4 Truths About Moms and Search
Today's moms regularly use digital channels such as online search engines to gather information to make the best decisions and purchases for their families. As a result, marketers who target moms must adapt their online strategies to meet their needs.
To help marketers best use the internet and search in their efforts targeting moms, Google and online parenting resource BabyCenter participated in a webinar on Feb. 9 titled, "What Every Mom Marketer Should Know." Jim Lecinski, managing director of U.S. sales for Google, discussed Google's four truths about moms and search, and what they mean for marketers. The four truths include the following:
1. The stork delivers search. Eighty-five percent of moms search for information via online search engines, according to the Google BabyCenter OTX Moms Survey, which polled moms across the country in November 2009 about their online activities. What's more, search activity doubles after becoming a mom. Before becoming moms, respondents performed 11 searches a week, according to the survey. But after becoming moms, that number rose to 21.
"Entry into motherhood creates a unique window for marketers to use search to connect with moms when they need information most," Lecinski said.
2. Moms become black belts at search. Three out of four moms who responded to the Google BabyCenter Survey said they've gotten better at search since they've become moms. In addition, 58 percent read only the first page of search results. Moms also strategically match search queries with their needs. Seventy-eight percent of respondents, for example, use product or site names — such as "Pampers" — when making search queries. Seventy-seven percent use specific words or phrases — such as "leaky diapers" — and 52 percent use a sentence or phrase — such as "how to deal with leaky diapers."
In fact, more and more moms are moving from searching with one or two keywords to full-sentence questions in an effort to zone into the exact nature of their questions. What's more, 90 percent of the time moms successfully find what they're looking for with search.