Mobile mamas by mullen and frank about women

1,083 views
1,025 views

Published on

Presented at the 2010 Marketing to Moms Conference in Chicago, this discusses how to use smart phone and mobile apps to connect with the 50 million moms in the U.S.

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,083
On SlideShare
0
From Embeds
0
Number of Embeds
8
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

Mobile mamas by mullen and frank about women

  1. 1. Marketing to Mobile Mamas Through Smart Phone Apps presented by
  2. 2. 49.6 million moms with kids under 18 92% consider themselves the CPO of the household 2.1 trillion in spending power > Quick Mom Facts
  3. 3. Mobile & Apps Apps for Moms Assignment > Framing the Discussion
  4. 4. “Dad, of course, my iTouch.” Jack Larkin, age 10 October 2008 The Epiphany> “... if you had to choose between your Xbox, PS3, Wii, the TV or your iTouch, what do you take?”
  5. 5. Our Portfolio>
  6. 6. No Longer the Third Screen>
  7. 7. It’s actually becoming the first ...>
  8. 8. U.S. Mobile Internet Users and Penetration (2009-2014) (millions and % of population) Source: eMarketer 100 0 150 2009 2010 2011 2012 2013 2014 50 68.6 85.5 101.1 115.2 129.7 142.1 % of population 60% 50% 40% 30% 20% 10%
  9. 9. Three Major Players> 32% 25%26% Source: Nielsen
  10. 10. The Numbers are Undeniable> 10,000 apps100,000 apps 300,000 apps 100M+ U.S. mobile Internet users by 2011 7.5B+ 410K+ Apps downloaded Available apps Represents a legitimate marketing channel
  11. 11. Keys to Success> Purpose Entertainment Location Social Value Utility
  12. 12. Let’s Talk About Mobile Mamas
  13. 13. Apps Have Become Her New Utility Belt
  14. 14. 96% of iPhone moms are involved in their household purchasing decisions, with 40% being the sole decision makers. 85% use the mobile Internet almost daily
  15. 15. The iPhone Mom - Stats and Facts> 89% 64% 60% 42% 23% 20% 19% Phone as source of entertainment Manage busy calendar and schedule Locate nearest store/restaurant Keep track of shopping list Recipes Educational apps Coupons
  16. 16. What Moms Want in an App> Save Me Money Save Me Time Help Me Connect Help Me Organize Entertain Me 1 2 4 5 6 Make Me Smarter3
  17. 17. Lots of Apps Dedicated to Mom>
  18. 18. Source: Yahoo! July, 2010 Top 50 iPhone Apps for Moms>
  19. 19. RedLaser The app that saves you money. Shop smarter as RedLaser searches for online and local prices from thousands of retailers. #5
  20. 20. WeatherBug Elite Weather Bug Elite is the premier source for truly live and local weather. #10
  21. 21. Angry Birds Angry Birds gives me the mindless fun and a needed to escape. #17
  22. 22. Benefits of Having an App> Put your brand in the hands of consumers - literally! Play with your consumers in a unique and fun way Enable brand loyalists to express their affinity Introduce your brand to a whole new audience set Extend your presence to a platform with 24/7 consumer access Low risk, high-appeal Remember the phone has become the first screen ENGAGE WITH YOUR CUSTOMERS ON THEIR TERMS AND SOLVE AN UNMET NEED
  23. 23. “… one of the most important shifts in the digital world has been the move from the wide-open Web to semiclosed platforms that use the Internet for transport but not the browser for display. It’s driven primarily by the rise of the iPhone model of mobile computing, and it’s a world Google can’t crawl.” - Chris Anderson, Editor In Chief, Wired magazine
  24. 24. The Assignment> Develop a unique branded app using the principles we’ve discussed today.
  25. 25. Contact: Nicole Green 336.774.9318 336.624.1484 ngreen@frankaboutwomen.com

×