Millennial moms are a key market for brands who are currently undertaking their back to school promotions. This is no surprise — according to reports, around one in five moms is a Millennial, and of the 1.5 million U.S. women who become mothers in the past year, 90 percent of these were Millennials. But how does this new generation of mothers respond to advertising differently from their predecessors?
Compared to the stay at home, full time mothers of generations past, “millennimoms” very much embody the on-the-go lifestyle. They have considerable spending power, as well as busy lives both in the real world and online, where they are likely to be using more social media than older generations — and they’re more likely to be sharing content on these networks too. Influencers and brands using social networks and blogs will be much more important than television and billboards, or even word of mouth for that matter.
There is a tendency among this category to choose brands that align with their values, especially authenticity and social causes. Personalization is important here, as Millennial moms want to feel like the brands they use will treat them — and their children — as individuals. Smaller brands and those that embrace technology are likely to viewed positively by millennimoms, too.
And while they are busy, the smartphone they carry with them means they can be reached easily by marketers. But there seems to be a problem with engagement — some 42 percent of millennimoms don’t think that marketing and advertising is geared towards women like them.
So, it seems that even while marketers are spending 500 percent more to reach millennials than all other groups online, they’re possibly not doing as good a job of it as they should be.
The questions that brands need to be asking themselves revolves around not just messaging, but distribution too — when are the key mobile moments throughout the day when millennial moms can best be targeted to maximize chances of engagement? While generations past would rely on serving ads during specific television programming to target mothers, modern mobile engagement involves reaching moms in their rare moments of quiet, when they may be on their device with or without a clear purpose. Determining these moments when mobile audiences can be best reached relies on a wider breadth of contextual markers from location, to time of day, to weather conditions.
As Chief Operating Officer Gilad is managing Ubimo’s business operations and overseeing business development. A seasoned veteran in the online advertising field, Gilad was previously General Manager of Matomy Media, a global display advertising company, where he oversaw strategy and growth of the company’s operations. Gilad also served as SVP Media of all Matomy group.