Tags: online shopping

Online shopping: To market to moms, first you need to understand their lives

Online shopping: To market to moms, first you need to understand their lives

Beyond • May 26, 2016

The image of the modern mom has completely changed. Whether we’re working moms or stay at home moms, there’s one thing moms have in common, and that’s to reserve time and energy. As a mom and a marketer, I’ll let you peek into the mind of a mommy and show you exactly how we think and what we want. In the film I Don’t Know How She Does It, lead mom Sarah Jessica Parker is the quintessential career mom with a husband and two small children – and all the expectations to be the perfect colleague, wife and mom. It feels impossible, but moms do it. There’s a scene in the movie that gives you a hint into how she does it. She’s up late at night, laying in bed thinking about the long, borderline manic, list of things she needs to do. And there you have an inside look at the mind of the modern mom. This is where our mind is at: a long endless list of things that need to be taken care of. That is the life of the average mom. We have a lot to do and we don’t have a lot of time to do it. However, time alone isn’t the only great commodity. The other is energy. Anything we do is factored by two things: time and energy. In other words, how much time will it take and how much energy will be expended. Think of it as the lifeline bar that you see in a video game. With every hit, your guy’s life source gets drained. Moms are a lot like that. Before we engage or commit, we think how much will my energy be depleted by this? Enter online shopping. 
We love online shopping because it gives us control over our lives: It saves us energy. We don’t need to haul the kids, trek over to the shops, try to manage the kids, and juggle between all the choices – only to make the trip back, deal with now cranky children, and lug everything back home. It’s exhausting. It saves time. All that typically takes between 2-4 hours depending on what we’re trying to accomplish. It takes 30 minutes online. It gives control over the math and cost of a thing. Understanding what a mom’s life is like what what’s valuable to us will go a long way in knowing how to craft your marketing to suit our lifestyles. It requires ditching the soccer mom stereotype. For your business, this means catering to moms by offering functional online shopping options. But it goes beyond that. You’ll also need to generate a strong email marketing game so you can directly connect with your moms. And you’ll need to step up your social media effort because if there’s one thing moms are good at it’s being part of a network. Moms rely on social media to multitask and stay up to date on what matters to them. Their network also plays into their need to be efficient. Strong social networks mean that moms don’t have to hunt for information.


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New Email Editor Video, Same Classic Weekly Wrap

New Email Editor Video, Same Classic Weekly Wrap

Beyond • November 11, 2011

Had an awesome lunch today with some co-workers. The topic of first concerts was discussed. Mine was the Who doing Quadrophenia (before John Entwistle passed away). Another was Culture Club opening up for the Smiths, and possibly my favorite was Nirvana opening for the Red Hot Chili Peppers. What was yours? Let me know in the comments, when you’re done checking out this edition of The Weekly Wrap. 5 Ways to Add Qualified Techies to Your Business #6: Wait outside of Comicon and lure them with candy, comics and video games. Discover the other 5 Ways to Add Qualified Techies to Your Business. Benchmark Email Video: How to Use the New Email Editor If you’re like me, you hate to read the instruction manual. No reading necessary with this video walkthrough of the new Benchmark Email editor. See it in action in this new Benchmark Email Video: How to Use the New Email Editor. Customize an Email Template for Clean Out Your Refrigerator Day! If you’ve ever wondered what that smell coming out of your fridge was, or found an ecosystem growing in there, I’ve got just the holiday email campaign for you. Before it gets out of control, Customize an Email Template for Clean Out Your Refrigerator Day! Workplace Motivation: Disney’s Electronic Whip Not to Be Emulated I wear a Mickey Mouse watch every single day. I feel naked without it. It did, however, make me a little sad to look at it after reading this post on Workplace Motivation: Disney’s Electronic Whip Not to Be Emulated. Siri Outages & iPhone 4S Battery Woes Sour Apple Fans I discovered this week that I was eligible for an iPhone upgrade. Being the giant child that I am, I wanted a new toy immediately. However, I was given pause due to the Siri Outages & iPhone 4S Battery Woes Souring Apple Fans. State of the Media: Social Media in Your Brand Marketing More interesting to me than the State of the Union, but less fun, since you can’t play a drinking game based on the amount of standing ovations (don’t act like I’m the only one who does this). Francis delivers the State of the Media: Social Media in Your Brand Marketing. Bing Bleeds and Siri Leads: The Future of the Search Engine Wars I don’t know about you, but this sounds like a George Lucas film to me. Read the book (blog post) first. In a world (said in the movie trailer voice), where Bing Bleeds and Siri Leads: The Future of the Search Engine Wars. Online Marketing Tips: How Global Consumers Shop Online Email goes around the world and so should the reach of your business. Do it with some help from these Online Marketing Tips: How Global Consumers Shop Online. Quora: A Dynamic Informational Database for Your Business I didn’t think I’d like Quora. I’m impatient. I enjoy the instant answers that Google offers. However, if you want an answer from an expert to the exact question you posed, ask Quora: A Dynamic Informational Database for Your Business. Social Media: What Comes First: The Impressions or the Profits? Did I miss something? Did we already figure out what came first, the chicken or the egg? Or have we already ‘crossed that road?’ Get it? Thank you! I’ll be here all week. Try the veal! And answer the question, Social Media: What Comes First: The Impressions or the Profits?


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Online Marketing Tips: How Global Consumers Shop Online

Beyond • November 8, 2011

Consumers are increasingly shopping online, and if you buy into statistics, the number who do so will continue to rise over the next couple of years. A report published earlier this year by Goldman Sachs predicted that the global e-commerce market will surpass $1 trillion by the year 2013, which would mark a 19.4% annual growth rate by the end of the projected year. Consumers are spending more than ever, but for brands, the key to tapping into the shopping frenzy is all in understanding how they shop and knowing how to play the engagement game. Patterns and Trends in Shopping Nielsen’s 2011 Global Online Survey uncovered a few patterns and trends in the shopping tendencies of the worldwide population. The study, which consisted of responses from over 25,000 people across 51 countries, provided some very interesting insight into how consumers around the world purchase the items they need and how location plays into their purchasing decisions.According to the report, ordering items online that can actually be delivered instead of picked up is a big thing in Asia Pacific. The findings show that 77% of respondents in the region are likely to take this option when making purchases. This trend is much less of a phenomenon in North America and Europe where it was embraced by just 20% and 35% of respondents respectively. In this particular case, analysts have concluded that the huge gap has to do with the fact that consumers in Asia Pacific have access to fewer stores and are thus more dependent on internet shopping destinations. Intriguing patterns were also spotted in the area of grocery shopping. In Africa and the Middle East, 48% of respondents reported to shopping online for groceries so they can have those items delivered. Again, this is due to having a fewer number of physical stores. Consumers in North America reported the need to stock up on essential items as the main reason to travel to a grocery store, but the reasoning was quite varied among consumers across the globe. The research shows that size of household, gas prices and access to refrigeration are some of the factors that weigh into the grocery shopping patterns of global consumers. Savings Rock! Consumers have always jumped at the opportunity to save money, but you can say savings are even sexier now that the coupon craze of daily deal sites have gone mainstream. The Global Online Survey conducted by Nielsen reiterated just how important coupons and bargains in general are to shoppers throughout the world.According to Nielsen’s findings, coupons are used by more consumers in North America than people in any other continent, with the United States having the most usage. The research shows that roughly 80% of households in the U.S. use manufacturer-issued coupons at all the retail stores they shop at. Coupons are also big in Asia Pacific, where they were used by 55% of respondents. The report revealed that coupons are strongest in China and Hong Kong, where usage was at 67% and 65% respectfully. In what may be surprising news to some, Nielsen’s research exposed the fact that the coupon trend has not necessarily taken off all over the world, particularly in Latin America and the Middle East/Africa region. Just 25% of respondents in Latin America reported to using coupons, while the percentage for consumers in the Middle East and Africa was even lower at 18% combined. A rep from Nielsen said that consumers in these areas prefer to reap their savings through sales and promotions, as opposed to coupons. Nielsen’s study on global shopping provided an in-depth view of how consumers the world over prefer to spend (and save ) money both on and offline. Above all, it is another research effort that underlines the importance of knowing what your target audience wants, and tailoring your strategy to create an experience that accommodates their preferences.


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