Mobile Moms are Waiting for Your Cause to Call
Mobile. Moms. Cause Marketing.
These three things are made for each other. Not unlike:
"The Father, the Son and the Holy Ghost"
"Life, liberty and the pursuit of happiness"
"...of the people, by the people, for the people"
"Mo, Larry and Curly"
We all know that moms are the shoppers of the household. Heck, except for Starbucks and gadgets, I don't even buy my own underwear.
No, my mom doesn't buy my underwear. But my wife who's a mom of two does. Um..doesn't yours? Maybe not. Still, moms buy a lot: they manage 80% of the household spending.
Moms are also the main drivers of cause marketing. According to the 2010 Cone Cause Evolution Study, moms are by far the nation’s most active cause consumers. A near-unanimous 95 percent find cause marketing acceptable and 61 percent have purchased a cause-related product in the past 12 months.
Moms do the shopping and they love cause marketing! They also love their smartphones.
A recent study by BabyCenter found that having kids is a trigger for women to adopt smartphones,and with good reason. They're super portable and you can use them one-handed when you have baby in the other. Key features of the smartphone for moms are the camera, apps for staying organized and keeping the kids entertained.
I actually drafted this post with one hand on my iPhone while holding baby with the other and simultaneously bouncing on an exercise ball to keep her happy! My handy iPhone had been the only way for me to connect to the outside world the first couple months after giving birth. With one hand, I could email, text, set Facebook status updates, browse the internet, take and post photos and videos - all things necessary for this Millennial to live happily, connected and informed. Not to mention all of the helpful apps for everything from keeping track of feeding schedules to educational kids games. Isn't technology wonderful? Honestly, I don't know how mothers of other generations were able to multi-task without the great gizmos and gadgets that I and other Millennials have readily at hand and are dependent upon.
68% of moms said they use their phones for shopping with nearly half saying they took an action (unspecified) after they saw an ad on their phone.
Moms are the household shoppers. Moms overwhelmingly support cause marketing. Moms are relying on their smartphones for everything, including shopping. Cause marketing should be part of their mobile experience as well.
As cause marketers we need to resize our thinking about cause marketing to just 3.5 inches, the size of an iPhone screen. Your key audience is roaming with their phones and constantly looking to see what's on them.
Make sure they see you there.
These recent posts may be helpful to you:
Are You Ready for Mobile Cause Marketing?
