Moms Say Marketers Ignore Their Needs.”

What? Still?

We were shocked to see this headline at BrandWeek.com. Why is this still going on?

According to M2Moms, 60 percent of moms feel that marketers are ignoring their needs, and 73 percent feel that advertisers don’t really understand what it’s like to be a mom.

We are embarrassed to say that we live in this marketing industry. Why wouldn’t we understand a Mom’s mindset?

As CEOs of their households, Power Moms wield more influence than ever before: moms control 85 percent of household spending, and are worth more than $2 trillion to U.S. brands, as reported by the Marketing to Moms Coalition. Most moms work. In fact, according to the U.S. Department of Labor, in 1965, about 45 percent of women with children (under 18) were employed; by 2000, over 78 percent were. Whether they work out of the home, telecommute, or run a business from the home, media technology and the Internet have become a true enabler.

Need more incentive? We don’t. We haven’t for a while. JASE takes pride in being able to understand the needs of mothers.

What stories can you recall of the positives or negatives of this unexplained phenomenon?

image courtesy of Mom2Mom

4 Comments

  1. Foursquare, Blogging, and What Moms Are Saying | JASE Digital Media blog

    […] Moms Say Marketers Ignore Their Needs “Moms Say Marketers Ignore Their Needs.” What? Still? We were shocked to see this headline at BrandWeek.com. Why is this still going on? We are embarrassed to say that we live in this marketing industry. Why wouldn’t we understand a Mom’s mindset? full article >>> On Twitter? Follow us at @JASEgroup. Want inbox updates? Join our This Week in Digital Media weekly email newsletter. […]

  2. Wesley Oman

    While this may very well be true. I would like to take a moment to point out that as a Dad (used to be a stay-at-home dad) old media has no idea that I exist. “Parenting” magazines are written singularly from the point of view of woman and advertising are so woman centric that it feels like I pick up a copy of Elle. New media does a better job but is certainly not flawless.

    Marketing needs to move faster and be more versatile than it used to be. We as consumers expect more. 51% is a large enough portion of the demographic to aim at, you need to find a more unifying aspect of the group you are marketing to. The consumers notice when you miss the mark and are not forgiving.

    • Digital Media Team

      Yes, we agree, Wesley. Advertising campaigns should be demographic and socialgraphic-smart enough to understand their audience, include as many relevant audiences as possible, and satisfy a need of the audience. Just as it would be foolish to eliminate the Mom that runs the household, the same would ring true for the Dad that does the same.

      Thank you for your input!

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