This week in our CDM (Canadian Digital Mom) series, we dive into how CDM's consume information.
The present changing technological landscape represents the greatest crisis faced by marketers. But it also represents the greatest opportunity – if we are prepared to evolve, rethink the ways in which we’ve been doing things, and embrace the technological revolution head-on. In the past, advertisers had a distinct advantage over their contemporaries of today: a passive audience that was, for all intents and purposes, trapped.
Connecting with Moms today is less about the old ethos of “breaking through” and instead focused on being “invited in.” Brands must shift away from passive consumption and move towards active participation. Technology makes all of this possible. Though women historically have not been considered beta-adopters of technology, they are proven early adopters of social media. Of Moms surveyed in our 2008 Mom Central “Moms on Twitter” Study, 48% consider themselves early tech adopters. These women intuitively understand the importance of social media and online networks, as those pathways closely reflect their everyday offline behavior.
Canadian moms weave the internet and social media into the fabric of their lives; they’re now leading the charge.
These Digital Moms, on average, spend 3.1 hours per day, 6 days a week, using the internet for leisure purposes. As a mom from British Columbia puts it, “I prefer to be online. I’m able to be selective about what I read and watch and I can quickly get what I nee d to help me through my day.” Many Canadian moms agree with this sentiment. They spend more time online than with traditional media including TV, radio, and print. In fact, Moms are least likely to be seen reading a newspaper or a magazine – information that they used to get from these sources is now easier and less expensive to access online.
For today’s marketer, reaching the modern, active engaged Mom consumer means convincing them to spend their valuable time with your brand. Our role as marketers today is to do more than create a great TV spot or print ad. It’s about creating ideas that will actually engage Moms; ideas they’ll find interesting and in which they can actually participate.
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