Marketing to Moms 2013

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Marketing to Moms 2013

  1. 1. Stacy DeBroff CEO @momcentral @stacydebroff October 23, 2013 TRENDS IN INFLUENCER MARKETING
  2. 2. “We  have  to  go  with  our  beliefs.  Even   though  paid  is  driving  all  the  data  today,   we  think  earned  will  drive  it  tomorrow.     IF  WE  WAIT  UNTIL  IT’S  TRUE,    WE’LL  BE  BEHIND.”       -Jeff Jones CMO & EVP, Target
  3. 3. Trends that will redefine marketing  ]  
  4. 4. THE RISE OF VISUAL INFLUENCERS  ]   Communicating & Connecting Visually
  5. 5. Visual Influencers  ]  
  6. 6. THE RISE OF VISUAL INFLUENCERS Rise of Visual Influencers 81% of Moms post images of their favorite products or brands 67% 57% 66% of Moms use Pinterest at least once per day use Instagram at least once per day Access Pinterest on a Smartphone  ]  
  7. 7. 83% of influencers actively use Pinterest
  8. 8. The Power of Pinterest of Moms use Pinterest at least once a day Moms want brands they follow on Pinterest to post: of Moms access Pinterest on their Smartphones How-to guides or recipes of Moms follow 5+ brands on Pinterest Information on new products momcentralconsulting.com 9
  9. 9. 71% of influencers actively use Instagram
  10. 10. Connecting with Consumers on Instagram of Moms use Instagram at least once a day of Moms post images of their favorite brands/products on Instagram of Moms are more inclined to purchase a brand they’ve seen photos of on Instagram momcentralconsulting.com 11
  11. 11. NEW JOURNEY OF THE INFORMED CONSUMER The role of online research
  12. 12. ONLINE RESEARCH PRECEDES PURCHASES momcentralconsulting.com 13
  13. 13. 94% of Moms TRUST products more for their families after they’ve done their own research When doing product research online, Moms are most likely to click on retail websites (ecommerce reviews) and blogger reviews for more information
  14. 14. 76% of Moms TRUST social media recommendations for product information prior to purchase
  15. 15. THE RE-EMERGENCE OF CONTENT AS KING Brands Leverage Influencer Content BRANDED PLATFORMS CONTENT SYNDICATION
  16. 16. 23%  MILLION     of  the  27 er     ges  sent  ov messa      each  day  is a social  medi CONTENTge A RANDED B ncies creat e conte divis nt ions via totembrandstories
  17. 17. BRANDED CONTENT BUILDS AWARENESS, NOT T RUST
  18. 18. A NEW SOCIAL MEDIA CURRENCY The impact of influencers
  19. 19. Your best friend… Passionate Insightful Trusted
  20. 20. Increased Power of Digital Influencers
  21. 21. Influencers boldly tread where brand credibility fails  ]  
  22. 22. 83% of women find the product recommendation of a influencer more authentic than traditional media messaging 76% of women have sought out information on blogs about a product they first learned about through traditional media
  23. 23. 91% of Moms TRUST influencers as source of product information Blogs influence Moms most when purchasing: Household Products Food/ Beverage Home Décor 73% 65% 60%
  24. 24. T RACKING INFLUENCE T O POINT OF SALE The path to purchase
  25. 25. RESUL S FROM ONLINE RESEARCH DRIVE SALES T RETAIL POS SYSTEMS PROVING SOCIAL MOBILE COUPONING
  26. 26. 92% of Moms have purchased a product after hearing about it from an influencer
  27. 27. 67% of Moms are more likely to purchase a product if it received a high star rating on e-commerce reviews
  28. 28. Soundfreaq: Generating Awareness and Drive to Retail 55  Influencers more than 2,700,875 highly targeted impressions Goal:. Generate first hand testimonials and awareness online among Mom influencers and communities for Soundfreaq Sound Kick Bluetooth speakers 1. Blog Posts 2. e-commerce Reviews E-Commerce Reviews Activation: Mom Central recruited influential Mom bloggers to test the Soundfreaq Sound Kick Bluetooth speakers, share their experience with their online communities through a blog post and write an e-commerce review on Target.com or Amazon.com. Results: 55 bloggers participated in the Soundfreaq Sound Kick Blogger Activation and E-Commerce Review Program. Bloggers posted during a two week period to both their blog post as well as one e-commerce website (Target.com or Amazon.com). At the conclusion of the campaign, MCC received a call from the Consumer Electronics Buyer from Target, who noticed a significant spike in Soundfreaq sales directly related to our campaign momcentralconsulting.com 31
  29. 29. Connect With Us! Stacy DeBroff CEO 617.244.3002 stacy@momcentral.com @momcentral @stacydebroff momcentralconsulting.com

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