sharing advice on parenting. Brands play an important role when interacting with mums: At each point of their needs, driving them to a better brand awareness, from search to purchase.

Sources:
eMoms 2012: A BlogHer Study
BabyCentre 2013 UK Social Mum Report
Fisher-Price On Connecting With Moms In The Digital World
Blogs Are a Trusted Source for Moms
New UK Mothers Seek Support from Social Networks, Parenting Forums
ZMOT and Moms
The only way to reach the new digital mom
Forget Supermoms–It’s All About The Smart Moms- Survey

   

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