There’s been a great deal of press recently on new trends in marketing to Moms.  As a highly influential demo, projected to spend $3 trillion dollars in the US alone by 2012, it’s no wonder Moms are making headlines.  From DM News to Marketing Daily — for marketers, the message is clear that traditional channels are not as effective in reaching this target as they used to be.  In fact, Moms are spending more time online now than watching TV!  To make a marketer’s life even more challenging, today’s Moms are not created equal.  

They differ by generations:

•  The top three, online activities of Gen Y Moms are reading blogs, participating in Mom communities, and creating and sharing their own videos
• Gen X Moms are using photo sites, rating and reviewing products, shopping, and seeking convenience
• While Boomer Moms – who have fewer child-tasks, spend their time online researching products and services

But no matter their ages or their life stages, Moms’ lives – as I can certainly attest – are always demanding.  

So how do we reach a large fraction of the population that has so much to juggle and so little time to listen to our messages?  Given Moms’ migration online, I’ve been so committed to Aspen’s digital growth.  Plus, I, as a working Mom, understand how much digital plays a part in my own life, both at work and at home.  I also understand the power of word of mouth among Moms.  Moms simply trust other Moms; and with this understanding, Aspen has started an aggressive push to drive messages through other mediums, such as social sites.  These kinds of efforts, lead by our digital team, are part of Aspen’s ever expanding philosophy around “precision planning.”  That is, developing marketing programs that connect with the target at a highly personalized, engaging level.   We view marketing through a direct lens, enabling us to deliver targeted, measurable, cost-effective solutions for our clients.

Given the fact that the US birthrate is the highest it’s been in 45 years, we can expect to see further proof of moms as “influencers”. They will play an even bigger a role in how we choose to market our clients. I guess the old saying holds true, “The hand that rocks the cradle is the hand that rules the world.”