Friending Mom: Marketing to Millennial Mommies

Try and deny it, but Facebook is making it painfully obvious that members of the Millennial Generation have turned the page to a new chapter in life—parenthood.

Traditionally, moms have made the decisions for household spending, making them a shiny target for marketers. However, we’re now seeing that Millennial Mommies are running their homes much differently than their housewife predecessors. In fact, Millennial Moms are supplanting college students as the most connected and technology dependent population. These new parents have been raised on the internet, e-mail, SMS and IM and quickly adopted Facebook and social networking in their teens or early 20s. It’s no surprise that these moms are more digital, and it seems that their mobile devices are serving as their personal assistant/chef/photographer/financial planner/second child. The Modern Mom is using her phone to capture memories, organize events and to help her take care of her family.

Who are Millennial Mommies?

The typical Millennial Mommy has a mobile device, an average of 3 social network accounts (that she checks multiple times a day), and is a notorious over-sharer. Moms have always formed a tight-knit community, but with the addition of digital capabilities, Millennial Moms are connecting nationally and internationally to share advice, tips and tricks to make life easier for their families.

And don’t forget the spending power of this group, estimated to be $170 billion per year according to comScore, making Millennials a valuable segment of the population for marketers to target. It’s important to keep in mind that approximately 68% of all babies are now born to these women who are looking to spend money.

Most importantly, though, Millennial Moms are dubbed as the “advice-givers” in their social circles. Moms today conduct in-depth research before purchasing products for their children and the home and are often dishing recommendations to their peers via social media. In a nutshell: she is a powerful brand ambassador—as long as you can win her over.

Getting In Touch with Mom

How do you do this? First, you need to help her realize that you believe that she and her family are special. She is not her mother (no woman wants to hear that!), nor is she just another Snapchatting Millennial. While often portrayed as frantic women trying to “have it all,” 35% of Millennial Mommies are self-identified homemakers and many feel that most advertisements are not geared toward them. This generation of mothers is diverse and possesses a growing need to feel like the brands they support truly understand them.

These ladies are talking to each other on Facebook, Pinterest and a number of blogs. It’s estimated that these moms spend an average of 17 hours a week on social media networks. So get in on the conversation! Don’t bombard her with advertisements and coupons – we’ve already learned that doesn’t work on the Millennial Generation. While a coupon will encourage her to buy the product once, you haven’t won her brand ambassadorship. Develop products and apps to help her manager her family’s schedule. Help her find a healthy dinner option for her little ones. Tell her how important her family’s safety is to your company.

Mommy Friendly Fisher-Price

Fisher-Price understands the Millennial Mom and is reaching out to her. This holiday season they are increasing their digital spending by 50% in order to be more accessible to these mamas. The “Share the Joy” campaign offers coupons and entertaining digital videos moms can share with one another. Taking it a step further, the Fisher-Price site has taken their website beyond a simple online toy shop and created content for moms to rely on. The site offers information on baby milestones, how your baby is learning and then directs you to the products they offer to aid in your child’s development.

The brand is also having fun with these young moms. Their Facebook page features precious baby photos and links to hilarious Fisher-Price sponsored Buzzfeed articles. This brand is relaxing with mom and offering her advice on her children. Bottom line: Fisher-Price has friended the Millennial Mommies.

Brands need to stop trying to control mom and simply learn to be her friend. She’ll be the most loyal friend you’ll ever have. What examples of great Millennial Mommy content have you found?

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