Mother’s Day increases consumption, but brands ne to know how to talk about motherhood all year round.
Ivan de Souza
May 7, 21 | 4 min read
Mother’s Day
Reading time: 3 minutes
Few brands have successfully manag to engage with mothers in these times. The reasons may be that they are busier, work harder and do not want to be portray as superheroes. Therefore, it is necessary to understand how to communicate about motherhood, especially on Mother’s Day as an effective marketing strategy .
In e-commerce alone, many studies and projections for Mother’s Day certify that its growth, year after year, is growing compar to the previous year. In fact, for 2019 this day of honoring mothers manag to generate more than MX$ 48 billion and due to the pandemic situation that affects almost the entire planet, this figure is expect to continue to increase.
However, even when there is no specific focus on
the commemorative date, brands must know how to engage with an audience that is growing ever more. According to Google, YouTube video views for this commemoration increase 6 times in volume for these dates .
Today, mothers already represent 30% of the Mexican population, which in itself shows that Mexican brands ne to know how to communicate list of malawi consumer email with them. And more than almost a third of the country’s total population, mothers play a role as decision-makers in the consumption habits of the family environment.
The point is that few brands have manag to engage with mothers today. They are busier, they work harder, but they don’t want to be portray as superheroes. So it’s necessary to understand how to communicate about motherhood.
How to communicate effectively with the modern mother?
How to communicate with mothers on the Internet and digital channels?
How to communicate effectively with the modern mother?
The first step in knowing how to talk about and with mothers is to understand the context in which most women currently live. More and more of them occupy spaces that were previously restrict to men, and yet, in many cases, they are still the only ones responsible for raising children.
According to Google research, 35% of mothers share responsibilities, but do most of the chores. Already 30% are “single mothers,” and only 1 in 4 women say they share equally in child-rearing tasks.
Reflecting this scenario, women tend to prioritize other activities in addition to taking care of themselves.
Although they are involv in activities other than
motherhood, mothers do not identify with advertising campaigns that portray them in contexts far remov from their reality.
On the other hand, it is precisely the campaigns that show mothers facing the challenges of motherhood that tend to generate greater commitment.
It should be not that they also hope to be portray in contexts outside the traditional family format with fathers, mothers and children.
How to communicate with mothers on the Internet and digital channels?
Precisely because they live daily with the until recently, they could not be us on a computer. mission of overcoming the fears that surround raising children and their development, mothers have sought more information on the Internet.
On average, 8 out of 10 mothers access the Internet every week. According to Google, the information they search for in digital mia is about:
Health: 46%
ucation: 45%
Food/Nutrition: 42%
Development stages: 32%
Product/Stores: 25%
Promotions: 23%
While mothers are looking for information on the Internet, it is necessary to nuance the dialogue on these channels. These increasingly connect women are interest in real experiences that provide them with more information and help them make better agb directory decisions regarding the care of their children and everything surrounding motherhood.