Digital differences with marketing to women vs mums.
There are digital differences between marketing to mums versus women as a whole, yet common
misconceptions are still interfering with effective communications among brands, says a recent
Media Post article. Here are the misunderstandings and how your brand can work around them.
1. Not all women aged 25-54 are mothers.
Though a large number of women in this age range are mothers, marketers could be missing the
boat by aiming solely at this characteristic of her life. When you think about it, many mummy
bloggers don’t call themselves as such, covering subjects from technology to fashion. So, unless your
brand directly relates to women as parents, it’s best to market to women as women – rather than as
2. What works for one group of women doesn’t necessarily work for another.
In addition to age, female audiences can be profiled into many distinct groups – factors such as her
interests, geography, stage in life and much more should all be taken into account. For example, if
you’re marketing to a thirty-something mum, you’d want to question the specifics: Is this her first
child? Does she dine on organic food, etc.? Understanding what she reads and how she receives
news is key info you need before creating a campaign.
3. Don’t choose social media based on its newness or novelty.
Rather than using the new social media of the moment, take a good, hard look at how she consumes
media, while analysing the actual audience of each social media. For example, young female
audiences (who aren’t mothers) typically respond better to visual media – so, Instagram may be a
better fit over Facebook. And because more new mums choose social media sites for word-of-mouth
versus personal blogs, Facebook may be a better strategy for a brand.
As social media continuously evolves, it’s fruitless for brands to even launch a female-targeted
campaign until they have first connected with her and started a crucial conversation on how she
takes in media, and what her habits entail. This is key, when it comes to marketing to women.
Discover more female-centred solutions by giving us a call on (03) 9685 5200.