REBORN have partnered with our client Lion Co and online mothers forum Mouths of Mums to uncover how brands can better use technology to connect with Mums in 2014.
Mums in Australia control a massive $132 billion dollars worth of spending, making them a consumer force to be reckoned with. To put this into perspective; If Mums were an industry they would be the largest single contributor to the GDP in Australia.
With the power mums yield it is imperative that brands and businesses connect with mums with communications they value, fostering positive brand sentiment, insulating them from price sensitivity at shelf and instilling loyalty.
Regardless of the age of a child, Mums reliance on technology is increasingly dominated by their mobile devices.
So what does this mean for Marketers?
For busy Australian Mums, their mobile helps streamline almost all aspects of their lives and presents the biggest opportunity for brands to reach them and connect interactions to sales. With this in mind for 2014 marketers should be ensuring that mobile is included in as many marketing activities as possible.
The opportunity for marketers moving into 2014 is to put more emphasis on mobile as a strategy to build relationships with mums, develop brand equity and help her to foster emotional connection with her kids.
If you would like to learn more about how to better connect with Mums in Australia in 2014, click here to download the full report: REBORNResearchReport_Mums&Tech