Posts Tagged 'research'

Who’s the most powerful group of Social Networkers in the UK? Yep, you’ve guessed it, Mums. I expect the title of this post gave it away.

More screen time, more purchase influence, and more connected than anyone else. Social Mum is in demand.

Just about every brand has recognised the power that mums have gained through social media activity. Their sharing of content, opinions, products, reviews and news is second to none, making it an extremely influential group, and an important group for brands to understand and engage with. Who wouldn’t want to reach the individual who is responsible for pretty much all the family purchase decisions?

But understanding what this demographic really wants from brands is key. Brands need to know who they are, what they like, where they spends their time and also what they think and what they are interested in.

Some brands do this really well. But for most actively trying to target this group it’s time to stop a second, forget the selling, and start listening.

Meeting the needs of Mums first, understanding their agenda, and remembering that Mums cannot be segmented into age brackets and socio demographics is the best place to start. If you can find out what they are thinking about, and then find a way to be useful and relevant to them you’re put yourself in a strong position to gain their attention. Support this with content that’s either useful or entertaining and you’ll have their ear. It’s up to you what you do with it.

But they are – according Neale Martin.

A new one for me on this blog, but today’s post is a reading recommendation.

I’ve just finished an excellent book. Habit: The 95% of Behavior Marketers Ignore

The book, by Neale Martin explores the reasons why 80% of new products fail, why traditional marketing techniques of the last 50 years are flawed, and how we’ve ignored what’s been in front of us for all these years – that human behavior is largely managed through subconscious process.

Neale provides an excellent insight into today’s marketing techniques, and challenges the reader to focus more on behaviour than attitudes and intentions.

It certainly provokes a lot of thought and gives a new perspective on approaches to marketing to your loyal consumers. Actually, are they really loyal customers or just creatures of habit?