AOL presents at the 2012 M2Moms Conference
Over 300 marketers gathered at the Chicago Cultural Center this week for the 8th annual M2Moms-- The Marketing to Moms Conference. AOL was proud to participate as a speaker and an associate sponsor of this year’s event.
M2Moms brings together industry thought leaders and marketing executives for two days of workshops, general sessions, case studies and peer-to-peer networking to share, learn and overcome the challenges around connecting with Moms today. Lisa Mathison, Director of Audience Marketing at AOL, presented our most recent proprietary Moms segmentation study that identified the seven unique Mom archetypes that exist on the web and the digital content needs of each of them.
Lisa offered three key strategies brands can execute in order to deliver content that is more meaningfully suited to each of these unique Moms. She also unveiled our brand new advanced targeting advertising solution, the first of its kind at AOL, that offers advertisers the opportunity look beyond demographics and enable them to target the seven Mom archetypes based on their psychographic mindsets.
AOL’s Mom segmentation study is coming off the heels of our successful Women’s segmentation study, completed in partnership with Bovitz Inc. in 2011, which gained the attention of leading trade publications and agencies alike.
Meet the 7 Mom archetypes:
Social Expressionista : Creative and community-oriented, this Mom turns to her social networks in order to express her views, cultivate her creativity, and share her latest projects. She’s a Mom that will add rich dialogue to your brand community.
Alpha Trendsetter: The “IT” mom all the other moms look up to - both stylish and savvy. But, this Mom is not frivolous. She understands she can always be better so she works hard to arm herself with the latest information on everything as a Woman and a Mom. Plug this Mom in to knowledge.
Shopsessive: Shopping is this Mom’s favorite activity. She may be a bit of a ‘product know-it-all’ but she actively shares her expert knowledge on ALL the latest, and kid-friendly, products with everyone around her. She is your brand’s best advocate.
Businesswired: Classic and sophisticated, this Mom balances life as a business woman and a mom. She’s online for work and to stay connected to home. She goes offline when she is with her family. She also has a penchant for the more luxurious things in life. Help her keep her work life balance.
Momcentric: Being a mom means everything to her. She strives to be the best mom she can be. Everything she does, she does with her kids in mind. Connect with her through parenting tools and advice.
Intelligentle: Simple, practical and informed describes this mom best. She and her family actively contribute to bettering the environment by living eco-friendly and globally, nationally, and locally conscious. Activate her participation through causes that move her.
Spiritual Provider: This mom is traditional and spiritual. She takes pride in being a positive and responsible provider for her family – managing the home and the family budget. Sometimes she’s so focused on being a good provider, she forgets about herself. Help her unwind online.
Program for the Mom you want to reach with AOL. To learn more about our advanced targeting capabilities to these seven unique Mom archetypes please email us at sales@teamaol.com.
