I have to say, on my first year in digital, I thought I was going to spiral. For someone who has been in traditional publishing for a couple of years, the pace, jargons, and all there is to learn about digital got me worked up. I had to unlearn my old ways to take in new ones. Kinda like when I became a mom. There were habits that I had to hang loose so I can tighten up a bit to make way for my kid.
As a single parent, the internet is my go-to place for advice, latest trends, entertainment, and anything of the essence in child-rearing - well, aside from my mom, my always loving, traditional, and verbal listicle. I’m grateful for this time and age of technological advancement when cooking is as easy as watching a Tasty video, when choosing the “best” milk becomes almost no-brainer thanks to an ad I chanced upon, when picking out where to take my daughter for Easter egg hunt because some people did their jobs and shortlisted them for me, according to my location and budget.
Enough about me. Let’s talk about who brands and marketers are targeting specifically this week. One of the most celebrated events worldwide is Mother’s Day (so it sort of is about me, still). As one would observe, we have radically transitioned into celebrating it in digital ways. What used to be flowers have now become Facebook photo posts with long, heart-warming reads for captions. I’m not saying that the genuineness hit a shift too. This just proves that there are now more than tangible ways of saying and showing love and appreciation.
Indeed, advertisers have learned the ropes of this change and translated their brand’s objectives to capture this large lot. And when I say large, I’m talking about how immersed mothers are on social, as according to a 2017 study by eMarketer. In the United States alone, 95% of moms are internet users. Judging by related articles published in 2015, we can say that the Filipino mom has officially gone digital, mobile-first, and trend savvy aside while being the lady boss in her spotless household.
Since the numbers are huge and the studies are there, the mom market is terribly hard to miss for us in the advertising industry, not to mention the segments you can break it into - working mom, stay at home mom, busy mom, single mother, mompreneur, momma of toddlers, new mom, breastfeeding mom, moms taking care of terminally-ill kids, and so on.
A couple of months ago, I was mindlessly browsing on Facebook when I was hit by a sponsored post of what would be my kid’s first school. My search patterns, website hoppings, and maybe even conversations with family and friends (we live in a Black Mirror era, people) led me to this. It appeared on my feed at just the right time; I was actually at the point of consideration already. I had two shortlisted schools prior to seeing the ad, which I considered after thorough research and interviews. I guess good ads beat recommendations after all.
Here’s what I’m trying to pivot on: Ads work. The message or content an ad conveys is king. Serve them the right way, at the right time, and to the right audience and you could lead to conversion. Maybe not immediately, but the brand will be right on the top-of-mind considerations.
Now, I’m not here to school you about how to market to us. What I’m about to drop are knowledge bombs on us moms - how we behave online, what we’re looking for, and how we expect you to answer, among others. These things could help you craft better content, ads, campaigns, and advocacies geared towards our market.
- We want information and we want it now!
Face it - our always-full hands and schedule make it challenging for us to wait. If we’re looking for something specific and right-now, like Mother’s Day deals in Alabang, don’t take too long in giving us the answer. If you’ll respond to our search through an ad, see to it that you don’t drive us to a site that doesn’t work properly, let alone difficult to navigate in. If you made a listicle or a blog article about it, keep the intro brief and serve us everything in the surface - the who, what, when, where, and how. Save the niceties for later.
- We want ANYTHING that helps us get our jobs done.
Each growth stage of our kids require specific, tailor-fit parenting tips. The more you get accustomed to this fact, the easier it will be for you to craft content or material that will appeal to, if not all, several mom groups in the digital sphere. Let’s slant to Mother’s Day again for this example: A working mother could look up ways or places to spend Mother’s Day with her kids this weekend. On the other hand, the stay at home mom may be in search for nearby pampering salons since the hubby wants her to have some me-time for her day. With this in mind, no matter which of us you’re communicating with, the key is to offer us solutions we could use now, tomorrow, and when the parenting season shifts. When you create something target-specific, it’s evergreen in effect because new waves of moms will consume that content in time.
- We want to be entertained.
Sure, our tots are amusing and adorable albeit being chocolate-stained but we do miss the pleasures of entertainment in momentary detachments… aka social media. We disconnect for a bit to connect better with them. Go ahead, sell us something, teach us a thing or two, introduce us to a new method of whatnot, but if that has zero emotional value for us, you’re just wasting your time and resources. A lot of Mother’s Day campaigns out there are begging for our attention. The ones who earn our recall and action? Those that appeal to our selfless and loving nature and evoke emotions. Those that get our kids’ appreciation to a place where Mother’s Day won’t even matter because they will do it every chance they get. Those that will make us better in what we do, and remind us that this these baby, toddler, teenage, and adult steps are worth our while.
Motherhood had it in for a digital spin. There is a plethora of things a marketer can do online to get our limited, often-child-hindered attention. Whether you stand on the brand or agency side, take into consideration that the way we parent adjusts because of our children. So more than focusing on us, why don’t you look at our little ones more closely? That’s where our eyes and heart are. That’s where yours should be too.