Recently, we looked into the retail sector which sparked our interest in social media and its influence on consumers, initially focusing on the target market of affluent Mums. This audience covers the Mosaic target market profiles of group G30, 31, 32- families with high income, married with children, well qualified parents, new build house movers and group B7, 9 – married couples with children who are internet shoppers, business owners/company directors with distinctive taste, who are living a country lifestyle…
Yes, we know our audiences!
The research brought interesting results, showing social media and advertising having 55% of active (daily) social media Mums make a purchase due to a recommendation from a personal review blog. This confirmed that blogs are clearly having an impact on purchasing decisions by Mums, especially as 63% (nearly 21 million) of all online mums will read blogs during 2014. Affluent Mum bloggers are reaching an extremely wide audience with 18.3 million Mum internet users reading blogs at least once every month: – which is something to consider when looking at marketing in the retail sector.
We came across a great site: Power Moms Media who give brands the opportunity to reach these “power moms”: these are Mothers ‘who have previously worked with Ralph Lauren’ or the like. Typical content topics might include the latest styles, new brands and parenting tips. These sites reach over 650,000 of the motherly target market through a variety of digital marketing and social media tools – so why is this proportion so valuable?
58% of online shopping is by Mums and 22% of women shopping online at least once a day. Simple.
We also looked into what got Mums spending money and we found out that 75% of women identified themselves as the primary shoppers for their households – furthermore 64% of Mums ask other Mothers for advice before they make a new purchase and 63% of all Mothers consider other Mums the most credible experts. This shows that our Mothers aren’t always the decision makers: – maybe we shouldn’t be blaming our Mums for our badly dressed baby photos!
This level of detail and insight is essential when planning a marketing strategy, in order to reach the target consumer, whether it be Mums, Dads, Kids or any other member of the family.
We are always keen to learn about the latest retail trends and get involved in new projects. If this is something you’re interested in, we are happy to have a chat.
Posted by: LucyBigCat on