Marketers, Get Better at Reaching Moms

Amy ChubbuckMy Mother was right about everything! And she'll be the first one to tell you that! And why shouldn't she? Mothers have fully earned the right to share their knowledge and express their opinions. Lucky for us, social networking was born. Now, not only can we share our knowledge/opinions with our friends, we can share it with our friend's friends and anyone in our Mommy network. We can share and obtain information pertinent to us at any time… anything from information on kids, parenting, nutrition, and shopping. You know the products/services we like, and those we don't, and why!

This presents an amazing opportunity for marketers – IF they spend the time to learn how to best market to Mom. When done well, Mom’s can be your biggest advocate. When not done well, Mom’s can be a thorn in your side.

Let me give you a couple tips. I have said it before, and I’ll say it again – Moms are busy. We have a lot to do and not a lot of time to do it. We appreciate it when you respect our time. We appreciate it when you listen to us, because (guess what?!) we have a lot to say. Pay attention to us, we’ll tell you what we want.

Save us time and save us money. Make the shopping experience easy for us. Offer us reasons to buy from you. Offer us savings.

I’m going to pick on Victoria Secret for a minute. I chose Victoria’s Secret because there are a couple of things they do that I like, and a couple of things I don’t care for.

First off, when I abandon my shopping cart on they remind me. They send me an email reminding me of what I was looking to purchase from them. I like this because it shows me they are paying attention to me. Victoria’s Secret also lets me know when they have free shipping offers or sales. What I would like to see is a coupon or a free shipping offer associated with my abandoned cart email. An additional incentive would likely convince me to buy right then and there.

On the flip side, while shopping on, I’ve seen an area on the page that includes “recommendations for you.” These products should be based on what Victoria’s Secret knows about me from on my past purchases. But they are not. The products shown in this section seem to be completely random. It’s not based on anything I’ve purchased in the past. Seems to me it’s based on a recent promotion or inventory they need to get rid of. I understand the need to do that, but if that’s what they are trying to accomplish, just call it an inventory sale and offer me a discount. Don’t pretend to make it about me. Don’t pretend you are presenting options to me, for me.

With all the capabilities available with direct digital marketing, it would be so easy for Victoria’s Secret to be smart and recommend products to me using technology like onsite targeting. Take that one extra step and match inventory based on customer behavior. Mom’s will tell you how much they like it. Then they’ll tell their friends.

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  1. A Guy
    Posted April 22, 2010 at 12:24 pm | Permalink

    Mobile marketers are (almost always) men. They have designed systems and platforms for delivering information to men, the way men want information.

    Women are different.

    Just look at the SMS stats of Teen girls v. Teen boys. Women engage in conversation. They don’t want to be “pushed” a promotion — they want to engage and then receive something contextual, and if possible, personal.

    The new platforms in this space are starting to do that — and, they will win — at least with women on mobile.

    • Posted April 26, 2010 at 12:39 pm | Permalink

      Thanks for commenting. I couldn’t agree more. Women are different and we have quite a voice nowadays in the digital marketing arena. We are actively utilizing mobile and the Web to consume information. We appreciate marketers that “get to know” us. I’m happy to be a part of direct digital marketing efforts and represent the female voice!


  2. Posted May 14, 2010 at 3:55 pm | Permalink

    It will be interesting to see how women embrace Target Mobile and their web-enabled mobile phone offers. I haven’t experience them yet, but hopefully they’re as time-saving and user-friendly as I hope they are.
    We know how much women, especially moms, love shopping online for the convenience and time savings, so if this works it could be the wave of the future.

    • Posted May 14, 2010 at 5:10 pm | Permalink

      Agreed! Target’s mobile campaign is really a work in progress, though. I hope they get it right, too, eventually. Did you see the posts here reviewing Target’s mobile marketing?

2 Trackbacks/Pingbacks

  1. […] Mother knows best. And so do the people marketing directly to her. The Lunch Pail […]

  2. […] 6.Marketers, Get Better at Reaching Moms: Moms can be your biggest advocate when you take the time to get to know them. In this post, Amy outlines tips for successfully engaging moms and what not to do when marketing to them. […]

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