The Pontiflex Blog

Marketing to Moms

June 1, 2009 at 12:14 pm Arun Krishnan Leave a comment

Moms are an incredibly attractive demographic for marketers. Not only do they control the majority of household spending decisions, but they represent a growing audience of active consumers online. eMarketer predicts that by 2012, there will be over 39 million women with children online. MediaWeek ran a recent article about Disney’s efforts to emerge as a leader in marketing to moms online. With its April acquisition of the Kaboose parenting websites, the company has significantly expanded its portfolio of family properties.

Disney is just one example of smart moves by marketers looking to capture moms’ attention. More and more advertisers understand that as moms become an online force – through blogging, running their own online businesses, and connecting to others via social communities – engaging this demographic is a key to a successful marketing campaign.

By using transparent Cost-per-Lead marketing, HUGGIES executed a strategic campaign to connect with pregnant and new moms via email engagement and social networking campaigns. It worked: by focusing on engagement, rather than announcement, HUGGIES was able to acquire the right consumers in an effective manner and then brand to them in meaningful and relevant ways. Download the whitepaper and learn more about how HUGGIES did it.

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