The age of engage is about reshaping your business and moving from marketing to moms from a mass market approach to a focus on connecting with mothers as part of their community. It is a paradigm shift from pushing the message through mass channels to being a part of the conversation. Only then can companies build enduring customer loyalty.
According to Nielsen NetRatings, there are 32 million women in the U.S. who have children under 18 and go online which translates to about 40% of all women in the U.S. today. These moms brandish a lot of purchasing power as they not only purchase for themselves, but also are key influencers and purchasing for their families.
A recent study conducted by Razorfish and CafeMom, illustrates the increased role web 2.0 technologies play in how moms socialize, gather information and connect with “friends” (known and unknown) in social networks.
As social media, text messaging, instant messaging and online gaming are adopted by the majority of moms, marketers need to incorporate digital marketing into their customer communications plans for maximum reach and ROI.
Filed under: Emerging Marketing Strategies