Marketing companies are on the trail of mums everywhere. They have finally realised that mums are big business, so they are trying to win us over, and now know where to find us.
According to a recent issue of Marketing Week, marketers are recognising that we are influential household decision-makers (the only household decision-maker in many cases). The problem they have is how to reach us. We lead such busy lives and research has shown that we spend less time with the media than the average British customer. As a result they are developing more integrated and consistent tactics to engage us.
Targeting us through parenting blog and social media sites is one way they are doing this. (Are they following you on Twitter yet?) Many of us have been approached by PR companies in recent months and been asked if we are interested in reviewing products and postings our finding on our blogs.
Marketers have found that mums rely on a range of sources when making informed purchase decision, but our main source, they believe, is the Internet. And that makes the blogosphere very attractive to them.
Apparently we don't trust banner ads on Internet sites or search engine ads but we do trust other parents. So reviews by other parents on their own blogs are valuable. I certainly pay attention to the reviews posted by bloggers I have been following for a while and whose opinions I value. Companies such as Disney are aware of this. As bloggers we are also aware that bloggers' reviews tend to be brutally honest. We have no hidden agenda and nothing to lose by giving our complete honest opinion. Readers appreciate this.
However, marketers need to target the blogosphere carefully if their efforts are to be of benefit. The upmarket boys' clothing company that has contacted me twice is wasting its time. I don't have a son. And the products I've been asked to review on my husband's behalf? Well a quick read of my blog would reveal that I am a single parent.
So the marketers are after us, and they have worked out where to find us, and also that what we write is of value. So it is likely that many of us will receive further offers. That's fine as long as there is something in for us. No company with a large marketing budget can expect someone to promote their product for free. Our time is of value too, and they know we have busy lives. So there needs to be an equal relationship. No-one is going to agree to reviewing a product they actually have to go to the shops and buy ourselves at considerable cost. Yes,that actually happened to me this week!
So targeting mums is fine, but marketers need to target us carefully and responsibly. Many do get it right. They already know we are busy people, our time is of value, and so are our blogs.
