DMG Media launches Mum Marketing – Connecting Brands with 75% of Mums in Ireland

dmg media Ireland announces the launch of dmg mum marketing, a strategic and brand solution designed to craft tailored strategies and impactful campaigns, granting brands unparalleled access to Ireland’s vibrant community of mothers.

dmg mum marketing offers unmatched reach and engagement, connecting brands with 75% of mums across Ireland’s largest parenting platforms, RollerCoaster.ie and everymum. dmg mum marketing provides relevant and meaningful brand solutions through a variety of channels, including display, video, native content, sampling, and research.

To further enhance their understanding of the market, dmg mum marketing commissioned Amárach Research to survey a sample from their extensive database of over 300,000 mums on RollerCoaster.ie and everymum. The survey results highlight key insights into the purchasing behaviour and attitudes of Irish mothers, emphasising the importance of Trust and Choice when selecting products and brands.

Key findings on Trust:

• Mums prefer reputable sites such as RollerCoaster.ie and everymum.
• They trust receiving product samples in stores or at events.
• They place trust in a brand’s own website.

Key findings on Choice:

• The reputation of the company/brand in Ireland is crucial.
• The treatment of employees by the company/brand matters.
• Sustainability and ethical credentials of the company/brand are important.

This ongoing dmg mum marketing/Amárach Research study will continue to provide unique insights into the purchasing behaviour and preferences of mums in Ireland.

The launch event, hosted at the dmg media Ireland Studio and Hub on Haddington Road, Dublin, saw representatives from some of the country’s top parenting brands in attendance. Notable attendees included Aine Devlin from Uniphar Ireland, Maura Ashe from UM Ireland, Sarah Murphy from Allegro, Caroline Finnucane from Ocean Healthcare, Caroline Shesgreen from Dentsu, as well as Aideen McGinn and Carol McNally from Waterbabies.

Liz Doyle, Group Head of Female Brands at dmg media Ireland, commented at the event: “The dmg media mum marketing solution allows brands to build strategic partnerships with our data-driven insights, media expertise, creativity, and production—all under one roof. dmg mum marketing is committed to connecting brands with great content. Through our dedicated platforms, RollerCoaster.ie and everymum, we offer access to 75% of Irish Mums, with an unparalleled level of insight and engagement.”