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Jen Modarelli, an Ad Age blogger and recent “Marketing to Moms” panelist at ad:tech New York, believes that mobile engagement is ideal for tech savvy moms who continually balance many demands on-the-go. The deck from her session “Engaging Moms with Emerging Technologies,” examines opportunities for brand engagement with this dynamic audience who influence 85% of household purchases. Modarelli is Principal at White Horse, a leading digital marketing agency in Portland, OR.
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© 2011 White Horse Productions, Inc. 1-877-471-4200
Engaging Moms withEmerging Technologies
Presenter: Jennifer Modarelli, Principal
White Horse
#whitehorsepdx@jenmod
Who are we?
A 30-year-old digital agency focused on helping our clients evolve in their use of digital media as user behavior evolves.
Our Digital Futures Group is industry first led by a cultural anthropologist it tracks trends in consumer technology adoption especially on mobile technology.
Our client base includes CPG/Retail, B2B, Financial Services, and Healthcare sectors
© 2011 White Horse Productions, Inc. 1-877-471-4200
“Any mother can perform the job of several air traffic controllers with ease.”
Lisa Alther
What’s Emerging for Digital Moms and
Marketers
It’s getting easier to juggle
On any given day you might interact with over 12 different interfaces!
Consolidation = Opportunity
Marketers Must get Smart about Smart Phones & Moms
© 2011 White Horse Productions, Inc. 1-877-471-4200
Moms = Smartphone Power Users
*“The 21st Century Mom™ Report”, BabyCenter®
• Adoption has risen over 64% in the past 2 years
• 53% say they purchased one as a direct result of becoming a mom
• 68% know how to use most of the features
• On average spend 37% of their daily media time on it
• 91% never leave their house without it
Important Features for Moms
• Photos/Video
• Contacts/ text/email
• Apps
• Social Networks
• Access internet
• Search
*“The 21st Century Mom™ Report”, BabyCenter®
Moms and Apps
• 52% have ten or more
• 25% of their Apps are for their kids
*“The 21st Century Mom™ Report”, BabyCenter®
Apps “vs.” Mobile Web• On average smartphone users have 15 apps on their primary
phone
• They use only 5 of them weekly or more
• There are over 350,000 apps and 250,000 in Google Android store
• Approaching 30% of the apps are downloaded once and never used again
• 1 In 9 searches is conducted on a mobile device
You can’t choose for Mom
Mom chooses her own medium
Apps will give way to Better Mobile Sites
© 2011 White Horse Productions, Inc. 1-877-471-4200
Marketers should be addressing both.
What Moms do on line
*“The 21st Century Mom™ Report”, BabyCenter®
What Moms do on Smartphones
*“The 21st Century Mom™ Report”, BabyCenter®
Mom never forgets
Mom never forgets
Mom always knows what to do
1 out of 9 searches are done on a mobile phone.
And Where to Go
Locating address and phone numbers has never been easier
What’s for dinner?
The internet has become mom’s #1 source
Are we there yet?
26% of Moms download games and music for their children
Other Emerging Trends
Dr. Mom
78% are interested in technologies that can help them manage their family’s health and
wellness
Managing the Castle
As presented at CES Ja 2011
Smarter shopping
Greater adoption of instore mobile solutions for assisting in the purchasing decision
Beyond the coupon Add value not distraction Think beyond the shelf
Example: Style Selector 2.0
Our goal is to promote “virtual ownership.” Consumers are far more likely to purchase a décor item if they know what it will look like in their home.
© 2010 White Horse Productions, Inc. 1-877-471-4200
Replicating the in-home experience is nearly as powerful as actual ownership!
Source: Judgment and Decision-Making Journal, 2007
In-store: consumers scan a QR code on the package or shelf display to view the hardware on a virtual door in the style they choose.
Crucial consumer support at point of purchase increases conversion and delivers rich data on purchase consideration & look no sales clerk!
Mobile Style Selector
5 marketing opportunities
1. A Copernican Revolution: the website is no longer the center Mom’s of the digital marketing universe.
© 2011 White Horse Productions, Inc. 1-877-471-4200
46% of Moms report taking an action after seeing an ad on their Smart Phone
2. Paid and earned media work together. Make it work for Mom
© 2011 White Horse Productions, Inc. 1-877-471-4200
73% of moms trust the information about products and services they learn through
online communities
3. Tap into Mobile search
4. For Marketers less content, more content curation.
© 2011 White Horse Productions, Inc. 1-877-471-4200
5. Location, location, location, but not just for the sake of location.
© 2011 White Horse Productions, Inc. 1-877-471-4200
Jen ModarelliWhite Horse
[email protected]: @jenmod, @whitehorsepdx
1.877.471.4200
© 2011 White Horse Productions, Inc. 1-877-471-4200