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I tried to find new ways to communicate with a powerful demographic very present in all cultures and in all countries: mothers. McCann Erickson made an online quantitative survey of 6800 online moms conducted in the UK, US, Italy, Japan, Brazil, China, India, Mexico. Indonesia, Malaysia, Peru, Singapore, Taiwan and Thailand.
The strategies to communicate and advertise new brands has several aspects:
2). Google plus Grandma: Modern Moms use to manage information
3). Happy Together: Modern Moms use to manage their children and the values they hope to inspire
4). The Mom’s Triathlon: Modern Moms use to integrate the various dimensions of their lives
When I become a mom, everything changes, even I was good prepared for it.Pregnancy and motherhood bring a host of new questions which need a support network in ways they never have before.
Over time moms become part of a co-dependent ecosystem where, in the words of one US mom, “Moms are all on the same train.”
All moms want to feel like they are contributing to this Mom Economy in some way. 88% of moms say that when they hear an interesting idea want to share it, and 37% say they want to share it with as many parents as possible.
The vast majority of moms also see themselves as influencers within the Mom Economy.
Three-quarters of moms say that other moms always ask them where they bought things and how they got such a good deal on them, and 81% of moms regard themselves as an ‘expert’ in at least one mom subject (from child education to craft ideas). Moms trade their expertise in the mom economy because everyone brings a different specialism to the table. In any given friendship group we find the mom that everyone goes to for recipes, the mom that everyone goes to when their child has a cough and the mom that is really good with kids party ideas…this exchange is the lifeblood of the mom economy.
Technology fuels the Mom Economy
Moms have always formed networks, but today this behavior has been turbo-charged by technology.
From building their bank of expertise, to making new connections, to becoming a savvier shopper, moms are mastering technology in order to make more of their time.
Smart Moms are relentlessly focused on utility and efficiency, and the smart phone has become a vital mom tool. 84% of moms agree that technology simplifies her life, and 49% of married mothers would rather save their phone or computer over their engagement ring!
Business building in the Mom Economy
In order to thrive in the Mom Economy, our group see that women are even beginning to develop their own ‘mom businesses’.
Women are starting to think much more actively about how they manage their Identity. Some moms have created distinct pages on Facebook for their family and friends with children (assuming that some of their friends will not want to see multiple updates and pictures of their children). Whereas other moms on Facebook have a very family-centric identity, going as far as replacing their own picture with a picture of their children.
“Since you are a mom, you might find it helpful to also put together a Mom Statement. As you would do in your mission statement, you need to describe your core values and goals as the entrepreneurial mother you hope to be.” (Etsy.com)
Of course, the ultimate brand builder in the Mom Economy is the mom blogger. Her blog is a treasure trove of information for eager moms.
Surprisingly, a whopping 39% of online moms say they write some kind of blog (many of these will be for friends and family only). A staggering 86% of online Chinese moms say they write a blog (although many Chinese women would consider Weibo to be a blog).
From Gate-keeping to Game-changing
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