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MobU2012 Summit: Mobile Moms by Kimberly-Clark
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  • 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. #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. #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. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpMOBILE SHIFTS HOW MEDIA IS CONSUMED…
  • 5. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpAND HOW BRANDS ENGAGE WITH CONSUMERS
  • 6. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: motherdistracted.blogspot.com
  • 7. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: interactive advertising bureau
  • 8. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpSource: mobile marketing watch
  • 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. #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. #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. #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. #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. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpHOW KIMBERLY-CLARK USES MOBILE
  • 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. #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. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpCOTTONELLE
  • 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. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpPOISE
  • 20. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpWHAT’S NEXT?
  • 21. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorp TAKEAWAYSSource: eMarketer 2012, ComScore 2012
  • 22. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpUNDERSTAND MOM
  • 23. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpTEST & LEARN
  • 24. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT KIDS
  • 25. #MobiU2012 @twitterhandle @company #MobiU2012, @Meeswonger @KCCorpDON’T FORGET ABOUT DAD
  • 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