A Mother’s Day Present

Either you are a talker or a listener. Especially online. Feels like everyone is either talking or listening online. Take my wife. She is the talker, posting Facebook updates, putting up pictures, making comments. Me, I am the listener. I guess that is why she is the creative person in the family and I am the market researcher.

But she is also a mom. And increasingly moms are talking and marketers are paying attention. Listening and tracking the influencer moms is not new. Everyone has been doing that for a long time. But what does it mean for your brand? Does it actually sell more? That is the big question. We all have been trying to figure that out. And we just got one step closer.

We at EmPower recently launched the Mom Index of Purchase Intention (MIPI). Why is it a big deal? Because now for the first time we can link the conversations to the purchase intentions. Yes, not all conversations are equal. We like it when moms talk about our brand but love it when they are talking about purchasing it, have purchased it or recommend purchasing it.

We believe that this MIPI is the missing link to understanding the link to how conversations impact sales. It is not sales, yet, but that much closer to sales. THAT is why I am excited. And will continue to listen.

- By Nazim Fazlani