Katrina McCarter on marketing to mums - a podcast by Filtered Media

With 63% of mothers feeling that advertisers don’t understand them, how can we start making mum happy?

We all have one, yet when it comes to mothers, it turns out that advertisers and marketers may not be as familiar as they claim to be. Enter Katrina McCarter, founder and CEO at Marketing to Mums.

Driven to her wits end by a string of poorly suited advertisements, McCarter’s on a mission to answer one question: What does mum really want?

Presenting her findings at AD:TECH 2017, McCarter says advertisers are swamping mothers with outdated stereotypes and inauthentic messages on “the perfect life”.

“Many marketers actually think that mums are aspirational and that mums are striving to attain this perfect life,” she says. “It’s real suicide for a brand because mum immediately turns off.”

Instead, McCarter has found that mothers are demanding more authenticity from advertisers that doesn’t gloss over the complex “juggling” act of their daily lives. Now is the time to show what motherhood is truly like and reflect mum’s other interests, warts-and-all, she says.

Listen along as Mark Jones and JV Douglas get the scoop on the role of influencers for this market segment, how the generational divide is shaping messaging to mothers of all ages, and why making mum smile is the best type of relationship builder.

With 63% of mothers feeling that advertisers don’t understand them, how can we start making mum happy?

We all have one, yet when it comes to mothers, it turns out that advertisers and marketers may not be as familiar as they claim to be. Enter Katrina McCarter, founder and CEO at Marketing to Mums.

Driven to her wits end by a string of poorly suited advertisements, McCarter’s on a mission to answer one question: What does mum really want?

Presenting her findings at AD:TECH 2017, McCarter says advertisers are swamping mothers with outdated stereotypes and inauthentic messages on “the perfect life”.

“Many marketers actually think that mums are aspirational and that mums are striving to attain this perfect life,” she says. “It’s real suicide for a brand because mum immediately turns off.”

Instead, McCarter has found that mothers are demanding more authenticity from advertisers that doesn’t gloss over the complex “juggling” act of their daily lives. Now is the time to show what motherhood is truly like and reflect mum’s other interests, warts-and-all, she says.

Listen along as Mark Jones and JV Douglas get the scoop on the role of influencers for this market segment, how the generational divide is shaping messaging to mothers of all ages, and why making mum smile is the best type of relationship builder.

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