© 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

jenmod@whitehorse.comTwitter: @jenmod, @whitehorsepdx

1.877.471.4200

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