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Mobile mamas by mullen and frank about women



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.

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.



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    Mobile mamas by mullen and frank about women Mobile mamas by mullen and frank about women Presentation Transcript

    • Marketing to Mobile Mamas Through Smart Phone Apps presented by
    • > Quick Mom Facts 49.6 million moms with kids under 18 2.1 trillion in spending power 92% consider themselves the CPO of the household
    • > Framing the Discussion Mobile & Apps Apps for Moms Assignment
    • > The Epiphany “... if you had to choose between your Xbox, PS3, Wii, the TV or your iTouch, what do you take?” “Dad, of course, my iTouch.” Jack Larkin, age 10 October 2008
    • > Our Portfolio
    • > No Longer the Third Screen
    • > It’s actually becoming the first ...
    • U.S. Mobile Internet Users and Penetration (2009-2014) (millions and % of population) 150 60% 142.1 129.7 50% 115.2 100 40% 101.1 85.5 30% 68.6 50 20% 0 10% 2009 2010 2011 2012 2013 2014 % of population Source: eMarketer
    • > Three Major Players 32% 26% 25% Source: Nielsen
    • > The Numbers are Undeniable 100,000 apps 10,000 apps 100M+ U.S. mobile Internet users by 2011 7.5B+ Apps downloaded 410K+ Available apps 300,000 apps Represents a legitimate marketing channel
    • > Keys to Success Entertainment Utility Purpose Location Social Value
    • Let’s Talk About Mobile Mamas
    • Apps Have Become Her New Utility Belt
    • 85% use the mobile Internet almost daily 96% of iPhone moms are involved in their household purchasing decisions, with 40% being the sole decision makers.
    • > The iPhone Mom - Stats and Facts 89% Phone as source of entertainment 64% Manage busy calendar and schedule 60% Locate nearest store/restaurant 42% Keep track of shopping list 23% Recipes 20% Educational apps 19% Coupons
    • > What Moms Want in an App 1 Save Me Money 2 Save Me Time 3 Make Me Smarter 4 Help Me Organize 5 Help Me Connect 6 Entertain Me
    • > Lots of Apps Dedicated to Mom
    • > Top 50 iPhone Apps for Moms Source: Yahoo! July, 2010
    • #5 RedLaser The app that saves you money. Shop smarter as RedLaser searches for online and local prices from thousands of retailers.
    • #10 WeatherBug Elite Weather Bug Elite is the premier source for truly live and local weather.
    • #17 Angry Birds Angry Birds gives me the mindless fun and a needed to escape.
    • > 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
    • “… 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
    • > The Assignment Develop a unique branded app using the principles we’ve discussed today.
    • Contact: Nicole Green 336.774.9318 336.624.1484 ngreen@frankaboutwomen.com