Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

How to market to the modern mom

According to a recent survey of 3,500 U.S. mothers by BSM Media, 65% feel that
they are “under-served” by advertisers either because the executions don’t
resonate with them or the ads do not address them. By some estimates, moms spend
$2.1 trillion a year–about 15% of the entire U.S. economy.

tend to be more effective at catching a mom’s eye than newspapers. Moms read an
average of 4.1 magazines a month, according to BSM. Radio works, too, because
moms spend a lot of time in the car. Moms are also increasingly online–71% use
the Internet to research purchases–and how-to videos hit home.


How to market to the modern mom –
Marketers know that mothers make most household purchasing decisions. By some estimates, moms in the U.S. spend $2.1 trillion a year — about 15 percent of the country’s entire economy.

What marketers may not know, however, is that this segment is still ripe for the picking.

Filed under: advertising, Consumer, digital, families, Internet, magazines

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