Good story about Wal-Mart’s struggles with marketing to moms


Mom

 Key points:

  • The hardest thing about reaching moms begins inside the company: Getting the right insights, creative and media plans to talk to moms is difficult because there aren’t enough moms in the process.
  • “Moms are not just people with three-year-olds”: In a lot of ads directed at mothers, the kids are toddlers and the mothers are supernaturally effervescent.
  • Social media is especially important when it comes to reaching moms: Moms are time-constrained, don’t watch as much TV, and “digital lives in the gaps in her life — two minutes here, five minutes here. And moms say digital serves a purpose: to make life more efficient.

Read the full story here

 

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