Unicast, a provider of online interactive rich-media and video advertising solutions, has released tips for marketers this holiday season and beyond to increase effectiveness and visibility with key decision-makers in the home.
The company notes research firm eMarketer, according to which 32.3 million moms with children under 18 go online at least once a month. The research also indicates that these mums make 85 percent of all brand purchases in the U.S.
"We understand the importance of appealing to this demographic and are taking strides to work directly with key influencers to determine the best ways to reach these decision makers in an impactful manner," said Bryan Hjelm, VP of product and marketing for Unicast. "We are working closely with publishers, marketers and agencies to help optimize online ad campaigns to inspire meaningful interaction with features like video, discounts and geo-location."
Unicast's says that businesses should not overlook the value of marketing to moms online because moms in particular tend to do more activities online than women without children.
It is important to understand the unique publisher of your advertisement as a lot of ads are done directly by the blogger. Women are hungry for content that they can relate to, and thus it is critical to create an experience versus a sales pitch.
Marketers should consider the reasons moms actually come online when they develop their campaigns and understand that when reaching moms at the appropriate time with the appropriate content, they are much more likely to click-through.
Moms should be offered incentives as they are still in a tough economic environment and looking for discounts, sales, free shipping offers and giveaways for holiday products that don't break the budget.
Unicast also says that marketers should prime their audience for engagement and interaction and know when moms will be in the height of the season to notice your online ad.
Read a related article at ContactCenterSolutions “Unicast Partners With Microsoft Advertising to Enhance Rich Media Creation and Analysis Through Atlas Advertiser Suite.”