August 15, 2005
I’m addicted to two things: Burt’s Bees lip balm (www.burtsbees.com) and email. Fortunately, neither one causes any serious health problems or will land my butt in jail. So as far as addictions go, they’re pretty harmless.
Organizers for the upcoming Marketing to Moms conference (www.m2ms.com) say that today’s moms are right there with me looking for their online hit. A staggering 95 percent of women in one of their surveys reported that they’re online at least once a day. They’re spending more time on the Internet than they are watching TV. Screw the soaps – we’re busy tracking our stock portfolios!
And these online moms aren’t just using the Internet for research. They’re also using it to connect with other mothers. This instant community has powerful influence on what moms are willing to try. In fact, another study states that other mothers are the single largest influencer of other mothers. Here’s a personal example: my mom was a professional nanny for about 20 years, so she got all kinds of questions. What do I do when Lia doesn’t want to go to sleep? What do I do when Rachel doesn’t want to eat? What’s the best kind of bottle to use? Should I use cloth diapers or disposables? This is the kind of stuff moms talk about with other moms both online and off.
If you’re thinking the best way to reach today’s women is to advertise on daytime TV, you might want to re-evaluate, my friend. We’re online. We can see what happened on The Young & The Restless while we’re ordering our groceries from Peapod (www.peapod.com).