MaMaMarketing

A rapidly growing interest group among technology and social media today are women in the ages 30 and up. The next big thing within online marketing is (most likely according to trends) going to be an explosion within the older age groups (65+) using social media, and as a smaller introduction to this we are know seeing moms gathering their info online. 

Mom’s top two priorities are her relationship with her child and the quality of communications with her child. She values technology because it helps her with both of these priorities. Marketing strategies need to engage with the benefits mom gets from using technology (the benefits), rather than focusing exclusively on the features (the attributes) of the products.

Technology enables Mom in two ways:

1. It helps her communicate with her child, caregivers and significant others. As we all know, today’s technology allows for communicating in more ways than have been possible in the past—Skype, texting, Facebook, FaceTime, etc. Many moms feel that technology has allowed their family life to be as close or closer than their families were when they grew up themselves.
2. It helps her accomplish tasks more effectively, and makes her life easier. The iPhone’s turn-by-turn directions is a good example of this convenience, so Mom doesn’t have to locate directions before leaving her house.

Many moms also believe it is important for them to stay on top of technologies, both to communicate with their children in the way that is most effective, and as a tool to juggle their busy lives. Moms today are highly wired, using mobile and smart phones with texting and e-mail to communicate real-time information with their children and other caregiving adults. These technologies help moms navigate complicated family calendars with working parents, divorced parents, blended families and myriad extracurricular activities.

Marketing strategists need to keep in mind that Mom is tech-savvy, but she doesn’t necessarily care as much about tech specs or latest release schedules. She cares how technology can make life easier, improve communication quality and bring her family closer together.