Moms are a hot target audience for many marketers, given that they are often the primary household decision maker.
Moms make choices involving their family's health, well-being and livelihood and this transcends across various different categories including health, grocery needs, mealtime choices, auto, apparel and even travel.
According to BabyCenter's 21st Century Moms Report, a new mom is born every 7 seconds!
It's no wonder, then, that this year, we saw a flurry of research reports including The Rise of the Real Mom published by AdAge, Power Moms by Nielsen, and eMarketer's Moms Online: More Influential Than Ever. These new reports speak to the powerful influence of Moms and the growing importance of the internet and social media in their lives.
As a search expert with Mom on the brain, Google was curious to learn more specifically about Moms and Search. To accomplish this, we partnered with BabyCenter, a Moms expert, on a joint research study designed to take a look into the mindset and motivations behind decision-making Moms.
Just days ago, we released the findings from our new study, conducted with OTX Research and Sterling Brands, titled, "The Four Truths About Moms and Search". Here are some highlights:
Truth 1 of 4: The Stork Delivers Search
Truth 2 of 4: Moms Become Black Belts in Search
These truths reveal to marketers that motherhood creates a unique search window during which a valuable connection can be made. To make sure that messaging is getting through to Moms, marketers need to make sure they appear prominently on the first page of results when Moms enter both broad and specific queries into a Search Engine. Finally, marketers should not underestimate the power of search to drive upper purchase funnel activities and to connect with Moms on an emotional level.
Moms Give Up High Heeled Shoes and Lipstick For Search
Truth 3 of 4: Search is Mom's GPS to Store
Truth 4 of 4: Search is Mom's Back Up Brain