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Digital moms

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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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Engaging Moms with Emerging Technologies Presenter: Jennifer Modarelli, Principal White Horse #whitehorsepdx @jenmod © 2011 White Horse Productions, Inc. 1-877-471-4200
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 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 *“The 21 st Century Mom™ Report”, BabyCenter®
Important Features for Moms Photos/Video Contacts/ text/email Apps Social Networks Access internet Search *“The 21 st Century Mom™ Report”, BabyCenter®
Moms and Apps 52% have ten or more 25% of their Apps are for their kids *“The 21 st 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 21 st Century Mom™ Report”, BabyCenter®
What Moms do on Smartphones *“The 21 st 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 Beyond the coupon Add value not distraction Think beyond the shelf Greater adoption of instore mobile solutions for assisting in the purchasing decision
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
Mobile Style Selector 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!
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 Modarelli White Horse [email_address] Twitter: @jenmod, @whitehorsepdx 1.877.471.4200 © 2011 White Horse Productions, Inc. 1-877-471-4200

More Related Content

Digital moms

  • 1. Engaging Moms with Emerging Technologies Presenter: Jennifer Modarelli, Principal White Horse #whitehorsepdx @jenmod © 2011 White Horse Productions, Inc. 1-877-471-4200
  • 2. 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
  • 3. “ Any mother can perform the job of several air traffic controllers with ease.”  Lisa Alther
  • 4. What’s Emerging for Digital Moms and Marketers
  • 5. It’s getting easier to juggle On any given day you might interact with over 12 different interfaces!
  • 7. Marketers Must get Smart about Smart Phones & Moms © 2011 White Horse Productions, Inc. 1-877-471-4200
  • 8. Moms = Smartphone Power Users 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 *“The 21 st Century Mom™ Report”, BabyCenter®
  • 9. Important Features for Moms Photos/Video Contacts/ text/email Apps Social Networks Access internet Search *“The 21 st Century Mom™ Report”, BabyCenter®
  • 10. Moms and Apps 52% have ten or more 25% of their Apps are for their kids *“The 21 st Century Mom™ Report”, BabyCenter®
  • 11. 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
  • 13. Mom chooses her own medium
  • 14. Apps will give way to Better Mobile Sites © 2011 White Horse Productions, Inc. 1-877-471-4200 Marketers should be addressing both.
  • 15. What Moms do on line *“The 21 st Century Mom™ Report”, BabyCenter®
  • 16. What Moms do on Smartphones *“The 21 st Century Mom™ Report”, BabyCenter®
  • 19. Mom always knows what to do 1 out of 9 searches are done on a mobile phone.
  • 20. And Where to Go Locating address and phone numbers has never been easier
  • 21. What’s for dinner? The internet has become mom’s #1 source
  • 22. Are we there yet? 26% of Moms download games and music for their children
  • 24. Dr. Mom 78% are interested in technologies that can help them manage their family’s health and wellness
  • 25. Managing the Castle As presented at CES Ja 2011
  • 26. Smarter shopping Beyond the coupon Add value not distraction Think beyond the shelf Greater adoption of instore mobile solutions for assisting in the purchasing decision
  • 27. 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
  • 28. Mobile Style Selector 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!
  • 30. 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
  • 31. 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
  • 32. 3. Tap into Mobile search
  • 33. 4. For Marketers less content, more content curation . © 2011 White Horse Productions, Inc. 1-877-471-4200
  • 34. 5. Location, location, location, but not just for the sake of location. © 2011 White Horse Productions, Inc. 1-877-471-4200
  • 35. Jen Modarelli White Horse [email_address] Twitter: @jenmod, @whitehorsepdx 1.877.471.4200 © 2011 White Horse Productions, Inc. 1-877-471-4200

Editor's Notes

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