Coupons Are Key To Reaching ‘Mobile Moms’
BabyCenter’s 2014 Report finds that smartphones exact an increasing influence on what moms when they’re out shopping.
Price comparisons and the promise of a potential deal on new products are what animate moms’ purchase activity, according to a BabyCenter Solutions survey. The report found a 26 percent rise in the number of moms who say they rely on their portable devices as part of their in-store shopping decisions.
The study finds that mobile influences moms significantly at all stages of the purchase funnel, amplifying the point made in other recent studies of young moms, such as Millennial Media’s “Mobile Mom” study.
The oft-repeated marketing statistic that moms make 80 percent of purchasing decisions has been around for at least a decade. Although the accuracy of that stat is regularly debated in analytics circles; whatever the number is, it’s definite that moms and their phones exert a good deal of power along the path to purchase.
As for BabyCenter’s main conclusions, with moms predictably on-the-go, a majority (79 percent) use their mobile device for shopping while in-store. Of those who shop in-store with their phones, nearly three-quarters (73 percent) said they used their phone to comparison shop while in a mass retailer, 35 percent in a supermarket or grocery store, and 22 percent in a discount wholesaler.
Coupons also proved to be a key feature in mobile advertising, according to the study’s findings. Nearly three-quarters of moms polled (72 percent) stated that the inclusion of a coupon was the most appealing feature in mobile advertising, marking a 36 percent jump in this opinion compared to 2013. Moreover, 30 percent of moms said that the most important factor was knowing that the deal was located at a store nearby, driving home the importance of location.
“Black Friday may be around the corner, but these findings prove that marketers and retailers need to be focused on mobile all year round,” said Julie Michaelson, BabyCenter’s VP of Sales. “Moms are becoming more savvy about leveraging their smartphones while shopping, and advertisers need to follow suit. Mobile is no longer a ‘good to have’ but a ‘must have’ when it comes to reaching Mom while she’s considering what, when, and where to buy.”
GeoMarketing: This study reaffirms that mobile is a “must have,” particularly in terms of reaching the crucial Mom demographic. What does that mean for marketers?
Julie Michaelson: At this point, advertisers can no longer silo their mobile buy in their media decision-making. With moms regularly turning to their smartphones throughout the day, whether at home or on-the-go, it is simply critical. If marketers and media buyers are going to meet their objectives in reaching moms, they need to keep mobile front and center.
If that’s the case, how do you see brands implementing mobile in their marketing mix going forward? What will BabyCenter do in particular to reach moms?
It’s critical for marketers to commit to real cross-screen campaigns that [engage moms], and that, once again, keep mobile front and center in the mix.
As for BabyCenter, a great deal of our traffic currently comes through mobile and we’ve been very mindful of that fact. Of course, we have a mobile-optimized site, but in addition we offer mobile tools and apps that appeal to moms, and to advertisers in turn.
One good example is the BabyCenter Products & Gear section that is not only optimized for mobile, but specifically designed to make it easy for mom to discover, compare, and select the best gear for baby on any device [since mobile is important] during all of those phases. We also know that Products & Gear is a huge source for product reviews, which moms heavily rely on, particularly when researching bigger ticket items while shopping in-store or elsewhere on-the-go.
Did anything in this study surprise or jump out at you?
I was really struck by the strong year-over-year uptick on the influence that mobile has on moms’ buying new products and trying new brands. Marketers are always looking for ways to ensure a launch’s success, whether it’s for a new item on the supermarket aisle or at the cosmetics counter. And, if their target demo is moms, this research clearly illustrates that mobile should be an essential part of their marketing plan, [optimizing] location and other important factors.
How important is location in targeting these “mobile moms?” What are the most important factors?
Moms clearly stated that having a coupon in a mobile ad was a primary driver for them to engage with the advertisement, and it was important [to them that] the deal be accessible close by.
I think it’s important to note that two of the top five most appealing mobile features for moms center on location-based marketing. Mobile ads showing that a deal is in a nearby brick-and-mortar store garnered positive ratings, as did offering GPS to literally show her the proximity of the store. GPS is most definitely becoming a go-to tool for moms, with this response seeing a 64 percent hike since we asked it back in our 2013 survey. [That’s something that] we should be paying attention to going forward.