Digital Marketing

A selection of our latest articles on marketing to new and expectant parents, including data, email and acquisition campaigns.

HOW TO… produce great content for parents

The FanFinders Guide to Marketing is back. This time, we’re covering how brands can use content to engage, convert, and retain an audience of parents. Let’s talk about the biggest mistake brands make when marketing to parents and families: using a one-size-fits-all approach. The parents ‘group’ is just as diverse as the general population, so …

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HOW TO… create value with new and expectant parents

In our last guide entry, we covered why building pre-purchase value with customers can create more efficient and valuable marketing programmes for brands in the baby sector. But, how do you set about doing it? The reality is in marketing terms, loyalty is massively challenging now. If a website takes longer than three seconds to …

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Creative Data Labs – business problems and bright futures

In his latest blog, FanFinders’ CEO and co-founder Alec Dobbie reflects on his experience as a judge at one of the Data and Marketing Association’s Creative Data Labs. Last month, I was honoured to be asked by the Data and Marketing Association (DMA Talent) to be a judge at one of their virtual Creative Data …

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HOW TO… build pre-purchase brand loyalty

The FanFinders Guide to Marketing is back. This time we’re covering how for brands in the baby sector, acquiring customers way before the purchase point and at the right life stage means better cost-efficiency and longer-term value. The ‘pre-customer acquisition’ space isn’t new, but it has gathered more momentum during the pandemic. That’s because more …

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HOW TO… solve the inverse relationship between scale and cost

In the first part of The FanFinders Guide to Marketing, we cover how brands in baby and parenting can fight rising acquisition costs when they scale. When it comes to plans for scaling, the default go-to for many, in our industry and beyond, remains the likes of Google and Facebook. This is commonly understood – …

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5 questions – the year ahead in US parenting

This week, we put five questions to Tony Golden, FanFinders’ Senior Vice President of Business Development, North America – who gave us his reflections on the past year in the US parenting market and some predictions for 2021. Talk me through the current landscape for FanFinders and our industry? We do lead generation at scale …

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Our email marketing journey and the lessons we’ve learnt along the way (part 3)

In part 2, we covered warming your IP and certification. In this final part, Raphael Marsh rounds things up with how to be prepared for when things go wrong and why ‘intelligent’ emailing is the way forward. 7. Complaints All emails streams receive complaints, sometimes it’s unavoidable and certain providers have very sensitive reputation systems. …

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Our email marketing journey and the lessons we’ve learnt along the way (part 2)

In part 1, we covered choosing a setup, strategy and testing out templates. Raphael Marsh is back to share more essentials to support those small businesses who want to get serious about their email. 4. Warming up your IP Regardless of how sexy your email template is or how long you deliberated over the messaging, …

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