Didier Grossemy says; Are you talking to mum?

Didier
Grossemy says. Some of the major brands have educated children to their
products from the very young age, and I don’t think I need to give you
any examples of those brands.

They
know very well that parents will have no choice but to comply with
their wants and later the same children becoming parents will do
exactly the same. Yeah! Very smart and we all fall for it.

Today
the digital age is not any longer just driven from children looking at
games or business people searching the next opportunity but from mums
around the world.

Time
poor, they are the prime consumers on the internet, as we know mums are
“Jack of all trade”; taking the children to schools, buying and
preparing food, going to work, looking after her hubby, clothe ironing,
cleaning and … should I go any further to say that women these days are
overly busy. So this brings me to what I have preached for fifteen
years, the Internet not only save you money and save the trees but
revolutionise your time management.

According
to the “Moms In Business Network” mums purchasing power accounts for
nearly $1.6 trillion in annual spending and is equal to Great Britain's
2007 total purchasing power. “EMarketer” forecasts that moms will
account for 39.6 million of the online audience by 2012. Further, women
make 80 percent of the household purchases and commonly buy for three
or more people. With this much influence over consumer purchases, the
ability to effectively market to and harness this purchasing segment
has a huge impact on brands' bottom line.

Brands must take a step forward in creativity to engage with this already dominant market.

So what sort of creativity is required to engage?

I
believe that the most important is to create a platform that opens
conversation. If you are a manufacturer of nappies, you may want to
create a “Baby Club” that will have some great subjects to help busy
mums and allowing them to share their own problems while in the same
time you may want to add a shopping cart so busy mums can purchase the
products of the same companies while enjoying a conversation with new
found friends.  

Like
in real life people engage at the Café by exchanging conversation
around a drink. You must create a social environment that triggers the
input of the viewers and in term bring more people to the brand through
smart referral functionalities.

Brand association, social marketing and e-commerce functionalities are a powerful mix for busy mums.

Article written by: didier grossemy | didier grossemy blog | didier grossemy CEO