Global PR Summit 2015
The most important event in the global communications world’s calendar.
The key global benchmark of PR agency rankings, industry size and global comms trends.
The most creatively awarded PR campaigns and agencies in the world.
The Holmes Report profiles marketing and communications innovators from across North America and EMEA.
In-depth annual research into the PR industry's efforts to raise creative standards.
Coverage of the Cannes Lions from the Holmes Report in association with H+K Strategies.
Creative work, trends and views from the global public relations industry.
Dedicated to exploring the new frontiers of PR as it dives deeper into social media, content and analytics.
Our coverage of key technology PR trends and challenges around the world.
From brand marketing to conscious consumerism, coverage of key marketing and PR trends worldwide.
Coverage of healthcare PR and marketing.
Financial communications, sector news and mergers and acquisitions.
Coverage of global corporate reputation and communications news and trends.
The world's biggest PR awards programme, dedicated to benchmarking the best PR work from across the globe.
A high-level forum designed for senior practitioners to address the critical issues facing the profession.
Exploring the innovation and disruption that is redefining influence and engagement.
The Holmes Report's annual selections for PR Agencies of the Year, across all of the world's major markets.
Bringing together in-house comms leaders with PR firms to discuss critical global issues.
With social media as their primary megaphone, moms have made their voices known, and companies have responded in a big way.
Holmes Report 20 Apr 2013 // 11:00PM GMT
These days, when it comes to marketing, every day is Mother’s Day.
Twenty-five years ago, when I launched an agency dedicated exclusively to bringing brands together with moms, that wasn’t the case. Back then, moms were an “undiscovered” demographic, not perceived as a distinct and worthwhile target for marketers’ time and money—except perhaps when it came to laundry detergent.
Even toys were pitched directly to kids. Cars, vacations, insurance—surely, it was the man of the house who made those decisions! Moms’ purchasing power—and their real role as CFO of the household—was neither acknowledged nor pursued in any meaningful way.
Recent years have marked a sea change, one more akin in strength to a hurricane than a gentle wind: With social media as their primary megaphone, moms have made their voices known, and companies have responded in a big way.
Last year, for example, Procter & Gamble spent millions on a program focused on the moms of Olympians—the largest advertising campaign ever in the company’s 175-year history. Today, there are 38 million US mothers with children under the age of 18 at home, and they mean business—to everyone from office supply manufacturers to music producers.
Once, the only way for publicists to reach mothers was through well-established parenting magazines. These publications were the child rearing (and juvenile-product shopping) bibles of the time. Like so many other media, many have since reduced frequency or shut down completely, while others now live exclusively on the Web.
Independent content providers such as iVillage and Café Mom soon began to capture moms’ attention and loyalty online, by providing not just a way for them to receive information from experts but to exchange advice with each other. For moms, online communities have replaced the local playground as the gathering place of choice.
The most momentous development in communicating with moms, of course, was the coming of social media—starting with the “mommy blogger.” Ten or so years ago, moms created blogs to express themselves or connect with other moms. They were excited about the occasional free product that arrived on their doorstep and eager to share their opinion of it with the world. While many bloggers still welcome the now steady stream of samples, the most influential moms see themselves as professionals who should be paid for voicing their opinions about a brand. “Sponsorships” and “ambassadorships” abound within this media category.
Women of all stages of life, meanwhile, dominate Facebook, Twitter and Pinterest. According to a recent USA Today Touchpoints analysis, 44 percent of moms visit social media sites on an average week. Almost all of the moms we work with will post on one or more of these social networks, as well as on their blogs. With moms, the need for companies to have an engaging social media presence is a given.
Meanwhile, moms have gone mobile—organizing their lives and their families by smartphone or portable tablet. They use their devices for a multitude of purposes, from keeping their kids entertained to organizing the whole family’s activities to shopping. And they love apps, especially apps for their children. In a 2011 study by BabyCenter, 52 percent of moms said they had 10 or more apps on their phone and one-quarter of them were for their kids. Clearly, brands have to pay attention to their mobile presence.
Moms have changed in other ways as well. They are less likely to be married -- about 40 percent of all children are now born to single mothers. And 37.6 percent of working wives earned more than their husbands last year, a jump of 30.7 percent from a decade ago. Moms manage their families’ lives – and bring that expertise to managing businesses. They still change diapers—but as supporters of causes or as Secretary of State, they sometimes change the world.
The lessons learned: Moms are always on the move, whether that means trading in one form of communication for another, making major purchases via their mobile device or deciding the fate of countries. They expect—demand!—that brands recognize and respond to them. They know they have power to make important buying decisions, influence other moms and impact what brands do and how they do it—and, having tasted that power, are not going to give it up.
Stephanie Azzarone is founder and president of Child’s Play Communications, which celebrates 25 years of marketing to moms this year.
Aarti Shah 02 Jul 2015
Only 40% of the Influence 100 are active on Twitter — and the most active users tend to be men.
Paul Holmes 28 Jun 2015
A question of definitions, a time to stop sounding so defensive, and reasons to really celebrate cre ...
We feel that the views of the reader are as important as the views of the writer. Please contact us at [email protected]Signup For Our Newsletter Media Kits/Editorial Calendar Jobs Postings Sitemap
© The Holmes Report 2014