Ivan de Souza
May 7, 21 | 4 min read
Mother's Day
Reading time: 3 minutes
Few brands have successfully managed to engage with mothers in these times. The reasons may be that they are busier, work harder and do not want to be portrayed 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 compared to the previous year. In fact, for 2019 this day of honoring mothers managed to generate more than MX$ 48 billion and due to the pandemic situation that affects almost the entire planet, this figure is expected 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 need to know how to communicate 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 managed to engage with mothers today. They are busier, they work harder, but they don't want to be portrayed 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 list of spain consumer email 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 restricted 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 involved in activities other than motherhood, mothers do not identify with advertising campaigns that portray them in contexts far removed 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 noted that they also hope to be portrayed 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 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 media is about:
Health: 46%
Education: 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 connected women are interested in real experiences that provide them with more information and help them make better decisions regarding the care of their children and everything surrounding motherhood.
According to an article in El Tiempo in Colombia , 9 million mothers spend a lot of time on the Internet, even up to 2.4 hours a day watching educational YouTube videos and tutorials.
Every day, 10 million mothers access YouTube. Searches for videos on health and education have increased by more than 500% since 2015.
Mothers seek help to deal with the different aspects involving the health and education of their children.
Given this scenario, it is clear that there is an opportunity for brands to position themselves as partners in the most difficult moments of the maternal journey. However, attention must be paid to the need to adopt truthful and honest discourses.
Some brands have already explored “true” representations of mothers in advertising, but what needs to be done is to connect genuinely, generate empathy and build a stronger emotional connection.
And even if Mother's Day may increase spending, focusing only on the commemorative date to speak to this audience represents lost opportunities during the rest of the year.
Mothers continue to play this role for the other 364 days. They seek out information and answer questions on a daily basis. Brands that answer these questions and position themselves as partners in this mission will have an advantage.
It is worth noting that mothers are not just mothers. They have different types of needs and there is a wide range to help them in practice and offer them help. Therefore, create content that is informative and helps in the various challenges of everyday life.
