Joe’s angle on marketing news you can use.Brands Are Big Word-Of-Mouth Topics Among New Moms
April 29th, 2008 by Joe MeleTags: brand, moms, viral marketing, WOM, word of mouth
Word-of-mom is a better example of what true viral marketing is than Subservient Chicken – because pass along is only one measure of viral impact. The more important measure is how pass along improves consumers’ impressions of the brand.
photo: dcurbanmom
Article excerpt: When it comes to word-of-mouth (WOM) buzz about products–and specific brands–across a wide range of categories, expectant and new mothers are the champs, according to a new study from online resource BabyCenter and WOM-focused market research firm the Keller Fay Group. Overall, pregnant women and new moms engage in one-third more WOM conversations per day than women in general or consumers as a whole, and almost two-thirds of their conversations include brand recommendations, the study found. The studied group reported an average of 109 WOM conversations per week about products, services and brands, versus 83 among total women and 82 among the general public. These include about 70 brand-specific mentions per week, compared to 59 for women as a whole and 55 for the general public. Furthermore, most of the conversations are positive, and considered highly credible by other moms … and most of them are driven by information on the Internet, as opposed to other media.
the rest: mediapost.com
Related articles: bizreport.com; emarketer.com
Musing: The article states that 2/3rds of mom word of mouth conversations include brand recommendations – something that we all have to pay attention to. It’s not just that mom’s mention brands – it’s that their recommendations take on an air of credibility that is hard to replicate in other communications. These new moms are not just discussing baby oriented products like formula and strollers, either. The study found that they discuss media and entertainment, shopping, and health/beauty. And, advertising is not an afterthought, either. Over 1/3rd of the brand mentions are referenced from marketing activities. Tapping into moms continues to be an area that is ripe for testing. We have to find ways to make our brands relevant to them, and provide them with true value to pass along.
One Response to “Brands Are Big Word-Of-Mouth Topics Among New Moms”
Word-Of_Mouth is is a better way of marketing a product it’s a good example of viral marketing. Viral marketing is an effective way to generate buzz about your website by, putting your business or products in the public and promoting brand loyalty.