Netmums ramps up ad offering to help brands move away from talking to parents as one homogenous group

Netmums

Parenting site Netmums has overhauled its website for the first time in two years and ramped up its content marketing offer following a major piece of research while has helped to better segment its users.

The mobile-first design was created on the back of research into the behaviour of 5,000 users, finding that 74 per cent now access via a smartphone (up 20 per cent in two years).

It also identified four ‘mum typologies’ which it is now encouraging brand-side marketers to pay attention to as they try and tap into the demographic.

“Brands are getting smarter at understanding the different typologies within the parenting community, and more and more brand are trying to engage with different typologies,” Netmums managing director Rimi Atwal told The Drum.

These four segments have been dubbed Digital Villagers (the most prolific and likely to engage with content on social), Visual Curators (prefers visual content to text), Life Hack Mums (wants easy to digest content that helps solve a problem) and Always On Mums.

“Where brands sometimes miss an opportunity is where they see a group of mums as one homogenous group – it’s the worst mistake they can make," she said.

Aviva and Aldi have already begun to harness this research in order to shape the campaigns they run with Netmums, although it remains too early to suggest if they have performed better than previous efforts.

But what Atwal can say is that brands that want to generate some kind of engagement beyond simply click-through must now consider this research if they want to develop campaigns for the platform.

“While we’ll still continue with our traditional models, we are seeing increasingly that display formats do no create the engagement and the shareability and the attention that mums respond to,” she explained. “It’s not about click through rates, but time and attention.”

The next campaign to run will come from Public Health England around the importance of flue vaccinations.

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