1. TV and Radio Ads (52%)
The majority of moms still discover new products through television and radio ads. Network channels like WeTV and Lifetime specifically target young families with children with messages appealing to this demographic. Radio has experienced a renaissance with music and podcast streaming services like iTunes, Spotify and Pandora. Stations, tailored to moms based on their listening behaviors, give brands a great place to talk about their latest offering.
2. Online Ads (50%)
The rise of digital marketing has given advertisers the ability to run highly targeted ads. Moms, like everybody else, spend a lot of time on the internet. Shopping and social media make up a sizable chunk of a typical mom’s time online. Display ads in particular aggressively place your product in front moms while they are browsing through related content.
3. Word-of-Mouth Recommendations (40%)
Every brand that targets moms is striving to get consumers talking about them, because the power of word-of-mouth recommendations is particularly strong among moms. It really pays off to create a great product and back it with great customer experience that gets moms talking to other moms about you.
4. Magazine and Newspaper Ads (37%)
Print isn’t dead, especially among moms. Magazines like Cosmopolitan strike a perfect balance between being entertaining and informational, which speaks to a large majority of moms. Meanwhile, specialist magazines like Parents and Good Housekeeping target specific interests of moms, offering advice and reviews on a variety of brands and their products.
5. Search Engines (35%)
Search engines have become the primary place for moms to find quick answers to a question, or to research brands and offerings. Simple searches like “organic peanut butter” for example result a variety of brands offering this product, as well as educational and promotional content. Therefore, SEO has become a priority for brands launching new offerings and campaigns.
6. Brand Websites (32%)
Nothing tells more about a brand’s products and services than its website. Rather than presenting a depository of information about the company and its current promotions, many of today’s brands have applied website components that create a personalized, engaging and immersive experience. People are spending more time on websites, interacting with multimedia and gamified content.
7. Consumer Reviews (30%)
Consumer reviews are a powerful and respected sentiment factor, influencing brand popularity and SEO. It therefore has become a trusted resource for moms and the general public. In fact, baby product sales are almost entirely driven by consumer reviews. Moms want to know what has and hasn’t worked for other moms to determine, which products are best for their children.
8. In-store Product Displays (28%)
Much of the shopping for the family still falls on moms. The time they spend in grocery stores or other retail locations exposes them to many new products and services. Merely throwing a new product on the shelf, among thousands of surrounding products, often isn’t enough to lift awareness and purchase intent. Strategically placed product displays are the staple for many CPG brands, promoting their latest product launch.
9. Social Media Mentions (27%)
With YourTube leading the social media traffic share over Facebook, Pinterest is still one of the fastest growing social media networks for moms. While most other social networks are driven by user-to-user engagement, Pinterest is designed to share products and brands from a consumer perspective.
10. Billboard Ads (25%)
Out-of-home media has always been one of the most attention grabbing forms of advertising, and that’s not going to change anytime soon. Today’s moms are on the go, driving their kids to school, taking public transportation, or shopping for household goods. Retail locations naturally open their minds to be more receptive to messages and offerings.