Mamma mia - marketing to moms has evolved, and how!

Published on: August 25, 2022

You know it, we know it - moms are superheroes.

And in their case, with great responsibilities comes great power, purchasing power!

So, if your brand markets to these wonder women, keep your notepad and pen handy. We are spilling the beans on marketing effectively to moms!

1. Know your Chief Purchase Officer - Mama: Close your eyes and imagine a millennial mama - and then cast the picture out of your mind for good. Mothers now-a-days are different in many ways when you compare them to the previous generations of moms.

To illustrate, there are more than 13 million single mothers in India, which wasn’t a common trend in the past. Similarly, as more and more women enter the corporate workforce, they are marrying late and having children later in life. Motherhood is a life-stage event today, and brands must break free from the shackles of old-school, chronology-oriented marketing!

While designing your messages, remember that women are no longer bound by stereotypes. Stereotypes disconnect your business with audiences, making it look superficial. Brands must communicate to moms in a thoughtful and real way. And remember, while being a mother is an instrumental life stage in a woman's life, it is not the only role she fills, so acknowledge all of the titles and roles that make up the individual.

2. Get social: According to a survey called The Digital Usage of the Indian Moms, mothers are spending close to 2-3 hours every day on the Internet. And yes, it is 2022, your brand already has an IG handle but are you utilising its fullest potential?

Study reveals that 36% of moms across India feel that Instagram has emerged as a discovery platform for them where they are discovering new products and services. Invest in these channels to get the most of moms’ attention. Share stories of moms who tag your products, run contests and free giveaways. User-generated content is emerging as a rewarding way to organically connect better with moms.

Social media is a place to learn more about the mum community. If you listen closely, it could lead to introducing new products  and services that would resolve mom’s core issues.

3. Indulge with influencers: Catching attention and retaining interest has become a hard row to hoe, amidst the slew of information overload across social media. Influencers can be an ace up your sleeve in such a situation. Combine that with the fact that globally, 86% women take purchase reference from social media, and you have the perfect marketing cocktail.

Genuine testimonials and reviews have the power to boost your reach on social media, and eventually your sales too. It is a great way to woo them, as mums actively research brand offerings. Third-party footprints have the greatest influence on a mum’s purchase decisions, sometimes, greater than a mum-to-mum recommendation. Collaborate with mom influencers because (admit it) nobody minds a helping hand. 38% of moms feel inspired by social influencers and would use the products they recommend. With celebrity moms like Kareena Kapoor and Soha Ali Khan leading the way, this surely is a bandwagon worth jumping on to!

4. Onboard the brandvocates: Even after a mom has purchased your product, you don’t want to leave her hanging. Offering her after-sales services and taking feedback on your performance can be instrumental in gaining a loyal and repeat customer. And when you consider the multiplier effect women have on sales, this won’t be a boat you’d want to miss!

Women want to continue engaging with your brand. They want to have the opportunity to share their views on how your product or service could be improved, or even your brand perception, in ways you might not have considered.

By engaging with brand advocates, you can establish the medium to stay connected with your Brand Loyalists beyond their purchase; it gives her more reasons to talk about you in her networks, thereby deepening your relationship and understanding of your audience and most notably, improving your product offering. 

5. Champion storytelling as a way of communication: We know you’re busy. But moms? They are B-U-S-Y! And between changing diapers and closing sales deals, moms today don’t want to be sold to. They want to engage with your brand, one-on-one. They want to build a relationship and understand what your brand’s core values.

Women are genetically wired to love and respond to stories. And to thrive in today’s competitive market, brands must connect with their female audiences, pull at their heartstrings, and engage with them across platforms. Wrap your product in a story that transcends differences. Information needs to be simplified and the essence of the brand must evoke emotions in the audience. It is often said that a person may forget WHAT you said but always remembers HOW you made them feel, and women forget neither!

Remember - she is not just the buyer but the seller of your products too!

Whether you’re a new brand just entering the market, or you have established your presence over the years, one thing is for sure - Marketing to moms today has evolved from selling to your mom’s moms. The secret to mom-marketing success in 2022 is to find dynamic ways to be authentic and engaging.

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