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© 2011 White Horse Productions, Inc. 1-877-471-4200 Engaging Moms with Emerging Technologies Presenter: Jennifer Modarelli, Principal White Horse #whitehorsepdx @jenmod

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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.

TRANSCRIPT

Page 1: Digital moms

© 2011 White Horse Productions, Inc. 1-877-471-4200

Engaging Moms withEmerging Technologies

Presenter: Jennifer Modarelli, Principal

White Horse

#whitehorsepdx@jenmod

Page 2: Digital moms

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

Page 3: Digital moms

“Any mother can perform the job of several air traffic controllers with ease.”

Lisa Alther

Page 4: Digital moms

What’s Emerging for Digital Moms and

Marketers

Page 5: Digital moms

It’s getting easier to juggle

On any given day you might interact with over 12 different interfaces!

Page 6: Digital moms

Consolidation = Opportunity

Page 7: Digital moms

Marketers Must get Smart about Smart Phones & Moms

© 2011 White Horse Productions, Inc. 1-877-471-4200

Page 8: Digital moms

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

Page 9: Digital moms

Important Features for Moms

• Photos/Video

• Contacts/ text/email

• Apps

• Social Networks

• Access internet

• Search

*“The 21st Century Mom™ Report”, BabyCenter®

Page 10: Digital moms

Moms and Apps

• 52% have ten or more

• 25% of their Apps are for their kids

*“The 21st Century Mom™ Report”, BabyCenter®

Page 11: Digital moms

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

Page 12: Digital moms

You can’t choose for Mom

Page 13: Digital moms

Mom chooses her own medium

Page 14: Digital moms

Apps will give way to Better Mobile Sites

© 2011 White Horse Productions, Inc. 1-877-471-4200

Marketers should be addressing both.

Page 15: Digital moms

What Moms do on line

*“The 21st Century Mom™ Report”, BabyCenter®

Page 16: Digital moms

What Moms do on Smartphones

*“The 21st Century Mom™ Report”, BabyCenter®

Page 17: Digital moms

Mom never forgets

Page 18: Digital moms

Mom never forgets

Page 19: Digital moms

Mom always knows what to do

1 out of 9 searches are done on a mobile phone.

Page 20: Digital moms

And Where to Go

Locating address and phone numbers has never been easier

Page 21: Digital moms

What’s for dinner?

The internet has become mom’s #1 source

Page 22: Digital moms

Are we there yet?

26% of Moms download games and music for their children

Page 23: Digital moms

Other Emerging Trends

Page 24: Digital moms

Dr. Mom

78% are interested in technologies that can help them manage their family’s health and

wellness

Page 25: Digital moms

Managing the Castle

As presented at CES Ja 2011

Page 26: Digital moms

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

Page 27: Digital moms

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

Page 28: Digital moms

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

Page 29: Digital moms

5 marketing opportunities

Page 30: Digital moms

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

Page 31: Digital moms

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

Page 32: Digital moms

3. Tap into Mobile search

Page 33: Digital moms

4. For Marketers less content, more content curation.

© 2011 White Horse Productions, Inc. 1-877-471-4200

Page 34: Digital moms

5. Location, location, location, but not just for the sake of location.

© 2011 White Horse Productions, Inc. 1-877-471-4200

Page 35: Digital moms

Jen ModarelliWhite Horse

[email protected]: @jenmod, @whitehorsepdx

1.877.471.4200

© 2011 White Horse Productions, Inc. 1-877-471-4200