Marketing to Moms: A Valuable Audience

As a mom myself, it’s no surprise to me that American moms control 85% of household spending.  Marketing to moms is a powerful strategy that is statistically backed by a variety of studies.  It’s essential for businesses to understand that it’s not just the obvious pregnancy related items, baby items, and toys that need to be marketed to moms.  In fact, anything that a family would use, from dining options and banking to automotive and vacation planning should be marketed to mom.  Even in situations where dad is the breadwinner, statistically, mom is the decision maker.

Purchase Behavior

Just how much money do women control?

Women control $2.1 trillion dollars of spending each year in the United States! Click To Tweet

A recent study by MDG Advertising breaks down spend by  popular business verticals:

• 93% of food purchases are made by women
• 80% of healthcare decisions are made by women
• 92% of vacation planning is done by women
• 50% of products typically marketed to men are purchased by women

This study looked at women as a whole. We at EIEIO Marketing focus heavily on marketing to moms specifically. With an estimated 85 million mothers in America, over 50% of all women in America are in fact moms (defined as having one or more children under the age of 18).  We expect that these statistics are significant for the moms as well as women in general.

Moms & Digital Media

Digital Media is a growing source of media consumption:

• 97% of moms own/use a smartphone
• 95% use the internet
• 88% are using social media

Furthermore, 59% reported that the Internet was the most important media source to them.  On average, moms are spending 3 hours per day on social media and a majority of moms access multiple social media sites per day – and turn to social media for advice.  These numbers are steadily increasing and are expected to continue increasing as more and more Millenials are becoming moms.

Marketing to Moms Digitally

Moms are a huge driving force for purchase decisions across a variety of business verticals.  They are responsible for household purchases totaling $2.1 trillion dollars in the United States.  This is a demographic that simply can not be ignored.

Are you targeting moms through your digital marketing strategies? If not, it's time to start! Click To Tweet

Moms are also highly tech-savvy and frequent social media often throughout the day.  With the cost of social media marketing a fraction of other digital marketing platforms (and dramatically less than traditional media), it is obvious to us that businesses should be leveraging marketing to moms through social media as a part of their overall digital marketing strategy.  Learn more about how EIEIO Marketing can help you market to moms digitally.

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Meg is the Founder and CEO of EIEIO Marketing.  Originally from Rochester, NY, she now lives in Phoenix, AZ with her husband and their 4 daughters.  Meg has been involved with marketing to moms for over 7 years and has experience working for Facebook within their Marketing Expert Program.  When Meg is not managing ads for clients, teaching digital marketing strategy, or furthering her own professional development – she enjoys getting the family out of the house to explore a variety of fun and educational adventures.  After the kids are in bed, Meg enjoys binge watching Netflix, fantasy football, and a glass of wine.  Learn more about EIEIO Marketing.