There's a lot at stake if brands establish themselves as a mothers' helper through web content - this demographic drives online conversions.

As we enter an era dominated by digital natives, it makes sense that once-traditional shopper demographics turn to the ‘net for convenience and competitive prices. Brands understand that establishing themselves as a mom’s go-to business early on will drive revenue in the long run. In the past, this meant keeping shelves stocked with high-demand items and providing loyalty benefits at the register. Now it means quick and easy online transactions, engaging web content and personalization that doesn’t cross the creepy line, according to data compiled by eMarketer.

An Experian Marketing Services report showed that two-thirds of all moms say the internet has changed the way they research products before buying, and over 45 percent say they are doing more buying online.

Brafton previously reported that moms are leading adopters of social media, comprising more than three-quarters of total YouTube members over the age of 18, about 27 percent of Instagram account holders and approximately a quarter of all Twitter and Pinterest users.

Busy and distracted by their many daily responsibilities, mothers don’t want to sort through social media content to find the information they’re looking for, eMarketer found.

“It really comes down to time … moms are going to have their go-to sites that they trust.”

“It really comes down to time,” Laura Tomasetti, CEO of 360 Public Relations, said in the report. “So moms are going to have their go-to sites that they trust.”

It’s important that marketers establish their brands as those one-stop digital storefronts to earn loyal customers who will contribute to the bottom line time and time again. To achieve that coveted role, companies must provide moms with the information they want upfront. They might see results by compiling blog content tips into an email newsletter for regular updates, or creating a video that compacts breaking news into an entertaining and easily digestible format.

Lauren Kaye is a Marketing Editor at Brafton Inc. She studied creative and technical writing at Virginia Tech before pursuing the digital frontier and finding content marketing was the best place to put her passions to work. Lauren also writes creative short fiction, hikes in New England and appreciates a good book recommendation.