The infamous “Soccer Mom”, a favorite target of many consumer retailing campaigns, with whom came the security of a 2% ROI on that direct mailer postcard.
Do you miss her? If you don’t, you should because she has been replaced by five new “Mom” classifications, all of whom find purchasing motivation in very different places. Razorfish (an ad agency) and CafeMom (a social network site for moms) has published a report examining the behavior of today’s “Digital Mom” uncovering how she parents, socializes, networks, and shops. The five core mom segments are defined as The Self Expresser, The Utility Mom, The Groupster, The Infoseeker, and The Hyperconnector.
The “Self Expresser”, in her early 30s, often has a pre-schooler, enjoys parenting topics, and likes to work on a personal profile page. A “Utility Mom” in her mid to late 30s, usually has several kids of varying ages and goes online to unwind with games. The “Groupster” in her early 30s, is a community organizer who builds and relies on larger social networks for advice. The “Info Seeker”, in her late 20s, often has a baby and tends to be the most educated and is hungry for information. And the forty-something “Hyperconnector” tends to have older children and likes to network and voice her opinion.
The report emphasizes the need to appeal and deal with these mom personalities very differently. For example the “Self Expresser” may find benefit out of a adding a widget to her profile page while the “Groupster” may be more receptive to brands that engage in blogs and groups.
Have you begun segmenting your marketing strategies to match up to the moms of today? You can find more details in the complete report: The Digital Mom
