Find The Balance In Marketing to Moms

It’s often said that being a Mom is the toughest job in the world. How can you be a “present” caregiver for your children—and still find the time and energy to nurture your own needs and career, so you can provide the best for them?

Research indicates that when Moms try to do both, they often get caught in the middle.  This affects how they feel about brands—and how and where those brands market to them. Mintel* recently released a study about marketing to Moms that sheds light on how they see their role. Many of the feelings Moms expressed seem contradictory on the surface, so a closer look is necessary to reveal the insights for marketers. Here’s the upshot:


They know technology is pervasive, and it’s not going away. They know their kids will need to understand technology—and are likely to embrace any tech product that aids in learning and development.


They read the news—so they know the dangers for kids in the digital world, and they don’t want their kids engrossed in screens all day. Products or activities that get kids outdoors or moving around can help Moms provide that balance for their kids.


Moms love it for their sakes. A strong majority (71%) say they visit Facebook every day. Social media is a great way to connect with other Moms, get recommendations for kid-friendly products and services, and solicit advice from their peers. Therefore, it’s also a great way to deliver your marketing message.


Moms fear it for their kids’ sakes. They’re worried about social-media addiction, and who their kids might meet on social-media platforms. Their desire to protect their kids may affect household decisions about allowing more technology and social media into the home.


More than half of working Moms said they’d prefer to be full-time, stay-at-home parents. Many working Moms (43%) said they feel the need to justify their decision to go to work. So any product or service that saves them time, allowing them to spend more with their kids, will likely find enthusiastic acceptance.


Here’s the flip side: nearly a third of stay-at-home Moms said they’d rather work outside the home, and nearly half of those say they feel the need to justify their decision to stay home. Brands that help them meet their own needs and feel engaged in the outside world will resonate with these Moms.


More than three-quarters of Moms surveyed said their finances are “healthy” or “OK.” This is good news for marketers who are fighting for this coveted group’s share of wallet. Digital advertising’s ability to finely target Moms—with just the right message at the right time on the right platform—is key to maximizing marketing success.



While most Moms say they’re OK financially, only a third say that they have enough to pay for all the activities their kids want to engage in. They can pay bills and make ends meet, but they’re also making compromises as compared to what they’d like to do for their kids. Marketers of kid-focused activities have to really up their game to make sure that they’re one of the chosen few.

When yes is no and up is down, what’s a marketer to do? Research. Analyze. Discover insights. Plan your strategy. Finely tune your targets. Execute the plan. Measure. Tweak the plan based on your results. Redeploy.

Branding and marketing are no longer “set it and forget it.” It’s a process that’s constantly evolving. Marketers that remain open-minded and agile will find the most success marketing to moms. The reward is the ability to reach this coveted audience of Moms with your message—helping make their lives a little easier, and your campaigns more effective.


*Source: Mintel, Marketing to Moms, U.S., October 2018.

The Personal(ized) Side of Marketing: 3 Ways Retail Brands Are Using CRM Data to Their Advantage

We hear it all the time: data is yesterday’s “big thing,” today’s “big thing,” and—more than likely—tomorrow’s “big thing.” But how can a brand leverage its data in a way that is truly meaningful from a marketing perspective? The answer is personalization. Personalization is the practice of producing and delivering individualized content to people by using data collection, analysis, and automation technology. Though it has been viewed as “creepy” by some, the truth is that both brands and consumers alike are coming to embrace personalization—even the slow adopters. Why? Because it’s a very effective marketing tactic that serves consumers products or services that they were probably already thinking about purchasing anyway.

A recent article from Marketo stated that: “email personalization boosts open rates by 26%, and click-through rates by 97%”. Also, according to recent Epsilon research, “80 percent of consumers are more likely to do business with a company if it offers a personalized experience.” So how can retail brands put this into practice using their own Customer Retention Management (CRM) data? Here are three ways:

Scanner Applications: Scanner data can be used to capture consumer preferences and buying habits. Many retailers use scannable cards, which are loaded with personal consumer data, to plan for and outline marketing strategies. For instance, a retailer could use that data to offer coupons that are specific to a brand that was purchased. One can also offer a percentage or dollar amount off of future purchases based on total dollars spent by that consumer. Scanner data allows you to reach a consumer when your products or brands are still top of mind.

Recommender Engines: Using the data you have access to by just doing business can be a simple way to implement personalized marketing. Let’s say you are a sporting goods retailer, and a consumer purchased a lacrosse stick from your website. A few days later, you could then use that information to generate an email to send that consumer recommending lacrosse balls. Generating recommendations based on purchasing behavior is one of the simplest and most effective marketing tactics, as consumers likely need or want what you’re recommending based on what they’ve already purchased. Segmenting your CRM data into lists depending on purchasing behavior allows you to remind consumers of items they likely need to complement past purchases or are clearly interested in based on those past purchases.

Subscription Services: This example is slightly different than the previous ones, in that subscription services provide a much more obvious way to encourage consumer purchases based on preferences that are directly provided. A subscription service, such as Stitch Fix, for example, requires consumers to fill out a survey that details their personal fashion preferences. Doing so very clearly defines what a consumer might buy, and, in turn, allows Stitch Fix to send 5 curated items to the consumer that they know they will like based on the data. In turn, that consumer is more likely to purchase those items because the items have been selected in response to the personal preferences data that was collected.

If you’d like to learn more about how to leverage your customer data, please call 585.421.0100.

Brand vs. Agency: A Tale as Old as Time

Four Common Differences Between Agency-side and Client-side Marketing

Client-side versus agency-side is a tale as old as time. If you like long hours and a fast-paced highly competitive work environment you should work for an agency. If you like mundane, 9-5, and a corporate environment, you should work for a brand. The stereotypes are endless. Here are a few of the differences, and similarities, between agencies and in-house marketing teams to help you chart your own career path.

Whether you work for a brand or an agency, your creative mind will be called upon for marketing campaigns, strategic guidance, and problem solving. However, there is a difference in creativity that goes into a marketing campaign for a brand versus one for an agency.

Work for a brand if: You enjoy maintaining the image of an entire brand, with the occasional fight to have your voice heard.

Work for an agency if: You enjoy limitless creative opportunities while also working within the confines of clients’ needs.

Generally speaking, when you work for a brand you tend to see a steadier and more predictable pace of work. The reason for this is that you are working for a single client – your employer. Within an agency, there is much more variation.

Work for a brand if: You’re looking for a steady, predictable, and manageable workload and do not mind working for the same client, product, or service.

Work for an agency if: You’re looking for a work environment that keeps you busy and never leaves you bored, even if it requires long hours at times and working simultaneously with several clients on multiple campaigns.

Historically, working in-house usually meant your days were 9-5. In the new digital world, the internet never sleeps, so if a brand’s website goes offline or comments flood in, crisis on their social media channels, they may need to be more flexible with their hours. In the same way, as work-life balance becomes increasingly more important to employees, agencies are taking steps to ensure that their staff members don’t work themselves into the ground. Of course, there are still deadlines to be met and hours to be worked, but it is becoming less common on a day-to-day basis.

Having a job that is intellectually stimulating and fulfilling is something that everyone wants, but let’s not pretend that income doesn’t play a role in career decisions. Brands tend to pay more than agencies, but this varies depending on job title and company.

Work for a brand if: You’re looking for a stable and steady income with the potential to earn top wages, even if it means that promotion opportunities may be limited.

Work for an agency if: You don’t mind starting off at the bottom and climbing your way to the top, earning big money later on.

Career Progression
In order to have a successful and satisfying career, you need to consider the ability you have to move upward with future opportunities. With both agencies and brands, this largely depends on positions becoming available, but ultimately, it comes down to how individuals manage themselves.

Client-side positions do not come up as often as agency-side ones because turnover is lower. In contrast, having a strong brand under your belt can help you move to a better position at another brand. Agency-side, there is much more turnover, creating new opportunities consistently; however, these positions can be highly competitive.

Work for a brand if: You’re patient and believe the long, steady climb to the top is worth the potential reward.

Work for an agency if: You want limitless opportunities and are willing to be competitive to achieve your career goals.

Brands and agencies are becoming increasingly more comparable, but there are still differences between the two. While some differences are subtle, others are more obvious. Depending on your personality and your values, you will excel in either environment. Whatever you choose, enjoy the journey and learn everything you can from the experience!



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