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Editor's
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Hello Readers,
It’s common knowledge that bad Web sites don’t
get as much traffic as good Web sites, and numerous
designers and Web masters make their livings defining
and enforcing what constitutes “good.” Some
of the formula is easy; some of it is not so obvious.
Actually, the essential criteria site visitors base
the quality of their visit upon are fairly easy to identify.
A recent survey of 300 Web users by Enterpulse Corp.
determined that there are four basic items visitors
require. These four major factors, along with the percentages
that identified each as a must-have, are: quick load
time (89 percent), continually updated content (96 percent),
easy navigation (96 percent), and in-depth information
(93 percent).
While these four major factors might seem obvious,
their importance may not. If your site misses one of
these four factors, two thirds of your visitors will
not return to your site. Ever. This is what the CEO
of Enterpulse calls the Internet death penalty. There
are no second chances.
You can’t get away from the fact that Web users
are increasing in sophistication, and their desire for
quality Web sites strongly motivates their online behaviors.
Web surfers are now very critical of the sites they
visit, probably because more and more people are using
the Internet, seeing more sites, and developing more
fixed ideas regarding what they like. The fact that
Web sites now outnumber human beings in the world means
that they have many sites from which to choose.
Take a look at your site, and consider those four vital
points. Other factors clearly will influence whether
people will return to your site, but it’s hard
to argue with the numbers.
In today’s article Garrett French takes a look
at a growing market – online mothers. There are
more mothers on the Internet all the time, and they’re
bringing with them their significant purchasing power.
How is marketing to moms different than other types
of marketing? How can you reach this growing segment?
Read Garrett’s article to find out.
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Mama Mia! Marketing to Online Moms
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New studies show that women are the fastest growing
demographic on the web. Women accounted for 55 million
of the US home Internet population last year, up nine
percent from the year before. The trend covers the world
– there are 29 percent more European women online, while
Asian countries have seen as much as a 104 percent increase
in webmail usage.
Now consider that, according to a recent study by Reuters,
44 percent of moms watched less television because they
were spending more time online. More women mean more moms,
and moms are an online demographic with spending habits
all their own.
How can you meet mom’s online demands? Read on for answers
that will help you take advantage of this increasing trend.
Targeting Mom
"Many moms consider the Internet one of the great boons
brought to modern life," said Sharman Stein, editor at
Working Mother magazine, in a recent interview with Cnet.
"It’s all about time, efficiency, and logistics," she
continued.
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Moms shop online because moms are busy, very busy. Web
use easily occurs in short intervals – like when the baby’s
taking a nap, in between school pickups, and while dinner’s
in the microwave. Five minutes is plenty of time to shop
for baby clothes, find a low-fat recipe, or compare business
suit prices.
Since moms are online for brief periods, it’s vital that
any sites selling mom-specific products be as direct and
useful as possible. Include valuable, timesaving information,
be sure that your shopping carts are both prominent and
streamlined, and make your promotions cater to both impulse
and necessity.
Moms, ever mindful of time, also appreciate the web because
it allows for comparison-shopping at a level impossible
in the brick and mortar world. "I would never have time
to go to 15 different stores in the real world," said
mother and small business owner Julia Hellerman in her
interview with Cnet’s Rachel Konrad, "but I can easily
go to 15 different websites."
Shopping online keeps the babies out of the stores, where
changing diapers and nursing are less comfortable. When
you’re pricing your products for mothers, remember that
they, like most web browsers, are consummate comparison
shoppers – your prices will determine your success.
Contact with the outside world brings many stay-at-home
moms online. If you’re building a site to sell products
to mothers be sure that you include a chat-room where
moms can share stories and tips about the tribulations
and joys of motherhood.
So, your site targets moms effectively – now what the
heck are you going to sell?
What Mom Wants, Mom Finds Online
Moms are drawn online for all manner of products for their
children, with an emphasis on "products related to baby
wellness, diapers, and other baby products," Scott Eagle
of Gator marketing told Ms. Konrad. If you’re looking
to expand your current line of products to include moms
then consider strollers, nursery furniture, books – in
short, consider all the paraphernalia of parenting.
Who do moms shop for when they’re done shopping for baby?
They shop for themselves. This means products related
to health, fashion and beauty. Mom wants to look good
at work and on those nights when she goes out with dad,
and if your mom fashion items are positioned near baby
goods then you’re marketing smart.
Another hot item for moms are scrapbooks. Moms especially
like to organize all their baby pictures and childhood
memorabilia in fancy books that look nice on and off the
shelf. Remind mom of all those pictures stuffed in the
kitchen drawer and watch your stock fly.
And what about helping mom make some money? Stay-at-home
moms are eager for legitimate non-MLM work they can do
at home, and they’re looking for that work online. If
you have job opportunities, don’t forget the potential
labor pool of moms.
Make Mom Happy
Moms use the Internet to find information about raising
their children, to find bargains on items for their children
and themselves, and, sometimes, to find work they can
do from their homes. They’re not online for long periods
of time, but rather concentrated, five – ten minute intervals
in which they scramble to find what they’re looking for.
Moms are coming online – now it’s your job to make sure
they can find what they want.
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