Mobile Moms: How Mobile Changes the Way We Talk to Moms        Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clar...
#MobiU2012 @twitterhandle @company                                        #MobiU2012, @Meeswonger @KCCorp                 ...
#MobiU2012 @twitterhandle @company                                                        #MobiU2012, @Meeswonger @KCCorp ...
#MobiU2012 @twitterhandle @company                     #MobiU2012, @Meeswonger @KCCorpMOBILE SHIFTS HOW MEDIA IS CONSUMED…
#MobiU2012 @twitterhandle @company                     #MobiU2012, @Meeswonger @KCCorpAND HOW BRANDS ENGAGE WITH CONSUMERS
#MobiU2012 @twitterhandle @company                                        #MobiU2012, @Meeswonger @KCCorpSource: motherdis...
#MobiU2012 @twitterhandle @company                                         #MobiU2012, @Meeswonger @KCCorpSource: interact...
#MobiU2012 @twitterhandle @company                                 #MobiU2012, @Meeswonger @KCCorpSource: mobile marketing...
#MobiU2012 @twitterhandle @company                                                                   #MobiU2012, @Meeswong...
#MobiU2012 @twitterhandle @company                                            #MobiU2012, @Meeswonger @KCCorp         HOW ...
#MobiU2012 @twitterhandle @company                                               #MobiU2012, @Meeswonger @KCCorp       HOW...
#MobiU2012 @twitterhandle @company                                              #MobiU2012, @Meeswonger @KCCorp      HOW K...
#MobiU2012 @twitterhandle @company                                              #MobiU2012, @Meeswonger @KCCorp      HOW K...
#MobiU2012 @twitterhandle @company                 #MobiU2012, @Meeswonger @KCCorpHOW KIMBERLY-CLARK USES MOBILE
#MobiU2012 @twitterhandle @company                                                          #MobiU2012, @Meeswonger @KCCor...
#MobiU2012 @twitterhandle @company                                                    #MobiU2012, @Meeswonger @KCCorp     ...
#MobiU2012 @twitterhandle @company       #MobiU2012, @Meeswonger @KCCorpCOTTONELLE
#MobiU2012 @twitterhandle @company                                                   #MobiU2012, @Meeswonger @KCCorp      ...
#MobiU2012 @twitterhandle @company        #MobiU2012, @Meeswonger @KCCorpPOISE
#MobiU2012 @twitterhandle @company        #MobiU2012, @Meeswonger @KCCorpWHAT’S NEXT?
#MobiU2012 @twitterhandle @company                                        #MobiU2012, @Meeswonger @KCCorp                 ...
#MobiU2012 @twitterhandle @company         #MobiU2012, @Meeswonger @KCCorpUNDERSTAND MOM
#MobiU2012 @twitterhandle @company        #MobiU2012, @Meeswonger @KCCorpTEST & LEARN
#MobiU2012 @twitterhandle @company              #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT KIDS
#MobiU2012 @twitterhandle @company             #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT DAD
Mobile Moms: How Mobile Changes the Way We Talk to Moms        Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clar...
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MobU2012 Summit: Mobile Moms by Kimberly-Clark

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Transcript of "MobU2012 Summit: Mobile Moms by Kimberly-Clark"

  1. 1. Mobile Moms: How Mobile Changes the Way We Talk to Moms Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clark @Meeswonger @KCCorp Event hashtag #MobiU2012 Presented by the Heartland Mobile Council
  2. 2. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp AGENDA• Mobile landscape• How Moms use mobile• How Kimberly-Clark uses mobile • Baby & Child Care: Huggies • Family Care: Cottonelle • Adult & Feminine Care: Poise• What’s next?• Takeaways
  3. 3. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp MOBILE LANDSCAPE• 67% smartphone penetration for North American mobile users • Projected to be 88% in 2014• 45 billion app downloads• 117 million tablets shipped• 24 million ebook readers shipped• Mobile web will overtake desktop web in 2013 Source: eMarketer 2012, ComScore 2012, IDC
  4. 4. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpMOBILE SHIFTS HOW MEDIA IS CONSUMED…
  5. 5. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpAND HOW BRANDS ENGAGE WITH CONSUMERS
  6. 6. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: motherdistracted.blogspot.com
  7. 7. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: interactive advertising bureau
  8. 8. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: mobile marketing watch
  9. 9. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HOW MOMS USE MOBILE• Moms spend more time with online media than all other media combined • Including TV, print, radio• Moms spend 2x more time online than general population• Beyond family and friends, Moms turn to social media and online info sources for tips, support and advice• Moms primarily use smartphones and tablets to go online • Shopping implications • Co-watching/simultaneous usage implications for advertising and marketing across channels • TV and tablet, TV and smartphone Source: BabyCenter, 21st Century Mom Insights, 2012
  10. 10. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HOW KIMBERLY-CLARK USES MOBILE• Kimberly-Clark develops an always-on framework for each brand: • Digital • Social • Mobile • CRM • eCommerce • Brand.com• Always on components work in collaboration with commercial programs
  11. 11. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HOW KIMBERLY-CLARK USES MOBILE• Mobile can play a key role at critical points throughout the consumer journey Stage 1 Stage 2 Mobile Apps SMS Email 2D Tags Web
  12. 12. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HOW KIMBERLY-CLARK USES MOBILE• Mobile is a key channel and channel connector in the media ecosystem TV Direct CRM Mail Retail Brand.com eCommerce eCommerce Consumer Experience Search Social Mobil OLA e Print
  13. 13. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HOW KIMBERLY-CLARK USES MOBILE• Mobile is a key channel and channel connector in the media ecosystem TV Direct CRM Mail Retail Brand.com eCommerce eCommerce Consumer Experience Search Social Mobil OLA e Print
  14. 14. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpHOW KIMBERLY-CLARK USES MOBILE
  15. 15. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp HUGGIES• Huggies mobile traffic has increased more than 2x in past year• Half of consumers view brand emails on mobile device• Huggies understands that their mobile Moms are in shopper mode• Huggies mobile site caters to shopping Mom • Quick Product info, Ratings & Reviews, Diaper Finder, Mommy Answers, Deals, Coupons • Adding more mobile-optimized content, features and functionality • Test & learn approach with SMS, tools like Shopkick, 2D codes • App exploration • Tablet planning
  16. 16. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp COTTONELLE• Cottonelle mobile traffic doubled over past year• 1/3 of consumers view brand emails on mobile device• Cottonelle is focused on enabling socialization of content • Brand.com is not the destination, it’s a gateway into a broader conversation• Cottonelle taking responsive approach across brand.com, tablet and smartphone
  17. 17. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpCOTTONELLE
  18. 18. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp POISE• Poise mobile traffic increased 50% in past year• ¼ of consumers view brand emails on mobile device• Mobile plays a unique role for Poise • Seeking information, help, answers, support • Need solutions and direction • Consumers want discretion
  19. 19. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpPOISE
  20. 20. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpWHAT’S NEXT?
  21. 21. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp TAKEAWAYSSource: eMarketer 2012, ComScore 2012
  22. 22. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpUNDERSTAND MOM
  23. 23. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpTEST & LEARN
  24. 24. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT KIDS
  25. 25. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT DAD
  26. 26. Mobile Moms: How Mobile Changes the Way We Talk to Moms Kyle Mengwasser, Digital Strategy & Planning, Kimberly-Clark @Meeswonger @KCCorp Event hashtag #MobiU2012 Presented by the Heartland Mobile Council

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