Want to engage moms? You have to start by giving her what she wants, keeping her entertained, and making it personal.
A study recently released by Burst Media looking at "What Mom Likes Online" generated interesting findings. Among them: "Most moms say online ads promoting products geared towards the family and home fall flat" and "Moms found these ads 'irrelevant or distracting'," but that "Online ads that offer product coupons, sales promotion codes and/or other incentives resonate better with moms." Other Burst Media findings highlight moms' reliance on social media, niche websites, and mobile devices, echoing what was reported at last year's ad:tech NY conference. So, what's an advertiser to do? Here's a great list for starters.
The bottom line: moms are social media power users - they are savvy, shrewd, and not likely to be as easily fooled by advertising gimmicks. Use social media and advertising together well, however, and you'll be pleased at the extended mileage you can get from your efforts.
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A ClickZ expert columnist since 2005, Hollis Thomases (@hollisthomases) is president and founder of Maryland-based WebAdvantage.net, an online marketing company that provides results-centric, strategic Internet marketing services, including online media planning, SEO, PPC campaign management, social media marketing, and Internet consulting. Author of Twitter Marketing: An Hour a Day and an award-winning entrepreneur, Hollis is the Maryland 2007 SBA Small Business Person of the Year. Hollis speaks extensively on online marketing, having presented for ClickZ, the American Marketing Association, SES, The Newsletter and Electronic Publishers Association, The Kelsey Group, and the Vocus Worldwide User Forum. WebAdvantage.net's client list has included Nokia USA, Nature Made Vitamins, Johns Hopkins University, ENDO Pharmaceuticals, K'NEX Construction Toys, and Visit Baltimore. The agency was recognized as a "Small Giant" by the Greater Baltimore Tech Council and was chosen as a "Best Place for Business Women to Work" by "Smart Woman Magazine."
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