In our last blog I talked about how brands need to make sure
they don’t forget where mums are everyday. So we know out and about and social media play
their parts but where does other technology sit in all of this? There’s no doubt mums now use all sorts of technology
as part of their everyday lives – nearly everyone has an email address and uses
the internet. Many have smartphones, some use social media (but quick note
brands, not always in the way you need them to!). What is emerging in this
field is the growth of ebooks and apps – several brands have cottoned onto this
and released shopping/information apps or other e-content in the last few
months. We think that’s a pretty smart move.
Mums don’t have much time, so if you can provide a way for
me to get information or do jobs on the run then I’m going to grab it with both
hands. Answer my questions and make my life easier? Where do I sign up!?
The question is how do you use technology appropriately so
you engage mums, create loyalty and get them to buy?
A great place to start is by providing information. As soon as you get pregnant you have
questions – what should I eat, where will I give birth, how much has my baby
grown? And once the baby arrives you have a million more questions. Our research has shown that mums use other
mums and their own family as a primary touchpoint for information. But we know
this must be balanced with the fact that mums are deep consumers of
information, gathering from multiple sources and in many different media – from
a leaflet at the doctor’s surgery to being told about a new app by a mum
friends on facebook.
If you take an informational approach to engaging with mums
you create deeper connections as they see you as a valuable part of their
parenting life. And that’s where loyalty begins.
Drop me a line if you’d like to know more about creating
technology that mums want to engage with nicola@mumpanel.co.uk
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