Why Moms refer brands to others

Can't start this one without once again tipping the hat to eMarketer. They have their fingers on the pulse of WOMM and cover the trends brilliantly.

In an article posted today on why Moms recommend products they drill into the incentives that drive Mom'suse of word-of-mouth marketing. A very enlightening quote:

..moms love to trade information and engage in online conversations about themselves and their families. But moms say they would be significantly more inclined to refer a brand or product to friends when offered an incentive. Marketers can boost engagement and motivate moms to spread word-of-mouth about products by providing coupons, discounts, deals and other tangible financial rewards. 

Also, some other highlights:

  • if offered an incentive, nearly 66% of moms said they would be more likely to refer a brand or website to others.
  • The mom segment is made up of vocal, tech-savvy, price-conscious consumers who are an important purchase influencer for families and more apt to use incentives than the average consumer.
  • Moms are highly engaged in brand conversations and are keen on finding bargains and additional ways to save. Incentives, including coupons, local deals, discounts and product samples, serve as a powerful marketing tool to drive moms to discuss and pass information about products on to their network of friends.
  • With wide social circles and a high tendency to communicate and share ideas via word-of-mouth marketing, moms are extremely receptive to brand referrals and product recommendations from their peers.

Moms, like any other savvy internet citizen, will reward the brands that reward them. Just as with offline social networking, the network effect of having an influencer make a word-of-mouth recommendation to their networks of friends can have an exponential impact on who sees and buys a product.

Pretty soon we will have some tailor-made updates to the service that focus on this powerful group of Mommy WOMMers, and we look forward to making them successful!