How To Market To The Modern Mom

In Pictures: Eight Ways To Market To The Modern Mom

U.S. moms control the purse strings at home--to the tune of $2.1 trillion per year, roughly equivalent to the gross domestic product of Italy, the seventh largest economy in the world.

But for all their efforts, marketers could do a better job reaching this audience. According to a recent survey of 3,500 American moms by BSM Media, a Fort Lauderdale, Fla.,-based marketing firm that targets the mother demographic, 65% feel that they are "underserved" by advertisers--either because the mom-focused ads don't resonate or because the ads aren't aimed at moms at all. 

Strike the right nerve, though, and there's a pile of money to be made, even in a rough economy.

In Pictures: Eight Ways To Market To The Modern Mom

In Pictures: 12 Innovative Marketing Techniques

Successfully targeting the mom segment means communicating with them in their lingo, according to Nancy Lowman LaBadie, an executive vice president at Marina Maher Communications, a public relations agency that has handled many of Procter & Gamble's female-focused products, like Secret deodorant, Dawn dish soap and Clairol hair color. "I think companies who learn [that language], understand it and connect with it will reap the rewards," she says.

How to connect? Start by knowing where moms mingle--and, increasingly, that means online. According to the recent BSM Media survey, 71% of moms use the Internet to get product information.