During last year’s M2Moms®-The Marketing To Moms Conference, we heard a lot about how moms consume online networks and social media.  Now, a new study is showing us just how effective advertising is on one of the most popular of social networking sites, Facebook.  A recent survey of moms who are on Facebook found nearly two-thirds (64%) said they either like ads on Facebook or feel neutral about them.  “Facebook is fertile ground for marketers to engage mothers and drive sales, but it needs to be done on their terms,” said Kevin Burke, president of Lucid Marketing, which co-authored the research with writer Lisa Finn.  “They have no time for brands that don’t ‘get it,’ but they do embrace brands that play by their rules.”

So, what are the rules of engagement?  Key elements of marketing effectively to mom via social networks include building clear value into promotions (such as exclusive offers for Facebook fans) and being straightforward in communications.  “One of the most remarkable findings from the study was how sophisticated moms are about marketing. Not only are they aware of their own power as word-of-mouth generators, but they offered specific feedback on how they want marketers to interact with them on Facebook,” said Finn.

Just as in their offline worlds, moms appear to be very receptive to brands that help them meet the daily needs of their families (big plus for parenting websites, children’s retailers or restaurants) and welcome coupons, money-saving opportunities and are willing to share their opinions and ideas with companies they like.  An interesting nugget from the study?  Moms’ top reason for using Facebook is keeping in touch with friends and family and in order to do that effectively, 4 in 10 moms are using Facebook on their smartphones. Mobile opportunities abound!

Has your brand–or brands you know–had success with marketing to moms via Facebook?

Our friends at Lucid Marketing are offering Brand Marketing E-ssential readers the opportunity to receive 15% off the total cost of this study by using the code, m2moms15, when ordering from their site, www.momreports.com.

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