Digital Moms: A Quiet Revolution

There is much confusion regarding moms and their relationship with digital media. Our judgment too often is clouded by clichés. Is she a traditional homemaker, babies clinging to her legs? A supermom who flawlessly juggles home and job? An obsessed career woman who has sacrificed all else to get to the top? Ask a mom, and her answer will likely be a puzzling combination of “none of the above” and “all of the above.” Motherhood in the modern age is a complex state that can’t easily be slotted into defined channels. To gain a better understanding of the modern mom, Havas Worldwide India teamed with AZ Research to conduct structured, face-to-face interviews with 1,050 mothers aged 25 to 45 in six Indian cities. The focus of the study was on digital media—specifically, what role digital media plays in parenting, child development, and homemaking, and what brands need to do to build a digital connection with these busy women.

Related topics:

Digital and the New Consumer
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What’s your brand’s voice?

"I just read this amazing piece of branded content, you should totally check it out"... said no one, ever. If every year in advertising is the year of something—mobile, social, thick-rimmed glasses— then this year heralds the arrival of “native advertising.” Having spent too long jostling for ad positions on the fringes of content— stuff people actually want to watch and read— advertisers are now looking more and more to become the content themselves.

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Brand Relevance
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In Defense of the Liberal Arts Degree

They might be getting overshadowed by STEM degrees in the news, but liberal arts degrees have a lot to offer students. In Fast Company, Havas Worldwide global CEO Andrew Benett offers a defense of liberal arts education, saying those that graduate with degrees in subjects such as history and literature tend to possess many of the qualities, skill sets, and aptitudes that are in highest demand in his own industry and in others that rely on creative thinking and foresight. He lays out three areas in which liberal arts grads excel: agility and adaptability, storytelling and persuasion, and historical consciousness. Read the op-ed here. And follow Andrew on Twitter @andrewbbenett. Image credit: Creative Commons/Our Lady of Disgrace@flickr.com

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The Talent Mandate
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Personalization: Why Having a Dialogue Is Not Enough

Now, it will be the marketers and their brands that move onward and upward from the obvious conversations in social media into a deep understanding of silent conversations and contexts that will distinguish themselves from the rest.

It wasn’t that long ago that the word "dialogue" was bandied about as a badge of competence in the world of digital—a badge announcing that the wearer understood this new era in marketing. Of course the new era heralded the end of push marketing and one-way messages and replaced it with the idea of engaging in conversations with consumers. (You’ll all remember those images of clip art figures using megaphones representing the end of the old days.)

Related topics:

Brand Relevance, Digital and the New Consumer
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