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.
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
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
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!