Did you know that mothers are among social media‘s toughest customers?
In a report by Allison Enright for the Internet Retailer, a study made by the Direct Marketing Association and Mom365 revealed that 84% of moms with young children use Facebook while 44% view direct marketing offers which include discount offers appearing on their Facebook news feed. These offers made via the world’s most popular social media platform have prompted online moms to make a purchase.
However, the study, which featured insights from more than 1,700 moms with young children at home, also revealed that moms have “limited tolerance for Facebook marketing.” The data revealed that 26% of the respondents complained about too much contact from
social media marketers while some said that they are hesitant to Like a brand because it would mean sharing data with them. In spite of this, 72% of the surveyed moms said they’ve Liked a brand or a product on the site. A large majority of those who have Liked a brand or a product said that they were motivated by the prospects of a better offer. Whether it’s on Facebook or not, almost 80% of the moms said that “it’s extremely important that direct marketing offers feature special prices and deals.” Almost half said that the content of the offer outweighs the importance of the sender.
Yory Wurmser, who is Director of Marketing and Media Insights at Direct Marketing Association, explained in the article that this trend is due to the fact that new moms often face “tough cost, time and even travel constraints” so they are more inclined to consider quick, relevant, and money-saving offers.
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