How brands should dialogue on Mother's Day
Consumption increases on Mother's Day, but brands need to know how to talk about motherhood throughout the year.
Few brands have been able to successfully dialogue with mothers in these times. The reasons may be that they are busier, work harder, and don't want to be portrayed as superheroes. Therefore, it is necessary to understand how to communicate about motherhood, especially on Mother's Day as an effective marketing strategy .
Only in ecommerce, many studies and projections for Mother's Day certify that its growth, year after year, grows compared to the previous one. In fact, for 2019 this day of honoring mothers managed to generate more than MX $ 48 billion and due to the situation of the pandemic that affects almost the entire planet, this figure is expected to continue to increase.
However, even when there is no specific focus on the commemorative date, brands must know how to engage with an ever-growing audience. According to Google, the views of videos on YouTube for this commemoration increase 6 times in volume for these dates .
Currently, mothers already represent 30% of the Mexican population, which in itself shows that Mexican brands need to know how to communicate with them. And more than almost a third of the total population of the country, mothers play a role as decision-makers in the consumption habits of the family environment.
The point is that few brands have managed to dialogue with mothers today. They are busier, they work harder, but they don't want to be portrayed as superheroes. Therefore, it is necessary to understand how to communicate about motherhood.
How to communicate effectively with the modern mother?
The first step in knowing how to talk about and with mothers is to understand the context in which most women currently live. More and more of them occupy spaces that were restricted to men and yet, in many cases, they remain solely responsible for raising children.
According to Google research, 35% of mothers share responsibilities, but perform most of the tasks. Already 30% are "single mothers", and only 1 in 4 women say that they share equally the tasks related to raising children.
Reflecting this scenario, women tend to prioritize other activities in addition to taking care of themselves.
Although they are involved in activities other than motherhood, mothers do not identify with advertising campaigns in which they are portrayed in contexts far removed from their reality.
On the other hand, it is precisely the campaigns that show mothers facing the challenges of motherhood that tend to generate greater commitment.
It should be noted that they also expect to be portrayed in contexts outside the traditional family format with fathers, mothers and children.
How to dialogue with mothers on the Internet and digital channels?
Precisely because they live daily with the mission of overcoming the fears that surround child rearing and their development, mothers have sought more information on the Internet.
On average, 8 out of 10 mothers access the Internet per week. According to Google, the information they look for in digital media is about:
- Health: 46%
- Education: 45%
- Food / Nutrition: 42%
- Stages of development: 32%
- Product / Stores: 25%
- Promotions: 23%
Although mothers search for information on the Internet, it is necessary to clarify the dialogue on these channels. These increasingly connected women are interested in real experiences that provide them with more information and help them make better decisions in caring for their children and in everything that surrounds motherhood.
According to the article in El Tiempo in Colombia , 9 million mothers spend good time on the Internet, even up to 2.4 hours a day watching educational YouTube videos and tutorials.
Every day, 10 million mothers access YouTube. Searches for health and education videos have increased by more than 500% since 2015.
Mothers seek help to face the different aspects that involve the health and education of their children.
Given this scenario, it is clear that there is an opportunity for brands to position themselves as partners in the most difficult moments of the maternal journey. However, it is necessary to pay attention to the need to adopt truthful and honest speeches.
Some brands have already explored the "true" representations of mothers in advertising, but what you need to do is genuinely connect, build empathy, and build a stronger emotional connection.
And even if Mother's Day can increase consumption, focusing only on the commemorative date to speak to this audience represents lost opportunities for the rest of the year.
Mothers do not stop playing this role for the other 364 days. They seek information and answer questions on a daily basis. Brands that answer these questions and position themselves as partners in this mission will have an advantage.
It is worth noting that mothers are not just mothers. They have different kinds of needs and there is a wide range to help them practice and offer help. Therefore, create content that is informative and helps in the various challenges of everyday life.