Only in e-commerce, many studies and projections for Mother’s Day certify that its growth, year after year, increases compared to the previous one. In fact, for 2019, this Mothers Day has managed to generate more MX $ 48 billion and due to the pandemic situation which is affecting almost the entire planet, this figure is expected to continue to increase.
However, even when no special attention is paid to the commemoration date, brands need to know how to interact with an ever-growing audience. According to Google, The number of views of YouTube videos for this commemoration increases by 6 times in volume for these dates.
Currently, mothers already make up 30% of the Mexican population, which in itself shows that Mexican brands need to know how to communicate with them. And more than a third of the total population of the country, mothers play a role of decision-makers in the consumption habits of the family environment.
The point is that few brands have managed to engage with mothers today. They’re 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 speak and with mothers is to understand the context in which most women currently live. More and more of them occupy spaces reserved for men and yet, in many cases, they remain solely responsible for the education of the children.
According to a Google study, 35% of mothers share the responsibilities, but perform most of the tasks. Already 30% are “single mothers”, and only 1 in 4 women say they share equally the tasks related to the education of 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 represented in contexts far removed from their reality.
In contrast, it is precisely the campaigns that show mothers facing the challenges of motherhood that tend to generate greater engagement.
It should be noted that they also expect to be portrayed in contexts outside of the traditional family format with fathers, mothers and children.
How to dialogue with mothers on the Internet and digital channels?
Precisely because they live on a daily basis with the mission to overcome the fears that surround the education of children and their development, mothers have sought more information on the Internet.
On average, 8 in 10 mothers access the Internet per week. According to Google, the information they seek in digital media includes:
- Health: 46%
- Education: 45%
- Food / Nutrition: 42%
- Developmental stages: 32%
- Product / Stores: 25%
- Promotions: 23%
Although mothers look for information on the Internet, there is a need to clarify the dialogue on these channels. These increasingly connected women are interested in real-life experiences that provide them with more information and help them make better decisions about caring for their children and everything around motherhood.
According to the article by Weather in Colombia, 9 million mothers are having a good time on the internet, including up to 2.4 hours per 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 cope with the various 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 mother’s journey. However, it is necessary to pay attention to the need to adopt truthful and honest speeches.
Some brands have already explored the “real” representations of mothers in advertising, but what you really need to do is connect, empathize, and create a stronger emotional connection.
And while Mother’s Day may increase consumption, focusing only on the commemorative date to speak to that audience represents lost opportunities for the rest of the year.
Mothers do not stop playing this role for the remaining 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 should be noted that mothers are not just mothers. They have different types of needs and there is a wide range to help them practice and offer help. Therefore, create informative content and help to meet different challenges of daily life.
Take the time to learn how to create a good content marketing strategy!