There were nearly 1.6 million babies born in 2019, along with 12.1 million women reaching the age of 20 – 34, the stage of getting married and having children in Vietnam. Revenue from the product and service market of the mother and baby industry can reach 7 billion USD. With those numbers, the group of breastfeeding mothers is making their influence far beyond the home and family context.
- Their children, their priority
- Skilled “hackers”
- The need for sharing and understanding in the community
- Sensitive to technology
- Children’s privacy is their great concern
There were nearly 1.6 million babies born in 2019, along with 12.1 million women reaching the age of 20 – 34, the married stage in Vietnam. Revenue from the product and service market of the mother and baby industry may reach 7 billion USD this year. With those numbers, the group of breastfeeding mothers is making their influence far beyond the home and family context.
From the recipes they post on Facebook to the sharing on community groups, millennial moms are wielding power with brands and with other moms. Because of that influence, consumer goods brands of all types are constantly looking for new ways to better understand and serve mothers. But does this target group feel like brands really know everything about them? Obviously not. According to a recent report, 42% of modern mothers agree that most advertising and marketing is not directed at women like them.
According to a summary of evaluations from expert marketing agencies in the mother and baby industry, here are 5 facts that a group of married women wants the diaper brand to keep in mind before launching any marketing campaign to promote their products. Reach them:
1. Their children, their priority
If the brand has organic, BPA-free products that are recommended by many doctors – moms want to know that information first. They are always in search of the safest and best products for their children, and the need for quality products with mothers overcomes the problem of price.
“As long as it is a completely natural product, bath soap, shampoo, fabric from clothes to not harm the children, I am willing to spend a little more to ensure the health of the baby, of course. in the family budget” – shared by a mother.
These diaper mothers also want information and content related to the product to be available at all times, in every communication channel so that they can find it when needed.
For a mother, finding what’s best for her child has become a routine. “Kids come first” – their children must have the best, which is the first priority of mothers.
2. Skilled “hackers”
From finding cold medicine to spending household expenses properly, mothers are more skilled than any father or brand. When a brand does not provide what mothers need, they will find another brand on their own or seek advice from the community of mothers.
Some brands have tried to exploit this mentality by providing product information and usage tips that mothers did not know. For example, Fatzbaby is a brand that makes products for moms and babies including slow cookers. The company uses social channels (Facebook and Youtube) to offer solutions to help mothers cook more dishes for the family from this pot product. Fatzbaby’s #Mama’s Guarantee series offers healthy recipes to ideas like making yogurt from breast milk and sterilizing masks with a bottle sterilizer.
The ability of mothers to “hack” also manifests in saving. Although they are always looking for the best product for their children, they still know how to use a reasonable budget. The secret is to use mobile tools to control money, as well as the ability to update information about discounts, and exhibitions very quickly.
Good market the campaign “Good mother goes to Good market” has been very successful in exploiting this insight. Cho Tot and their agency believe that hot moms on social media always buy the best for their children, and there will be a great opportunity for the group of moms to buy secondhand from those celebrities. As a result, after only a few hours of opening, Cho Tot received more than 300 orders, increasing traffic by 25% on this platform.
3. The need for sharing and understanding in the community
Mothers always want to share difficulties in their daily lives and find solutions from the sister community. From choosing diapers to strategies to increase the quality of life with their partner, they are ready to share their true stories and find allies. Having a baby is a big turning point in a woman’s life. In the middle of a meeting with friends, it’s clear that married people spend 90% of their time talking about their husbands and children.
Sharing experiences and talking about family problems makes mothers realize that they are not alone, being heard and empathetic support them to release negative emotions.
This feature gives us a clearer answer as to why community groups like Love Kitchen, Addiction House or the Association of Pregnant Women Aren’t Lonely have the ability to grow members so quickly. When before, with the sensitive Eastern culture, women had to keep their “achievements” hidden behind the door of the house. Now, these groups are a playground for them to brag about their good children, decent rice trays, and well-groomed flower gardens.
The need for sharing and understanding of breastfeeding mothers, and the development of digital communities have helped brands have a new channel to convey brand images to the right audience.
4. Sensitive to technology
For a mother of young children, technology can be a great way to keep track of your baby’s milestones. But mothers have always been very cautious about using technology for children’s entertainment needs. Technology must have a real purpose and utility. In today’s digital-obsessed world, brands can think of building a technology-based app or solution to help mothers.
5. Children’s privacy is their great concern
Children’s safety, security, and privacy on the internet or social networks are a concern for modern mothers. They understand that the age of technology exposure is lower and lower, while children are not adequately instructed, which will make their children more vulnerable to exploitation. When brands interact with mothers on online channels, they should be transparent about their data and privacy policies
When observing the relationships around breastfeeding mothers, with their children, sisters, partners, and other mothers, their biggest problem is how easily they are influenced by relationships. generation. They have a high sensitivity to their children, they listen to their peers more than other groups. So, instead of analyzing general numbers, brands need strategies to create more connections and empathy with this audience.
As a digital marketing agency with services focusing on Influencer Marketing, Social Media & Content Studio, SKYPERRY has accumulated experience & knowledge about the mother & baby industry through many campaigns with brands large and small. If you are looking to catch the wave of change, contact SKYPERRY at support@skyperry.com or via hotline: 088 605 6868 to launch a completely different series of marketing activities.
