What Mums Really Want—From Marketers
“Mums are not aspiring for these perfect lives that are being depicted in social media and advertising. They feel there is a real disconnect between advertising and their reality,” says Katrina McCarter, founder and CEO at Marketing to Mums.
Sixty-three percent of Australian mothers say advertisers don’t understand them. So what do we have to do to make them happy?
Presenting her findings at ad:tech 2017, McCarter said advertisers are swamping mothers with outdated stereotypes and inauthentic messages.
“Many marketers actually think that mums are aspirational and that mums are striving to attain this perfect life,” she said. “It’s real suicide for a brand because mum immediately turns off.”
Instead, McCarter has found that mothers are demanding more authenticity from advertisers that doesn’t gloss over the complex juggling act of their daily lives. Now is the time to show what motherhood is truly like and reflect mum’s other interests, warts and all, she said.
Just in time for Mother’s Day, listen along to The CMO Show podcast as hosts Mark Jones and JV Douglas get the scoop on the role of influencers for this market segment, how the generational divide is shaping messaging to mothers of all ages, and why making mum smile is the best type of relationship builder.