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The Mobile Mom: Digital Marketing Techniques to Reach Moms of Every Generation

The Mobile Mom: Digital Marketing Techniques to Reach Moms of Every Generation

Mother’s Day is Sunday, May 14th. This means you’ve got a limited window of opportunity to connect with your customers with Mother’s Day sale offers and promotions. Of course, practically every other business on the planet is doing the same thing at this time, so you’ll need to be smart.

Compelling Mother’s Day offers don’t have to be price driven: strong, emotional calls to action are often as effective as discounts. No matter what type of product or service you offer, your choice of marketing message and channel should reflect the preferences of the customer you’re really trying to reach: the person shopping for a great gift for Mom.

Gen Z shoppers are between the ages of 13-18. Messaging to reach Gen Z doesn’t have to be copy heavy. Look for imagery and video highlighting the sunny side of the sometimes emotionally tumultuous teenage years: calls to action can be extremely simple and direct. “Make Mom 😍!” Keep the price point of featured items relatively low but don’t underestimate the depths of Gen Z’s pockets: collectively, these youngsters command $44 billion in purchasing power. In terms of messaging channels, Snapchat, Tumblr, and YouTube dominate.

[Tweet “Youngsters command $44 billion in purchasing power”]

Millennials include everyone born between the mid-1980s and the year 2000. This means the Millennial generation includes those as young as 19 right up to people in their thirties. Half of all older Millennials have children of their own, which can definitely alter their perception of holidays like Mother’s Day. Messaging that reflects this deeper, more profound understanding of motherhood resonates very well with Millennial parents. Millennials are also very value-conscious: pricing matters to this generation. Instagram, Pinterest, and Facebook are good platforms to reach Millennials. They’re also very responsive to targeted email advertising and text message campaigns.

Gen X shoppers are the children of the Baby Boomers. Born between the mid-1960’s and mid-80’s, Gen Xers range in age from their thirties to approaching fifty. This generation values work-life balance, and has reached a stage in life where they feel they can confidently address everything that’s important to them. Older Gen Xers may be confronting the idea that their parents will someday need care. Gen X is a very active, on the go generation: Mother’s Day messaging should be short, to the point, and center on an immediate call to action. Use email, Facebook, Pinterest and Instagram to connect. You’ll also want to be sure that your website features Mother’s Day content prominently throughout.

Baby Boomers range from 50 to 70 years old. The Pew Research Center for Internet, Science & Tech found that nearly 3/4ths of this generation use social media regularly, primarily Facebook. Baby Boomers are the generation most likely to buy Mother’s Day gifts for two different groups: their own mothers and their children or grandchildren who are mothers. Baby Boomers value rich content, including lengthier text pieces with gift recommendations and emotionally uplifting vehicles. While Boomers are increasingly comfortable shopping online, they still prefer to do their shopping in person. Make digital coupons available via your website, social media, and in email to appeal to Baby Boomers.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office