– The Utility Mom typically has the most children at home of all the segments, yet spends the most time online each week and enjoys relaxing with games and quizzes. To reach the Utility Mom, marketers should align with entertaining widgets and send brand messages through influential women in her circle.
– The Groupster is a dynamic builder of online communities and seeks purchasing information and advice from her wide social circle, which includes moms she does not know offline. Marketers can reach her by associating with groups, blogs and other message centers and enlisting her as a brand advocate.
– The Infoseeker usually has a young baby at home and is hungry for information on parenting and related products. Brands that can tie their messages into the information she is seeking, especially via the voice of other moms, will be the most successful at connecting with the Infoseeker.
– The Hyperconnector, typically the mother of older children, is no longer aggressively seeking parenting information and advice, but rather uses social media as a way to chat with others and learn about new products. As an active social network member, she is comfortable expressing her opinions and would be an excellent candidate for brands to tap in social marketing campaigns.