Just over half (52 per cent) of mums are now satisfied with the way brands communicate with them, according to latest research conduced by integrated marketing agency Joshua G2.
The results show a staggering 44 per cent increase on last year’s research. This indicates brands are successfully adapting their communication to meet mums changing needs in today’s recession.
The research reveals that higher social grade mums are the most satisfied and the lower social grade are the least. Also the more children mums have and the less they earn, the less satisfied they become with brand communication.
Money saving in the recession has also significantly altered mums’ shopping habits, with nearly 40 per cent shopping around for better deals. High income mums now scrutinise their brand choices, buy larger value sized packs and liaise with sales personnel, middle income mums downgrade their choice of super market and low income mums buy smaller portions and defer purchase of premium or luxury items.
In terms of preferred method of advice and product information, word of mouth (WOM) still remains mums’ first choice at 62 per cent – despite a 15 per cent decline occurring on last year. Interestingly, articles in magazines and newspapers, and the internet have increased in importance by 27 per cent and 14 per cent respectively (particularly amongst ABC1 mums), indicating a stronger need for professional confirmation.
Furthermore, press ads and direct mail are still deemed unpopular with 70 per cent of mums least preferring this method of communication, whereas TV has increased three per cent to 57 per cent, maintaining an effective level of engagement.
However when mums do engage with brands, they now require more extensive information on a wider range of subjects. Young mums are increasingly anxious and require advice on more areas such as hygiene in the home, opportunities to get together with other mums, information on kids, health for kids and dealing with tantrums: Whereas older mums only require advice on ideas for family time and activities for kids. Overall, there is a shift from the subject of health and nutrition to vouchers and activities for kids and mums. Also, party ideas, social activities and time saving solutions increased the most over the year.
Verra Budimlija, planning director at Joshua G2, said, “It’s interesting to see that mums are more satisfied with brand communication, it suggests that brands are working harder to listen to what Mums want and are trying to meet their requirements, as well as making their lives easier. In the current climate mums are specifically looking for ways to save time and cut corners, special offers, and money off vouchers.
“Overall, we are also seeing a shift in behaviour amongst mums this year. There is now a tendency to do more research on product information using a variety of channels, with slightly less of an emphasis on friends and family, and instead focussing more on professional advice via magazine, newspaper and internet articles. This shift is perhaps due to a stronger need for professional confirmation.”
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