New mothers are good targets for integrated web marketing campaigns, as they often look for information and value for new products.

A report from Kelton Research found that integrated web marketing campaigns aimed at new mothers can help sway the highly convertible audience. Women who recently gave birth are constantly in the market for new products.

Content marketing campaigns that focus on informing an audience are good methods of reaching this demographic, since they want to ensure they’re using the best products. Kelton surveyed women with children and found that they are willing to spend more if they believe they will receive good value.

Moreover, the message of any content is especially important. Audience targeting is critical, as mothers want information from other mothers. Therefore, creating content originating from this persona will help businesses perfect their articles, blog posts or other material.

Kelton also found that mothers often say ads targeting them focus too heavily on guilt. Provide solutions to problems with content, and avoid any message that makes them feel inadequate.

Brafton recently reported that social media marketing campaigns are also effective for targeting mothers. The new responsibility often means losing contact with friends or colleagues, so many new mothers turn to Facebook or other networks to stay in touch.

Joe Meloni is Brafton's former Executive News and Content Writer. He studied journalism at the University of Massachusetts, Amherst, and has written for a number of print and web-based publications.