Ever since the smartphone arrived in the market at around 2007, things have begun changing. Plenty of gurus claimed that the internet was the biggest thing to happen to mankind. It was the smartphone device that put such a claim to question. The smartphone is as good as carrying a computer in your pocket and because of this, it has greatly improved the reach of the internet.
Mothers have always been a market which agencies have been trying to tap into. They wield great purchasing power in the household. They are known to account for 85% of consumer purchases from the basic products like soaps, cereals to big decisions like picking a house or an automobile.
So the question you should be asking yourself as a marketing person is “What does the mother’s market mean with context to a smartphone?”
The Smartphone Mom
Mothers are known to be superb multi-taskers, so can you imagine what they can do with a smartphone.
Here are a few statistics about the smartphone mom
– Studies have shown that 7 out of 10 mothers would keep the smartphone if they had to throw out all their electronic devices such as PC and tablets.
– 70% of them believe the smartphone helps them be a better mother.
– On an average, mothers spend 6 hours on the smartphone in a day.
– Almost all of the apps on their phones are for their children.
Tech savvy moms are known to keep track of many mother go-to-blogs, get plenty of tips online and join in lots of online discussions.
For the multi-tasking mother, they don’t have to waste time getting on a computer. Instead, with a smartphone, they can just pull it out of their pocket and get on the online and social media world. At least 58% of mothers are known to make online purchases through their smartphones. 77% of moms are known to follow more than one brand online.
The smartphone has given mothers the ability to check the reviews of a product when they are in the retail store and at same time, it has given them access to online marketing.
What Should You be Doing?
As a marketing professional, here are a few basic tips to reach out to mothers through the smartphone.
– Website Optimisation: Your website should be optimised correctly so that mothers have an easy experience on your website. Making your website optimised guarantees good functionality on the smartphone screen.
– Access to Reviews: Testimonials and reviews are what a mother looks for before taking a leap and making financial decisions, so make sure your website has them. If there are negative reviews, be sure to immediately deal with them.
– SEO on the Mobile Search Engine: Get an idea of the keywords mothers search for on search engines. Since they are typing on the smartphone, their queries are going to be shorter and limited to two to three words.
– Not just Products, but Advice: Don’t just offer plain products, you should offer advice on various topics which may help a mother who is browsing through your website.
Smartphones have brought mothers one step closer to you, so make sure you’re marketing strategy is paying attention to this target audience.
Ali Salman is an online marketing strategist who have worked with Coca-Cola, Extreme Pita, Mucho Burrito, KIA, Honda and other Fortune 500 companies. Ali Salman now heads Rapid Boost Marketing - Canada's fastest growing search marketing agency. RBM clients include Fortune 500's and medium size businesses across North America. Ali as RBM CMO leads his team in building and managing quality, high-performing and cost-effective interactive campaigns and programs for our company's customers and partners. In his career, he has significantly improved campaign performance for large brands such as Government of Alberta, Liberal Party, Workopolis, Cathay Pacific, as well as medium to large retailers and high-tech B2B-enterprise niches.
Ali and his team develop online promotional concepts that spark viral growth through search and social media for RBM clients, devising strategies that use search engines and more to reach key demographic segments in the ways they're most likely to be receptive. Ali Salman also oversees corporate marketing initiatives for Rapid Boost Marketing, including strategic communications counsel, public and analyst relations and client education programming.