The modern ‘new mom’ according to eMarketer and WhatToExpect: Older, more confident, and most importantly, more connected than ever. Technology now plays a big part in how women make the transition to being a new mom, get quick answers to questions, and of course decide on purchases. Online communities, blogs, and social networks with large mom populations are now making and breaking brands as 90% of moms are now online.
Moms love social
New moms are drawn to sources that will deliver information directly from more experienced moms. Being a new mom is a scary thing and the most influential voice is that of one who has successfully done it. According to eMarketer, social networks (30%), online consumer reviews (23%), and blogs (14%) top the list of social sources where moms look to for information and guidance.
According to outside research from TRU & Oxygen, women who are new or expectant moms:
“…are more likely have to a social network profile, have 43% more friends online, and are more likely to share coupons and recommend brands.”
What this means for marketers
This presents a unique opportunity for marketers to be able to influence new moms who are themselves relatively highly influential in their own networks. It’s all about experience. As new moms are influenced by experienced moms, their network will likely look to them as an experienced, influential mom at some point.
This snowball effect is why it’s so important for marketers to facilitate conversations between new and experienced moms. The power of social media can work wonders, but if brands are absent from the conversation or not listening to what moms are saying, they are putting their entire brand reputation at risk.
Be sure to check out the full report at eMarketer.
