Marketing: Shopping Preferences of Millennial Moms



If you’re concerned about marketing to young women but you’re not up-to-date in marketing to Millennial moms, young mothers aged 18 to 32 or 33, you better get started.

Take steps to capture them as customers. Then insure they’re loyal, repeat customers. Why?It’s forecast Millennial moms will spend $200 billion a year by 2017. Lifetime, they’ll spend $10 trillion.

That’s according global research, “2015 State of Modern Motherhood: Mobile and Media in the Lives of Moms.” Data includes young moms in the U.S., Brazil, Canada, China and the UK.

ID-100108399 stockimages“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile,” says Anna Bager.

Ms. Bager is a senior vice president of Mobile and Video at the Interactive Advertising Bureau.

“We are seeing smartphones as central to moms’ media experiences around the world. And, with Millennials making up the majority of new moms, brands and agencies need to think of this valuable demographic as tech-savvy and mobile-first, if they want to earn their interest and loyalty,” she adds.

For instance, in the U.S., 83 percent use a laptop or PC, and 90 percent use a smartphone.

Multitasking

For them, the ability to multitask is important. Seventy percent read or posted to their social media, and 63 percent browsed the Internet.

Similar data was reported in the other countries.

The average age for first-time moms in the U.S. is 25.8. The country averages 4 million births a year – 83 percent involve Millennial moms.

Globally, there are more than 100 million babies born annually – about 80 percent of new moms are Millennial women.

Perhaps a sad sign of the times, the report says: “She’s a one woman show 61 percent of births to Millennial moms are to unmarried women.” Fortunately, “62 percent say dads are pitching in.”

“Moms have traditionally been a primary target for a multitude of marketers, and now it’s clear that the primary way to reach them is through mobile.”

Shopping trends 

A U.S. mom spends $13,127 annually on her baby – her purchasing concerns:

  • Safety – 77 percent
  • Convenient to buy – 65 percent
  • Brands that provide good value – 64 percent
  • Good product reviews – 60 percent
  • Products that simply their lives – 57 percent
  • Recommended by other parents – 51 percent

Pregnancy, for U.S. moms, has become a time for buying financial products including life insurance.

Forty-nine percent seek advice on parenting Web sites.

Seventy-three percent of U.S. millennial moms use the Internet for brand and product recommendations.

They’re becoming healthier eaters: Forty-five percent want “natural/wholesome ingredients.”

Where they notice advertising

Sixty-two percent notice branding on laptops and PCs, and 61 percent also take note on smartphones and tablets.

Seventy-one percent act on messages featuring deals, sales, or other money-saving offers.

Sixty-two percent buy products relevant to “my lifestage or children’s ages.”

Fifty-seven percent react favorably to humor.

So, if all this is surprising to you, get busy.

From the Coach’s Corner, here related articles:

Trending Essentials to Win Millennials’ Brand Loyalty — How do Millennial consumers — ages 18 to 33 — view brands? What’s necessary win their brand loyalty?The answers to these questions are important because Millennials have $600 billion to spend. If you win them over now — depending on your goods, services and industry — you might also create customers for decades to come.

Forecasting 5 Trends and the Future of Marketing — With all the dynamic changes that businesses have experienced in opportunities and threats, it’s important to anticipate the future. But forecasting can be tricky. So, the one dynamic you can anticipate – constant change – both positive and negative. Be aware of these five marketing trends.

How Mobile Strategies Are Most Effective with Cross-Channel Marketing — Businesses are increasingly using mobile apps to sell products, but the most successful know how best. They use cross-channel marketing tools.

10 Strategies to Shine and Make Ad Designing a Breeze — Designing simple banner ads without strategic planning no longer suffices. The click rates have declined significantly, especially in B2B. To shine in the clutter of Internet advertising, there are at least 10 tips to keep in mind. That’s true in your mobile or Web site strategies.

You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement?

A picture is worth a thousand words.


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.




Photo courtesy stockimages at www.freedigitalphoto.net

11 Tips for the Best Business Mobile Site



If you operate a retail business, it’s increasingly important for your Web site to be easy-to-use for mobile users.

The use of smartphones and tablets is skyrocketing, especially among Millennials — young adults aged 32 and under.

Studies also show the majority of mobile aficionados use their devices to access the Internet.

Such data continually changes — mobile sales and use of the Internet is consistently rising.

So whether you run a car dealership or restaurant, don’t miss out on this growing sector of consumers.

Mobile users are even important for information sites.

(For example, not to be self-serving but global-mobile users regularly comprise at least 15 percent of the visitors’ data here on the search engines’ No. 1 ranked biz coach site.)

In general, think consumer convenience and simplicity.

Here are 11 specific strategies:

1. It doesn’t have to be an expensive process for HTML sites or WordPress formats to be mobile-friendly.

To create your mobile site, you might wish to consider these companies:  bMobilized, Dudamobile, Mobify and MobilizeToday or Screenfly. (I’ve never done business with any of these.)

2. Once you take the mobile-friendly plunge, make certain you test your site on a wide range of mobile devices, especially the most popular — Androids, iPhones and iPads.

Here are two companies that analyze mobile sites:  MobilePhoneEmulator, mobiReady.

Incidentally, Google ranks sites in part for their mobile friendliness. So take precautions for a top Google ranking.

3. Provide the most-salient information on your home page. That means including your contact information, directions (with a link to Google Maps), hours and location.

So make it easy as possible to contact you. Insert a link on every page so consumers can just click to telephone you.

4. Insert the fewest-possible number of images, and make them small. Insure that they load fast. Large images will aggravate mobile users because they take too long to load on the pages.

5. Capitalize on the popularity of touchscreens. That means you must insert large buttons and links with plenty of white space, which will be easier for users. Otherwise, you risk annoying visitors.

6. Bear in mind mobile users dislike filling in forms. Instead of forms to be completed, insert dropdown menus and sufficient numbers of links on which users can click.

7. When it comes to content, less is more. Write economically. Too much copy in content makes it harder for mobile-device users.

8. Streamline your site’s architecture. Prioritize. Keep the site’s navigation simple. Learn and understand what’s most important for your site to be appealing to mobile users.

9. Make your site social-sharing friendly. That’s especially important for Millennial consumers. Many will access your site from recommendations by their friends’ social media. If you excite influencers, they will share your site with their followers.

10. Be enthusiastic in your copy. Where feasible, include simple images with thought-provoking questions. Again, use an economy of words.

11. In content marketing, your e-mails should also be user-friendly. Make them easy-to-read. Your provider should be able to provide you with mobile-friendly templates.

From the Coach’s Corner, here are more mobile-site tips:

You Risk Sales If You Don’t Use This Mobile-Web Strategy — You know, of course, strong brand perceptions and emotional engagement drive sales. You also know your mobile-site strategy should be a priority, as a  result of the skyrocketing popularity of mobile devices. But here’s a question: Is your mobile site actually hindering brand perception and emotional engagement? 

Strategies to Create the Best Possible Mobile Apps — Consumer and enterprise penchants for mobile technology have skyrocketed but we’ve only scratched the surface in developing quality, application solutions. Mobile apps are expected to support initiatives for a company’s return on investment. 

How Mobile Strategies Are Most Effective with Cross-Channel Marketing — Businesses are increasingly using mobile apps to sell products, but the most successful know how best. They use cross-channel marketing tools.

Internet Shoppers Demand 3 Cs – Customer Experience Study — Success in e-commerce is increasingly challenging for retailers that want to dominate in brand preference, customer loyalty and word-of-mouth advertising. That’s because consumers want more and more in the three Cs — channels, choices and convenience. 

Marketing – Why Visual Content Works on Facebook, but Hashtags Don’t — Ninety-eight percent of top brands have a Facebook fan page, but Facebook’s hashtags don’t enhance engagement with consumers. 

“It may not always be profitable at first for businesses to be online, but it is certainly going to be unprofitable not to be online.”

-Esther Dyson


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Author Terry Corbell has written innumerable online business-enhancement articles, and is a business-performance consultant and profit professional. Click here to see his management services. For a complimentary chat about your business situation or to schedule him as a speaker, consultant or author, please contact Terry.




Seattle business consultant Terry Corbell provides high-performance management services and strategies.