When Marketing to Women, Remember: Moms Are Not JUST Moms

We talk a good bit about how all women are not moms. But it would also be wise for marketers to remember that moms are not just moms. They have other interests, and that is true for mom bloggers as well as mom blog readers.

Yes, moms who blog are very influential and according to eMarketer, that trend is expected to steadily increase from 3.9 million today to 4.4 million in 2014. And yes, moms who blog have become important partners for many companies selling their products and services to the nearly 33 million moms who go online in the US.

But marketers should not assume that moms who blog only share motherhood issues, nor that the mom readers only want to read about motherhood topics.

Moms share a diversity of interests including travel, automobiles and personal technology.

Further, according to Debra Williamson, eMarketer senior analyst and author of the new report “Moms Who Blog: A Marketing Powerhouse,” moms are not interested only in being flooded with coupons and giveaways.

“Marketing via moms who blog requires regular participation,” said Williamson. “Successful marketers create real relationships with blogging moms and work hard to make it easy for moms to support their marketing initiatives. This means understanding that moms have different points of view and don’t always focus on the same topics.

Such outreach programs can reach millions of moms as the trends for mom readers continue to increase as well. Viewing moms for more than being a mom can add to your bottomline.


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Stephanie Holland is President and Executive Creative Director for Holland + Holland Advertising, Birmingham, Alabama. Working in an industry that is dominated by men, she is one of only 3% of the female creative directors in the country. Stephanie works mostly with male advertisers, helping them successfully market to women. Subscribe to She-conomy by Email
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4 Responses to “When Marketing to Women, Remember: Moms Are Not JUST Moms”

  1. Interestingly enough, as a mother who blogs, I’ve had PR people contact me to review products but have been told me that I have to like the product before I write my review. Now, I will not write about something if I can’t be honest. So, to all marketing people (and I was one before children): Remember that an honest review is one that is not bought. If your product truly is good, we’ll give it a positive review and WILL pass it on via the Web.

  2. Amen. The vast majority of those looking at only at the title of my blog assume it’s about parenting, when it’s really about politics.

  3. Great example!

  4. Moms are truly the pioneers of consumer goods and marketing. We just wrote a blog post about this very topic of parenting and conscious consumerism, take a look if you’re interested! As always, thanks for writing. blog.claritycoverdalefury.com/conscious-consumer-tipping-points-new-moms/

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