Context and utility

In a Harvard Business Review paper published in March 2013, Jeffrey Rayport discussed a new advertising medium - human experience. Human experience includes "one's online and offline travels, social interactions, group affiliations, and thought processes." According to Rayport, successful marketers base advertising on the context of the target's experience and utility to the target. For example, Duracell sent out Rapid Responder trucks in the wake of Hurricane Sandy, providing charging stations, WiFi, and free batteries. 

Rayport summarizes how brands should use human experience: "To win consumers' attention and trust, marketers must think less about what advertising says to its targets and more about what it does for them."

How does Rayport's advice apply to child product marketers? Mintel's 2014 US report on marketing to moms provides information on social media use:

• Moms especially use social media for photo sharing, particularly of early milestones. Visual content, particularly content focused on milestones, is therefore a likely means of encouraging engagement.

• Less than three in 10 moms say that they like to receive discount offers though social media, and even fewer watch “how-to” videos or post feedback on social media. 

Ultimately, moms use social media to connect with friends and family. How can brands advertise on the platforms without appearing intrusive?

Fisher-Price shared the above Shutterfly with Facebook fans last week. It in no way pushes Fisher-Price products - it is a helpful hint for a friend. In fact, many moms were probably surprised the post was shared by a brand, not a fellow couponing friend. The post is especially useful to a target who enjoys photo sharing and has lots of milestones to capture. It builds trust, linking to Fisher-Price's goal of helping parents create happy childhoods.