With many post-90s girls becoming young mothers, the consumption pattern of the entire maternal and child market has changed. According to a report by ACNielsen, “the new generation of mothers are becoming the mainstay consumers, who will contribute as much as 35% to domestic consumption by 2020.
Due to the particularity of maternal and child products, women are absolutely the predominant buyers. The priority for brands is to build intimacy, communicate and interact with post-90s mothers, improve the customer conversion rate and enhance consumer retention so as to conquer this consumer group. Unlike other categories of goods, maternal and child products are mainly designed for children under age 12. Therefore, product safety comes first for users; the fertility rate of post-90s generation has peaked. However they tend to rely on scientific knowledge found online to raise their kids rather than believing in traditions, the way their mothers did.
Therefore, post-90s mothers show these characteristics when selecting maternal and child products:
Value online comments and promotional sales
More sensitive to promotions
Comments influence users more than promotions
In the meantime, the young post-90s mothers reject traditional marketing. They prefer finding out what they need by interaction and sharing.
Data Source: ACNielsen Online Measurement
These data shows that post-90s mothers are very valuable in spreading maternal and child health knowledge and products because they have a strong willingness to share experiences and recommend good products; they have transformed from “silent” consumers to active broadcasters. This shift indicates that post-90s mothers have become the critical demographic group in word-of-mouth broadcasting maternal and child products, which prompts brands to study and understand them. Only by recognizing their needs, can brands develop a mutually influential marketing strategy.
As digital natives, the young post-90s mothers want more than graphic, textbook-style content. They prefer digital and fun pregnancy and parenting knowledge. And mobile phones are the media these young mothers mostly use.
Data shows that the top 4 online service providers used by young mothers are social media, e-commerce guide, maternal and child health as well as video & entertainment. It’s not hard to deduce that these young mothers have their unique behavioral attributes in socializing and entertainment. Therefore, it’s particularly important to adopt a more social way and utilize social media platforms to display targeted marketing content.
Young moms' media time (minutes)
Targeted content is the key. Although mobile internet has enabled young mothers to make a purchase and payment anytime and anywhere, this also means that they don’t want to spend their limited time on looking for what they want in the enormous amount of content. Therefore, marketers should produce personalized content to attract their attention.
Geographical, occupational, and income differences cause young mothers’ needs vary. But we need to know that big data can see through the appearance of diverse consumption needs to identify the similarity which, if known to brands, can plan their entry into the market based on babies’ growth, capture young mothers’ needs and engage them with tailor-made and personalized marketing.
For example, Conglomerate S’ main businesses are the R&D, production, sales, consultation and after-sales of formula milk power, infant food supplement and other nutritional food. Despite their enormous offline distribution resources and shops, they still don’t know the needs and shopping preferences of young mothers.
To help this conglomerate address this issue, Social Touch analyzes data such as purchase history, personal information, income, age, etc. to identify its target audience. Then its SDMP can gain an all-round insight into user attributes, understand the audience in a multi-dimensional and thorough way including their characteristics, business value and brand preferences. Finally, Social Touch will promote products to consumers with intention to buy.
In addition to knowing what the audience really wants, it’s necessary to keep track of babies’ growth to capture parents’ needs and portraits. To increase the conversion rate, it’s fundamental for brands to identify target mothers’ ecological circles, provide quality services of scenario marketing, and perform precise and targeted marketing to tackle the sticking points.
In addition to SDMP services, Social Touch also use its SCRM to help brands cope with the escalated marketing challenge – building a user-centric customer relationship management model. By understanding users’ purchase path in all channels, this model uses intelligent marketing engine, integrates data from online and offline platforms, analyzes consumer behaviors and achieves accurate insight into scenarios to provide new and personalized marketing to each young mother.
Nowadays for post-90s mothers, there are more choices, fewer time to select due to fast pace of life, and the shared desire to provide their children the best. Brands must be aware that they need to face different consumers, demographic groups and demands, so they should identify first-hand consumers’ potential needs with the help of technologies, data models and algorithm, stimulate their needs with reasonable promotional means and finally increase the success rate of actual purchases made.