Maria Bailey DKC 2013

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Maria Bailey DKC 2013

  1. 1. The New GateKeeper
  2. 2. Once upon a time…Moms were women of ONE defined generation with at least 1 child under 18 years. Successful marketing was based on moms sitting in a playground talking about brands while their children played in the sandbox.The moms would leave the sandbox and share the news of products, solutions and brands with other moms they met along their journey through parenthood. 2
  3. 3. On The Go… Online and Offline 90% 85% 67% 40% 20% Newspaper BloggingOffline/Personal Relationships“Women of child-bearing age are the most active social media movers” - Nielsen
  4. 4. What’s New in MillennialMotherhood?
  5. 5. The Millennial Mom • Born between early 80’s thru 1998 • Children of Boomers • A Trophy for Everything • Over-scheduled childhood • Highly educated • Remembers 9/11 • Optimistic • Experienced the down economy • Master Multi-tasker • Motherhood without martyrdom • Visual Shopper • Philanthropic • Desire to stand out • Does everything but TALK on her phone 5
  6. 6. Evolution of the Blogosphere of Mom Bloggers• Mom Blogger Today- Foodie Tomorrow• Children are getting older, interests change• Blogs = Banner Ads• It’s a family affair for some moms!• A new confidence among some mothers 6
  7. 7. Online Videos are Popular with Moms 80% view 91% watch on videos onlinelaptops/desktops daily daily 37.9% 43.7% weekly weekly More than half watch an entire video
  8. 8. More than 20 apps are downloaded on Mom’sphone. More than 60% report 21 or more apps. 0 to 10 15% 31 or more 39% 11 to 20 25% 21 to 30 21% Of the downloaded apps, between 6 and 10 are used on a “regular basis”.
  9. 9. What type of apps do you download? Medical Books Weather Business Finance Photography NewsHealthcare and Fitness Navigation Sports Travel Reference Lifestyle Productivity Music Social Networking Utilities Entertainment Games 0 10 20 30 40 50 60 70 80 90
  10. 10. $5 is the magic amount – overwhelming majority of Moms (87%) want to pay less than a Lincoln for an app - almost half like FREE! Less than $5.00 $5.00 and up 0.8 12.3 More than $5.00$3.00 to $4.99 5.1$1.00 to $2.99 14.7 87.7 $0 to $.99 30.8 Free 48.6 0 10 20 30 40 50
  11. 11. “Mom, can I use your phone to play?” Almost 50% of Moms have up to 6 apps on their phone that kids can use 283025 22.5 20.8 19.42015 9.310 5 0 None 1 to 3 4 to 6 7 to 9 10 or more
  12. 12. Apps are a family affair with 40% of Moms responding that 1 to 5 apps are downloaded on a family member’s request11 or more 6 to 10 1 to 5 None 0 5 10 15 20 25 30 35 40 45
  13. 13. 48% say there are from 1 to 6 apps on their phone for their children.10 ormore 7 to 9 4 to 6 1 to 3 None 0 5 10 15 20 25 30 35
  14. 14. 43% of Moms write reviews for apps they own. Yes No 43% 57%
  15. 15. ResourcesMarketing to Moms Coalition • www.marketingtomomscoalition.org • Free membership for industry professionals • State of the American Mom ReportMarketing to Moms TV • www.marketingtomomstv.com • How to VideosBSM Media • www.BSMMedia.com • Monthly NewsletterMaria Bailey • @MomTalkRadio • Maria@bsmmedia.com 15

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