eMarketer just published an interview with Laura Fortner from Cafe Mom, who shares some interesting insights on Moms. It is worth a read for those trying to communicate bette with the 'Mommy Market'. I have placed my most important take-outs below and you can click Laura's pic to see the article.
eMarketer: Why is word-of-mouth so important to moms? Ms. Fortner: In today’s fragmented media world, there are so many sources of information coming at moms, and so many places she could go for information, that really being able to find filters that she trusts is very important. In her new time-constrained world with a lot of priorities and a lot of information gathering, moms really prefer value and trust one-on-one communication sources.
eMarketer: How do moms want to be approached online by brands? Ms. Fortner: In interacting with brands online, four qualities really stand out for moms.
First, being respected and understood by the brands.
Second, moms like companies who listen to the feedback they provide. Offer them opportunities to really weigh in on the product as it stands today or where it may be able to go in the future, and make them feel like they’re partners in that process.
Third, honesty is very important.
And then, finally, in terms of how the brands connect with her, being able to find the information or offer she wants or needs, when or where she needs it, is really important. There are so many channels of information coming at her, really being able to find that at the right time is important.