Every now and then I discover thoughts from marketing experts exploring the value of women between 35-55 and in this example mom’s. Their research and observations remind the marketplace of the value of the people who match the criteria of these segments, and how over-looked they are from a marketing and communication perspective. They either have incredible spending power, or massive decision rights in their world, or are inhabiting a particular channel that isn’t effectively communicating to them.
The Israeli Diamond Industry web site has an article around social media and mothers titled, ‘Mothers use FaceBook, Twitter, Blogs more than average adults’, and again suggests the retail world is missing a trick if they’re not using these platforms to speak to them.
“Retailers who aren’t engaging customers through social media could be missing the boat. Twitter, Facebook and blogs are becoming increasingly popular with moms as they search for coupons or deals and keep in touch with loved ones. The web provides efficient, convenient ways for brands to stay in front of their most loyal shoppers and attract new ones.”
I am always left wondering if these segments have been overlooked for so long is it because there isn’t an effective way to single them out, or is it because companies aren’t wired to see them. Reminds me of that quote that goes something like this, “Do we look at what we see, or do we see what we look at?”