Moms remain influential in retail
When your mom tells you that one brand is better than another, you typically listen. When you’re a mom and fellow moms opine that a particular product is superior, human nature lends to your taking that word of mouth recommendation with the highest regard since they have similar experiences to you.
So exactly how far does this influence extend, and what will we see in the coming year? Stacy DeBroff, CEO of Influence Central shares key insights and research findings that illuminate the transformative impact of mothers on the consumer path to purchase.
Today, those influencers play an increasingly powerful role in driving consumer spends, and with research becoming so easy via Google, blogs, e-commerce reviews, and social networks, the online recommendation culture has had a profound impact on drive to retail.
DeBroff notes that Influence Central research finds the following:
- Rise of the Informed Consumer: From blogs to e-commerce reviews, 99 percent of Moms research products online before making a purchase.
- Blogs Impact Drive to Retail: 92 percent of Moms have purchased a product after learning about a blogger’s firsthand experience with it.
- Power of Online Referrals: 69 percent of Moms are more likely to purchase a product if it’s recommended by someone they follow on social media.
- Trust Influences Purchasing Decisions: 91 percent of Moms trust blogs for product information when researching potential purchases online.
- Authentic Referrals Make a Difference: 83 percent of Moms find the product recommendations of bloggers more authentic than that of traditional media messaging.
So what do brands need to do now?
First and foremost, brands that are ignoring social media and blogs are missing a critical opportunity. Sure, we’re beating a dead horse here, but by now, there is no excuse to skip those efforts.
Secondly, brands of any size that are not present and listening online (through Google Alerts and the like) and becoming involved in discussions regarding purchase decisions (without selling or being spammy, rather being present), are missing the boat.
Thirdly, not having a blogger outreach program is a hugely missed opportunity – offering bloggers free or loaned product means they can actually share that first hand experience mentioned in #2 above.
Take a look at your approach in 2015 and make sure you meet your customers where they are, allowing them to connect with you and your product. That’s how you’ll best tap into the mom influencers.