This Mother’s Day, the moms we celebrate are as diverse as our American families. So why stick to the same old marketing tactics you’ve always used?
Let’s make this year even more special (and successful) with some lesser-known tips and advice based on research compiled by my data scientist colleagues at Bing Ads.
Did you know that 87 percent of Americans participate in Mother’s Day? And regardless of age, gender or relationship, people are looking for ways to celebrate and thank the “mom” in their life. For marketers, be sure you’re there for all the moms, with appropriate audience targeting and messaging.
When you think of Mother’s Day messaging from brands, you may remember those wonderfully emotional ads, such as this one from P&G that can bring a tear to even the most cynical eye:
But you don’t have to send people reaching for the tissue box to draw attention. Humor and authenticity can be just as powerfully engaging.
Modern moms are embracing the imperfections of motherhood, and marketers will benefit from crafting messages that celebrate that imperfect reality.
The hashtag #momfail was top among millennial moms in 2016, showing that we’re happy to laugh at ourselves. These little stories are popular since they are at heart extremely relatable. For example:
Why not make your ads stand out by making them humorous and relatable? And here’s the main secret to success: target your ads carefully to the right demographics.
You have a wide variety of people of different genders and age ranges researching ideas and shopping for gifts. Make your ad as relatable as possible for each of them.
And while effectively targeting this broad range of customers can seem daunting, you can implement this kind of larger-scale personalization.
How? Bing Ads allows you to adjust bid modifiers based on age and gender ranges in addition to the device, geographic and day modifiers. You can tailor ad groups to reach your desired demographic segment by bidding up for them. Personalization at scale, voila!
Think of the segments that could work best for your products or services:
For all of these segments, there are different age ranges that could be layered on further — older children looking for gifts for their elderly parents, gifts for new moms, 18- to 25-year-olds shopping for their moms and grandmothers.
Try and find the humor and relatability for each of these groups, for example:
Remember, as long as it isn’t mean-spirited, humor can work really well.
While shopping for Mother’s Day has traditionally been more offline than online, our research has shown that online shopping is increasing year over year. In 2016, 27 percent of Americans shopped online for Mother’s Day gifts.
Top search terms for gifts range from high-tech (think smart phones) to the traditional (flowers, jewelry, chocolate and cards). On the Bing Network, users are more likely to buy jewelry, flowers and cards as compared to Google.
Mother’s Day shopping typically kicks off with gift research in early April, generally through PC/tablet browsing during the work week. Two weeks before Mother’s Day, searches increase on both PC/tablet and mobile; yet, on the actual day-of, mobile searches surpass PC/tablet searches as forgetful shoppers are looking for last-minute gifts.
The top search days for April and May are:
Adjust your device-based bid mods and ad messaging over this period to make the most of it. Here’s your time-based strategy:
From now until late April
Two weeks before Mother’s Day
This year, go beyond the ho-hum ads. Humor, targeting and timing are all keys to success this Mother’s Day, while also ensuring that moms receive the thank-you they deserve. After all, when Mom is happy, so are your customers.
The post Listen to your mother: Win Mother’s Day with humor and timing appeared first on Search Engine Land.