Netmums creates ‘real-time’ platform for advertisers

Netmums has developed an advertising platform that allows brands to adapt marketing on the site in response to real-time feedback from site users.

Netmums offers more flexible opportunities for brands.
Netmums offers more flexible opportunities for brands.

Morrisons is the first brand to adopt the platform in a six-figure deal – the second major marketing initiative unveiled by the supermarket since the start of the year as it looks to boost its ailing sales.

The “flexible marketing” platform will allow Morrisons, and other advertisers, to rapidly change the marketing messages that appear on Netmums pages in response to popular topics or discussions on the forum instead of running a single, pre-planned message.

Morrisons will use the platform to target the mum market and communicate its points of difference such as its butchers and fishmongers as well as its recently launched Wine Cellar online initiative.

The supermarket believes the flexible approach will help it “stand above the supermarket price war” and cater to the changing needs of customers by better communicating the reasons customers should shop with Morrisons rather than its rivals.

Dalton Philips, Morrisons CEO told analysts earlier this week that the supermarket had been caught up in “me too” marketing over Christmas that left all the supermarkets’ marketing looking the same, and will be hoping that the content-led partnership with Netmums will help it distinguish itself form rivals.

Siobhan Freegard, founder of Netmums, says the flexible platform is an example of a brand taking an “instinctive, intuitive” approach to marketing rather than planning specific messages months ahead. It means the time taken to create, sign off and run brand content on Netmums can be reduced from around three weeks to three days, making it much more relevant and timely.

“Often there is a long queue of processes to get brand content published. Advertisers talk about being relevant and in conversation with consumers but you can’t do that if you’re trying to predict what people will be talking about in three months time,” she says.

Rebecca Singleton, Morrisons marketing director says: “Mums make most of the household buying decisions, so it’s key we talk to them rather than just market at them. This deal isn’t simply about trying to sell groceries, it’s as much about listening to busy mums so we can understand the challenges facing them – and be best placed to help in store.

“The flexibility was really key for that reason – we want to be able to hear what mums want and be able to react where it matters: their weekly shop.”

Netmums claims to be the biggest parenting forum in the UK and has more than one million members and one million unique users every month.

Morrisons reported a 2 per cent drop in sales over the Christmas trading period after announcing a partnership with Ant & Dec and a deal to sponsor ITV shows Britain’s Got Talent and Saturday Night Takeaway hosted by the duo.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here