Didier Grossemy - Are you talking to mum?

Are you talking to mum?
Some of the major brands have educated children to their products from the very young age, and I don’t think I need to give you any examples of those brands.
They know very well that parents will have no choice but to comply with their wants and later the same children becoming parents will do exactly the same. Yeah! Very smart and we all fall for it.
Today the digital age is not any longer just driven from children looking at games or business people searching the next opportunity but from mums around the world.
Time poor, they are the prime consumers on the internet, as we know mums are “Jack of all trade”; taking the children to schools, buying and preparing food, going to work, looking after her hubby, clothe ironing, cleaning and … should I go any further to say that women these days are overly busy. So this brings me to what I have preached for fifteen years, the Internet not only save you money and save the trees but revolutionise your time management.
According to the “Moms In Business Network” mums purchasing power accounts for nearly $1.6 trillion in annual spending and is equal to Great Britain's 2007 total purchasing power. “EMarketer” forecasts that moms will account for 39.6 million of the online audience by 2012. Further, women make 80 percent of the household purchases and commonly buy for three or more people. With this much influence over consumer purchases, the ability to effectively market to and harness this purchasing segment has a huge impact on brands' bottom line.
Brands must take a step forward in creativity to engage with this already dominant market.
So what sort of creativity is required to engage?
I believe that the most important is to create a platform that opens conversation. If you are a manufacturer of nappies, you may want to create a “Baby Club” that will have some great subjects to help busy mums and allowing them to share their own problems while in the same time you may want to add a shopping cart so busy mums can purchase the products of the same companies while enjoying a conversation with new found friends.
Like in real life people engage at the Café by exchanging conversation around a drink. You must create a social environment that triggers the input of the viewers and in term bring more people to the brand through smart referral functionalities.
Brand association, social marketing and e-commerce functionalities are a powerful mix for busy mums.