Articles

10.12.2010 "Mom WOM" offers major benefits for marketers

Marketers stand to gain substantial benefits from stimulating "mom WOM", figures from Keller Fay show. The consultancy, reported that the typical mother mentions specific brands 73 times each week, six times more than the typical female and nine times more than the median male.

During a year, this means mothers will take part in some 500 discussions name-checking individual companies and products over the above those participated in by men. Based on a sample featuring 22,930 moms, a total of 60,447 women and 47,969 men, Keller Fay revealed the first of these groups enjoyed especially high levels of credibility. In all, this cohort recorded a 63% score regarding their brand feedback being "believable", defined as receiving a rating of nine or ten on a ten-point scale. The female audience as a whole posted 61% on the same measure and men generated 53%, Keller Fey found.

Concerning the metric "likely to pass along to others", these figures stood at 56%, 53% and 45% respectively, numbers which remained essentially consistent in terms of influencing "likelihood to purchase". Encouraging people to seek further information was more challenging, peaking at 39% relating to word of mouth spread by mothers, again topping the charts. "Marketers can best tap into 'mom WOM' by focusing on conversation triggers ranging from usability to efficacy to uniqueness of products and brands," said John Moore, a TalkTrack conversationalist at Keller Fay.

B.L. 10.12.2010